Cultural and personal values: determinants of slow fashion consumption.

Abstract

The fashion industry is in constant evolution, driven by changes in consumer values and preferences. There is a growing concern about the environmental and social impacts caused by mass production and consumerism. In this context, the Slow Fashion movement emerges, advocating a conscious and sustainable approach, emphasizing the consumption of fashion products that prioritize quality and durability, as opposed to Fast Fashion. Although previous research highlights the importance of Slow Fashion product attributes and individual consumer characteristics in shaping value perception and purchase intentions, little is known about the role that cultural and personal values play in Slow Fashion consumption. Moreover, the effect of price on Slow Fashion consumption remains inconclusive. Price can act as a barrier but can also signal value and generate purchase intention. In this regard, this dissertation aimed to investigate how values and individual characteristics influence Slow Fashion consumption behaviors, considering the attributes of this product category. To achieve this objective, three studies were conducted. The first study was a systematic literature review to map social factors and individual characteristics that precede Slow Fashion consumption behavior. The second study involved a survey, comprising 356 respondents (United States = 208; Brazil = 148), to analyze the association between personal values and Slow Fashion purchase behavior in different cultural contexts. The third study involved a between-subjects factorial design experiment to examine the effect of price and Slow Fashion product characteristics on value perception and purchase intention. These studies allowed for: 1) identifying social factors and individual characteristics that drive Slow Fashion consumption; 2) revealing how values shape Slow Fashion consumption behaviors in different cultural contexts; 3) highlighting the mediating role of value perception in purchase intentions, demonstrating that although price negatively impacts purchase intentions, it does not significantly deter them, especially among those who associate price with quality. This dissertation provides a comprehensive analysis of Slow Fashion consumption, deepening the understanding of the multifaceted nature of this phenomenon. This research contributes to theoretical and practical advancements in the field of consumption of this product category, enabling the development of more effective and conscious strategies for both consumers and the fashion industry.