Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption

Purpose Although consumers are aware of the importance of sustainable consumption, there is a persistent gap between positive attitudes and actual behavior. This disconnect is particularly pronounced in the fashion industry, where consumers often suppress their positive attitudes towards sustainability in the face of tempting fast fashion offers. This paper analyzes how consumers attempt to reconcile this attitude-behavior gap through using rationalization or neutralization techniques. Design/methodology/approach We surveyed more than 1,300 fashion consumers in the USA, Europe and Asia. Based on their last fashion purchase, respondents indicated various purchase details as well as their agreement/disagreement to 32 neutralization statements. Additional scales capture pertinent attitude and awareness measures. To scrutinize the role of neutralization statements, we use a series of logistic regression and multinomial regression analyses. Findings Country of residence, age and education level are the key determinants when employing neutralization techniques. Logistic regression results also reveal an inverse relationship between age and the propensity of buying sustainable fashion. Ethics, awareness and attitudes all play a role in purchasing sustainable products, but to different degrees in different countries. Originality/value Research on how consumers attempt to bridge the gap between attitude-behavior inconsistencies is scarce and primarily qualitative. Our study identifies how fast fashion consumers attempt to reconcile their divergent attitudes and behavior. Uncovering these rationalization or neutralization techniques improves the understanding of the attitude-behavior gap and enables marketers and policymakers to design more effective strategies to promote sustainable consumption.