Revealing Sustainability: The Influence of Gender and Consumption Values on Sustainable Fashion Habits in U.S. and Greek Millennials and Gen Z

In recent years, the literature has concentrated on consumers’ sustainable attitudes and purchases, and the underlying mechanisms behind consumers’ sustainable buying decisions. Yet, to the best of our knowledge, studies that examine the impact of culture on attitudes and purchase behaviors towards sustainable fashion, through the prism of consumption values, and moderated by gender, are fragmented and limited. Elaborating on the dynamics of culture, gender, and consumption values, this study applies an online survey with 171 U.S. and 157 Greek participants to delve into sustainable fashion consumption. Notably, it reveals the effect of country on purchase behavior via consumption values and attitudes toward sustainable fashion, in the moderating presence of gender. U.S. (vs. Greek) men demonstrate higher attitudes and purchase behaviors towards sustainable fashion, driven by enhanced emotional and social value. U.S. (vs. Greek) women exert enhanced purchase behavior and social consumption value, while Greek women demonstrate higher levels of emotional value. These findings provide fruitful evidence with respect to the impact of cultural and demographic dynamics on sustainable fashion consumption, through the prism of consumption values. The study also highlights potential paths for future research that could help marketers delve into understanding sustainable fashion consumption.