Emotional fabrics: Moderation and Mediation of the Effect of Emotions on Sustainable Fashion Consumption
(R2024-122699)

AUTHORS

Bernardo Chagas, ISEG - Lisbon School of Economics and Management; Sandra Miranda, Advance/CSG, ISEG, University of Lisbon; Helena Gonçalves, ISEG/ADVANCE

ABSTRACT

This study examines guilt and pride’s impact on sustainable clothing purchase intentions and willingness to pay more, with a focus on ego-involvement’s mediation and perceived consumer effectiveness’s moderation. Data was gathered via an online survey and analysed using structural equation modelling. Ego-involvement significantly mediates these effects. However, for consumers with high perceived effectiveness, only guilt influences purchase intentions. For those with low effectiveness, both guilt (negatively) and pride influence intentions. The mediation role of ego-involvement remains presented in both groups.