Bridging the value-action gap: the role of product knowledge in eco-friendly fashion consumption

This study is designed to investigate the ‘value-action gap’ in fashion, suggesting that increased environmental concerns don't necessarily result in sustainable choices. The hypothesis attributes this gap to fashion's role as self-expression and knowledge of eco-friendly fashion products. Using a survey of university students recognised for their environmental consciousness, PLS-SEM is utilised for hypothesis testing. Results indicate that both personal and social concerns positively correlate with eco-friendly clothing usage and disposal, though social concern doesn’t significantly influence eco-friendly clothing consumption. Furthermore, there are positive associations between eco-friendly clothing behaviours and purchase intentions. However, product knowledge about eco-friendly items only moderates the relationship between consumption and purchase intention. This highlights the need to emphasise individual environmental concerns and provide eco-friendly product knowledge to foster eco-friendly clothing purchases.