«If I Care, I Buy». Exploring an Integrated Model of Environmental Concern, Attitudes, Anticipated Guilt and Purchase Intention in Sustainable Vegan Fashion.

This study explores the individuals’ attitudes towards sustainable vegan fashion products. A conceptual model combining perceived consumer effectiveness, perceived personal relevance, attitude towards the purchase of sustainable vegan fashion products, perceived behavioral control, anticipated guilt, performance risk, purchase intention, willingness to pay, and willingness to recommend is proposed. A survey instrument was used to test the proposed conceptual model. Collected data was analyzed using structural equation modelling. The results reveal that perceived consumer effectiveness and perceived personal relevance positively affect attitudes towards the purchase of sustainable vegan fashion products, which in turn, together with perceived behavioral control, positively affects purchase intention. Anticipated guilt and performance risk are negatively correlated with purchase intention. Both willingness to pay and willingness to recommend are positively correlated with purchase intention.