Did Anything Good Come Out of the Pandemic? COVID-19-Stress Induced Self-Regulatory Sustainable Apparel Consumption among the Millennials in the U.S.

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Authors of the article proposed and tested a conceptual model delineating the relationships between COVID-19 stress, commitment to the environment, and intentions for sustainable apparel consumption in terms of intentions for purchasing sustainable apparel and divesting apparel. The authors recommend the sustainable apparel brands and marketers promote how sustainable apparel consumption can protect the environment to make the environment and human beings less susceptible to the future outbreaks of pandemics.

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Chakraborty, Swagata & Sadachar, Amrut April 28, 2023.

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This article is part of the collection entitled: UNT Scholarly Works and was provided by the University of North Texas to the UNT Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 37 times, with 34 in the last month. More information about this article can be viewed below.

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Authors of the article proposed and tested a conceptual model delineating the relationships between COVID-19 stress, commitment to the environment, and intentions for sustainable apparel consumption in terms of intentions for purchasing sustainable apparel and divesting apparel. The authors recommend the sustainable apparel brands and marketers promote how sustainable apparel consumption can protect the environment to make the environment and human beings less susceptible to the future outbreaks of pandemics.

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17 p.

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Abstract: Based on the theoretical frameworks of cognitive dissonance theory, regulatory focus theory, and the compensatory consumer behavior model, we proposed and tested a conceptual model delineating the relationships between COVID-19-stress, commitment to the environment, and intentions for sustainable apparel consumption in terms of intentions for purchasing sustainable apparel and divesting apparel (e.g., handing down or donating apparel). Conducting an online survey (n = 312) with the national millennial population of the U.S., we found that COVID-19-stress positively influenced (i) commitment to the environment and (ii) purchase intentions for sustainable apparel; commitment to the environment positively influenced (iii) purchase intentions for sustainable apparel and (iv) intentions for divesting apparel. Although COVID-19-stress did not influence intentions for divesting apparel directly, commitment to the environment mediated the relationships between COVID-19-stress and both purchase intentions for sustainable apparel and intentions for divesting apparel. We suggest that COVID-19-stress triggered self-regulatory sustainable apparel consumption intentions due to a heightened commitment to the environment to protect the environment amid the pandemic. Based on the findings of our study, we recommend the sustainable apparel brands and marketers promote how sustainable apparel consumption can protect the environment to make the environment and human beings less susceptible to the future outbreaks of pandemics.

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  • Sustainability, 15(9), MDPI, April 28, 2023, pp. 1-17

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  • Publication Title: Sustainability
  • Volume: 15
  • Issue: 9
  • Peer Reviewed: Yes

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  • April 28, 2023

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  • Dec. 14, 2023, 5:20 a.m.

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  • Jan. 16, 2024, 10:16 a.m.

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Chakraborty, Swagata & Sadachar, Amrut. Did Anything Good Come Out of the Pandemic? COVID-19-Stress Induced Self-Regulatory Sustainable Apparel Consumption among the Millennials in the U.S., article, April 28, 2023; (https://digital.library.unt.edu/ark:/67531/metadc2201682/: accessed May 24, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; crediting University of North Texas.

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