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This study aims to investigate the factors influencing consumer attitudes towards purchasing sustainable fashion. In particular, the authors examine the impact of self-transcendence and self-enhancement values on consumer attitudes towards purchasing sustainable fashion. The authors also examine the enablers (environmental concern, durability and fashion leadership) and barriers (fashion consciousness and price sensitivity) of sustainable fashion purchase behaviour.

The authors used a Web-based self-administered survey to collect data from 350 millennials. Partial least squares structural equation modelling was used to analyse data.

The findings indicate no substantial impact of self-transcendence values on attitudes towards sustainable fashion – while self-transcendence values exerted a notable effect on sustainable purchasing behaviour and environmental concerns. Furthermore, the results revealed no relationship between individuals’ attitudes towards sustainable fashion and their purchasing behaviour, whereas a strong relationship has been established between environmental concerns and attitudes towards sustainable fashion.

It provides empirical insights into factors that are pertinent in understating barriers and drivers of sustainable fashion behaviour among millennials.

This study uses the value-attitude-behaviour hierarchy to understand the purchase intentions of sustainable fashion, extending the range of sustainable consumption factors associated with attitudes and behaviour gaps.

This study aims to explore the factors that influence millennials’ attitudes toward organic personal care products, focusing on the role of health consciousness, environmental concerns and quality perceptions.

An electronic, self-administered survey was used to collect 377 responses. The data analysis utilized partial least squares structural equation modeling (PLS-SEM).

The findings reveal that environmental concerns, health consciousness and perceived behavioral control play a significant role in shaping millennials’ attitudes toward organic personal care products, while the perceived quality of organic personal care products significantly influences their purchase intentions.

The results of this study provide valuable insights for personal care product manufacturers, retailers and marketers looking to target millennial consumers. By understanding the key factors that influence millennials’ attitudes and purchase intentions, marketers in the personal care product industry can tailor their strategies effectively.

The study’s findings inform strategies that promote healthier and more environmentally conscious consumer behavior. This aligns with broader societal goals of promoting sustainability and health consciousness, contributing to a more environmentally and socially responsible consumer culture.

The study’s contribution lies in its focused exploration of the interplay between health consciousness, environmental concerns and quality perceptions on millennials’ attitudes toward organic personal care products.