Bridging the sustainability paradox: a comprehensive framework of customer perceived value for slow fashion purchase intention

The environmental impact of the fast fashion industry is substantial, primarily due to the excessive waste generated from the frequent disposal of clothing by consumers. Although consumers increasingly express awareness of and support for slow fashion, this positive attitude does not consistently translate into actual purchase behaviour. This conceptual paper delves into the comprehensive framework of perceived value by integrating both values and sacrifices within a formative second-order and reflective first-order model, wherein attitude mediates the relationship between perceived value and purchase intention. This approach avoids the tautological limitations of the simple “give-get” models by conceptualising value dimensions as an integral part of the perceived value rather than independent predictors. The value dimensions included in the model are functional value, emotional value, social value, green value and aesthetic value. Extending prior research, this study included non-monetary cost and green perceived risk, along with monetary cost, offering a novel perspective in the context of perceived value of slow fashion purchase intention. This study proposes a framework that conceptualises the “give-get” mental trade-off process of consumers, explaining how value-sacrifice evaluations form perceived value, which in turn influences attitudes and purchase intentions towards slow fashion. This conceptual framework contributes to the sustainable consumption literature by integrating the Theory of Planned Behaviour and the Theory of Consumption Values to offer a detailed explanation of slow fashion purchase intention.

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