The Role of Fashion vs. Style Orientation on Sustainable Apparel Consumption: An Update

Wencke Gwozdz, Shipra Gupta, James Gentry

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    This study examines whether style (versus fashion) orientation can be an alternative approach to promote sustainable fashion consumption, and, if so, what factors might influence consumers’ attitudes toward style or fashion orientation. Based on data collected from 6,386 consumers across five countries (the US, the UK, the Netherlands, Germany, and Sweden), we find a strong relationship between style orientation and sustainable apparel behaviors, thus suggesting style as a potential to improve sustainable apparel consumption. We also find that consumers with high levels of materialism tend to be more fashion oriented, whereas hedonism has no differential influence on the two orientations. Further, knowledge and information play a vital role as consumers with higher environmental concerns and higher skepticism towards sustainable product claims tend to be more style oriented. Further analyses also suggest that factors of style and fashion orientation differ by country, as differences are also found between the countries regarding style and fashion orientation and apparel consumption behavior. The study provides various public policy implications that may foster style orientation and sustainable apparel consumption.
    Original languageEnglish
    Title of host publicationProceedings of the 41st Annual Macromarketing Conference : Macromarketing and Academic Activism
    Number of pages22
    Place of PublicationDublin
    PublisherMacromarketing Society Inc.
    Publication date2016
    Publication statusPublished - 2016
    EventThe 41st Annual Macromarketing Conference. 2016 - Trinity College Dublin, Dublin, Ireland
    Duration: 13 Jul 201615 Jul 2016
    Conference number: 41


    ConferenceThe 41st Annual Macromarketing Conference. 2016
    LocationTrinity College Dublin
    Internet address
    SeriesAnnual Macromarketing Conference. Proceedings

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