Dark traits and moral minds: Why consumers reject sustainable fashion

This study examines the psychological mechanisms shaping consumer behaviour in the ethical fashion sector, specifically consumers’ intentions to boycott sustainable fashion. Consumer psychological resistance towards sustainable fashion is explored from the lens of Dark Triad personality traits, namely Machiavellianism, psychopathy, and narcissism, together with moral disengagement and moral identity. The data were collected from 547 respondents via a survey and analysed using structural equation modelling complemented by mediation analysis. The findings demonstrate that psychopathy is the strongest predictor of resistance towards sustainable fashion, while moral disengagement mediates the influence of all Dark Triad traits on boycott intention. Interestingly, contrary to extant literature, moral identity does not consistently dissuade such actions when paired with moral disengagement. The findings show that, at times, moral identity enables consumers to justify choices that contradict sustainability values. This study focuses on a different perspective whereby, instead of promoting ethical purchasing, the focus shifts to the conscious rejection of sustainable products, broadening knowledge of the psychological barriers to sustainable fashion consumption. These findings provide fresh insights for fashion marketers and policymakers, recommending that tackling moral disengagement and personality-linked tendencies can help alleviate boycotts and encourage more socially responsible fashion consumption.