ITAA - KSCT Joint Symposium

A Meta-Analytic Structural Equation Modeling (MASEM) for Understanding Sustainable Fashion Consumer Behavior (SFCB)

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Abstract

Sustainable Fashion Consumer Behavior (SFCB) has received substantial scholarly attention. However, inconsistent findings across studies necessitate adequate consolidation. To address this gap, this research used meta-analytic techniques to synthesize findings from 68 primary articles (N=32,910) published between 2014 and 2024, building on Kollmuss and Agyeman’s pro-environmental behavior model. The results revealed high heterogeneity across studies, prompting a moderation analysis that identified age and culture (Western vs. Eastern) as significantly moderating SFCB. Moreover, the five factors, including three dimensions of consciousness (economic, environmental, and social), attitude, and purchase intention, emerged as salient core constructs. Model comparison showed that the model including direct paths from three consciousness constructs to purchase intention is superior to the model without them. This finding suggests that attitude may not serve as a consistent mediator towards SFCB. This also explains the persistent attitude-behavior gap and underscores the significance of consciousness as a central factor in understanding SFCB.

Keywords: sustainable fashion, consumer behavior, meta-analytic structural equation modeling

How to Cite:

Jeong, H. & Seock, Y., (2025) “A Meta-Analytic Structural Equation Modeling (MASEM) for Understanding Sustainable Fashion Consumer Behavior (SFCB)”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21870