Slow fashion or self-signaling? Sustainability in the fashion industry

There has been a noteworthy rise in sustainability awareness in the fashion industry. However, the motivation to adopt such behaviors is unclear, making it relevant to consider which identity self-signals influences consumers' perceptions towards slow fashion. Findings from two experimental studies suggest that consumers hold a higher word of mouth (WOM) and status perceptions when non-conformity, pro-environmental, and frugality signals are highlighted. This research further shows the importance of increasing ownership through customization, which increases status. The findings provide key implications for researchers and practitioners regarding fashion industry sustainability.