Using Theory of Reasoned Action to Explore "Slow Fashion" Consumer Behavior
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Apparel industry is morphing with new retailers encouraging their consumers to build smaller, simpler and longer lasting wardrobes. This is in line with the evolving consumer attitude, especially among Millennials who are increasingly expecting transparency from their clothing brands and are willing to pay more for clothes that last longer. The purpose of the current study was to explore underlying dimensions of slow fashion as elicited from a survey of Millennials and its impact on slow fashion purchase intention based on adapted Theory of Reasoned Action. Data was collected via an online survey (n=218). The findings of this study support the current retailing trends: (1) consumers want sustainable products and not just socially responsible companies; (2) Social Media does not influence Subjective Norms; (3) Attitude towards slow fashion also influences subjective norms and (5) Purchase intention is influenced by attitude, subjective norms and the beliefs towards the sustainable product.