Sustainability and Social Responsibility

Rethinking Apparel Purchases: Applying Construal Level Theory, "Girl Math," and Cost-Per-Wear (CPW) to Promote Sustainable Consumption

---

Abstract

Fast fashion’s affordability and immediacy continue to fuel impulsive apparel purchases, contributing to environmental harm and unsustainable consumption patterns. This conceptual study introduces an innovative framework that integrates Construal Level Theory (CLT), the cultural phenomenon of “girl math,” and cost-per-wear (CPW) calculations to promote long-term, value-driven apparel decision-making. While “girl math” is often portrayed humorously as a justification for impulsive purchases, this research explores its positive potential as a cognitive reframing tool that encourages mindful consumption. Anchored in CLT, the framework suggests that consumers who adopt high-level, future-oriented thinking are more likely to consider CPW and choose durable, high-quality apparel. Propositions outline how CPW metrics, when embedded in marketing messages or point-of-purchase information, can make sustainability more tangible and financially relatable. The study calls for future empirical research to test CPW-based interventions and highlights digital tools as promising avenues for fostering sustainable apparel consumption.

Keywords: Girl math, construal level theory, cost per wear, sustainable consumption

How to Cite:

Sadachar, A., Chakraborty, S., Rolling, V. & Donthamsetty, S., (2025) “Rethinking Apparel Purchases: Applying Construal Level Theory, "Girl Math," and Cost-Per-Wear (CPW) to Promote Sustainable Consumption”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21673