Understanding sustainable fashion consumption among millennials in South Africa

Purpose This study aims to investigate the factors influencing consumer attitudes towards purchasing sustainable fashion. In particular, the authors examine the impact of self-transcendence and self-enhancement values on consumer attitudes towards purchasing sustainable fashion. The authors also examine the enablers (environmental concern, durability and fashion leadership) and barriers (fashion consciousness and price sensitivity) of sustainable fashion purchase behaviour. Design/methodology/approach The authors used a Web-based self-administered survey to collect data from 350 millennials. Partial least squares structural equation modelling was used to analyse data. Findings The findings indicate no substantial impact of self-transcendence values on attitudes towards sustainable fashion – while self-transcendence values exerted a notable effect on sustainable purchasing behaviour and environmental concerns. Furthermore, the results revealed no relationship between individuals’ attitudes towards sustainable fashion and their purchasing behaviour, whereas a strong relationship has been established between environmental concerns and attitudes towards sustainable fashion. Practical implications It provides empirical insights into factors that are pertinent in understating barriers and drivers of sustainable fashion behaviour among millennials. Originality/value This study uses the value-attitude-behaviour hierarchy to understand the purchase intentions of sustainable fashion, extending the range of sustainable consumption factors associated with attitudes and behaviour gaps.