THE ROLE OF SUSTAINABLE AWARENESS ON CONSUMPTION VALUES AND ANTI-BEHAVIOR TOWARDS FAST FASHION

Abstract

This study examines the direct and indirect roles of sustainable awareness on fast fashion boycott intentions and behavior, through several consumer values such as perceived price, perceived quality, and perceived style uniformity of fast fashion products. Based on 307 responses collected from a survey of young consumers in Vietnam, a structural model was established to test the above relationships. The results indicate that sustainable awareness has a direct impact on fast fashion boycott intentions, and through this, leading to anti-behavior of fast fashion. In addition, the study also shows the significant mediating role of price perceptions in the relationship between sustainable awareness and fast fashion boycott intentions.