Sustainable style: “Unleashing the power of slow fashion orientation in driving purchase intentions for ethical apparel choices”

The textile and fashion industries are interconnected, but despite their worldwide benefits in terms of commerce, occupation, and revenues, they are viewed as polluted due to their focus on fast-fashion culture. Although sustainability in global fashion is gaining popularity, little is known about how slow fashion orientation influences the purchasing intentions of Pakistani consumers. By examining the ways in which fashion consciousness and perceived consumer value impact the purchasing of sustainable apparel, this study closes this gap; highlighting that cunsumers' perceived value impact differently on sustainable apparel purchase intention when fashion conscious consumers make their purchase intention for SF clothes. The present study uses the Stimulus-Organism-Response (SOR) model to investigate the relationship between slow fashion orientation (stimulus) and perceived customer value (organism), which influences the intention to buy sustainable clothing (response). The study utilized a convenient snowball sampling strategy to gather data from 407 Pakistani university students interested in sustainability and fashion, using an online survey questionnaire. The results reveal that slow fashion orientation positively influences sustainable purchase intentions, with perceived customer value acting as a mediator. However, high fashion consciousness can undermine this relationship, suggesting fashion-conscious consumers may prioritize trends over sustainability. These findings add to the body of knowledge on sustainable fashion and provide useful information for policymakers and marketers. Marketers can create ethical fashion adverts specifically for Pakistani customers, and policymakers can encourage slow fashion by introducing programs that correspond with the Sustainable Development Goals (SDGs).