Discovering the Drivers of Ecological Fashion Adoption Intention among Fast Fashion Consumers

HRMARS - The environmental impact of fast fashion has garnered global attention due to its resource-intensive production, excessive waste, and pollution. In response, ecological fashion has emerged to promote sustainable consumption and mitigate environmental harm. However, research on ecological fashion adoption intention in developing countries remains limited. Despite growing awareness, many consumers continue to prioritize fast fashion over eco-friendly alternatives. This study examines how the need for fashion and need for uniqueness influence ecological fashion adoption intention among Malaysian consumers. A quantitative survey was conducted with 396 participants using a structured questionnaire. Data were analyzed using SPSS. Findings show that among the dimensions of the Need for Fashion, image consciousness and market knowledge significantly and positively influence ecological fashion adoption intention, while fashion awareness and fashion consciousness were not significant. For the Need for Uniqueness, creative choices and unpopular choices significantly affect adoption intention, whereas avoidance of similarity was not significant. These results highlight the importance of self-expression, creativity, and market awareness in driving sustainable fashion behavior in Malaysia. The study contributes theoretically by integrating fashion consciousness and uniqueness into ecological fashion adoption models in a developing country context. Practically, it offers insights for policymakers and marketers to design strategies that promote sustainable fashion adoption. By understanding consumer motivations, stakeholders can encourage environmentally responsible behavior, foster a greener lifestyle, and support Malaysia’s sustainable development objectives.