Threads of Concern: Unravelling the Relationship Between Climate Change Anxiety and Sustainable Fashion Behaviour

Abstract

Climate change anxiety is a growing concern worldwide, yet its impact on consumers’ sustainable fashion behaviour remains underexplored. Furthermore, the influence of cultural factors, such as collectivism, on this relationship has not been investigated. Present study aims to fill this gap by examining the association between climate change anxiety and sustainable fashion consumption among university students. The thesis addresses the following question: To what extent does climate change anxiety influence sustainable fashion consumption of university students in Poland and the Netherlands, and is this relationship moderated by an individual’s level of collectivism? Utilising a cross-sectional design, an online survey was administered in the two European countries and quantitative approach was employed in the analysis. The final sample comprised 223 participants, and the data were modelled using ordinary least squares regression.

Consistent with previous related studies, the findings indicate that climate change anxiety is positively associated with sustainable fashion consumption. However, contrary to initial assumption, the moderating effect of collectivism on this relationship was not detected. These results offer valuable insights for the fashion industry, suggesting that addressing climate change anxiety could enhance sustainable consumer behaviour. Furthermore, by utilizing new understanding of the mechanisms behind sustainable fashion choices, businesses can increase transparency about their actions to mitigate climate change, thereby strengthening consumer trust. On the other hand, policymakers can use the insights to design campaigns highlighting how individual’s sustainable behaviour contributes directly to reducing negative effects of climate change in the fashion industry.