New research has revealed a surprising truth about sustainable fashion: real-life experience is the most critical factor in converting good intentions into actual purchases. Many consumers want to be eco-conscious, but it's the personal journey of trying sustainable options that truly solidifies their commitment and habits.
- Despite growing awareness, a significant "intention-behaviour gap" persists, with many consumers failing to translate their sustainable fashion aspirations into concrete actions. This gap highlights a major challenge for brands and advocates aiming for a greener fashion industry.
- A systematic review of 100 empirical articles, published in Frontiers in Sustainability, delves into what truly motivates consumers to not only buy sustainable fashion but also to continue choosing it, distinguishing between new and experienced buyers.
- The research was led by PhD candidate Annuska Toebast-Wensink at the Copernicus Institute of Sustainable Development in Utrecht University.
KEY FINDINGS ON CONSUMER BEHAVIOUR: Key findings included:
- Environmental Cognition: Awareness, knowledge, and belief in one's impact (perceived consumer effectiveness) are frequent and significant predictors for both new and experienced sustainable fashion consumers. Experienced shoppers, for instance, actively seek sustainability knowledge from diverse sources, unlike general consumers who might rely on brands.
- Social Influence: Subjective norms—what friends or society expect—are more frequent significant predictors for general consumers, suggesting that social cues play a larger role in initial adoption of sustainable fashion choices.
- Habit Formation: For experienced consumers, habits emerge as more frequent and significant predictors. Positive past experiences are crucial for retaining customers and establishing new, sustainable shopping routines.
- Transformative Power of Experience: Experience itself is a profound catalyst, transforming initial barriers into motivators and evolving consumer attitudes. It helps individuals overcome doubts and deepens their commitment, making sustainable fashion feel more natural and rewarding over time.
BRIDGING THE INTENTION-BEHAVIOUR GAP: This research highlights a crucial disconnect where many consumers, despite expressing a desire for more sustainable fashion, do not consistently act on these intentions. The study underscores that while awareness is a starting point, it's not enough. Overcoming this gap requires a deeper understanding of consumer psychology, moving beyond just informing people about sustainability to actively guiding them through positive experiences that embed eco-friendly habits into their shopping routines.
- The "intention-behaviour gap" is a significant challenge where consumers' positive attitudes towards sustainable fashion often don't translate into actual purchasing behaviour.
- The study emphasises that simply knowing about sustainability isn't enough; practical experience plays a vital role in closing this gap.
- For experienced consumers, positive past experiences with sustainable fashion are crucial for fostering repeat purchases and building new, greener shopping routines.
IMPLICATIONS FOR SUSTAINABLE FASHION DEVELOPMENT: The findings offer critical insights for marketers, retailers, and policymakers striving to promote sustainable fashion. Understanding the distinct drivers for new versus experienced sustainable consumers enables the development of targeted strategies. By focusing on creating positive initial experiences and reinforcing sustainable habits, the industry can more effectively engage a broader consumer base, thereby contributing significantly to global sustainability goals, particularly United Nations Sustainable Development Goal (SDG) #12 on sustainable consumption and production.
- Tailored strategies are essential for engaging both first-time and experienced sustainable fashion consumers effectively.
- For beginners, strategies might focus on leveraging social influence and clearly framing messages around values like environmental protection or ethical labour to inspire the first step.
