Purpose Based on the knowledge-attitude-behavior model, this study is aimed at investigating the influential mechanism underlying the purchase of green clothing by dividing this clothing category into green home-in wear and home-out wear within the context of green consumption. The mediating...

Purpose Sustainability is considered a core trend in the development of the fashion industry. Clarifying the driving factors of consumers’ sharing willingness regarding sustainable image from the perspective of psychology can help fashion brands implement sustainable management and deepen...

Purpose The study aims to explore how fashion visual symbols influence consumers' inclination for repurchasing. It attempts to investigate the intricate interplay among three essential variables (social presence, collective excitement and cultural identification) from the perspective of...