Impact of Fashion Literacy on Sustainable Fashion Adoption and Consumption: Theoretical Foundations and Research Agenda

Abstract

The fast fashion industry contributes significantly to environmental and social challenges through overconsumption and wasteful practices. This study explores the role of fashion literacy in promoting sustainable practices, particularly in the growing e-retail market. The research uses the TCCM Framework (Theory, Context, Characteristics, Methodology) to review key studies and understand how fashion literacy influences consumer behavior and supports sustainability. It draws on various theories, including the Value-Belief-Norm (VBN) Theory, Theory of Reasoned Action (TRA), Elaboration Likelihood Model (ELM), etc., to understand a conceptual framework for studying the impact of fashion literacy on sustainable consumption. The findings suggest that improving fashion literacy enables consumers, especially Millennials and Generation Z, to make informed, sustainable choices by understanding the ethical and environmental impacts of their purchases. However, fast fashion continues to appeal due to affordability and convenience. The study emphasizes the need for educational initiatives, digital tools, and targeted campaigns to bridge the gap between awareness and action, while urging brands and policymakers to address price barriers and improve access to sustainable alternatives. Ultimately, the research underscores the critical role of fashion literacy in reshaping consumption patterns and advancing sustainability in the fashion industry, offering valuable insights, and proposing future research directions to drive meaningful change.