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Impact of
Analyzing the impact of Covid-19 Covid-19 on
on sustainable fashion sustainable
fashion
consumption with a model based
on consumer value perceptions
Nazan Okur , Canan Saricam , Aleyna Rumeysa Iri and Irem Sari Received 25 October 2021
Revised 25 November 2021
Department of Textile Engineering, Istanbul Technical University, Istanbul, Turkey 15 June 2022
25 July 2022
6 October 2022
Abstract 27 October 2022
Purpose – The purpose of this study is to assess the impact of Covid-19 on sustainable fashion consumption Accepted 8 November 2022
behavior by proposing a conceptual framework combining consumer-specific factors and product-specific
factors with a special emphasis on consumer value perceptions.
Design/methodology/approach – Theory of consumption value was integrated into the knowledge,
attitude behavior model in the conceptual framework having consumer-specific and product-specific
aspects. Perceived value (PERVAL) scale was used to measure value perceptions. The model was verified
by a survey conducted among a random sample of 520 participants. The factors were extracted by using
exploratory factor analysis and then confirmed by using confirmatory factor analysis. The hypotheses in the
conceptual model were tested for different consumer groups, and the strength of the relationships was
calculated by using multigroup analysis in structural equation modeling.
Findings – It was observed the environmental concern raised the need for getting knowledge about the
environment. The impact of environmental knowledge on the value perception of sustainable fashion
products varied for the consumers affected by Covid-19 at different levels. Quality perception and price
perception were influenced most by environmental knowledge in that order for the consumers with “high fear
and uncertainty” and “low fear and uncertainty”. Similarly, the perceived emotional and social values were
influential on purchase intention for consumers with high fear and uncertainty, whereas price and social
value perceptions were influential for the consumers with low fear and uncertainty.
Originality/value – This study is the initial study that investigated the impact of the Covid-19 pandemic on
the consumption of sustainable fashion products. The integration of theory of consumption value into the
knowledge, attitude behavior model allowed identifying the relationship between environmental issues and
sustainable fashion consumption. Using the PERVAL scale for measuring perceived value, the study provided
valuable insights for understanding the most important value dimensions for sustainable fashion products for
consumer groups affected by Covid-19 at different levels. The results regarding the changes in the rankings
related to the impact of environmental knowledge on dimensions of perceived value and the impact of perceived
values on purchase intention enabled the integrated model to explain the attitude–behavior gap.
Keywords Consumer behavior, Sustainable fashion
Paper type Research paper

1 Introduction
The Covid-19 pandemic has an impact on people’s thoughts and minds about health, economy,
environment and therefore lifestyle and consumption habits around the globe. Specifically, the
Covid-19 pandemic has played an important role in the adoption of sustainable consumption
habits, either by forcing the consumers to reduce their consumption or by increasing their
environmental concerns. The negative emotional impacts, such as fear, triggered by the
pandemic have led the consumers to promote sustainable consumption that has less burden
on the environment (Jian et al., 2020; Chae, 2021; Sun et al., 2021; Chen et al., 2022). In addition, the
uncertainty about Covid-19 can remind consumers that they need to pay more attention to the Journal of Fashion Marketing and
protection of the environment (Jian et al., 2020). These effects of the pandemic have also been Management: An International
Journal
reflected in fashion consumption. Granskog et al. (2020a) pointed out that consumers have © Emerald Publishing Limited
become more engaged in sustainability during the Covid-19 pandemic and begun changing their 1361-2026
DOI 10.1108/JFMM-10-2021-0272
JFMM lifestyles in fashion consumption to lessen their environmental impact. As an impact of Covid-19
on sustainability attitudes, sustainability ranks the highest among all the actions that
consumers desire from brands (Hedges, 2021). Therefore, exploring sustainable consumption
behavior and the effect of the Covid-19 pandemic on it has become even more crucial for today’s
fashion industry because of its potential to help to lay out the relevant marketing strategies and
promote sustainable consumption.
Even though the Covid-19 pandemic considerably affected all of our lives and it has
a great potential for enabling the consumers to prefer sustainable consumption, there is still
a limited number of studies investigating the impact of the Covid-19 pandemic on
sustainable consumption (Phang et al., 2021; De Canio et al., 2021; Suki et al., 2021). Even
only a few of them concentrated on sustainable fashion consumption (Mohr et al., 2021;
Brandão and Costa, 2021; Sobuj et al., 2021). These studies examined consumer behavior in
the context of the Covid-19 pandemic based on the common aspects of sustainable
consumption. On the other hand, drawing from the negative impacts of the pandemic on
individuals, it can be argued that consumers affected by Covid-19 at different levels are
likely to demonstrate different consumption behavior due to their varying perceptions and
interest in environmental issues and sustainable product features that they prioritize.
However, there is limited understanding of how the negative impacts of Covid-19
influence sustainable fashion consumption behavior due to the lack of investigation into
the behavior of the consumers affected by Covid-19 at different levels.
Nonetheless, various studies have been carried out to understand consumers’ attitudes,
perceptions and intentions in explaining sustainable fashion consumption behavior (Chan
and Wong, 2012; Henninger et al., 2016; Li and Leonas, 2021; Testa et al., 2021). A consensus
was reached that the consumers rarely consider sustainability during actual purchasing
even though they are interested in environmental issues and sustainable choices. This is
known as the attitude–behavior gap, and the basic models were found to be insufficient to
explain this phenomenon. Hence, in some research, the models were extended by consumer-
specific and product-specific factors to explain the attitude–behavior gap. The consumer-
specific factors examined involved personal beliefs, values and demographics as well as
environmental attitudes, environmental knowledge and environmental concern, which were
considered as the consumers’ individual barriers and their responses to external
occurrences for actual purchasing behaviors. The Knowledge Attitude Behavior (KAB)
Model received high attention from the researchers to understand these barriers and
behaviors of consumers. The product-specific factors, which were investigated in
sustainable fashion consumption included product attributes, variety and availability,
price sensitivity and perceived value. The consumers’ perceived value plays an important
role in explaining the consumer purchase intention and identifying how the consumer
perceives the value of the product that is offered under the “sustainable” term helps to
lessen the attitude–behavior gap. However, the studies established so far analyzed only
some dimensions of perceived value. The perceived value defined in the theory of
consumption value (TCV), as well as the PERVAL scale to measure it, has not been
entirely employed to address the attitude–behavior gap in explaining sustainable fashion
consumption.
This study aimed to assess the impact of Covid-19 on sustainable fashion consumption
behavior by proposing a conceptual framework combining consumer-specific factors and
product-specific factors, with a special emphasis on consumer value perceptions in an
integrated model. An additional aim was to explain the differences in sustainable fashion
consumption for consumer groups classified according to the level they were affected by
Covid-19 corresponding to their fear of Covid-19 and feeling of uncertainty.
To these aims, an integrated model covering both consumer-specific and product-specific
factors in the main frame of the KAB model was developed to explain the attitude–behavior
gap. Environmental knowledge, and the environmental concern as an antecedent of Impact of
environmental knowledge, referred to the consumer-specific factors in the KAB model. Covid-19 on
TCV, which corresponds to the product-specific factors, replaced the attitude in the KAB
model. Specifically, in the study, TCV was measured by using the PERVAL scale with four
sustainable
dimensions for the first time. Finally, purchase intention was used to express the behavior fashion
in the KAB model.
The integrated model was validated by using multigroup analysis to evaluate the
relationships between the factors for two groups of consumers classified according to the
level they were affected by Covid-19 in order to better explain the impact of the pandemic on
sustainable fashion consumption.

