A Study of Key Factors Influencing U.S. Consumers’ Intent to Purchase Slow Fashion Products

To combat the rising environmental problems, researchers are seeking ways to understand U.S. consumer behavior towards purchasing slow fashion products instead of fast fashion goods.  To address the gap in the literature, this study aimed to identify the factors significantly influencing the U.S. consumers’ intention to purchase slow fashion products. 263 eligible responses were gathered for data analysis and hypothesis testing.  Multiple regression method was applied for determining the proposed statistical relationships (hypotheses).  The U.S. consumer intention to purchase slow fashion products are significantly positively affected by consumers’ attitude towards slow fashion products, perceived behavioral control (PBC), willingness to pay price premium (WTP), and perceived consumer effectiveness (PCE). Among demographic variables, only income level shows a significantly positive impact.  The proposed model shows a good explanatory power, accounting for 55.6% of the variance of U.S. consumers’ intention to purchase slow fashion products.