The Impact of Fashion Involvement and Pro-Environmental Attitude on Sustainable Clothing Consumption: The Moderating Role of Islamic Religiosity

Abstract

There is a general belief that fashion involvement leads toward unsustainability. To resolve this issue, the present study aims to explore that whether sustainable fashion consumption is characterized by an individual’s fashion consciousness and his pro-environmental attitude or not. In addition, how an individual’s religiosity can moderate this relationship. For the purpose of collecting the data, a survey questionnaire method was applied by making use of adopted measurement scales from the previous literature. Convenience sampling technique was employed to collect the data from a total of 350 respondents. The outcomes of this study illustrate that both fashion-conscious and pro-environmental attitude consumers are significantly and positively associated with sustainable fashion consumption. Furthermore, both the aspects of religiosity, that is, interpersonal religiosity and intrapersonal religiosity, moderate the relationship. The current study has profound implications for fashion retailers and manufacturers that they should incorporate sustainable business practices into their manufacturing processes. Managers should focus on devising such a comprehensive business model that is based on the principles of sustainability.