2. Theoretical background
The inherent problem of sustainable consumption, namely, the attitude–behavior gap, was
tried to be explained and overcome that would result in a greater amount of purchase of
sustainable products aligning with the positive attitudes of the consumers toward these
products. Therefore, consumer behavior in sustainable fashion consumption was tried to be
explained from different perspectives and approaches either involving consumer-specific
factors or product-specific factors by many researchers in the literature.
Explaining the motivations of the consumers concentrating on their beliefs and values
about sustainable consumption, various models involving consumer-specific factors were
employed such as Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB),
Behavioral Reasoning Theory (BRT), Value–Attitude–Behavior (VAB) model and
Attitude–Behavior–Context (ABC) model. The basic assumption of both TRA and TPB
models is that the consumers make rational decisions and their behaviors are under their
control. Nonetheless, these models are criticized for ignoring past habits, personal
motivations, values and beliefs about sustainable consumption. On the other hand, BRT,
VAB and ABC models were proposed to explain sustainable consumption by focusing on
personal motivations, values and beliefs (Diddi et al., 2019; Teng et al., 2014; Dhir et al.,
2021). Among all the reviewed models, TRA and its extended form TPB became the most
common models selected as the theoretical frameworks in several studies focusing on
sustainable fashion consumption. The explanatory power of these models was tried to be
enhanced with the additional factors referring to psychological motivations, personal
values, beliefs and habits either as the antecedents of the main factors or as the
mediators between attitude and behavior. Specifically, environmental concern and
environmental knowledge were used as the two significant antecedents for the main
factors (Maichum et al., 2016; Rausch and Kopplin, 2021).
Nonetheless, some studies proposed environmental concern and environmental
knowledge as the main determinants of sustainable consumption. In this respect, as
proposed by Kallgren and Woods (1986), the KAB model was favored especially in
explaining pro-environmental behavior (Polonsky et al., 2012). Referring that
environmental knowledge contributes to environmental attitudes, which in turn leads to
environmental behavior, the KAB model posits that the consumers’ search for the
knowledge results in either a positive or a negative attitude toward the target behavior
(Kallgren and Woods, 1986). Since the main emphasis of the KAB model is the formation of
attitude by external occurrences and environmental knowledge, the concerns of the
consumers about external occurrences can be directly and easily integrated into the
model, which presents its superiority over the other mentioned models.
Apart from the studies concentrated on the consumer-specific factors, numerous studies
attempted to explain the purchase intention with the product-specific factors because the
product-related concepts, such as utility and value, can better explain the purchase
JFMM decisions and the future use (Pura, 2005). Specifically, perceived value having its foundation
in means-end theory (MET) and TCV has a significant role in the determination of
behavioral intention (Chi, 2015; Teng et al., 2018). MET states that the individuals are
goal-oriented, and they use the products and services to reach the desired end states. The
perceived value in the MET model was considered as a unidimensional factor. Nonetheless,
consumers perceive products or services in different ways based on a combination of needs,
experiences, attitudes and individual characteristics. Therefore, the perceived value was
suggested as a multidimensional factor including different aspects (Chi and Kilduff, 2011;
Chi, 2015). Introduced by Sheth et al. (1991), TCV proposes that consumer choice is
a function of multiple consumption values, which are independent. In TCV, five
dimensions as social, emotional, functional, epistemic and conditional value were
proposed to measure the perceived value. Similarly, Kantamneni and Coulson (1996)
developed a four-dimensional model by defining them as societal value, experiential
value, functional value and market value. Sweeney and Soutar (2001) developed a scale
called PERVAL with four distinct dimensions of emotional value, social value, quality/
performance value and price/value for money. The perceived value and the related theories
were successfully employed in the literature to explain sustainable consumption. Even in
some studies, the perceived value was associated with either environmental concern or
environmental knowledge to explain sustainable consumption (Naz and Amin, 2016; Suki,
2016; Lin and Huang, 2012). The power of perceived value in predicting the purchase
intention actually put forward its potential to overcome the attitude–behavior gap, where
the attitude can be viewed as a psychological mindset triggered when a value is applied to
a particular object or situation, which in turn leads to the decision of a certain behavior
(Teng et al., 2018).
The literature survey on sustainable consumption revealed that the attitude–behavior
gap was explained by using either consumer-specific or product-specific factors but not by
both of them. However, the KAB has the potential to explain consumer-specific factors,
whereas TCV has the potential to explain product-specific factors.
Regarding sustainable consumption during Covid-19, the studies put forward the effects
of the pandemic on human psychology. Researchers have shown that the Covid-19
pandemic led to an increase in natural and organic food preferences (Castellini et al.,
2021; Güney and Sangün, 2021). In another study conducted in the hospitality industry,
the findings revealed that the fear of Covid-19 increased consumers’ environmental concern,
which in turn promoted their willingness to make sacrifices to stay at green hotels (Jian
et al., 2020). Moreover, pandemic fear was reported to be an important moderator to enhance
sustainable consumption (Tran, 2021). In fashion consumption, the young generation had
an increasing willingness to buy products with a low environmental impact during Covid-
19 (Degli et al., 2021). As observed in the literature, the anxiety and stress that occur during
this period, which is defined by the fear of Covid-19, has triggered people’s pro-
environmental behaviors (Gao, 2020; Jian et al., 2020). Besides, the uncertainty created by
the pandemic causes anxiety for the future and creates higher environmental concern and
triggers more conservative behavior with a willingness to take action to protect the
environment (Ng et al., 2020; Jian et al., 2020; Chwialkowska et al., 2020; Hofstede, 2001).
Thus, it is expected that feelings of uncertainty of consumers during the pandemic make
them more concerned about the environment and more sustainable consumption habits to
be adopted. Although the fear of Covid-19 and feeling uncertainty because of Covid-19 were
confirmed to have impacts on concerns of the consumers about the environment, in the only
study established, they were employed as individual factors as the antecedents of
environmental concern, but their effects have not been investigated in the whole model
explaining sustainable consumption behavior.
 The overall literature survey revealed that there still exists a research gap in sustainable Impact of
fashion consumption behavior as well as the accelerating effect of the pandemic on this Covid-19 on
behavior. Therefore, an integrated model covering both the consumer-specific and product-
specific factors can provide a more comprehensive and precise explanation for sustainable
sustainable
consumption behavior. In this respect, KAB and TCV models can be used together to cover fashion
both consumer-specific and product-specific factors to explain sustainable fashion
consumption, where KAB is taken as the main frame to include consumer-specific factors
and TCV identifies the attitude toward the product-specific factors. Besides, the
investigation of sustainable consumption behaviors of individuals affected by Covid-19 at
different levels during Covid-19 is reasonable and provides valuable insight for
understanding the real impact of Covid-19 on sustainable fashion consumption.

