Online shopping is a growing phenomenon worldwide and with increase in internet penetration

PurposeThe unprecedented pandemic of COVID-19 is not a typical crisis. This crisis has irrevocably altered human behavior, most notably consumption behavior. The uncertainty caused due to economic insecurity and fears of death have resulted in a paradigm shift away from consumer materialism and toward consumer spiritualism. The present study examines the effect of various dimensions of “spirituality” on consumers’ conspicuous consumption of fashion. The study employs a descriptive empirical research design to determine the impact of multiple dimensions of spirituality on the conspicuous consumption of Generation Z in India. These dimensions include General spirituality belief, Global personal spirituality and reincarnation spirituality. Additionally, the moderating effect of dispositional positive emotion on the relationships mentioned above has been investigated.Design/methodology/approachThe data were accumulated through purposive sampling from 517 Generation Z consumers and analyzed using structural equation modeling.FindingsReincarnation, general personal and global personal spirituality had a direct positive impact on conspicuous consumption of fashion. Dispositional positive emotion had a positive moderation effect between the reincarnation, general personal and global personal spirituality and conspicuous consumption.Originality/valueThe study will assist fashion brands and retailers in better understanding consumer behavior and associated opportunities and threats post COVID-19. For merchants and business owners in emerging countries, this study will help them to apply new techniques for keeping customers. It is useful to evaluate a shopper’s views towards spirituality, disposition and conspicuous consumption.

Environmental sustainability has become a key managerial issue for most industries and in particular fashion industry looking into its scandalous reputation for being one of the largest contributors to global pollution. A critical aspect when looking at sustainability in supply chains of fashion is, Packaging. A big part of the waste crisis is the result of packaging, which the fashion industry is using ever more in this age of cheap fashion and online retail across the world. This paper attempts to trace the initiatives taken by Indian apparel manufacturers and retailers in creating sustainable packaging and trace the Life cycle Management of the packaging wastes. The objective of the paper is to create a sustainability road map for the fashion industry in India in terms of packaging by assessing the various global initiatives being taken in closing the loop on recovering material value. The methodology adopted is mainly review of literature and unstructured personal interviews with retail professionals from the field of beauty, FMCG and fashion.