Motivated Consumer Innovativeness and Sustainable Fashion Choices: A Sequential Explanatory Study
Summary
This paper investigates how different types of consumer innovativeness (hedonic, functional and cognitive) relate to intentions to buy sustainable fashion. Using a sequential explanatory mixed-methods design, the authors first test relationships with PLS-SEM and then deepen results through qualitative interviews. Environmental concern is examined as a mediator. Key findings point to a particularly strong role for hedonic innovativeness—especially when environmental concern is present—and positive effects for functional and cognitive innovativeness. The qualitative phase stresses the need for brand transparency, consumer education and broader sustainable choices to support adoption of slow fashion.
Key Points
- Hedonic innovativeness (seeking fun/novelty) strongly predicts intention to choose sustainable fashion when environmental concern mediates the effect.
- Functional and cognitive innovativeness also show positive associations with sustainable fashion purchase intentions.
- Environmental concern acts as a mediator linking innovativeness dimensions to purchase intention.
- The study uses a sequential explanatory mixed-methods approach: quantitative PLS-SEM followed by qualitative interviews to explain findings.
- Qualitative insights highlight practical barriers—limited transparency, lack of education and restricted product range—and suggest firms should emphasise functional, cognitive and hedonic benefits of sustainable pieces.
Content summary
Building on the triple-trickle theory, social cognition theory and the Motivated Consumer Innovativeness framework, the authors measure three innovativeness dimensions and test their effects on sustainable fashion intention. Quantitative analysis via PLS-SEM finds positive effects across dimensions, with hedonic innovativeness showing a notable conditional impact when environmental concern mediates. The follow-up qualitative phase (interviews/thematic analysis) corroborates these links and surfaces consumer demands for clearer labelling, engaging storytelling and more attractive sustainable options.
Context and relevance
As the fashion sector faces pressure to decarbonise and curb waste, understanding which consumer traits drive sustainable choices is crucial. This study ties classic innovativeness constructs to sustainable fashion uptake and shows that emotional/hedonic motives can be leveraged—if paired with environmental framing—to shift behaviour. Findings are applicable to marketers, product teams and sustainability leads trying to move consumers from awareness to purchase of slow-fashion alternatives.
Author’s take
Punchy and practical: this paper doesn’t just re-run theory — it points firms to a real opportunity. If brands make sustainable items feel desirable and fun (hedonic), while also being clear about environmental benefits, they can win over innovative consumers. The qualitative slice gives actionable cues: transparency, education and better, more exciting sustainable ranges.
Why should I read this?
Want the short version: hedonic shoppers can be your secret weapon. Read this if you work in fashion, marketing or sustainability and need research-backed reasons to make sustainable clothing both useful and delightful. It’s a neat combo of stats and interviews so you get the ‘what’ and the ‘why’ without slogging through dry theory.
Source
Source: https://onlinelibrary.wiley.com/doi/10.1111/ijcs.70106?af=R