Exploring young adult consumers’ sustainable clothing consumption intention-behavior gap: A Behavioral Reasoning Theory perspective
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The findings support the argument that the consumption of sustainable clothing is strongly associated with social meaning and values.
“Our findings support the argument that the consumption of sustainable clothing is strongly associated with social meaning and values (Diddi et al., 2019;Jacobs et al., 2018;S ¸ener et al., 2019).”
From Sustainable clothing: Why conspicuous consumption and greenwashing matter (2023) · cites this paper as Diddi et al., 2019
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“…transportation ( Claudy and Peerson, 2014 ; Peterson, and Simkins, 2019 ), renewable energy sysems ( Claudy et al., 2013 , sustainable clothing ( Diddi et al., 2019 ); nd employee behavior , which covers error reporting ( Russo et al., 015 ), technological change ( Vakola, 2016 ), turnover and…”
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“Although more retailers (e.g., Patagonia) have attempted to promote sustainability in various ways such as the use of organic materials and socially responsible sourcing, fast fashion is still the accepted social norm, especially among young consumers (Diddi et al., 2019).”
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“…and Stangherlin, 2021; Chen and Hung, 2016; Dangelico et al., 2022; Featherman et al., 2021; D. Huang et al., 2021; Y. Huang et al., 2021; Yan et al., 2019) is driving fashion houses and retailers to take action and has been providing ground for the emergence of a new consumer market for…”
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“Researchers have also attributed the lower adoption rate of green apparel products (Rausch & Kopplin, 2020) to this gap and stressed the urgent need for empirical investigations to identify ways to reduce it (Diddi et al., 2019).”
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“Many people are still hesitant to buy used clothes because they do not know where they came from, if they have been properly sanitized or if there is a contamination risk from a previous owner [82].”
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“Modified from the previous literature [43,48], the frequency of mending-related behaviors (MENDFREQ) was assessed using four statements measured on a seven-point Likert scale (1 = never; 7 = always).”
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“[51] even demanded the inclusion of education of repair skills in high school curriculums to create a “repair mindest” among young consumers to address the disposal culture.”
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“…food (Tandon et al., 2020), natural product (Sreen et al., 2021), e-waste recycling (Dhir et al., 2021), green hotel patronage (Tan et al., 2020), sustainable clothing consumption (Diddi et al., 2019), renewable energy systems (Claudy et al., 2015), and apparel donation (Park et al., 2017).”
Fast fashion consumption and its environmental impact: a literature review
Aponte, N. O., Gómez, J. H. H., Torres-Arguelles, V., & Smith, E. (2024) · Sustainability: Science, Practice, & Policy · doi:10.1080/15487733.2024.2381871 · Cited by 73 · see citing works
“Fast fashion garments are often perceived as disposable, lacking the attributed value or emotional connection to more sustainable choices (Diddi et al. 2019; Yan et al. 2021).”
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“Furthermore, consumers claimed that SF products were less fashionable (e.g. Blazquez et al., 2020; Diddi et al., 2019).”
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“With growing concerns about environmental damage and social inequality in the fashion industry, consumers’ personal values have shifted from being self-centered to society-centered 83 .”
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“Previous studies [4,23,24] referred the gap between attitudes and behaviors of fast fashion.”
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“Additionally, the literature shows that ecological conscious consumer behavior can significantly influence consumers’ attitude towards (fast) fashion clothing (Diddi et al., 2019; Roozen & Raedts, 2020; Sun et al., 2014).”
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“Recent research [103] has identified perceived value and attitudes as key drivers of sustainable clothing purchasing behaviour.”
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“Studies have shown that consumers who are environmentally-concerned are more willing to engage themselves in sustainable clothing consumption (Diddi et al., 2019; Parguel et al., 2017; Styvén & Mariani, 2020).”
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“Consumer behavior toward sustainable fashion (Diddi et al., 2019; Lundblad & Davies, 2016; Pookulangara & Shephard, 2013) is a comprehensively researched area; however, mindfulness as a construct of consumers ’ psychological and behavioral orientation needs detailed research and deliberation.”
