Time well spent! The role of information presentation and viewing time in sustainable textile online purchase behavior: Insights from an online store experiment

Given the substantial impact of the textile industry (e.g., more emissions than international flights and cruises combined) on the environment, transforming it into a more sustainable one provides huge lever effects. However, research on this matter struggles to overcome the intention-behavior gap when examining consumers' shopping behavior of sustainable textiles. Since knowledge has been identified as one of the most important factors for bridging this gap, the way information is provided plays a crucial role in enabling actual purchases of sustainable textiles. Therefore, drawing on Dual Process Theory and Cognitive Load Theory, this paper examines the role of sustainability information presentation in terms of tonality (emotional and rational) and accompanying exposure to nature imagery. Using a representative sample of n = 607 consumers of Generations Y and Z in Germany, an online experiment (2 x 2 between-subjects factorial design) was conducted. Authentic purchase behavior was approximated based on the implementation of a realistic online store environment. The results indicate that consumers’ number of items purchased, and spendings depend on the time spent viewing the sustainability information: Participants with sufficient viewing time to at least skim-read the sustainability information showed a positive effect of rational tonality on sustainable purchase behavior.