Slow Fashion Is Positively Linked to Consumers’ Well-Being: Evidence from an Online Questionnaire Study in China

The environmental price of fashion has been heavily scrutinised in recent years. Slow fashion, with its emphasis on quality, design, sustainability, ethicality and local craft heritage, represents an alternative to the harmful social impact fast fashion. Equally important, some initial evidence from qualitative research suggests that slow could enhance consumers’ well-being. present study aims quantitatively evaluate relationships may have different domains well-being, utilising Seligmen’s influential PERMA model positive psychology. In addition, it explores characteristics garment lifetimes. An online questionnaire successfully surveyed 763 urban Chinese consumers. Results showed consumption particular ‘customised/bespoke clothing’ allows consumers be actively involved creation process, positively predicted three well-being domains—engagement, meaning achievement. Fast other hand, negatively these domains. Classic/timeless ease maintenance matching clothes emerged as most important encourage long-term use items. Implications findings are discussed context promoting sustainability.