Sustainability and Social Responsibility

Maximizing Rewards, Minimizing Clothes: Examining Consumers’ Motivations for Building a #capsulewardrobe

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Abstract

The findings of this study exhibit consumers’ diverse intrinsic and extrinsic motivations for participating in the capsule wardrobe movement via Instagram. Our findings suggest that consumers participate in the capsule wardrobe movement initially driven by intrinsic motivations. As they engage digitally in social connections through Instagram, their extrinsic motivations become evident. In line with Gagné and Deci (2005), social presence and connection with other like-minded consumers reinforces their internalization of extrinsic motivations, develops their autonomous motivation of having control, and regulates their fashion consumption behavior based on their strong sustainable values. Jung and Jin’s study (2016) revealed that corporate-focused factors such as firms’ supply chain issues (e.g., fair trade, working conditions), manufacturing process (e.g., craftsmanship, handcrafts), product functionality, and local support do not determine consumers’ perceived value of slow fashion, which leads to behavioral intention when consumers buy a new apparel product. In contrast, our study demonstrates the effectiveness of the capsule wardrobe movement in which consumers endeavor to develop a sustainable behavior in the use of apparel products in their daily lives. Furthermore, the findings of this study suggest that consumers can become more sustainable without having to purchase slow fashion.

Keywords: sustainability, instagram, self determination, capsule wardrobe

How to Cite:

Lim, H. & Bedford, S. C., (2019) “Maximizing Rewards, Minimizing Clothes: Examining Consumers’ Motivations for Building a #capsulewardrobe”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi: https://doi.org/10.31274/itaa.8366