IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i8p3140-d1372787.html
   My bibliography  Save this article

Sustainable Fashion in New Era: Exploring Consumer Resilience and Goals in the Post-Pandemic

Author

Listed:
  • Joohye Hwang

    (School of Business, Thomas Jefferson University, Philadelphia, PA 19144, USA)

  • Xun Sun

    (Textile and Apparel Management, University of Missouri, Columbia, MO 65211, USA)

  • Li Zhao

    (Textile and Apparel Management, University of Missouri, Columbia, MO 65211, USA)

  • Song-yi Youn

    (Textile and Apparel Management, University of Missouri, Columbia, MO 65211, USA)

Abstract

This study examines the underlying mechanisms that lead to sustainable fashion consumption in the post-COVID-19 pandemic era. Particularly, this study explores the complex relations between resilient coping mechanisms, consumer life goals, and sustainable fashion consumption, combining Goal Content Theory and the Consumer Sustainability Orientation framework. The findings obtained from partial least squares structural equation modeling analysis using 503 responses confirm that resilient coping positively influenced both intrinsic and extrinsic life goals. While intrinsic goals reinforce all aspects of sustainability orientation (ecological, social, and economic), extrinsic goals show a contrasting effect—positively affecting economic orientation but negatively impacting ecological and social dimensions. Among sustainability orientations, the ecological dimension had a significant positive effect on sustainable fashion consumption behavior. The research also reveals that resilient coping directly improves social and economic dimensions of sustainability orientations, but it does not significantly influence ecological orientation. This study offers insight into differentiated marketing communication strategies for retailers depending on consumers’ goals—intrinsic or extrinsic—and implies the importance of the dynamic impact of each dimension of sustainability orientation on consumers’ sustainable fashion consumption choices.

