The role of Eco-shame in shaping Behavioural Purchase Intentions toward sustainable fashion consumption

Abstract

Purpose

Sustainable fashion encompasses principles of ethical production, fair trade, and the use of organic materials. This study explores the antecedents influencing behavioural intentions to purchase sustainable fashion among Brazilian fashion consumers, utilising the Theory of Planned Behaviour (TPB) as a framework and examining the role of Eco-shame.

Design/methodology/approach

A survey involving 378 respondents was conducted, and structural equation modelling was applied to analyse the data.

Findings

The study revealed that Perceived Behavioural Control, Attitude, and Eco-shame significantly influenced Behavioural Purchase Intention toward sustainable fashion products. In contrast to prior research, Subjective Norms did not demonstrate a substantial influence on Behavioural Purchase Intentions.

Research limitations/implications

Enhancing the generalizability of findings necessitates expanding the sample size and employing a probability sampling method for future research endeavours.

Practical implications

In the realm of sustainable fashion consumption, it is imperative to understand consumer behaviour shifts, particularly amid the prevalence of fast fashion. This research aims to bridge this knowledge gap and underscore consumers’ motivations for selecting sustainable fashion products.

Originality/value

This study makes a theoretical contribution by introducing Eco-shame as an extension of the Theory of Planned Behaviour to evaluate Behavioural Purchase Intentions toward Sustainable Fashion Products, an innovation that has been absent from prior literature.

Citation

Nicolau, L.G.F., Christino, J.M.M., Cardozo, É.A.A. and Ferreira, F.L. (2025), "The role of Eco-shame in shaping Behavioural Purchase Intentions toward sustainable fashion consumption", Journal of Fashion Marketing and Management, Vol. 29 No. 1, pp. 38-57. https://doi.org/10.1108/JFMM-01-2023-0005