Slow fashion or self-signaling? Sustainability in the fashion industry

There has been a noteworthy rise in sustainability awareness the fashion industry. However, motivation to adopt such behaviors is unclear, making it relevant consider which identity self-signals influences consumers' perceptions towards slow fashion. Findings from two experimental studies suggest that consumers hold higher word of mouth (WOM) and status when non-conformity, pro-environmental, frugality signals are highlighted. This research further shows importance increasing ownership through customization, increases status. The findings provide key implications for researchers practitioners regarding industry sustainability.