What Shapes Pro-Environmental Attitudes and Intention for Sustainable Fashion Consumption during a Stressful Time Event?

The fashion industry is one of the biggest polluting industries globally. It negatively affects the environment throughout all stages of the product life cycle because it requires large amounts of water for production, long supply chains and utilizes unsustainable materials. At the demand side, consumers' awareness regarding sustainability has grown and they increasingly question the consumption of fast fashion. This study aimed at investigating whether and how stressful events, such as the current health crisis, influence sustainable fashion consumption intention. In particular, it analyzed the impact of pro-environmental attitudes and susceptibility to social influence on consumers' intentions to engage in sustainable fashion consumption. To account for the impact of the recent stressful event, i.e., the COVID-19 pandemic, and following attachment theory, it was tested whether and how the perceived stress due to crisis determines consumers' pro-environmental attitudes and susceptibility to social influence. A quantitative survey, with 576 young respondents, during the COVID-19 pandemic in January 2021, was used to test the hypotheses. The findings showed that perceived stress due to crisis impacts their susceptibility to peer's influence, providing evidence for attachment theory. In addition, one stress factor, i.e., perceived self-efficacy with regard to COVID-19, increased pro-environmental attitudes and, in turn, sustainable fashion consumption intention. From a managerial perspective, the research helps to understand how individuals' consumption behaviors may change during a crisis and how to serve best their needs.