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“Additionally, educating consumers about sustainable motivations and consumption may be done through marketing strategies of luxury fashion brands which develops a personal connection with consumers; this influences consumers’ purchase intentions positively [130,136].”
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“Furthermore, rapidly changing fashion trends imply that consumers’ desire for new clothes is constantly growing, and buying fewer clothes with higher prices and quality is not a desirable option (Diddi et al., 2019).”
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“This disparity between intention and behaviour has been referred to as the intention-behaviour gap (Carrington et al., 2010; Diddi et al., 2019).”
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“[8] found out that young consumers are likely to engage in sustainable clothing consumption for the following reasons: perceived value, dedication to sustainability, uniqueness and change of lifestyle; while, on the other hand, they noted following constrains: perceived lack of variety/style, financial constraints, la…”
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Lata, S., & Rana, K. (2025) · Young Consumers Insight and Ideas for Responsible Marketers · doi:10.1108/yc-05-2024-2081 · Cited by 18 · see citing works
Subsidizing repair: implications for the formal and informal circular economy
Opstal, W. V., & Borms, L. (2025) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2025.145898 · Cited by 10 · see citing works
Consumer resistance to sustainable fashion: evidence from the USA and India
Busalim, A. H., Lynn, T., & Wood, C. M. (2024) · Journal of Fashion Marketing and Management · doi:10.1108/jfmm-02-2024-0052 · Cited by 14 · see citing works
Diaz-Bustamante-Ventisca, M., Carcelén-García, S., Díaz-Soloaga, P., & Kolotouchkina, O. (2024) · International Journal of Fashion Design, Technology and Education · doi:10.1080/17543266.2024.2343934 · Cited by 10 · see citing works
“…availability and high number of collections per year) are contradictory to those of sustainable fashion (Bian-chi & Gonzalez, 2021; Brandão & Costa, 2021; Diddi et al., 2019; Lundblad & Davies, 2016; Ha-Brookshire & Norum, 2011; Blazquez et al., 2020; Min Kong & Ko, 2017; Blas Riesgo et al., 2023).”
Soares, B., Ramos, M., & Martinho, G. (2024) · Sustainable Futures · doi:10.1016/j.sftr.2024.100203 · Cited by 10
López-Fernández, C., Paños, E., & Ruíz-Gallardo, J.-R. (2024) · The Journal of Environmental Education · doi:10.1080/00958964.2023.2300447 · Cited by 11 · see citing works
“It is distinguished by fashionable designs with low prices, poor materials, frequent consumption, and ephemeral clothing usage (Diddi et al., 2019; Riesgo et al., 2020).”
BackgroundInfluentialGreen Fashion Consumption – a Review of the Literature
Kemi, A. P., & Zilahy, G. (2023) · Periodica Polytechnica Social and Management Sciences · doi:10.3311/ppso.21052 · Cited by 10
“Diddi et al. (2019) argued that perceived value, acquisition from known sources, sustainability commitment, uniqueness, and lifestyle changes influence sustainable clothing consumption.”
Background
- Authors
- Diddi, S., Yan, R.-N., Bloodhart, B., Bajtelsmit, V., & McShane, K.
- Affiliations
- Colorado State University (US)
- Corresponding author
- Diddi, Sonali
- Venue
- Sustainable Production and Consumption
- Publisher
- Elsevier BV
- Published
- 2019-04
- Volume
- 18
- Pages
- 200-209
- ISSN
- 2352-5509 (ISSN-L)
- OpenAlex
- W2917255899
- Cited by
- 280
- References
- 0
- Citations by year
- 2026: 45 · 2025: 50 · 2024: 61 · 2023: 42 · 2022: 38 · 2021: 27 · 2020: 15 · 2019: 2
- FWCI
- 26.90
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Sustainable Production and Consumption (publishedVersion)
- Funders
- School of Global Environmental Sustainability, Colorado State University
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
- Keywords
- sustainable clothing consumption, young adult consumers, intention-behavior gap, behavioral reasoning theory, textile waste, sustainability commitments, perceived value, circular fashion, consumer behavior
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