International Journal of Business, Management and Commerce (IJBMC)

The trend toward fast fashion has upended the traditional fashion calendar, resulting in a fundamental shift in consumer shopping behaviors. Overconsumption now exacerbates the environmental and social impact of the apparel industry. However, the slow fashion movement aims to facilitate the paradigm shift to a more sustainable apparel system. It has become evident that widespread change can only be achieved through a joint commitment by all actors in the fashion system (e.g., organizations, fashion media, consumers). For consumers, this means adopting more sustainable consumption and disposal practices. Research suggests that an entirely green apparel consumer does not exist. Instead, consumers’ apparel consumption exists in tension between the sustainable and unsustainable. This exploratory study utilizes a holistic approach to identify apparel consumer typologies with potential for slow fashion by jointly considering participants’ sustainable and unsustainable apparel consumption behaviors. The