Status or sustainability, can we have both, please? Decoding the factors shaping eco-friendly fashion buying

Purpose This study investigates the determinants of eco-buying behavior by incorporating individual attributes such as personality traits and personal values and the theory of planned behavior (TPB). It also explores status consumption’s potential role in motivating eco-fashion purchases. Design/methodology/approach Conducted through an online survey with 436 respondents in the UK, the study utilizes structural equation modeling (SEM) to analyze the data. Findings The study contributes to the eco-friendly consumer behavior literature in fashion, revealing that social influence, need for uniqueness, public self-consciousness, green consumption values and prosocial attitudes significantly influence both eco-behavior and status consumption. Interestingly, while no substantial impact of status consumption on eco-behavior was observed overall, a multi-group analysis unveils distinctive perceptions and intentions. A clustering analysis identifies two significant segments (status buyers and eco-savvy fashionistas) exhibiting markedly different relationships between variables necessitating tailored marketing approaches concerning eco-fashion buying. Research limitations/implications Theoretically, the study highlights the limitations of the TPB in capturing evolving consumer dynamics, calling for refined models that incorporate personal values and specific motivations to better understand sustainable consumption. Practical implications For “Status Buyers,” marketers should focus on their desire for uniqueness and present eco-fashion as a status symbol using social proof and influencer marketing. For “Eco-Savvy Fashionistas,” strategies should highlight environmental benefits, provide educational resources and offer tools to track environmental impact. Originality/value This study deepens our understanding of eco-friendly fashion purchases by accounting for the diverse perceptions and values that drive consumer behavior. Recognizing the heterogeneity within the sample reveals previously overlooked nuances in this complex decision-making process.