Title: Eco fashion brands and consumption: is the attitude-behaviour gap narrowing for the millennial generation?

Authors: Daniella Ryding; Myriam Caratù; Gianpaolo Vignali

Addresses: Department of Materials, The University of Manchester, Oxford Road, Manchester M13 9PR, UK ' Faculty of Economics, Università degli Studi Internazionali di Roma – UNINT, Via Cristoforo Colombo, 200, 00147 Rome (RM), Italy ' Department of Materials, The University of Manchester, Oxford Road, Manchester M13 9PR, UK

Abstract: This research examines the impact of eco-fashion branding on consumer decision making for millennial consumer to disclose the relationships between eco-fashion strategies and customers' purchase intentions. The central aim is to present arguments that are a reverse trend of the 'attitude behaviour gap' within the UK and China markets, as a result of the use of technological developments - especially in the web 2.0. The research design adopts a quantitative online survey conducted among 216-targeted respondents from four age groups and two different countries (China - UK). The findings reveal that eco-fashion strategies are playing an increasingly important role in fast-fashion decision making and consumption. The value and originality of this study resides on the newness of the thematic, since few studies to date focus on the current relationships between eco-fashion and fast-fashion consumers' perspectives of brands.

Keywords: fast-fashion; eco-fashion; eco-fabrics; recycling; brand perceptions; consumer attitudes; sustainability.

DOI: 10.1504/IJBG.2022.122672

International Journal of Business and Globalisation, 2022 Vol.30 No.2, pp.131 - 154

Received: 01 May 2019
Accepted: 13 Jan 2020

Published online: 05 May 2022 *

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