How Critical is Sustainability in Enhancing Sustainable Apparel Purchase Intentions? -Psychological Egoism and Congruity Theory Approach to Understanding the Roles of Brand Type and Green Self-identity-

With growing concerns about sustainability in the fashion industry, fashion brands are increasingly promoting their sustainability initiatives. However, do sustainable attributes always drive consumers' purchase intentions toward sustainable apparel? Grounded in psychological egoism and congruity theory, this study aims to understand the effect of conventional and sustainable apparel attributes on purchase intentions for sustainable apparel, considering the roles of brand type (fast fashion vs. sustainable fashion) and green self-identity. Data were collected from an online survey of 244 U.S. consumers aged 18 and older. The results revealed that conventional attributes of quality, fit, style, and comfort had a significantly stronger effect on purchase intentions than sustainable attributes. Both conventional and sustainable attributes enhanced purchase intention for fast fashion brands, while only conventional attributes were significant for sustainable fashion brands. Green self-identity did not have a significant moderating effect, indicating that apparel buying is a behavior less influenced by green self-identity. The findings highlight the importance of conventional attributes while suggesting that attributes perceived as lacking in the brand are crucial for driving purchase intentions. This study offers valuable insights into consumer behavior in sustainable fashion consumption and helps develop effective strategies for fast fashion and sustainable fashion brands.