ITAA - KSCT Joint Symposium

Does Others' Environmental Behavior Matter? The Moderating Role of Retail Type

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Abstract

While sustainable consumption is often framed as a value-driven choice, fashion is highly visible, allowing pro-environmental behavior (PEB) to function as a social signal. This study examines how upward and downward PEB comparisons influence sustainable fashion consumption (SFC) intentions across different status contexts. Drawing on Social Comparison Theory and Optimal Distinctiveness Theory, two experimental studies (N = 274) investigate the mediating roles of identity-based motives and moderating roles of relative status perceptions. Results show that both upward and downward comparisons increase SFC intention through distinct identity motives: upward comparison activates the need for assimilation, whereas downward comparison reinforces the need for differentiation. Importantly, upward comparison effects are amplified when the comparison target is high-status but attenuated in luxury contexts where status needs are already satisfied. These findings highlight sustainable fashion consumption as a socially embedded, identity-driven behavior shaped by social comparison and status cues. 

Keywords: Social Comparison, Sustainable Consumption, Pro-environmental behavior, Optimal Distinctiveness Theory, Social Identity

How to Cite:

Lho, K. & Choo, H. J., (2025) “Does Others' Environmental Behavior Matter? The Moderating Role of Retail Type”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21953