From aesthetic to ascetic: exploring socio-demographic traits on purchasing behaviour and the value of blockchain technology in the sustainable fashion industry

Abstract

and (3) market appetite regarding the potential adoption of trust-building technologies (i.e., Blockchain). The findings of this study yield several important exploratory insights. Namely, certain socio-demographic variables demonstrate significant relationships with antecedents of the ‘consumer intention-behaviour gap,’ and scepticism towards brands and the perceived lack of accessible information among consumers play distinct roles in contributing to consumers' hesitance to act on their virtuous intent. Additionally, consumers appear receptive to Blockchain- supported sustainability claims, which leverage the technology’s capacity to facilitate transparent informational exchange in retail environments. By building synthesis between these areas of study, the paper encourages a more holistic understanding of the intention-behaviour gap. It also hopes to accelerate early-stage discussions on potential technology-based solutions to the phenomenon, which may galvanize a ‘green’-shift in the fashion industry by empowering consumers to shop according to their ethical intentions, thus disrupting the status quo.

(2) perceived ability to assess the sustainability claims attached to clothing products

The negative social and environmental impact of textile supply chains has become an increasingly salient topic in global discourse, with regulators and consumers alike vocalising the importance of instituting sustainable reform across the fashion industry. However, while previous studies have echoed that the number of ethically-motivated consumers is growing, the proportion of individuals actively translating their virtuous intent into purchasing behaviour remains low. Various factors, particularly those that subvert the perceived self- efficacy of individuals when making shopping decisions, contribute to this phenomenon. In this context, this study investigates the ‘consumer intention-behaviour gap’ through a series of quantitative analyses using a first- hand socio-demographic-based survey of 394 international participants. In doing so, it builds on extant literature by expanding research in three key areas: (1) consumer receptiveness to separate dimensions of sustainable fashion