Psychological determinants of sustainable consumer behavior- the role of hope sustainable fashion consumption

Abstract

The fashion industry’s environmental impact has spurred interest in sustainable fashion, emphasizing the need to address the attitude-behavior gap. This paper constitutes part of broader research investigating how coupling environmental claims with emotional appeals influences purchase intentions for sustainable fashion, focusing on hope. The study undertook a quantitative, survey-based experimental design with 131 respondents. Results revealed that the hope appeal had a significant positive influence on purchase intentions but could not be directly attributed to the intended emotional response, as the manipulation of hope failed. The findings highlight the complexity of isolating emotions and underscore the need for future research.