Public self-consciousness and environmental values drive young consumers' sustainable fashion choices.
Young consumers are more likely to purchase preloved clothing when they are environmentally conscious, value frugality, and are influenced by social norms, with high public self-consciousness reinforcing their intentions into behavior.
South Asian Journal of Business Studies · 2025
Key Findings
- 01Environmental consciousness, frugality, and subjective norms positively influence preloved clothing purchase intentions.
- 02Purchase intention mediates the relationship between these factors and actual purchase behavior.
- 03High public self-consciousness strengthens the link between purchase intention and purchase behavior.
- 04Price-conscious existing consumers of preloved clothing exhibit higher repurchase intentions.
Application
Design takeaway
Designers and marketers should integrate messaging that appeals to both environmental ethics and social desirability when promoting sustainable fashion options like preloved clothing.
How to apply
When designing marketing for sustainable fashion, consider creating narratives that emphasize the positive social image associated with eco-friendly choices, alongside the environmental benefits and cost savings.
Project actions
- 01When researching sustainable products, consider both the user's personal values and their social context.
- 02Investigate how a user's self-perception might influence their adoption of sustainable behaviors.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Integration of Value-Belief-Norm theory with Theory of Reasoned Action.
- +Inclusion of public self-consciousness as a moderating factor.
Limitations
The specific cultural context of Pakistan may influence the results, and the study focused only on young consumers.
Reliability & validity
The use of SEM and Multi-Group Analysis provides a robust framework for testing complex relationships, contributing to the study's validity. Reliability would depend on the quality of the survey instrument and data collection procedures.
Think critically
To what extent do cultural differences in collectivism versus individualism affect the influence of public self-consciousness on sustainable consumption?
Design Principles
"Sustainable consumption is influenced by a combination of intrinsic values (environmental consciousness, frugality) and extrinsic social factors (subjective norms, public self-consciousness)."
Understanding the psychological drivers behind sustainable consumption is crucial for designing effective strategies to promote eco-friendly practices in the fashion industry. By recognizing the interplay of personal values and social perception, designers and marketers can create more resonant campaigns and products.
What This Means for Your Design
People buy used clothes more if they care about the planet, want to save money, and think it's what they should do. If they also worry about what others think, they're more likely to actually buy them. People who already buy used clothes will buy them again if they are cheap.
How to use in your project
- 1.This research can inform the design of a sustainable product by highlighting key motivators for consumer adoption, such as environmental appeal and social acceptance.
Add to My Project
Quick Cite
(2025). Sustainable consumption in fashion – the role of public self-consciousness and a comparison of existing-consumers versus new-consumers. South Asian Journal of Business Studies. https://doi.org/10.1108/sajbs-01-2024-0011 Retrieved from https://designdex.org/study/a2977e0d-eb6c-4268-ab71-24cabc325000/public-self-consciousness-and-environmental-values-drive-young-consumers-sustainable-fashion-choices
Paragraph starter
This research indicates that young consumers' engagement with sustainable fashion, specifically preloved clothing, is significantly shaped by their environmental consciousness, frugality, and perceived social norms. Furthermore, an individual's public self-consciousness plays a critical role in translating these intentions into actual purchasing behavior. For design projects focused on promoting sustainability, these findings suggest that messaging should not only emphasize ecological benefits and cost-effectiveness but also appeal to social desirability and self-presentation.
Source
South Asian Journal of Business Studies
Sustainable consumption in fashion – the role of public self-consciousness and a comparison of existing-consumers versus new-consumers
journal · 2025
View sourceQuestions about this research
- What does the research say about public self-consciousness and environmental values drive young consumers' sustainable fashion choices?
- Designers and marketers should integrate messaging that appeals to both environmental ethics and social desirability when promoting sustainable fashion options like preloved clothing. Evidence: South Asian Journal of Business Studies (2025).
- Why does "Public self-consciousness and environmental values drive young consumers' sustainable fashion choices." matter for design?
- Understanding the psychological drivers behind sustainable consumption is crucial for designing effective strategies to promote eco-friendly practices in the fashion industry. By recognizing the interplay of personal values and social perception, designers and marketers can create more resonant campaigns and products.
- How can designers apply this research?
- Designers and marketers should integrate messaging that appeals to both environmental ethics and social desirability when promoting sustainable fashion options like preloved clothing.
- What were the main findings?
- Environmental consciousness, frugality, and subjective norms positively influence preloved clothing purchase intentions.. Purchase intention mediates the relationship between these factors and actual purchase behavior.. High public self-consciousness strengthens the link between purchase intention and purchase behavior.. Price-conscious existing consumers of preloved clothing exhibit higher repurchase intentions.
- What research method was used?
- Quantitative research using Structural Equation Modelling (SEM) and Multi-Group Analysis. with 301 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from South Asian Journal of Business Studies.
- What should I do differently in my next project?
- When designing marketing for sustainable fashion, consider creating narratives that emphasize the positive social image associated with eco-friendly choices, alongside the environmental benefits and cost savings.
- What are the limitations?
- The study was conducted in Pakistan, and findings may not be generalizable to all cultural contexts. The focus was on young consumers, so older demographics might exhibit different behaviors.
- Is there evidence that public self-consciousness affects design outcomes?
- Young people are motivated to buy second-hand clothes by their concern for the environment, desire to save money, and what others think. If they are also self-aware of how others perceive them, they are more likely to act on these intentions. Existing buyers of preloved clothes are especially driven by price for repeat Source: South Asian Journal of Business Studies (2025).
- Where does this sustainable fashion research apply?
- Fashion consumption, specifically preloved clothing market in Pakistan. It sits within sustainability research on designdex.org.
Related research topics
public self-consciousness design research · evidence on public self-consciousness · does public self-consciousness improve design outcomes · sustainable fashion studies for designers · public self-consciousness and sustainable fashion findings · sustainability research evidence