3. Literature review and hypotheses development

3.1 Covid-19 and sustainable consumption
The outbreak of Covid-19 has raised the awareness of individuals about sustainability
regarding the use of natural resources, carbon emissions, use of hazardous chemicals,
excessive consumption of water and energy and generation of waste. Consumers’
purchase frequency and willingness to pay for sustainable products have increased, and
they have shown more attention to environmental issues and behave more sustainably
during Covid-19 (Dangelico et al., 2022). Many researchers reached a consensus that the
Covid-19 pandemic presented an opportunity for sustainable transition in both production
and consumption since it enhanced environmental awareness (Markard and Rosenbloom,
2020; Cohen, 2020; Granskog et al., 2020b; Sarkis et al., 2020a; Evensen et al., 2021; Del Prete,
2022; Kulsum, 2020; Fuxman et al., 2022). Specifically, it was indicated that the consumers’
interest in sustainable fashion products has increased since the outbreak of the Covid-19
pandemic (Vătămănescu et al., 2021; Kim and Kim, 2022). Eco-friendly products were shown
as one of the top choices for consumers after the Covid-19 pandemic (Sobuj et al., 2021).
More durable and second-hand fashion items were presented to be preferred much more by
the consumers as well due to increasing awareness about materialism, over-consumption
and irresponsible business practices (Santos et al., 2021). Besides, it was added that the
social component of sustainability covering economic, social and health inequalities will be
much more concerned in decision-making about sustainable products and sustainable
sourcing (Vătămănescu et al., 2021; Henninger et al., 2021; Kim and Kim, 2022).
Some researchers explained the change in sustainable consumption behavior of the
consumers during Covid-19 regarding their socio-demographic characteristics such as
gender, age/generation, education and income level (Ali et al., 2021; Severo et al., 2021;
Dangelico et al., 2022). However, some empirical findings confirmed the impact of the Covid-
19 pandemic on triggering sustainable fashion consumption. The Covid-19 pandemic had
many effects on human psychology. The anxiety and stress levels of the individuals
increased over time regarding their health and economic conditions and interrupted social
life (Pakpour and Griffiths, 2020). As stated previously, the fear of pandemic has been
shown to trigger pro-environmental behaviors (Gao et al., 2020; Jian et al., 2020); on the one
hand, the uncertainty created by the pandemic caused higher environmental concern and
a willingness to protect the environment (Ng et al., 2020; Jian et al., 2020; Chwialkowska
et al., 2020; Hofstede, 2001). Moreover, two studies established in different regions revealed
the positive impact of the Covid-19 pandemic on environmental awareness, sustainable
consumption and social responsibility (Ali et al., 2021; Severo et al., 2021). Degli et al. (2021)
revealed that the data highlighted that people engaging in sustainable purchases are moved
by real concerns toward sustainability. Last but not least, in the empirical study established
in South Korea, the consumers who have been impacted more by Covid-19 were observed to
JFMM be motivated with cost-saving and social motivations, whereas the consumers who were
influenced at lower level were mainly motivated with sustainability and variety seeking
motivations (Kim and Kim, 2022). Considering the implications by the researchers and the
results of the empirical findings, the Covid-19 pandemic will be influential in many aspects
of sustainable fashion consumptions; thus, the following hypothesis was developed:
H1. The level of fear and feeling uncertainty will influence all of the relationships in
sustainable fashion consumption behavior based on consumer value perceptions.
On the other hand, sustainable fashion consumption was already discussed previously and
some implications were already established in regards to the environmental concern and
environmental knowledge, regardless of the impact of Covid-19 on this relationship.
Specifically, environmental concern refers to the willingness of individuals to recognize
the environmental problems and to take steps for seeking solutions to these problems (Li
et al., 2019). Studies have shown that environmental concern has an important impact on
consumers’ environmental knowledge, as people with high levels of environmental concern
have more tendency to acquire more knowledge about environmental problems and their
solutions (Pagiaslis and Krontalis, 2014; Lin and Syrgabayeva, 2016; Sun et al., 2019). In the
situation of the Covid-19 pandemic, it is estimated that consumers with high levels of
environmental concern would be willing to gather more environmental knowledge that
would further encourage sustainable fashion consumption, and the following hypothesis
was proposed:
H2. Environmental concern (EC) has a positive impact on environmental knowledge (EK).

