Consumer Adaptability and Sustainable Fashion Aspirations: Navigating the Contemporary Epoch

Abstract

This research explores the fundamental processes influencing the uptake of sustainable fashion, emphasizing the complex interactions among efficient coping strategies, consumer goals, and the consumption of sustainable fashion. Utilizing the Consumer Sustainability Orientation paradigm and Goal Content Theory, the study uses partial least squares structural equation modeling to examine 503 responses.

The results show that resilient coping strategies have a favorable impact on both internal and external life objectives. When it comes to the ecological, social, and economic facets of sustainable orientation, intrinsic goals stand out as pillars of support. On the other hand, extrinsic objectives have a variety of outcomes, supporting economic focus while weakening social and ecological aspects. Interestingly, the ecological factor stands out as a major motivator for consumer behavior toward the purchase of sustainable fashion, having a noteworthy and advantageous effect. The study further emphasizes that, while having little impact on ecological orientation, resilient coping directly promotes favorable outcomes in the social and economic facets of sustainability orientation. These findings highlight the significance of developing marketing communication plans that are specific to the extrinsic or intrinsic goal orientations of the target audience. Furthermore, they highlight how each sustainability component is dynamic in its impact on consumer choices about sustainable fashion purchasing, highlighting the necessity of using nuanced strategies to engage and incentivize sustainable buying behaviors.