Analysis of Consumer Buying Behavior Affected by Awareness of Sustainability in the Fashion Industry (Case Study: Garment Industry)

In the fast fashion phenomenon, the field of garment is known as the dominant consumer industry. This is while the development of the concept of sustainability, with the theory of quiet fashion, tries to change the attitude and behavior of consumers. Therefore, the present study aimed to analyzing of consumer buying behavior in the field of garment, under the influence of awareness of sustainability in the fashion industry. The study is applied in terms of purpose and has a survey-correlation approach. The statistical population was consumers over 18 years old and referring to shopping centers in Kermanshah. Due to the infinity of the statistical population, the method of estimating the sample size of the infinite population was used (384 people). Data collection tool was a researcher-made questionnaire. Descriptive statistics, regression analysis and structural equation modeling were used to analyze the data. Briefly, findings show Knowledge and awareness (cognitive component), emotions and feelings (emotional component) and purchasing decision (behavioral component) as dimensions of attitudes toward the concept of sustainability affect the buying behavior of fashion consumers in the field of garment and in this regard, gender, the moderating variable role Plays. Also, the level of income and employment affects the buying behavior of consumers. Finally, we can say, the amount of real knowledge is less than the claimed knowledge about the concept of sustainability, and therefore consumers should increase their level of awareness to avoid fake social media ads.