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Dimensions of sustainable fashion consumption. Scales construction based on the product life cycle

Zdonek Iwona, Kuczyńska Gabriela

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 202

651--663

Purpose: The aim of the article is to identify the factors determining the intention of purchasing sustainable fashion. The article answers three research questions:1) What observable variables can create dimensions of sustainable fashion consumption? 2) Are the created dimensions characterized by appropriate validity and reliability? 3) Which dimensions have the strongest impact on purchase intentions for a sustainable fashion? Design/methodology/approach: To achieve the aim of the article, literature and empirical research was conducted. Literature research was conducted based on the determinants of sustainable consumption of clothing products in connection with the life cycle of such product. Empirical research was conducted based on a survey on a sample of 270 respondents from Poland. The collected data was analysed using structural equation modelling (pls-SEM). Thus, the scales measuring the desired dimensions were validated. Additionally, a model was created which allowed us to find out what determines the intention of purchasing sustainable fashion. Findings: The created model indicates that the intentions to buy sustainable fashion are most strongly influenced by: a) the choice of second-hand clothing, b) the choice of sustainable producers, c) the choice of sustainable packaging, and d) the involvement in repairing clothes. A predictor that turned out to be statistically insignificant is the choice of sustainable fabrics. Practical implications: We consider our results regarding the validation of scales measuring dimensions of sustainable consumption of a clothing product to be important. The scales we proposed proved to be valid and reliable. Therefore, these scales may be useful for research on consumer maturity in the field of sustainable fashion. Originality/value: The originality of our work is a set of observable variables measuring the dimensions of sustainable consumption of a clothing product. The set of these variables can be used as a guide for consumers who want to make sustainable purchasing decisions regarding clothing products that are environmentally friendly and limit the exploitation of people in the fashion industry.