Speaker
Description
Evelyn Sabo1
1) Babeș-Bolyai University Cluj-Napoca, Romania.
E-mail: evelyn.sabo@ubbcluj.ro
Abstract
Purpose/objectives: This paper attempts to highlight and compare the perspectives/approaches of contemporary research regarding the distinction between consumers attitude and behaviour in sustainable fashion consumption.
Design/methodology: A systematic, critical literature analysis was employed, only Web of Science papers published in English between 2020 and 2025 in Core Economics journals being selected. The papers were critically analysed by means of a systematic literature review approach with the help of PRISMA checklist.
Findings: According to the analysis, customers may select fast fashion over sustainable alternatives for three primary reasons: a lack of information or resources, the higher price of sustainable clothes, and the significant effect of rapidly evolving online fashion trends. Although it may present new chances for sustainable choices, the social stigma associated with renting or second-hand clothing also plays a relevant part. As observed in other areas, such as plastic recycling, regional variations in the adoption of sustainability offer important insights for less sustainable areas.
Originality/value: The distinctive feature of this article is its meticulous analysis of recent studies, which meticulously draws attention to the ongoing discrepancy between customers' perceptions of sustainable fashion and their real purchase patterns. It provides new insights into the intricate dynamics driving consumer choices by closely examining important influencing elements, including perceived barriers, social norms, and individual beliefs. Additionally, it arranges the body of current knowledge into a coherent, understandable framework that not only makes the material accessible but also highlights connections and patterns that could have gone unnoticed, leading to a more profound and useful comprehension of the area.
Possible practical implications: By encouraging openness, knowledge, and positive narratives around responsible choices, influencers, lawmakers, and brands can all play a significant part in improving sustainability. Together, they have the power to increase awareness, motivate more ethical consumer behavior, pressure industries to adopt more ethical standards, and support laws that increase sustainability's acceptance and accessibility in society.
Keywords: Sustainable fashion, fast fashion, sustainability, slow fashion, green fashion, ethical fashion, behaviour gap
