Abstract

This study examined the relationships between attitudes toward ecological fashion, purchase intention, ecological fashion behaviour, satisfaction with life, and age within the Theory of Planned Behavior. Attitudes positively predicted purchase intention, and purchase intention predicted ecological fashion behaviour. Purchase intention also mediated the attitude–behaviour relationship, while satisfaction with life and age were not significant. Overall, the findings highlight the importance of intention in sustainable fashion consumption and the intention–behaviour gap. Qualitatively, consumers report environmental concern, but actual behavior is shaped by practical barriers such as price, convenience, social influence, and stigma around sustainable choices. Together, the findings suggest that favorable attitudes matter, but well-being and real-world constraints determine whether green intentions become action.

Session and activities

This session will focus on sustainable fashion behavior by examining how attitudes toward eco-friendly clothing, purchase intention, satisfaction with life, and ecological fashion practices are related. The activity will involve discussing the main ideas from the study, reviewing the quantitative findings on the links between attitude, intention, and behavior, and reflecting on the qualitative evidence showing that consumers also face practical barriers such as price, convenience, and social influence. Participants will then consider how well-being may strengthen or weaken the move from intention to action. The session will conclude with a brief discussion on how these findings can inform more effective sustainable fashion strategies.