Embracing environmental sustainability consciousness as a catalyst for slow fashion adoption

Slow fashion has emerged as a response to the environmental and ethical problems of fast fashion. Despite this trend, actual purchase behavior appears to lag behind. By employing the environmental sustainability consciousness framework and the knowledge‐attitude‐behavior model, this study specifically explores the impact of environmental sustainability consciousness, including knowingness and attitude, on Generation Z and Millennial's slow fashion practices. A total of 1966 responses were analyzed using the partial least square structural equation modeling. The measurement scales were validated through confirmatory factor analysis. The hypothesized relationships were confirmed. The study sheds light on the critical link between environmental consciousness and sustainable consumption practices in fashion, which is of paramount importance given the growing environmental and ethical concerns associated with fast fashion. Furthermore, the current study aims to bridge the gap between knowing/attitude and actual purchase behavior in the context of the emerging slow fashion trend.