The Role of Aesthetics Novelty in Sustainable Apparel Consumption

This study investigates the role of aesthetics novelty in sustainable apparel consumption. According to McKinsey Survey in 2020, concern for environment coupled by COVID-19 pandemic has changed consumers’ attitude when it comes to fashion consumption. Consumer, especially the conscious consumers, no longer see newness, or novelty, as the most important factor in purchase decision. Through empirical study, we suggest that not only novelty is not a determining factor in purchase intention, novelty caused by aesthetic atypicality might cause suspicion for greenwashing (Perceived Greenwashing, PGW) among consumers, especially those scoring high in Green Consumption Value (GCV) and Fashion Interest (FI).