The consumption side of sustainable fashion supply chain: Understanding fashion consumer eco-fashion consumption decision

Purpose: The purpose of this paper is to examine the relationships between product- and store-related attributes of eco-fashion and fashion consumers' eco-fashion consumption decisions; and if such relationships are subject to the price premium level of eco-fashion. Design/methodology/approach: A survey was conducted with consumers in Hong Kong: in total, 216 consumers participated in the survey. A confirmatory factor analysis was conducted to check the validity and reliability of the scales. Hypotheses were tested using multiple regression analysis. Findings: The findings showed that only store-related attributes of eco-fashion positively influence consumers' eco-fashion consumption decision, yet, such relationship can be weakened by the price premium level of eco-fashion. Research limitations/implications: Fashion consumers' response to product- and store-related attributes of eco-fashion is still important in predicting fashion consumers' eco-fashion consumption decision. Fashion consumer environmental attitudes can predict fashion consumers' eco-fashion consumption decision better than fashion consumers' attitude towards eco-fashion. Practical implications: It is not enough for fashion companies to manufacture fashion clothing in an ethical production system and develop and design fashion clothing with sustainable and recyclable materials. They must also improve store-related attributes of eco-fashion to better satisfy fashion consumer needs, and should be cautious in the direct and moderating effect of price premium level of eco-fashion when determining the price premium level of eco-fashion. Originality/value: The paper contributes to research by advancing understanding on how consumers make ethical consumption decisions in purchasing fashion, and provides retailers with managerial insights into devising marketing plans to promote eco-fashion consumption, which facilitate fashion companies' development of a sustainable fashion supply chain. Limitations and directions for future research are also presented in the paper.