Purpose

This paper aims to explore the attitude-behaviour gap consumers experience when transitioning from buying fast fashion to embracing sustainable fashion consumption. Despite being driven to make sustainable fashion purchases, consumers are confronted with certain retail barriers that impede them from making the shift.

Design/methodology/approach

This study draws from the theory of planned behaviour and the behavioural-reasoning theory approaches to theoretically develop and assess five key fashion consumption barriers that moderate the relationship between sustainable fashion consumption motivations and actual behaviour. These are the steep price of sustainable fashion, low visibility, restricted availability, limited cognisance of the deleterious consequences of fast fashion and low trust in sustainability claims. Under heightened levels of moderators, the relationship between motivation and behaviour was predicted to be weaker. The author's data sample of 376 consumers validated the hypotheses.

Findings

This article contributes to the field of sustainable fashion retail consumption in three ways: (1) it reveals that the expensive cost of sustainable fashion is not an obstacle to its adoption, and consumers are willing to pay more but struggle to access the styles they prefer; (2) it unveils that, in contrast to recent scholarship, the lack of knowledge of the adverse environmental effects of fast fashion is still a barrier to transitioning to sustainability and (3) it implies that consumers are less motivated to lower their consumption of clothing when they feel dubious about fashion companies' sustainability claims.

Originality/value

The findings contribute to the existing body of knowledge on green consumption by shedding light on the complex dynamics between moderating factors and the transition from intention to behaviour in sustainable fashion consumption.

中文翻译：

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克服可持续时尚的障碍：弥合零售业的态度与行为差距

目的

本文旨在探讨消费者从购买快时尚转向接受可持续时尚消费时所经历的态度与行为差距。尽管消费者被迫购买可持续的时尚产品，但他们仍面临某些零售障碍，阻碍他们做出转变。

设计/方法论/途径

本研究借鉴计划行为理论和行为推理理论方法，从理论上开发和评估五个关键时尚消费障碍，这些障碍调节可持续时尚消费动机与实际行为之间的关系。这些问题包括可持续时尚的高昂价格、低知名度、有限的可用性、对快时尚有害后果的有限认识以及对可持续发展声明的低信任度。在调节者水平提高的情况下，动机和行为之间的关系预计会减弱。作者的 376 名消费者的数据样本验证了这些假设。

发现

本文在三个方面对可持续时尚零售消费领域做出了贡献：（1）它揭示了可持续时尚昂贵的成本并不是其采用的障碍，消费者愿意支付更多费用但很难获得他们喜欢的款式; (2) 它揭示了，与最近的学术研究相比，缺乏对快时尚对环境的不利影响的了解仍然是向可持续转型的障碍；(3) 它意味着消费者不太愿意降低服装消费当他们对时装公司的可持续发展主张感到怀疑时。

原创性/价值

研究结果揭示了可持续时尚消费中调节因素与从意图到行为的转变之间的复杂动态，为现有的绿色消费知识体系做出了贡献。