Investigating consumers’ slow fashion purchase decision: role of lack of information and confusion

Purpose This study aims to investigate consumers’ slow fashion purchase decision. Specifically, the research empirically examines the relationship between the attributes of slow fashion products, perceived value, lack of information, confusion and consumer decision (intention, deferral and abandonment of the purchase) about slow fashion products. Design/methodology/approach A quantitative study was carried out on a sample of 323 customers. Partial least squares structural equation modeling was applied to analyze the collected data. Findings Purchase intention was enhanced by perceived value. However, only three attributes of slow fashion products (localism, equity and functionality) had a significant influence on perceived value. Lack of information had a significant negative influence on perceived value, as well as on consumer confusion, which can lead to purchase abandonment or deferral of the purchase of slow fashion products. Practical implications Slow fashion product managers should pay particular attention to the attributes of localism, equity and functionality, which have proven to be significant for creating a favorable perceived value. Getting customers more involved in the production process and using slow communication would be among the practices to be encouraged by professionals. Furthermore, such actions are likely to reduce confusion arising from the lack of information about slow fashion products, and thus, avoid the inhibition of customers’ purchase process. Originality/value Existing literature has focused on consumers’ intentions to purchase slow fashion products. These intentions are mainly related to the attributes of slow fashion products and perceived value. Nevertheless, the prediction of sustainable product consumption, such as slow fashion products, is also influenced by typical external barriers such as lack of information and consumer confusion, which are considered in this study.