The influence of consumers’ self-concept and perceived value on sustainable fashion

Sustainable fashion is an emergent concept introduced to resolve the issues emanating from the clashes between the fast fashion production model and consumers and to establish a healthy relationship between the two. However, studies show that there are inconsistencies between the attitudes and behaviors of consumers regarding sustainability; sustainable fashion has not been found to lead to a shift in consumer behavior despite improved consumer awareness on the subject. In response, researchers claim that each consumer type’s consumption behavior towards sustainable fashion and their underlying characteristics need to be identified to understand the influences of their purchase intentions for sustainable fashion. This study investigates the relationship between self-concept and lifestyle so as to identify basic consumer attitudes and behaviors toward sustainable fashion, and also analyzes the effect of self-concept and perceived values on fashion lifestyle and consumption intention to identify each consumer type and suggest ways to induce the desired buying behavior. Data from people with prior knowledge or experience in sustainable fashion were collected through an online survey, and analyzed. The study found different influences on consumers’ fashion choices according to their distinct self-concepts, and that the subdivisions of CPV affect different degrees of purchase intention.