Deciphering the antecedents of ethical fashion consumption and its linkage with consumer purchase intention

Purpose Conscious consumers have been influenced to either cut back on their fashion consumption or switch to ethical clothing (EC) as a result of the detrimental social effects of fast fashion that have been seen over the past 10 years. It also reflects how the ethical belief of the young generation influences them to be conscious of the ill effects of their fashion choices or behave like an ignorant irresponsible buyer. This study aims to examine this issue in detail to find out the prevalence and impact of such beliefs on consumption choices over a period of time. Design/methodology/approach This study uses the cross-sectional data of 525 respondents from India to explore and unearth the EC phenomenon in emerging markets. It follows a two-step approach consisting of confirmatory factor analysis and structural equation modeling to examine the proposed hypotheses using AMOS 22 software. Findings It was found that consumers in developing economies are concerned about the ethical standards followed by the fashion industry (FI), which is reflected in the form of inhuman working conditions for FI workers. Research limitations/implications This study emphasizes understanding attitude, subjective norms, behavioral control and EC related to ethical buying behavior and their interaction mechanisms that transform it into the actual buying intention of EC. Originality/value It was an eye-opener that collective societal culture and standards do not influence ethical purchase decisions but it is rather the individual’s own ethical rules which is a result of established core family values that significantly shape fashion consumption. This study advances existing literature by empirically verifying the relationship between consumer attitude, consumers’ subjective norms, perceived behavioral control, environmental concern with ethical buying behavior and ethical purchase intention. It could provide insightful information and support academic research as well as real-world marketing and environmental initiatives.