3.2 Environmental knowledge and consumer perceived value

Earlier studies implied that prior knowledge is required to understand the product benefits
and perceived quality of sustainable products (Davis and Dabas, 2021; Ritch, 2015). Gleim
et al. (2013) stated that green products are associated with high quality by the consumers
who are more knowledgeable about them. Moreover, the environmental knowledge was
reported to enable the consumers to learn about the eco-labels, organic and recycled
products, carbon footprints, waterless technologies and so on, which increases the quality
value of sustainable products (Changbo and Jingjing, 2011). Specifically, the information on
the labels may draw the attention of the consumers having higher environmental
knowledge and this might lead the consumers to think that these products have a higher
quality. Considering that the consumers, who do not have sufficient knowledge, would not
be able to appreciate sustainable fashion products, the association between environmental
knowledge and perceived quality value was hypothesized as below:
H3. Environmental knowledge (EK) has a positive impact on perceived quality
value (PQV).
According to Kaiser and Fuhrer (2003), knowledge about differential ecological
consequences enables the consumers to evaluate the price of sustainable products
regarding the cost–benefit relationship. Sustainable products have many benefits in
terms of the price concept. The increased longevity and versatility of a product can lead
to thinking that they are economical (Jung and Jin, 2016). For instance, the classic designs
replacing the up-to-date trendy styles can be worn through one or more fashion seasons
prolonging longevity. The usage of slow fashion products in multiple ways provides the
versatility of the product. Moreover, price fairness, which is applied as a part of socially
responsible behavior in the production of sustainable products, was stated to have
a positive impact on the purchase intention due to the positive perception of the price
value (Suki, 2016). Considering the arguments above, the thoughts about the cost–benefit Impact of
relationships of sustainable fashion products might lead to increased perceived price value Covid-19 on
of these products. Therefore, the following hypothesis was proposed:
sustainable
H4. Environmental knowledge (EK) has a positive impact on perceived price value (PPV). fashion
In the context of sustainable consumption behavior, perceived social value refers to the
consumers’ perceptions of social appraisal and recognition of conducting sustainable
behaviors (Woo and Kim, 2019). Bearing in mind that the environmental knowledge of
consumers is a significant factor in sustainable consumption behavior, consumers with
adequate knowledge about environmental problems think that their social groups may have
a good impression on them because of their sustainable choices as confirmed in previous
studies established in different fields (Lin and Syrgabayeva, 2016; Nor Azam et al., 2017).
Considering that fashion products are used as a tool for self-expression and displaying self-
image (Evans, 1989), which are important for social appraisal and recognition, the higher
environmental knowledge of a consumer is expected to increase the social value of
sustainable products. Hence, the following hypothesis was developed:
H5. Environmental knowledge (EK) has a positive impact on perceived social value (PSV).
Consumers reaching a high level of environmental knowledge are expected to transform
their knowledge into actions that will make them feel positive. Since sustainable
consumption practices are compatible with the protection of the environment, they
usually generate positive feelings (Corall et al., 2009). The increasing tendency for
protecting the environment provides a significant emotional benefit among sustainable
consumers (Wang et al., 2018). Protecting the environment via sustainable consumption
makes consumers feel that they leave a better future for the next generation, and it is
significantly influenced by their environmental knowledge (Demir et al., 2021). Based on the
argument above, the following hypothesis was proposed:
H6. Environmental knowledge (EK) has a positive impact on perceived emotional
value (PEV).

3.3 Consumer perceived value and purchase intention

Sustainable products are acknowledged for their unprecedented quality because the term
sustainability has the meaning of being durable. Moreover, the slow fashion product as an
example of a sustainable fashion product has the main feature of quality. The quality
dimension of the perceived value was one of the favorable aspects of the consumer
perceived value and was reported as one of the primary drivers of sustainable
consumption (Biswas and Roy, 2015b; Suki, 2016; Naz and Amin, 2016; Chi, 2015; Lin and
Huang, 2012). On the other hand, the quality and durability might be considered the major
factors after the Covid-19 pandemic as the rising unemployment rate enforced the
consumers to purchase more durable products because of the deteriorating economy
(Hasbullah et al., 2020). Based on the arguments mentioned above, the following
hypothesis was developed:
H7. Perceived quality value (PQV) has a positive impact on purchase intention (PI).
Environmentally conscious consumers were indicated to have the willingness to pay more
for green products (Lin and Huang, 2012). The willingness of the consumers to pay high
prices for sustainable products is also realized in developing countries. Even the consumers
in Malaysia were reported to be unaffected by high price levels from the stance of functional
value and quality (Suki, 2016). In parallel with this, Bei and Simpson (1995) demonstrated
JFMM that both the price and quality are considered by the consumers during the purchase of
recycled products. Moreover, paying extra for products that are not destructive to the
environment to reduce environmental degradation is a trend that is favored more recently
(Suki, 2016; Chen and Chang, 2012; Laroche et al., 2001). Based on these findings, the
following hypothesis was proposed:
H8. Perceived price value (PPV) has a positive impact on purchase intention (PI).
Sustainable fashion products are perceived as a tool to associate with a specific social group
as the social pressure influences the approval and adoption of a style of behavior (Lin and
Huang, 2012). The social value of the products was stated to affect the final actions of green
consumers (Sweeney and Soutar, 2001; Finch, 2006). Consumers in China were found to
prefer the products recommended by their close associates due to their orientation toward
collectivism (Chi and Zheng, 2016). The consumers in Malaysia were demonstrated to
engage with sustainable consumption because of the underlying drive of their
psychological need for relatedness (Biswas and Roy, 2015a). In this fashion, consumers
view sustainable consumption as a way for getting close relations with other members of
their group (Abdulrazak and Quoquab, 2017). Besides, peer opinion was stated to have an
impact on both one’s acceptance of eco products and one’s impression to acquire these kinds
of products (Suki, 2016). Thus, the perceived social value was related to the purchased
intention by the following hypothesis:
H9. Perceived social value (PSV) has a positive impact on purchase intention (PI).
Sustainable products are not only assessed from the utilitarian aspects (Chi, 2015) but also
from the emotional aspects that play a critical role in purchase decisions (Lin and Huang,
2012). Specifically, Bei and Simpson (1995) reported that consumers feel that they are
saving the environment if they prefer to purchase and use recycled products. Moreover,
consumers with positive emotional values feel more joyful while purchasing green products
since they behave responsibly in protecting the environment (Suki, 2016; Lin and Huang,
2012). Furthermore, the positive feelings, which arise due to the donation of fashion
products, might contribute to the willingness for sustainable fashion consumption
(Hasbullah et al., 2020). Based on this, the following hypothesis was developed:
H10. Perceived emotional value (PEV) has a positive impact on purchase intention (PI).
The conceptual model built based on the hypotheses is given in Figure 1. In the conceptual
framework, the effects of the Covid-19 pandemic on human psychology in terms of fear of
Covid-19 and uncertainty about Covid-19 on the hypothesized relationships were evaluated
in a multigroup analysis.

