Abstract

This study examines sustainable fashion by integrating quantitative and qualitative evidence on attitudes, purchase intention, satisfaction with life, and ecological fashion behavior. Quantitatively, attitudes toward eco-friendly clothing positively predict purchase intention, and purchase intention is associated with ecological fashion behavior, while satisfaction with life strengthens this link. 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.