Antecedents and consequences of slow fashion,pro-environmental attitude and handcrafted clothing attitudes / Antecedentes y consecuencias de las actitudes hacia la moda lenta,la actitud proambiental y las actitudes hacia la ropa hecha a mano

Abstract

The objective of the research was twofold. First, we examined the effect of the connection with traditional values as an antecedent of three attitudes: slow fashion, pro-environmental and handcrafted clothing. Second, we examined the direct effect of these attitudes on the intention to repurchase handcrafted clothing and indirectly on the consumption of slow fashion. A quantitative, explanatory and cross-sectional research was developed by applying a face-to-face survey to 362 consumers of handcrafted clothing in Mexico. The results showed that the connection with traditional values positively influences three attitudes: slow fashion, pro-environmental and handcrafted clothing. Both attitudes towards slow fashion and handcrafted clothing influence repurchase intention; however, the pro-environmental attitude does not affect repurchase intention. Yet, the latter does affect slow fashion consumption. This study contributes theoretical and empirical value to understanding the connection with traditional values in pro-environmental attitudes, attitudes towards the consumption of handcrafted clothing and attitudes towards slow fashion.