Sustainability and Social Responsibility

God’s Light Bringing Self-Transcendence Amid COVID-19: The Mediating Role of Religious Values in the Relationship between COVID-Stress and the Attitude Toward Slow Fashion

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Abstract

Conducting a survey with the national population of the U.S. (n = 317) and analyzing the data through structural equation modeling we found that when people are stressed their connection with spiritual and religious values/activities increases which in turn encourages them in engaging into self-transcendent behaviors. We provide a unique contribution to the literature by suggesting how a pandemic-induced stress could positively influence the connection with religious values which in turn encourages self-transcendence manifested through a positive attitude toward the different dimensions of slow fashion. We recommend the marketers to promote the self-transcendent quality of slow fashion products and how consumption of those products can help consumers earn blessings from God that will protect them from potential harms during the pandemic.

Keywords: Religious values, Covid-stress, slow fashion

How to Cite:

Chakraborty, S. & Sadachar, A., (2022) “God’s Light Bringing Self-Transcendence Amid COVID-19: The Mediating Role of Religious Values in the Relationship between COVID-Stress and the Attitude Toward Slow Fashion”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.16319