Green Fashion Consumption – a Review of the Literature

The environmentally conscious consumption of fashion products promotes the preservation of natural ecosystems for current and future generations. It may include the purchasing and use of textile products made from organic and sustainable materials, the repair, reuse and recycling of textile products, and the concept of slow fashion. The environmental aspects of fashion products have drawn the attention of both researchers and practitioners in recent years. As a result, many scientific papers have accumulated regarding this vital aspect of consumer behaviour. This paper aims to provide an overview of the literature regarding consumer behaviour toward green fashion products, as well as to uncover and categorise significant driving factors, and in addition, identify the most critical barriers. After identifying the relevant literature, the study examines 104 articles published between 2011 to 2021 in high-quality, peer-reviewed scholarly journals. Our results demonstrate that while most of the reviewed articles employ a quantitative survey questionnaire method to identify the drivers of green textile consumption, qualitative approaches are also used. Most authors utilise the theory of planned behaviour as a foundation of their research. This paper summarises the research problems covered by the selected articles, the theoretical frameworks, the methods used, and their essential findings. We also outline existing research gaps and suggest potential directions for future research. Since there are only a few review articles on green fashion consumption, our article provides an important new addition to the literature for the reference of future scholars.