4. Methodology
Considering the effect of the Covid-19 pandemic on the changing behavior of consumers
toward sustainable fashion products is the same for all countries in the world (Bostan et al.,
2020). Turkey was selected as a sample in this study. According to world statistics, Turkey
was affected by Covid-19, having on average 15,072,747 cases, 98,965 of which resulted in
death (Worldometers, 2022). Similar protective measures were taken in Turkey as in the
other countries during the peak phase of Covid-19 (Gormeli and Gunes, 2020). The stress
and anxiety levels were stated to increase for the individuals because of the fear of Covid-19
and social isolation (Kılınçel et al., 2021; Aslan et al., 2020; Özmete and Pak, 2020).
The data were collected in 3 weeks through a survey conducted online in cooperation
with a research company with a target of reaching at least 500 participants in Turkey.
 Impact of
Covid-19 on
sustainable
fashion

Figure 1.
The conceptual
framework

The survey questionnaire was structured to involve two parts. The first part included the
items about the socio-demographic characteristics of the participants such as age, gender,
education, income level and purchasing habits (Table I). The second part included the items
about the approach of the consumers toward Covid-19. Six items were adapted to evaluate
the fear of Covid-19 (Jian et al., 2020; Tran, 2021), and three items were adapted to evaluate
the uncertainty about Covid-19 (Jian et al., 2020). Twenty-nine items were adapted based on
the literature as seen in Table II to evaluate the factors included in the conceptual
framework. The items in the second part were established using a seven-point Likert scale.
The survey questionnaire was designed appropriately in terms of length, scale and
clarity. Also, the delivery of the questionnaire was followed up. The initial version of the
survey was pretested by a pilot study among a group of experts with high awareness and
knowledge including researchers and industry representatives. The questionnaire was then
revised, and some questions were reworded. One question was repeated to determine the
reliability of the participants. Moreover, the survey questionnaire was split into parts to
improve the quality of the responses. After pretesting and revisions, an invitation e-mail
was sent to 740 people about whether they wanted to participate in the survey. Five
hundred twenty of them agreed to participate, and the link of the final version of the
survey was submitted to them. The data gathered from the participants who answered
differently to the same question and the ones involving missing data were removed.
The data set was analyzed using IBM SPSS 27 and IBM AMOS 22 statistical programs.
The factors were extracted by using exploratory factor analysis (EFA) and then confirmed
by using confirmatory factor analysis (CFA).
The univariate normality was examined with the skewness and kurtosis values (Kline,
2005). The multivariate normality was tested with the Mardia’s test, which requires the
multivariate kurtosis values to be smaller than the values calculated from the formula p(p +
2), where p equals the number of items in the model (Raykov and Marcoulides, 2008). The
JFMM All participants Cluster 1 Cluster 2
Frequency % Frequency % Frequency %

Gender Female 258 50.38 99 51.56 159 48.48

Male 262 49.62 93 48.44 169 51.52
Age (years) 18–24 163 31.35 59 30.73 104 31.71
25–34 103 19.81 35 18.23 68 20.73
35–44 110 21.15 41 21.35 69 21.04
45–54 103 19.81 40 20.83 63 19.21
55 and above 41 7.88 17 8.85 24 7.32
Highest education High School/college 172 33.07 64 33.33 108 32.93
achievement Graduates 304 58.47 111 57.82 193 58.84
Postgraduates 44 8.46 17 8.85 27 8.23
Income level Low 33 6.35 15 7.81 18 5.49
Low to medium 64 12.31 22 11.46 42 12.80
Medium 280 53.85 108 56.25 172 52.44
Medium to high 126 24.23 42 21.88 84 25.61
High 17 3.27 5 2.60 12 3.66
Spend on apparel as 0–9% 236 45.38 93 48.44 143 43.60
a share of disposable 10–19% 177 34.04 68 35.42 109 33.23
Table I. income 20–29% 78 15.00 21 10.94 57 17.38
Demographic profile of 30–39% 20 3.85 5 2.60 15 4.57
the sample 40% and above 9 1.73 5 2.60 4 1.22

scale reliability was examined by checking the Cronbach’s alpha (CA). Kaiser–Myer–Olkin
(KMO) measure and Bartlett’s test of sphericity were calculated to check the sampling
adequacy (Nunnally and Bernstein, 1994). Since any problem was not observed, the
appropriate statistical methods could be performed.
The factors included in the conceptual framework were adapted from different studies in
the literature. Also, the items in the factors, which were varied regarding the contents of the
previous studies, were specified for measuring sustainable fashion consumption. Therefore,
the extraction of the factors by using EFA was necessary. The items having factor loadings
below 0.40 were deleted in EFA. The factors were confirmed with the assessments of the
goodness-of-fit values in CFA. Some modifications were made by examining the
modification indices in error terms of direct variables to account for their correlation
without adding theoretical complexity to our model to improve the model fit. The internal
consistency was examined by calculating the CA of each factor (Hair et al., 1998). The
convergent validity of each factor was checked with the calculation of the composite
reliability (CR), and the average variance extracted (AVE). The divergent validity was
examined according to the Fornell and Larcker (1981) criterion.
The participants were grouped based on differences in their fear of Covid-19 and feeling
of uncertainty about Covid-19. Toward this aim, the mean values of the responses given on
a 5-point scale were calculated for the six questions about fear of Covid-19, and three
questions about feeling uncertainty about Covid-19 were calculated. The groups were built
by using cluster analysis with a two-step approach. First, hierarchical cluster analysis
employing Ward’s method and Euclidean distances was used to determine the appropriate
number of clusters. The solution of the hierarchical cluster analysis was then subjected to
an iterative K-means cluster analysis (Özbük et al., 2021).
A multigroup invariance test was performed to assess the equivalence in the
measurement model between the groups, and the responses of the groups could be
compared.
Factors and items References Factor loadings
Impact of
Covid-19 on
Environmental knowledge sustainable
EK1 – I want to have a deeper insight into the inputs, processes Maichum et al. (2016) 0.858
and impacts of products before purchase fashion
EK2 – I would prefer to gain substantial information on green Maichum et al. (2016) 0.811
products before purchase
EK3 – I prefer to check the eco-labels and certifications on green Maichum et al. (2016) 0.637
products before purchase
Environmental concern
EC1 – Major social changes are necessary to protect the natural Maichum et al. (2016) 0.850
environment
EC2 – Major political change is necessary to protect the natural Maichum et al. (2016) 0.829
environment
EC3 – I am willing to reduce my consumption to help protect the Maichum et al. (2016) 0.563
environment
EC4 – I am very concerned about the state of the world’s Maichum et al. (2016) Deleted
environment
Perceived price value
PPV1 – Sustainable fashion products would be economical Walsch et al. (2014) 0.796
PPV2 – Sustainable fashion products are reasonably priced Walsh et al. (2014) 0.786
PPV3 – Sustainable fashion products offer value for money Walsh et al. (2014) 0.614
PPV4 – Sustainable fashion products are good for the price Walsh et al. (2014) Deleted
Perceived quality value
PQV1 – Sustainable fashion products have poor workmanship Walsh et al. (2014) 0.852
(reversed)
PQV2 – Sustainable fashion products are well made Walsh et al. (2014) 0.840
PQV3 – Sustainable fashion products have an acceptable Walsh et al. (2014) 0.839
standard of quality
PQV4 – Sustainable fashion products would not last a long time Walsh et al. (2014) 0.738
(reversed)
PQV5 – Sustainable fashion products have consistent quality Walsh et al. (2014) 0.733
PQV6 – Sustainable fashion products would perform Walsh et al. (2014) Deleted
consistently
Perceived social value
PSV1 – Sustainable fashion products would improve the way Walsh et al. (2014) 0.852
I am perceived
PSV2 – Sustainable fashion products would give their owner Walsh et al. (2014) 0.843
social approval
PSV3 – Sustainable fashion products make a good impression Walsh et al. (2014) 0.811
on other people
PSV4 – Sustainable fashion products would help me to feel Walsh et al. (2014) 0.739
acceptable
Perceived emotional value
PEV1 – Sustainable fashion products would make me feel good Walsh et al. (2014) 0.874
PEV2 – Sustainable fashion products are the ones that I would Walsh et al. (2014) 0.855
feel relaxed about using
PEV3 – Sustainable fashion products would give me pleasure Walsh et al. (2014) 0.848
PEV4 – Sustainable fashion products would make me want to Walsh et al. (2014) 0.793
use them
PEV5 – Sustainable fashion products are the ones that I would Walsh et al. (2014) Deleted
enjoy
Purchase intention for sustainable apparel
PI1 – There is a strong likelihood that I will buy slow fashion Jung and Jin (2016) 0.798
products Table II.
PI2 – I will purchase slow fashion products Jung and Jin (2016) 0.793 Factors and relevant
PI3 – I would consider buying slow fashion products Jung and Jin (2016) 0.754 items
JFMM The hypotheses in the conceptual model were tested for the groups of participants, and
the strength of the relationships was calculated by using the structural equation modeling
(SEM). The predictive accuracy of the model was examined with the calculation of the
coefficient of determination (R2).

