Post-purchase consumer behaviour, sustainability and its influence on fashion identity

The paper aims to explore how sustainability may be used as a form of self-expression, and whether it can endow individuals with an identity associated with ethical consumption at the post purchase consumption stage. Exploratory research was undertaken to investigate sustaining decisions and sustainability practices. It draws upon Jacoby et al.’s disposition model to explore factors extrinsic and intrinsic to the product in relation to fashion clothing sustainability and identity formation. Mixed qualitative methods were employed. The study’s findings indicate that clothing and fashion post-purchase sustainability relates to high level of involvement with the clothing and fashion item together with product attributes, benefits and situational factors relating to the product. A conclusion of the study is that an expressed ethical identity does not mean that individuals will behave in an ethical manner. Rather other identities emerged relevant to the individuals self concept and image.