Date of Award
Spring 2026
Document Type
Open Access Thesis
Department
Retailing
First Advisor
Jung-Hwan Kim
Abstract
The COVID-19 pandemic led to a substantial increase in consumer awareness within the fashion industry. Despite increased consumer consciousness and a growing interest in adopting sustainable fashion habits, a notable gap exists between consumer attitudes, intentions, and actual behavior. This is referred to as the attitude-behavior gap. Although many consumers express a desire to adopt sustainable fashion consumption habits, various psychological factors and barriers hinder their ability to do so. This Study addresses these challenges, focusing specifically on the role of guilt as a motivating factor in bridging the attitude-behavior gap. Using a survey with Generation Z consumers, this study examines the extent to which green guilt influences the relationship between attitudes toward sustainable fashion and intentions to purchase sustainable fashion products. It further explores several factors such as price, product availability, consumer knowledge, and trust in fashion brands that may influence the relationship between green guilt and purchase intentions.
Rights
© 2026, Lauren Mckenzie Cole
Recommended Citation
Cole, L. M.(2026). Guilt’s Role in Sustainable Fashion Adoption: Bridging The Attitude-Behavioral Intention Gap and Moral Influences On Consumer Choices. (Master's thesis). Retrieved from https://scholarcommons.sc.edu/etd/8835