Exploring attitude–behavior gap in sustainable consumption: comparison of recycled and upcycled fashion products

Abstract Many consumers have a positive attitude toward sustainable products; however they commonly end up not purchasing them. This study focused on exploring the gap between the purchase intention and purchase experience in recycled and upcycled fashion products. Factors including perceived values, risks, environmental concern, perceived consumer effectiveness, subjective norms, and demographic variables were examined to understand the discrepancy. This study provides insights into understanding consumers and developing effective strategies to encourage sustainable consumption.