Nudging sustainable fashion choices
An experimental investigation on generation Z fashion consumers
Bibliographic Data
| ID | 7145335 |
|---|---|
| Authors | Anupama Prashar (0000-0003-4679-2907, corresponding author), Leena Ajit Kaushal (0000-0002-0813-632X) |
| Year | 2025 |
| Volume | 253 |
| Pages | 104727-104727 |
| Publication date | 2025-01-20 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Acta Psychologica (JOURNAL) |
| Journal identifiers | ISSN: 0001-6918 • E-ISSN: 1873-6297 |
| Publisher | Elsevier BV (PUBLISHER) |
| DOI | 10.1016/j.actpsy.2025.104727 |
| PMID | 39837072 |
| OpenAlex | W4406633418 |
| Language | EN |
| Citations received | 6 |
| References cited | 77 |
Despite the growing cognizance of Generation Z (Gen Z) fashion consumers about the externalities of fast fashion, an attitude-behaviour gap persists in their willingness to pay for sustainable fashion. This study uses dual-processing theory to examine how nudging communications in online fashion retail influence Gen Z's sustainable fashion choices and willingness to pay. It also explores how Gen Z's fashion-related knowledge and involvement and ecological consciousness moderate the effects of nudging. The study used a vignette-based experiment with dummy webpages from a leading Indian online fashion store to test nudging effects on sustainable fashion brands. The subjects were 252 Gen Z fashion consumers from India. The findings revealed a significant association between nudging conditions with participants' fashion choices with verbal nudges having a stronger influence than visual nudges. Moderation tests indicated that verbal nudging is more effective for those with high environmental orientation and high fashion familiarity
Advertising · Business · Clothing · Fashion design · Fast fashion · Geography · Consumer Behavior in Brand Consumption and Identification · Environmental Education and Sustainability · Environmental Sustainability in Business · Psychology
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| Unique citing works | 6 |
|---|---|
| Citations per year | 6 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 6 |