5. Results
The data were collected from 525 participants. The responses of five participants were
eliminated because of missing data. The number of female participants was almost equal to
the number of male participants. Seventy-three per cent of the participants were aged below
45 years. The majority of the participants were undergraduates and belonged to the income
levels of medium and medium to high. The demographic profile of the sample is given in
Table I. The profiles of the participants in Cluster 1 and Cluster 2 were also analyzed, and
similar characteristics were observed compared to all participants within the sample.
The data set was checked for univariate normality, and no significant evidence for
threats to normality was found. The scale reliability was satisfied as CA was found to be
0.918, which was well above the acceptable value of 0.6. The sample was found to be
adequate as KMO got the value of 0.887. Bartlett’s test of sphericity was 8606.682 (p < 0.05)
indicating that factor analysis was appropriate.
The EFA was applied by using the principal axis factoring with varimax rotation. Four
items with factor loadings below 0.4 were deleted. The 24 items yielded seven factors
explaining 75.616 per cent of the total variance. The factor loadings ranged between 0.563
and 0.874 as seen in Table II. The multivariate normality was assumed for the data set as
the multivariate kurtosis got the value of 212.827 for 25 items, and it was lower than the
calculated value of 675 (25 × 27). The CFA based on maximum likelihood estimation was
applied, and the initial goodness-of-fit values are given in the third column of Table II.
The modification indices for error terms were checked, and the error terms having high
shared variance were correlated to improve the model fit. For the modification, the error terms
of EK1–EK3, PSV1–PSV3, PQV2–PQV3 and PSV3–PSV4 were co-variated. The modified
model yielded better goodness-of-fit values as given in the fourth column in Table III.
CA, CR and AVE values were calculated as seen in Table IV. CA values were between
0.658 and 0.943 for the measurement model, which is appropriate for internal consistency
since the values above 0.6 indicate acceptable reliability (Cossío-Silva et al., 2016; Astuti,
2021). The convergent validity was confirmed as CR values of all factors have higher values
than the benchmark of 0.6, and AVE of all factors except EC was within the benchmark
value of 0.5. AVE of EC was 0.445, which was very close to the 0.5 threshold. Even though
AVE is less than 0.5 and CR is higher than 0.6, the convergent validity of the factors is still
adequate (Fornell and Larcker, 1981). The discriminant validity was also confirmed for all
the factors according to Fornell and Larcker’s criterion, as the correlation between the
factors is lower than the square root of the AVE of the factor in concern.
The cluster analysis yielded two clusters for the two variables (Table V). All clusters
were later optimized after eight iterations with a minimum distance between initial clusters
of 1.375. One-way ANOVA confirmed significant differences between the two clusters
based on fear of Covid-19 (F = 722.018, p < 0.000) and uncertainty about Covid-19 (F =
239.957, p < 0.000).
For the multigroup analysis, the metric invariance test as suggested by Kline (2005) was
conducted and it resulted in a nonsignificant p-value (0.079) as seen in Table VI, which
specified that the groups were not different in the model level; however, differences in the
path relationships between the groups exist. This indicated that the level of fear and feeling
uncertainty influenced the relationships in sustainable fashion consumption behavior based
on consumer value perceptions (H1 was supported). Thus, the hypotheses were tested using
 Initial Final Final
Impact of
The goodness-of-fit indices Values used for comparison CFA CFA SEM Covid-19 on
Chi-square 636.800 547.801 1232.536
sustainable
Degree of freedom 235 231 490 fashion
Chi-square/degree of freedom <3 (Kline, 2005) 2.710 2.371 2.515
Goodness-of-fit index (GFI) ≥0.9 (Hair et al., 1998) 0.913 0.924 0.839
Adjusted goodness-of-fit index (AGFI) ≥0.8 (Chau, 1996) 0.880 0.893 0.786
Comparative fit index (CFI) ≥0.9 (Hair et al., 1998) 0.953 0.963 0.912
Incremental fit index (IFI) ≥0.9 (Hu and Bentler, 1999) 0.953 0.963 0.913
Normed fit index (NFI) ≥0.9 (Hair et al., 1998) 0.927 0.937 0.864
Root mean square of approximation ≤0.08 (Browne and Cudeck, 0.057 0.051 0.054
(RMSEA) 1992) Table III.
Root mean square residual (RMR) ≤0.08 (Browne and Cudeck, 0.049 0.042 0.076 The goodness-of-fit
1992) indices

CA CR AVE PI EK PQV PEV PPV PSV EC

PI 0.862 0.863 0.680 0.824

EK 0.761 0.798 0.569 0.492 0.755
PQV 0.902 0.895 0.631 0.458 0.276 0.794
PEV 0.943 0.945 0.813 0.502 0.316 0.518 0.901 Table IV.
PPV 0.781 0.747 0.505 0.474 0.236 0.705 0.541 0.710 Convergent and
PSV 0.889 0.900 0.693 0.469 0.240 0.409 0.493 0.487 0.833 discriminant validity
EC 0.658 0.701 0.445 0.344 0.330 0.079 0.329 0.128 0.162 0.667 analysis

