Slow fashion and consumers' behavioral tendencies in the scope of sustainability

With technological developments, fashion has become one of the world's leading industries, outpacing the pharmaceutical industry in terms of economic size. While industrialization provides development in sectors, it has also played an important role in the destruction of the ecological environment. Fashion has been frequently criticized for its environmental damages given the size of the sector and uncontrolled production and consumption processes. Increased environmental protection awareness and pressure from conscious consumers on fashion brands are causing sustainability in the fashion industry to be discussed. The main purpose of this study is to determine whether the slow fashion and environmentally oriented attitudes of consumers have an impact on purchasing intentions and desire to pay price premiums within the scope of sustainability. After the literature review carried out within the scope of the research question of the study, a research model was designed and hypotheses were expressed. An online survey has been prepared as part of the descriptive research design to collect the necessary data to test the hypotheses. Due to the fact that it is a group with a high level of awareness and knowledge about the subject when determining the universe of the study, members of a group established with slow fashion theme were preferred on the Facebook social media platform. Participation in the online survey was carried out on a voluntary basis. In this scope, deliberate sampling and easy sampling were applied. The research sample consists of 305 participants. Data analyses were applied using the SPSS program and the findings supported the three main hypotheses of the research model. According to the analysis plan; In slow fashion features, locality pictures and green knowledge are designed in accordance with the targeted fashion. At the same time, authenticity can be slowly demonstrated on the positive side of paying quite a lot in visual elements in the form of having a custom mode.