Consumir moda lenta: ¿cómo la exclusividad y la equidad promueven el comportamiento de compra de moda sostenible?

How to motivate sustainable fashion purchasing behavior is relevant to the success of sustainable ventures, products, and brands that requires further understanding. This study aimed to analyze the motivational factors that promote sustainable fashion purchasing behavior. To this end, a structural equation model was used to contrast the motivational factors of equity, functionality, localism, authenticity, and exclusivity, and their effects on sustainable fashion purchasing behavior based on a sample of 408 sustainable consumers. The results, after applying an exploratory and confirmatory methodology, suggest that exclusivity and equity are the key motivations to promote sustainable fashion purchasing behavior. The findings also indicate that functionality is a relevant factor, but does not necessarily favor sustainable fashion purchasing behavior.