A triple-trickle theory for sustainable fashion adoption: the rise of a luxury trend

Abstract

Purpose This article critically synthesizes the literature on sustainable fashion, the movement behind it and plausible fashion adoption theories. Then, to build on those studies, developing a new theory about adopting sustainable fashion – mainly among millennials and Generation Z who are behind forwarding and adopting this fashion trend – is sought after. Design/methodology/approach This is a theory-synthesized conceptual article that presents a literature-informed new theoretical structure pronouncing sustainable fashion adoption and its rise as a new luxury trend. That included explicating and unraveling the conceptual foundations and construction elements that different viewpoints use to articulate the trend under investigation and the searches for a common basis to construct a new and improved conceptual framework. Findings This study introduces the triple-trickle theory that incorporates the role of media and technology to organize and understand the diffusion of sustainable fashion and identify paths for future trickle-effects on fashion research. Research limitations/implications Even though this has the benefit of offering a vast array of views and evidence that offers an adequate problem inspection, further studies providing empirical evidence are needed to establish the external validity of the theory derived from this research. Practical implications This theory can be applied to develop targeted practices to understand the diffusion and adoption of sustainable fashion and further practitioners’ understanding of product positioning, target marketing, marketing strategy and luxury opportunities in general. Originality/value Though interest in sustainable fashion has increased among consumers, no theory or model exists to explain its adoption. Therefore, the triple-trickle theory is proposed and aimed to be a more relevant framework to offer a theoretical premise for future empirical investigations of sustainable fashion adoption.

The determinants of eco-fashion purchase intention and willingness to pay

“…Several researchers have investigated the main reasons for this gap in organic food and personal care, from among eco-environmental products (Tung et al , 2012). For example, food consumers show more commitment to ethical consumption because food directly affects their health and their choice indicates their benefit (Mohr et al , 2022). In contrast, fashion consumers show less commitment to sustainable consumption, as unethical choice does not (directly) affect their health and well-being (Varshneya et al , 2017).…”

Pre-owned fashion as sustainable consumerism? Opportunities and challenges in the Vietnam market

“…A theory-synthesis-based study of the acceleration of sustainable fashion as a new luxury trend within the millennial and Gen Z segments proposed that social media have made some consumers far more aware of the unsustainable practices of the fast-fashion industry, thereby driving sustainable fashion adoption (Mohr et al , 2021). The authors point out that social media have the capacity to accelerate adoption of any fashion trend, whether sustainable or not.…”

Analyzing the impact of Covid-19 on sustainable fashion consumption with a model based on consumer value perceptions

“…Even though the Covid-19 pandemic considerably affected all of our lives and it has a great potential for enabling the consumers to prefer sustainable consumption, there is still a limited number of studies investigating the impact of the Covid-19 pandemic on sustainable consumption (Phang et al , 2021; De Canio et al , 2021; Suki et al , 2021). Even only a few of them concentrated on sustainable fashion consumption (Mohr et al , 2021; Brandão and Costa, 2021; Sobuj et al , 2021). These studies examined consumer behavior in the context of the Covid-19 pandemic based on the common aspects of sustainable consumption.…”