Cluster 1 Cluster 2
(high fear and uncertainty) (low fear and uncertainty)
(n = 192), (n = 328),
F value mean (SD) mean (SD) Significance
Table V.
Fear of Covid-19 722.018 4.56 (0.36) 3.38 (0.64) 0.000 Mean component
Uncertainty about Covid-19 239.957 4.61 (0.44) 3.91 (0.58) 0.000 scores for clusters

SEM, which was conducted for each cluster to investigate the differences in the importance
and strength of relationships.
The conceptual model had the goodness-of-fit values, as seen in the fifth column in
Table II. The estimates were generated for each hypothesis, and the R2 value was calculated
for each factor and demonstrated in Figures 2 and 3 for Cluster 1 (high fear and uncertainty)
and Cluster 2 (low fear and uncertainty), respectively.
For the participants included in Cluster 1, all of the hypotheses except H7 and H8 were
confirmed at the 0.05 level of significance. The highest influence of environmental
knowledge was observed on perceived quality value, which was followed by the
perceived price value. On the other hand, the purchase intention was found to be
influenced at most by perceived emotional value, which was followed by the perceived
social value.
 test
JFMM

Table VI.
The goodness-of-fit

results of invariance
values of baseline and
constrained model and
CMIN df CMIN/df CFI NFI RMSEA AIC Δdf ΔCMIN p-value

Baseline model 875.642 462 1.895 0.886 0.903 0.042 1251.642

Constrained model 902.648 480 1.881 0.950 0.900 0.041 1242.648 22 27.006 0.079
 Impact of
Covid-19 on
sustainable
fashion

Figure 2.
Confirmed hypotheses,
standardized
regression weights
2
and R values (*0.05
significance level) for
Cluster 1

Figure 3.
Confirmed hypotheses,
standardized
regression weights
2
and R values (*0.05
significance level) for
Cluster 2

For the participants included in Cluster 2, all of the hypotheses except H7 and H10 were
confirmed at the 0.05 level of significance. The highest influence of environmental
knowledge was observed on perceived price value, which was followed by the perceived
quality value. On the other hand, the purchase intention was found to be influenced at most
by perceived price value, which was followed by the perceived social value.
The positive impact of environmental concern on environmental knowledge was
observed for both clusters. In addition, the strength of the relationship between different
JFMM factors varied for the clusters. The strength of the relationship between environmental
concern and environmental knowledge was found to be higher in Cluster 1 than in Cluster 2.
The environmental knowledge was found to be influential on all dimensions of the
perceived value. While environmental knowledge had a higher impact on perceived
quality value in Cluster 1, it had a greater influence on perceived price value in Cluster 2.

6. Discussion
The present study demonstrated that the environmental concerns of the individuals have
positive impacts on their environmental knowledge. The increasing concerns on
environmental issues due to the ongoing Covid-19 pandemic make the consumers have
a greater willingness to learn about the materials and processes used in the production of
fashion products and their impacts. With the increase in environmental concerns, the
fashion market will consist of a significant number of consumers with high
environmental knowledge. This result was also confirmed by Yoo et al. (2021) and Park
and Lee (2021), who revealed that consumers’ environmental concerns encouraged them to
seek knowledge about sustainable issues in fashion. In the present study, the relationship
between environmental concern and environmental knowledge was more emphasized for
the consumers with a high level of fear and uncertainty. Both fear and uncertainty are the
responses to the threat created by the pandemic. Fear reminds the consumers about the
need to pay attention to environmental protection. Uncertainty is related to the unknown
future, where unpredictable events can occur with negative results; thus, it is terrifying and
causes stress on the individuals (Starcevic et al., 2020; Bakioğlu et al., 2020). Thus, the result
of the present study was in parallel with the findings of the previous study, implying that
fear and uncertainty of Covid-19 had positive impacts on the environmental concern (Jian
et al., 2020).
The results revealed that the highest impact of environmental knowledge is on the price
value perception and quality value perception of sustainable fashion products. The
consumers with a high level of fear and uncertainty gave higher importance to quality
value perception, whereas the consumers with a low level of fear and uncertainty gave
higher importance to the price value. This meant that as the consumers become more
knowledgeable about the environment due to their high level of fear and uncertainty, they
give special importance to the materials and properties of the products, which reflect the
quality. On the other hand, the consumers, who have low fear and uncertainty, give priority
to the quality but think that sustainable products present good value for money, which
improves the perception of cost-benefit. Although the impact of knowledge on the perceived
quality and price value was confirmed in previous studies, the strength of these
relationships was found to be lower than the other dimensions (Wang et al., 2018;
Changbo and Jingjing, 2011). This result might be attributed to the fact that the product
type was selected as fashion products in this study, where the quality and price concerns
are still high for the consumers.
The perceived emotional value got the third rank for all consumers, indicating that the
environmental knowledge made consumers give higher importance to the emotional value
of sustainable fashion products. This result was another support for the findings of
a previous study, which implied that the consumption of recyclable and green products
might make the consumers consider themselves to be environmentally conscious because of
helping to save the earth (Bei and Simpson, 1995). Nonetheless, the environmental
knowledge had less impact on the perceived social value of sustainable fashion products.
This might be because environmental knowledge is highly associated with pro-
environmental behavior (Afsar et al., 2016). There is a strong relationship between
intrinsic motivation and pro-environmental behavior (De Groot and Steg, 2010). Thus, the
learning process is a cognitive activity and it is done by the individual himself for the Impact of
primary reason of learning general information and receiving general support about the Covid-19 on
facts but not for social recognition and approval from others.
The foremost important perceived value dimensions on purchase intention were
sustainable
emotional value perception and social value perception for the group of people with fashion
a high level of fear and uncertainty, whereas price value perception and social value
perception had the greatest impact on sustainable purchase intention for the other group.
The quality value perception did not have a significant impact on sustainable purchase
intention for neither of the mentioned groups.
Emotional value was stated to be a powerful motivation for consumers’ attitudes to be
involved in green product purchase intentions (Joshi et al., 2021). Even emotional value
perception was confirmed to have a moderating effect on green product choice behavior
(Khan and Mohsin, 2017). Thus, these are the evidence of why the emotional value
perception had the highest impact on the sustainable purchase intention for the consumer
group with a high level of fear and uncertainty. The perceived price value had the most
important influence on the purchase intention of consumers with a low level of fear and
uncertainty. Yet, Yoo et al. (2013) reported that price value is one of the most important
factors as the consumers are price-sensitive, even if they purchase sustainable products.
Moreover, Biswas and Roy (2015b) also found out that the value of money was an important
factor that has an impact on behavioral intention. The finding revealing that social value
had a significant impact on sustainable consumption behavior for all consumer groups was
in parallel with the previous studies (Biswas and Roy, 2015a; Suki, 2016; Chi, 2015). The
result underlined the need of the consumers for social approval and to make a good
impression among reference groups. Finally, the relationship between the perceived
quality value and the purchase intention was not found to be significant for both groups
in line with other studies established by Chi (2015) and Lin and Huang (2012), putting
forward that perceived quality value is not the key factor in purchase decisions.

