Can information help bridge the attitude–behavior gap in sustainable clothing consumption?

Abstract

This research explores the widely known gap between the attitudes on sustainability that consumers express and their subsequent behavior concerning the purchase of sustainable clothing. Given the increasing global mass production and consumption of clothes, the textile industry is taking action to achieve greater sustainability. Previous research has identified the availability of sustainability information as an influencing factor on consumers to engage in pro-environmental behaviour. Study 1 (n = 441) investigates different factors concerning information transition on sustainable clothing and confirms the importance of information quality in this context. Study 2 (n = 448) finds different preferences for online information channels and information content depending on the age group. Our findings indicate that merely communicating information is not sufficient to close the attitude–behavior gap; consumers need appealing and clear information in all purchase phases in line with their age-related preferences if they are to respond pro-environmentally.