Document Type
Conference Proceeding
Publication Date
Spring 2024
Abstract
This study examined the impact of clothing style confidence on sustainable clothing behaviors. An Internet survey was conducted with a valid sample of 560 U.S. residents equally split by gender between the ages of 25 to 65 purchased from Prolific. Five sub-dimensions of the Clothing Style Confidence scale (i.e., style longevity, aesthetic perceptive ability, creativity, appearance importance, and authenticity) were predicted to positively influence four dependent variables: clothing care and maintenance, purchase of environmentally friendly apparel, likelihood of clothing rental, and interest in upcycled clothing. PLS-SEM was used for data analysis. For both males and females, higher style confidence was associated with sustainable clothing behaviors. Shifting the focus from fashion to style may provide intrinsic motivation for change that empowers individuals to embrace their own style rather than follow others.
Recommended Citation
Roster, C. A. (2024). Confidence in personal style: A self-empowered path toward sustainable clothing consumption? The 2024 Association of Marketing Theory and Practice Proceedings, 34. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/34
