Consumer value capital and relational capital in sustainable textile adoption: the roles of fashion consciousness and green attitudes

Purpose This study examines how consumer value capital and relational capital shape sustainable fashion adoption among young consumers. It investigates the effects of self-transcendence values, self-enhancement values, peer influence and fashion consciousness on green attitudes and sustainable fashion adoption. Green attitudes are further examined as a mediating mechanism through which consumer-side intellectual capital translates into purchase behaviour. Design/methodology/approach A quantitative, cross-sectional design was employed using survey data from 494 young university consumers in Jammu and Kashmir, India. Data were collected through a structured questionnaire using stratified random sampling. Exploratory factor analysis, confirmatory factor analysis and structural equation modelling were used to assess the measurement model and test the hypothesised relationships. Findings Self-transcendence values significantly strengthen green attitudes and positively influence sustainable fashion adoption. Self-enhancement values show a negative direct effect on adoption. Peer influence and fashion consciousness significantly affect green attitudes and sustainable fashion adoption, with fashion consciousness emerging as the strongest predictor of green attitudes. Green attitudes partially mediate the relationships of self-transcendence values, peer influence and fashion consciousness with sustainable fashion adoption, but do not mediate the relationship between self-enhancement values and sustainable fashion adoption. Originality/value The study extends the sustainable fashion adoption literature by interpreting consumer values as value-based capital and peer influence as a manifestation of relational capital. It shows that intangible consumer resources play a central role in shaping green attitudes and sustainable purchase decisions.