From Intention to Transformation: A Conceptual Model of Consumer Identity and Sustainable Fashion Behaviour Change

The global fashion industry generates substantial environmental pressures through rapid production cycles, excessive consumption, and escalating textile waste. Despite growing consumer awareness of sustainability issues, a persistent intention behaviour gap continues to limit the adoption of responsible fashion practices. Existing research has largely focused on cognitive determinants of purchase intention, providing limited insight into the mechanisms that translate sustainability intentions into consistent behaviour. This study develops a conceptual framework that positions consumer identity as a central mediator in sustainable fashion behaviour. Adopting a theory driven conceptual research design, the paper integrates the Theory of Interpersonal Behaviour, Identity Based Motivation, and Innovation Resistance Theory to explain how sustainability intentions evolve into long term behavioural transformation. The framework proposes that while environmental awareness and social influence may initiate sustainable intentions, behavioural change is more likely when sustainability becomes aligned with an individual’s green self identity. In addition, sensory product experiences and behavioural nudges are identified as enabling mechanisms that can reduce structural barriers such as price sensitivity and habitual fast fashion consumption. Theoretically, this study extends current understanding of the intention behaviour gap by integrating identity based psychological mechanisms with structural and experiential determinants of fashion consumption. Practically, the framework offers insights for policymakers and fashion retailers seeking to promote circular consumption practices in emerging economies. In the Malaysian context, where approximately two million kilograms of textile waste are generated daily, aligning sustainable apparel with consumer identity may play a critical role in advancing national circular economy initiatives such as the Circular Economy Blueprint for Solid Waste 2025–2035.