Ethical identity, social image and sustainable fashion: still an impossible deal? A sociopsychological framework of ethical consumers’ attitude-behavior gaps

Abstract

Purpose

This paper aims to propose a multilevel framework of fashion consumer ethics that unpacks how ethical consumers publicly express their identity through sustainable fashion (SF). The author explores SF’s cognitive, relational and contextual dynamics, highlighting how attitude–behavior (A-B) gaps might impede consumers’ ethical identity and social image alignment.

Design/methodology/approach

The framework theoretically reconstructs fashion consumer ethics by integrating social intuitionism, social representation theory and the public sphere. This theorizing process sheds light on fragmented attempts found in previous research to understand how ethical consumers express their self-identity and socially represent their image through SF, avoiding A-B gaps.

Findings

The theoretical propositions suggest how ethical consumers’ self-concept is expressed at the cognitive level, leading to ethical commitment toward self-associated fashion brands; social image is manifested at the relational level, giving rise to consumers’ ethical engagement in SF; and ethical consumers’ self-verify their identity-image alignment in the public sphere, thus addressing A-B issues.

Originality/value

The sociopsychological approach suggests a novel understanding of ethical consumers’ individual and social representation through SF consumption. The framework interprets SF as an “aesthetic of existence,” co-constructed collectively and symbolically expressed publicly. As a result, the proposed model combines different theories to introduce new causal mechanisms and constructs of ethical consumers’ cognition, sociological relations and public spheres.

Citation

Zollo, L. (2024), "Ethical identity, social image and sustainable fashion: still an impossible deal? A sociopsychological framework of ethical consumers’ attitude-behavior gaps", Journal of Consumer Marketing, Vol. 41 No. 5, pp. 564-582. https://doi.org/10.1108/JCM-08-2023-6213