Castagna, A. C., Duarte, M., & Pinto, D. C. (2022). Slow fashion or self-signaling? Sustainability in the fashion industry. Sustainable Production and Consumption, 31(May), 582-590. https://doi.org/10.1016/j.spc.2022.03.024 ----------------Funding Information: This study was partially supported by Grant DSAIPA/DS/0113/2019 from the Foundation for Science and Technology of the Ministry of Science and Higher Education (Portugal).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.publishersversionpublishe
