The mechanism of fashion consciousness influencing Gen Z’s Willingness to continue using slow fashion apparel in a sustainable context

To explore the mechanisms underlying Gen Z consumers’ willingness to continue using slow fashion apparel, this study constructs a conceptual model based on SOR theory. The model considers personal and social fashion consciousness as stimulus variables, aesthetic, emotional, social, and green values as organism variables, and willingness to continue using as the response variable. Data were collected through a questionnaire based on a 7-point Likert scale, yielding 311 valid responses. SPSS and JASP were used to assess reliability and validity and examine direct and mediation effects. The results indicate that personal fashion consciousness, social value, and green value are all significantly and positively associated with willingness to continue using slow fashion apparel. Personal fashion consciousness is positively associated with perceived aesthetic and emotional values, whereas social fashion consciousness is positively associated with perceived social and green values. Furthermore, social and green values mediate the relationship between social fashion consciousness and willingness to continue using slow fashion apparel. However, the mediating effects of aesthetic and emotional values are not significant. This study suggests that in the context of sustainable consumption, value-related factors may better explain long-term use behavior than aesthetic experiences alone. These findings suggest that slow fashion brands should support individual expression and sustainability-related meanings and enhance Gen Z consumers’ perceptions of green and social value, thereby encouraging continued use of slow fashion apparel and promoting sustainable fashion development.