Culture

Can a Connection with the Past Influence Environmental Concern and Attitude toward Slow Fashion?

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Abstract

We investigated how (i) consumers' connection with indigenous cultural values influences their environmental concern and attitude toward slow fashion; (ii) environmental concern influences attitude toward slow fashion and; (iii) if the environmental concern mediates the relationship between connection with indigenous cultural values and attitude toward slow fashion. We conducted an online survey with a national sample of millennials of the U.S. (n = 300). We filled some important gaps in the literature by providing empirical evidence that the (i) connection with indigenous cultural values positively influences environmental concern and the attitude toward slow fashion; (ii) environmental concern mediates the relationship between connection with indigenous cultural values and the attitude toward slow fashion. Therefore, while a high environmental concern can translate into a positive attitude toward slow fashion, connection with indigenous cultural values forms an important variable that can further foster the positive attitude toward slow fashion.

Keywords: attitude toward slow fashion, environmental concern, Indigenous cultural values

How to Cite:

Chakraborty, S. & Sadachar, A., (2020) “Can a Connection with the Past Influence Environmental Concern and Attitude toward Slow Fashion?”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11838