Can Green be the New Black?The Relationships Between Fashion Media and Sustainable Fashion Buying Behavior Examined Through the Integrated Model of Behaviorial Prediction

• In Event: Green Advertising and Corporate Social Responsibility

Abstract

Little is known about the role that different types of fashion media play in emerging adults’ buying behavior of sustainable fashion. Inspired by the integrative model of behavioral prediction, the current cross-sectional study among 681 young adults (18-26 years old) examined the relationships between fashion media and the intention to buy sustainable fashion and tested whether attitudes, social norms and self-efficacy beliefs explain these relationships. First, the results supported that exposure to social media content regarding fast fashion and social media content regarding sustainable fashion predicted respondents’ attitudes, descriptive norms, subjective norms and self-efficacy beliefs regarding buying sustainable fashion. These attitudes, descriptive norms and self-efficacy beliefs were associated, in turn, with the intention to buy sustainable fashion. Second, our study demonstrated that fashion magazines and specialized magazines did not relate to the intention to buy sustainable fashion.

Authors

• Orpha de Lenne, U of Antwerp

• Laura P. Vandenbosch, School for Mass Communication Research (U of Leuven) / MIOS (U of Antwerp)