Slow fashion movement and sustainable consumption: Is it an opportunity for local fashion brands?

This study attempts to examine (1) to what degree consumers’ awareness of slow fashion movement shape their product evaluations, brand value preferences, attitudes towards, and acceptance of a Branded Sustainable Product (BSP); (2)how brand choices (global vs. local) influence consumers’ brand value preference, attitudes towards, and acceptance of a Branded Sustainable Product(BSP); and (3) if consumers with a high level of SFM more likely choose BSP offered by local brands. An online survey experiment was conducted with a national sample (N= 408) recruited through the research company of Qualtrics. The empirical study confirmed that consumers’ awareness of SFM shapes their product evaluations, brand engagement, attitudes, and acceptance of sustainable apparel products. Also, local brands do not have disadvantages in terms of competing in the sustainable product market. Creating more expressive value may help local brands cultivate more customers while offering sustainable fashion products