The Role of Connectedness in Pro-Environmental Consumption of Fashionable Commodities

Abstract

A call for human-nature reconnection echoes among scholars to move consumers towards pro-environmental consumption. When addressing products that are deeply entangled with unconscious human desires and addictive behaviour and that are also part of one of the most toxic industries—such as fashionables—the need for consumer awareness is key. Studies both on connectedness to nature and moral emotions like guilt have consistently shown linkages with pro-environmental behaviour. However, deeper scrutiny regarding this pro-environmental behaviour is needed to grasp these variables’ sphere of action. This research aims to explore the first linkages between connectedness and pro-environmental consumption. We present findings from a literature review on the impact of connectedness in consumption, particularly fashionables, following an integrative approach of a semi-systematic keyword search and snowball sampling. We present a first indication of possible drivers for connectedness and their impact on pro-environmental choices.

Drivers of Pro-Ecological Behaviour Norms among Environmentalists, Hunters and the General Public

“…In VBN theory, CNS has been directly or indirectly linked to biospheric values, NEP and pro-ecological behaviour [8,24,[30][31][32][33][34]. Our findings provide support for H2 and the positive impact of CNS on pro-ecological personal norms.…”

“…The literature recognises CNS as a predictor of environmental concern and pro-ecological behaviour [24,[30][31][32]. In a VBN framework, it has been more specifically linked to the development of biospheric values [33] and NEP [8]. Therefore, H2.…”

“…Values can be of at least four types, while beliefs concern an ecological worldview as reflected in the New Ecological Paradigm (NEP) [5][6][7]. The author developing the VBN theory framework has called for an investigation of variables that support further development and a better understanding of pro-ecological behaviour [4] and several studies have been carried out, e.g., [8,9]. This research follows this call and considers the impact of both social-psychological and socio-demographic variables.…”

Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value

“…Generation Z (Generation Z), who have recently emerged as major consumers, are embracing eco-friendly and ethical consumption behaviors. Several market surveys and empirical studies have verified that worldwide, Generation Z is the most sustainable generation to date with a higher willingness to pay a higher price for purchasing products that are more environmentally friendly, long lasting, and ethical [15][16][17]. In addition, the trend of minimalist fashion, perusing "less is more," has been embraced by Generation Z.…”

“…Personal values and beliefs play a crucial role in shaping individual consumption preferences [14]. Studies have found that an individual's pro-environmental beliefs play a crucial role in determining their behavior towards the environment including the adoption of sustainable consumption patterns [15]. However, the degree to which an individual's pro-environmental beliefs influence their commitment to maintaining adopted sustainable consumption patterns remains unclear.…”