I Don’t Buy It! A Critical Review of the Research on Factors Influencing Sustainable Fashion Buying Behavior

Research on the factors influencing sustainable fashion consumption, particularly green apparel buying behavior (GABB), has grown significantly in the last decade. Understanding how to promote GABB while reducing fast-fashion consumption is of critical importance to researchers, marketers, and policymakers. However, deriving actionable insights requires robust methodologies. Therefore, the goal of this systematic narrative review was to analyze existing literature on GABB, to identify key drivers, and to critically examine the methodological approaches, applied theoretical backgrounds, and utilized geographical scope. Following a structured multi-stage review process—including a database search, screening, and synthesis— n = 15 empirical studies focusing on GABB were included. The identified drivers are categorized into five factors: sociodemographic, personal, behavioral, social influences, and product attributes. Additionally, the review identified methodological shortcomings, including a predominant reliance on self-reported data, a lack of experimental designs and longitudinal studies, and a limited sampling scope across studies. Addressing these limitations in future research is essential to develop practical interventions that encourage sustainable fashion consumption and guide effective marketing and policy strategies.