The Effect of Fashion Leadership and Sustainable Clothing Attributes on Purchase Intention: Case of a School-Sponsored Store

Abstract

In an attempt to meet the increasing demand for sustainable fashion products, apparel companies are trying to integrate sustainable practices such as organic fashion, zero-waste design, and local production, but are continually challenged to develop sustainable clothing that is perceived as fashionable. This study examined the effect of fashion leadership and clothing attributes on college student's purchase intention of ten sustainable products that were developed for a school-sponsored store. Findings suggest that general appearance and style/fashion were the most significant influencers of purchase intention, although sustainable products can be attractive to young consumers regardless of their fashion leadership level.