Antecedents of Fashion Consciousness and Their Impact on Sustainable Apparel Consumption: A Structural Equation Modeling Approach

Anjali Sharma Anjali; Pooja Yadav

doi:10.55845/jos-2026-22162

Authors

Anjali Sharma IMSAR, MDU, Rohtak, India
Pooja Yadav MDU-CPAS, Gurugram, India

DOI:

https://doi.org/10.55845/jos-2026-22162

Keywords:

Sustainability, Fashion, Value-Attitude-Behavior (VAB), Theory of Planned Behavior (TPB), Involvement, Consciousness, Fashion Industry

Abstract

This study examines the determinants of fast fashion organic apparel consumption by integrating the Value-Attitude-Behavior (VAB) framework and the Theory of Planned Behavior (TPB). The research investigates the influence of fashion involvement, importance of being well dressed, shopping enjoyment, pro-environmental attitude, and cost consciousness on fashion consciousness, which further drives sustainable apparel consumption. A quantitative research design was employed using a structured questionnaire, and data were collected from 570 valid respondents belong India. The proposed model was analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) version 4.1.1.8. The findings reveal that fashion involvement is the strongest predictor of fashion consciousness, while shopping enjoyment and pro-environmental attitude exert weaker but significant effects. In contrast, importance of being well dressed and cost consciousness do not significantly influence fashion consciousness. Furthermore, fashion consciousness significantly impacts fast fashion organic apparel consumption and acts as a key mediating variable. Mediation analysis confirms that fashion consciousness partially mediates the relationships between selected antecedents and consumption behavior. The study contributes to the literature by providing a comprehensive framework that integrates cognitive, hedonic, and environmental factors in explaining sustainable fashion consumption. The findings offer valuable implications for marketers and policymakers to promote environmentally responsible fashion practices.

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Author Biographies

Anjali Sharma, IMSAR, MDU, Rohtak, India

Anjali Sharma joined the PhD program in the IMSAR at Maharashi Dayanand University, Rohtak. Her research focuses on consumer behavior, with particular emphasis on sustainable and ethical fashion. Her area of interest include consumer decision-making, fast fashion, organic apparel and sustainability trend among millennials. She has published one paper in scopus index journal and one book chapter. Also she has presented many paper in national and international conferences.
Pooja Yadav, MDU-CPAS, Gurugram, India

Prof. Pooja Yadav is presently working as professor at Maharashi Dayanand University – Centre for Professional and Allied Studies (MDU, Rohtak) Gurugram, Haryana. She has qualified both UGC – JRF and NET. Her area of research is finance and investment. She has published more than 20 research papers in reputed national / international journals including Scopus / Web of Science. She has experience of 17 years in teaching PG classes. She is guiding PhD scholars since 2014.

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