Suggested Citation

  • Joohye Hwang & Xun Sun & Li Zhao & Song-yi Youn, 2024. "Sustainable Fashion in New Era: Exploring Consumer Resilience and Goals in the Post-Pandemic," Sustainability, MDPI, vol. 16(8), pages 1-18, April.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:8:p:3140-:d:1372787
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/8/3140/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/8/3140/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Serdar Çop & Victor Oluwafemi Olorunsola & Uju Violet Alola, 2021. "Achieving environmental sustainability through green transformational leadership policy: Can green team resilience help?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(1), pages 671-682, January.
    2. Usman Khizar, Hafiz Muhammad & Iqbal, Muhammad Jawad & Khalid, Junaid & Adomako, Samuel, 2022. "Addressing the conceptualization and measurement challenges of sustainability orientation: A systematic review and research agenda," Journal of Business Research, Elsevier, vol. 142(C), pages 718-743.
    3. Agnieszka Lasota & Justyna Mróz, 2021. "Positive Psychology in Times of Pandemic—Time Perspective as a Moderator of the Relationship between Resilience and Meaning in Life," IJERPH, MDPI, vol. 18(24), pages 1-13, December.
    4. Hiroyasu Furukawa & Kyung-Tae Lee, 2023. "Environmentally Friendly Materialism: How It Is Generated and How Luxury Apparel Addresses Environmental Problems," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    5. William R. Meek & Diane M. Sullivan, 2018. "The Influence Of Gender, Self-Identity And Organizational Tenure On Environmental Sustainability Orientation," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 23(03), pages 1-14, September.
    6. Jung Ha-Brookshire, 2017. "Toward Moral Responsibility Theories of Corporate Sustainability and Sustainable Supply Chain," Journal of Business Ethics, Springer, vol. 145(2), pages 227-237, October.
    7. Hafiz Muhammad Usman Khizar & Muhammad Jawad Iqbal & Muhammad Imran Rasheed, 2021. "Business orientation and sustainable development: A systematic review of sustainability orientation literature and future research avenues," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(5), pages 1001-1017, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Manpreet Rajpal & Bindu Singh, 2024. "How to drive sustainable entrepreneurial intentions: Unraveling the nexus of entrepreneurship education ecosystem, attitude and orientation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 1705-1721, May.
    2. Gloria Parra‐Requena & Pedro M. García‐Villaverde & María José Ruiz‐Ortega & Mateo M. Córcoles‐Muñoz, 2024. "Strategic resilience nexus: Connecting pioneering and sustainability orientations," Business Strategy and the Environment, Wiley Blackwell, vol. 33(8), pages 8784-8797, December.
    3. Maria Aluchna & Maria Roszkowska‐Menkes & Sana Khan, 2024. "Corporate governance perspective on environmental reporting: Literature review and future research agenda," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 1550-1577, May.
    4. Muhammad Jawad Iqbal & Hafiz Muhammad Usman Khizar, 2022. "The Epistemology of Entrepreneurial Responsible Orientation (ERO): Theory, Conceptualization, and Future Research," SAGE Open, , vol. 12(2), pages 21582440221, April.
    5. Laima Gerlitz & Christopher Meyer & Lawrence Henesey, 2024. "Sourcing Sustainability Transition in Small and Medium-Sized Ports of the Baltic Sea Region: A Case of Sustainable Futuring with Living Labs," Sustainability, MDPI, vol. 16(11), pages 1-38, May.
    6. Čater, Tomaž & Čater, Barbara & Milić, Patricia & Žabkar, Vesna, 2023. "Drivers of corporate environmental and social responsibility practices: A comparison of two moderated mediation models," Journal of Business Research, Elsevier, vol. 159(C).
    7. Xiaodan Wu & Richard Amoasi, 2024. "The role of CSR in sustaining corporate brands in the global market: The perspective of telecommunication companies in Ghana," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 433-447, January.
    8. Ibrahim Mutambik & Abdullah Almuqrin, 2024. "The Best of Both Worlds: How Financial Growth Can Engender Improved Sustainability for Businesses," Sustainability, MDPI, vol. 16(11), pages 1-23, June.
    9. Yujuan Wu & Jacquline Tham, 2023. "The Impact of Executive Green Incentives and Top Management Team Characteristics on Corporate Value in China: The Mediating Role of Environment, Social and Government Performance," Sustainability, MDPI, vol. 15(16), pages 1-23, August.
    10. Castro-Lopez, Adrian & Iglesias, Victor & Santos-Vijande, María Leticia, 2023. "Organizational capabilities and institutional pressures in the adoption of circular economy," Journal of Business Research, Elsevier, vol. 161(C).
    11. Dmitry A. Ruban & Natalia N. Yashalova & Vladimir A. Ermolaev, 2021. "Is Environment a Strategic Priority of the Leading Energy Companies? Evidence from Mission Statements," Sustainability, MDPI, vol. 13(4), pages 1-18, February.
    12. Valery Chistov & Nekane Aramburu & María Eugenia Fabra Florit & Iñaki Peña‐Legazkue & Pauline Weritz, 2023. "Sustainability orientation and firm growth as ventures mature," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5314-5331, December.
    13. Elif Baykal & Bahar Divrik, 2023. "Employee Involvement in Sustainability Projects in Emergent Markets: Evidence from Turkey," Sustainability, MDPI, vol. 15(18), pages 1-19, September.
    14. Usman Khizar, Hafiz Muhammad & Iqbal, Muhammad Jawad & Khalid, Junaid & Adomako, Samuel, 2022. "Addressing the conceptualization and measurement challenges of sustainability orientation: A systematic review and research agenda," Journal of Business Research, Elsevier, vol. 142(C), pages 718-743.
    15. Isabell Tenner & Jacob Hörisch, 2021. "Diversity matters: the influence of gender diversity on the environmental orientation of entrepreneurial ventures," Journal of Business Economics, Springer, vol. 91(7), pages 1005-1023, September.
    16. Salem, Rami & Usman, Muhammad & Ezeani, Ernest, 2021. "Loan loss provisions and audit quality: Evidence from MENA Islamic and conventional banks," The Quarterly Review of Economics and Finance, Elsevier, vol. 79(C), pages 345-359.
    17. Noor Shakir Mahmood & Ahmed Ali Ajmi & Shamsul Bin Sarip & Hazilah Mad Kaidi & Khairur Rijal Jamaludin & Hayati Habibah Abdul Talib, 2022. "Modeling the Sustainable Integration of Quality and Energy Management in Power Plants," Sustainability, MDPI, vol. 14(4), pages 1-19, February.
    18. Rixiao Cui & Juanru Wang & Cong Zhou, 2023. "Exploring the linkages of green transformational leadership, organizational green learning, and radical green innovation," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 185-199, January.
    19. Parvez Alam Khan & Satirenjit Kaur Johl & Shireenjit K. Johl, 2021. "Does adoption of ISO 56002‐2019 and green innovation reporting enhance the firm sustainable development goal performance? An emerging paradigm," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 2922-2936, November.
    20. Marta Pizzetti & Lucia Gatti & Peter Seele, 2021. "Firms Talk, Suppliers Walk: Analyzing the Locus of Greenwashing in the Blame Game and Introducing ‘Vicarious Greenwashing’," Journal of Business Ethics, Springer, vol. 170(1), pages 21-38, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:8:p:3140-:d:1372787. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.