Investigating the Link between Consumer Attitudes and Behaviour in the Context of Sustainable Clothing: The Role of Social Norms

Abstract

This study investigates the sustainable clothing consumer attitude–behaviour link and identifies the role of social norms in this relationship. A total of 218 responses were collected in an online survey in one small European country. Findings reveal that sustainable clothing purchase behaviour is influenced by consumer attitudes towards sustainable clothing and sustainable clothing purchase intention, which acts as a mediator between consumer attitudes towards sustainable clothing and purchase behaviour. The findings uncover three types of social norms that could be represented among individuals in Lithuania, but no moderating effects were found. Unexpected results reveal that one type of social norms, that is, social order/commandment norms, influences both consumer attitudes towards sustainable clothing and their intention to purchase sustainable clothing. These findings attempt to contribute to the sustainable clothing consumer behaviour field development. Managerial implications of how to induce a change in consumer attitude and sustainable clothing purchase intentions for business leaders and public policy makers have been offered.