Predicting consumer intention to purchase clothing products made from sustainable fabrics

The goal of this study is to investigate the differential influences of environmental concern and fashion opinion leadership on consumer intention to purchase clothing products made of sustainable fabrics. In doi ng so, this study examines the mediating role of environmental attitude towards clothing consumption. The data were collected from 122 US college students with an average age of 21.4. The majority of the participants were female (83.6 per cent) and Caucasian (64.5 per cent). A weighted least squares hierarchical regression analysis was used for the data analysis. The results suggested that fashion opinion leadership was a more powerful determinant than environmental concern in predicting consumer intention to purchase clothing products made of sustainable fabrics. However, environmental attitude towards clothing consumption did not serve as a significant mediator. These findings provide beneficial insight for fast fashion retailers mainly targeting fashion opinion leaders. Managerial implications are discussed to delineate how fast fashion retailers can benefit from sustainable production and retailing strategies.