Status and conspicuousness on sustainable fashion products

: examining the role of conspicuousness between status motives and consumers’ sustainable fashion valuations

Abstract

The fashion industry is believed to be the second­-largest polluting industry worldwide. Hence, understanding the underlying reasons motivating socially and environmentally responsible consumption behaviors is crucial to implement the necessary changes in this industry. The present dissertation aims to examine the effect of social motivations, such as activating status motives, on consumers’ attitudes and perceptions towards sustainable fashion products. Based on an academic literature review regarding sustainable fashion, conspicuousness and status consumption, an experimental design study was conducted. The purpose was to examine the impact of status and prestige motivations on consumers’ sustainable fashion valuations, such as purchasing behaviors, product, and brand perceptions. Results show that activating status motives enhance status and prestige motivations. In turn, conspicuously signaling a sustainable fashion product moderates the effect that status and prestige motivations have on consumers’ valuations. Findings show that a desire for status is capable of inciting self­-sacrifice and consequently motivating sustainable consumption decisions. Additionally, brand iconicity perceptions indirectly explain the process through which conspicuous consumption orientation impacts sustainable fashion valuations. Therefore, consumers tend to use the symbolic value of iconic brands to express their social identity and communicate their desires and aspirations with others. This study provides valuable consumer behavior insights, suggesting brands’ approach to sustainability should not disregard society’s predisposition for consumption. Forthwith, researchers, managers, and marketers trying to incite sustainable consumption might obtain more effective and long-­lasting results if they factor in individual traits and predispositions since these are able to influence consumption behavioral patterns within the fashion context.

Date of Award	3 Feb 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vera Herédia Colaço (Supervisor)