Financial well-being, voluntary simplicity, and ethical fashion consumption

Abstract

This study investigates ethical fashion consumption (EFC) with an original conceptual model based on the theory of planned behavior (TPB). The TPB framework was expanded to include financial wellbeing and voluntary simplicity. The research model was tested in a two-stage study with 117 participants from Turkey and 72 from Kuwait. Regression analyses were conducted in SPSS. The prominent finding in both studies was the significant impact of financial well-being on perceived behavioral control (perception of the ability to perform a behavior) and voluntary simplicity (a lifestyle choice to consume less), and, consequently, on EFC. However, the impact of attitudes on EFC was not significant in either study. Subjective norms were a significant predictor of EFC in Study 1 but not in Study 2. The findings support an extended TPB framework that integrates financial well-being and voluntary simplicity to better explain EFC. The results point out that fashion marketers can significantly benefit from having a deep (rich) product line regarding ethical options. Price, convenience, and reachability can be used as differentiation and positioning elements in the product line. Marketers may also offer products that appeal to various consumer segments regarding financial well-being and voluntary simplicity.