Impact of Slow Fashion Orientation on Socially Responsible Apparel Consumption: Reference to Millennials in Western Province, Sri Lanka

Abstract : Slow fashion promotes conscious consumerism, equitable manufacturing, and mainly durable clothing, it is important but not much studied in Sri Lanka. This study examines the extent to which various dimensions of slow fashion orientation namely equity, authenticity, functionality, localism, and exclusivity affect the socially responsible apparel consumption by millennials in the Western Province of Sri Lanka. The study is based on the Customer Value Creation Theory focusing on the values of slow fashion and their contribution to ethical clothing decisions. Following the quantitative approach, 302 usable responses were collected from millennial consumers under the purposive sampling using a self-administer structured questionnaire. Findings demonstrate that authenticity, functionality, and exclusivity appear to be strong motivating factors that prompt socially responsible apparel usage in the case of Sri Lankan millennials, while equity and localism did not play a significant role.

These findings indicate that the values of the product, including authentic design, functionality, and distinctiveness are more critical when it comes to responsible purchases of clothing than such values as social fairness or local identity in isolation. To the brands, this translates to authentic storytelling, long-lasting quality, and unique designs, making it more appealing to the millennial consumer. The study suggests to policymakers and educators the significance of increasing the visibility of ethical and local apparel production, a key aspect of the fashion industry, and its attractiveness. In general, this study will contribute to the expansion of the slow fashion literature by shedding light on the key drivers of value that can convert slow fashion orientation into socially responsible and sustainable apparel consumption in emerging economies, such as Sri Lanka.