Effect of moral reasoning and fair labour concerns on sustainable clothing selection: An analysis of the moderating role of Twitter exposure

The high level of unsustainable clothing waste poses a significant threat to social and environmental sustainability in South America. University students constitute a segment of regular consumers of unsustainable clothing associated with fast fashion who are frequently exposed to social media. This study aims to enhance comprehension regarding personal factors influencing clothing consumption, by examining the impact of moral reasoning and labour conditions valuation on sustainable clothing selection, analysing the moderating effect of the frequency of reading and posting messages on Twitter. A total of 233 Chilean university students enrolled in business and engineering programmes completed an online self-report survey. The survey responses were analysed using Partial Least Squares Structural Equation Modelling and Multigroup Analysis. The results demonstrated that moral reasoning and appreciation of sustainable working conditions have a positive influence on sustainable clothing selection, such as choosing clothes made from organic materials and with labels that support the absence of pollutants. Notably, reading and posting messages on Twitter showed an important moderating effect on these proposed relationships. This empirical evidence validates the function of social media as a dynamic communication platform that has a significant influence on the selection of sustainable clothing. The present study provides evidence to support the need to improve moral education and highlights the importance of using social media platforms to promote sustainability among higher education students. • Moral reasoning and fair labour concerns have a positive impact on the selection of sustainable clothing. • The impact of moral reasoning on the selection of sustainable clothing is more significant among students who engage more frequently with lectures on Twitter. • The influence of moral reasoning on sustainable clothing selection is more pronounced among students who engage more frequently with publications on Twitter.