7. Theoretical implication
The study proposed and verified an integrated model developed under the framework of
KAB and TCV for explaining the purchase intention for sustainable fashion products.
This study contributed to the literature in four ways. First, the integration of TCV into
the KAB model allowed identifying the relationship between environmental issues and
sustainable fashion consumption by evaluation of both consumer-specific and product-
specific factors. Environmental knowledge and environmental concern as an antecedent of
environmental knowledge, referring to the consumer-specific factors in the KAB model and
TCV corresponding to the product-specific factors, replacing the attitude in the KAB model,
enhanced the explanation power of the integrated model for the attitude–behavior gap.
Second, this study applied the PERVAL scale for measuring perceived value related to
the environmental knowledge for sustainable fashion products in four distinct dimensions –
social value, price value, emotional value and quality value for the first time. Besides, the
association of each dimension with the environmental knowledge and purchase intention
was determined and it was observed that the dimensions of the perceived value influenced
by the environmental knowledge, which represents a pro-environmental behavior, were not
the same for the dimensions of the perceived value, which influenced the purchase decision.
This finding contributed to the literature as an explanation for the attitude–behavior gap.
Third, this is the initial study that investigated the impact of the Covid-19 pandemic on
the consumption of sustainable fashion products. The findings determined the most
important dimensions of the perceived value for sustainable fashion products. As was
suggested previously, considering that the consumer perceived value should be
JFMM contextualized for specific products, this study provides valuable insight for understanding
the most important value dimensions for sustainable fashion products (Chi, 2015; Chi and
Kilduff, 2011; Kwon et al., 2007).
Finally, this study acts as strong evidence to support that the Covid-19 pandemic
accelerated the adoption of sustainable fashion consumption as the consumers affected at
different levels behaved differently in the ranking of the perceived value dimensions and
their influences on the purchase decision.

8. Practical implication
The knowledge gained from this study helps to better understand the purchase decision-
making process of the consumers for sustainable fashion products after Covid-19. The
results of this study provide several implications for promoting the purchase intention for
sustainable fashion products.
To increase sustainable consumption, the policymakers can be suggested to focus on
enhancing the environmental knowledge of consumers. In this regard, social media
messages can be shared by governments to educate consumers and increase their
awareness of environmental issues. The retailers might be advised to be more
transparent and to develop effective communication strategies such as using ecolabeling
or sponsoring various initiatives that can reinforce firms’ environmental claims. The
educational efforts established by the government and the campaigns organized by the
manufacturers and the retailers might also be oriented to encourage the environmentally
friendly disposal of fashion products.
Considering that value creation has a key role for companies in the achievement of long-
term success, recognition of the relative importance of the different value dimensions in
TCV might enable the apparel producers in developing more desired products and allow
marketers to reach target consumers via more effective marketing strategies. The retailers
might combine these values in all their business practices and develop more sophisticated
positioning strategies. In this regard, irrespective of the consumer type, the social value is
the most important perception in sustainable fashion consumption, thus the companies can
be advised to be more transparent in promoting their products and suggested to implement
user-generated content. The feeling of companionship and a sense of mastery to spread
positive comments might be highlighted in the advertising campaigns. The influencers can
be employed by the companies as they have the role of being an opinion-leader for the social
groups of people. Last but not least, some special discounts can be applied for the
companions such as friends and family members at the point of purchase to emphasize
the feelings of belongingness and togetherness.
The companies should concentrate on underlying specific perception values in their
advertising campaigns for different consumer groups. The brands having the primary
claim of providing sustainable fashion products should trigger emotional value
perception, on the one hand, and price value perception, on the other hand. The activities
promoting sustainable consumption might have emotional claims, suggesting that the
sustainable products enhance the consumers’ feelings of protecting the environment.
These companies might also be advised to encourage the consumers and inform them
about the benefits of clothing donation. On the contrary, brands that are not at the forefront
of sustainable fashion products can be advised to adjust their prices for sustainable fashion
products in a way that honestly and reliably reflects the benefits of sustainable fashion
products since consumers evaluate the costs and the benefits of sustainable products and
want to feel that they are paying a fair price for the product using fair pricing.
9. Limitations and future work Impact of
Although this study makes various theoretical and practical contributions to the literature, Covid-19 on
there are some limitations to be mentioned, which can be considered as possible directions
for future studies.
sustainable
This research provides a measure of what Turkish consumers perceived as important for fashion
sustainable fashion products during a particular period when the Covid-19 pandemic
appeared. Different relative importance can be obtained in different time frames.
Therefore, future studies, which are replicated with a longitudinal organization, can
overcome the limitations mentioned above.
Another limitation of the present study is that it was established in a particular
population; therefore, it cannot be generalized to whole populations. However, this
limitation can be overcome by the establishment of the study in different geographical
locations. Besides, considering that developing countries have lower demand for
sustainable fashion products, the verification of the proposed model in a developing
country might first be perceived as a limitation of this study. But the findings suggest
that sustainable fashion consumption is an emerging consumer behavior phenomenon,
whose pace was accelerated by the pandemic.
To enhance the insight obtained from the study, the model can be transferred and
applied to other types of products or services in future studies. Besides, the moderating
effect of demographic variables may be discussed. The model can also be further extended
to examine the relationships between perceived value and other factors such as consumer
satisfaction and loyalty. For instance, some other factors in regards to product and brand or
labeling might be added between the perceived value and the purchase intention because it
is stated that even though the consumers claim they have enough knowledge about the
environment, they might be lacking brand-specific knowledge (Dhir et al., 2021). Last but
not least, the model can also be expanded by the variables such as price sensitivity, style,
design, consumer innovativeness and brand love, which might be influential on the
sustainable fashion purchase behavior of the consumers.

ORCID iDs
Nazan Okur http://orcid.org/0000-0001-6780-9769
Canan Saricam http://orcid.org/0000-0003-3255-3358
Irem Sari http://orcid.org/0000-0001-5854-5634

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Corresponding author
Canan Saricam can be contacted at: [email protected]

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