Investigating male consumers’ lifestyle of health and sustainability (LOHAS) and perception toward slow fashion

Abstract

Slow fashion indicates the new paradigm of apparel that is made through environmentally, socially, and ethically responsible practices throughout the production cycle. This study addresses three trends in the current apparel industry, slow fashion, consumer lifestyle of health and sustainability (LOHAS), and growing population of fashion-conscious young (Gen-Y) male consumers. The online survey data collected from 306 Gen-Y males revealed the relationships between LOHAS, decision-making styles, and perceived value toward slow fashion based upon TRA. The findings contribute to the literature by adding empirical evidence of the emerging trends, as well as generating suggestions for fashion marketers.