A systematic review of consumer behavior pattern in the sustainable fashion industry

EXTENDED ABSTRACT
 
Introduction: The consumption of sustainable fashion products has garnered increasing attention from academic researchers and professionals. As the level of concern about sustainability among fashion consumers increases, there is still a gap between the concerns they express and their consumption decisions and behaviors. The current literature indicates that fashion consumption significantly affects on environmental pollution, underscoring the necessity for extensive research that assesses the existing knowledge and establishes the impact of fashion consumption on environment preservation. Therefore, it is necessary to carry out a systematic review of the current literature in this field. This study aims to conduct a systematic review of research on sustainable fashion consumption, identify concepts related to sustainable fashion consumption, and examine the main aspects and types of sustainable fashion consumption. The present study seeks to analyze the drivers and predictors that impact sustainable fashion and to survey the outcomes and implications of sustainable fashion for societies. The study adopts a systematic research design to present the existing knowledge in the field of sustainable fashion consumption. It examines the influencing factors on sustainable fashion consumer behavior patterns, including drivers, intervening variables, mediating variables, and outcomes of sustainable fashion consumer behavior.
Methodology: In this study, to achieve the research purposes, a systematic review of the existing literature has been carried out using the Kitchenham method, which encompasses three phases: planning the review, conducting the review, and reporting the review. In the first step, using a PRISMA statement framework, the number of 422 articles were identified between 2010 and 2023 years. Then, through a screening process, 41 articles for systematic review were selected.
 Result and discussion: The systematic review identified 30 components categorized into seven structures: fashion awareness, sustainable value (including values functional, symbolic, experiential, etc.), perceived risk, motivation, customer involvement, demographic factors, and four main categories: stimulants, intervenes, mediators, and outcomes. These factors significantly affect the consumer behavior of sustainable fashion. Factors influencing sustainable fashion consumption include awareness of fashion and perceived risk. Intervening variables include motivation, sustainable value, and demographic factors. This study also identified customer involvement as a mediating variable that influences sustainable fashion consumer behavior and leads to green purchase intention.
Conclusion: The present study reveals that multiple factors contribute to the formation of sustainable fashion consumer behavior patterns, emphasizing that this phenomenon should not be considered simplistic. considering the severity of environmental laws worldwide and growing environmental concerns, it is essential to examine the multidimensional nature of sustainable fashion consumption more carefully. this study contributes by identifying opportunities for future research in three key areas. firstly, it provides a clear understanding of consumers' purchase intentions for sustainable fashion apparel, including factors such as quality, design style, social identity, environmental knowledge, and utilitarian motives. However, further research is needed to deepen our understanding of how the fashion sector can strengthen its commitment to pro-environmental purchasing behaviors. Secondly, future studies should investigate the effects of education on sustainable fashion consumption and propose educational programs that encourage fashion consumers to change their behavior, reducing clothing consumption and waste generation, and adopting more sustainable practices while minimizing fast fashion consumption. lastly, future research should employ qualitative and mixed methods to gain deeper insights into the issue of sustainable fashion consumption that cannot be fully captured by quantitative research alone. The findings of this systematic review contribute to the existing body of knowledge on sustainable fashion consumption by providing a comprehensive overview of the factors influencing consumer behavior in this context. By identifying the key components and categories that shape sustainable fashion consumption, researchers and practitioners can gain valuable insights into the complexities of consumer decision-making processes. This understanding can inform the development of strategies and interventions aimed at promoting more sustainable fashion consumption practices. Furthermore, the study highlights the need for further research in several areas to address gaps in knowledge and advance our understanding of sustainable fashion consumption. By exploring the role of education, deepening our understanding of consumer motivations, and employing qualitative methods, researchers can delve deeper into the nuances of sustainable fashion consumption and contribute to the development of more effective and targeted interventions. Ultimately, this research has the potential to drive positive change in the fashion industry and contribute to the broader goal of achieving sustainability in the field of fashion. The study adopts a systematic research design to present the existing knowledge field of sustainable fashion consumption. It examines the influencing factors on sustainable fashion consumer behavior patterns, including drivers, intervening variables, mediating variables, and outcomes of sustainable fashion consumer behavior.