Consumer Behavior

Pushed by Publicity, Guided by Influencers, and Driven by Consciousness: How Young Consumers Transition to Sustainable Fashion

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Abstract

Fast fashion offers constant novelty at low prices but imposes steep social and environmental costs. This study investigates what drives young consumers to switch from fast fashion to sustainable alternatives using a Push–Pull–Mooring framework. We surveyed 472 U.S. consumers aged 18–43 who purchased from leading fast-fashion brands in the past six months. Using validated 5-point measures and PLS-SEM, we test pushes (negative publicity, influencer advocacy), a pull (sustainability consciousness), and moorings (brand resilience, perceived greenwashing). Negative publicity and influencer advocacy significantly increase switching intentions, while sustainability consciousness is the strongest positive predictor. Contrary to our expectation, brand resilience shows a positive direct effect on switching and weakens the impact of negative publicity, suggesting loyalty can enable considered movement rather than only anchoring status quo. Perceived greenwashing exhibits no significant direct effect. We discuss implications for theory (loyalty as potential accelerator of ethical transitions) and practice (credible actions plus trusted messengers).

Keywords: fast fashion, sustainable consumption, push-pull-mooring, young consumer

How to Cite:

Rana, M. & Lee, H., (2025) “Pushed by Publicity, Guided by Influencers, and Driven by Consciousness: How Young Consumers Transition to Sustainable Fashion”, International Textile and Apparel Association Annual Conference Proceedings 1(1). doi: https://doi.org/10.31274/itaa.17416