In an era of heightened environmental consciousness, the fashion industry faces mounting pressure to pivot towards sustainable practices. Recently, groundbreaking research has illuminated critical psychological and social factors that influence consumer decisions to purchase green apparel. This new study, conducted among long-term residents of Shanghai—a pivotal fashion hub in China—delves deep into the interplay between non-functional consumer needs, psychological ownership of the environment, and purchase intentions. The findings provide a transformative perspective on sustainable consumption behaviors, challenging conventional assumptions and paving the way for more nuanced marketing strategies.
Historically, studies on green apparel consumption have largely concentrated on rational, utilitarian motivations such as cost, product quality, and straightforward environmental concerns. However, these frameworks often overlook the rich tapestry of social and psychological needs that shape fashion-related decisions. This research addresses that oversight by integrating non-functional requirements (NFRs)—including social belonging, social uniqueness, aesthetic pleasure, and innovation perception—into the well-established Theory of Planned Behavior (TPB). By doing so, it transcends traditional models, coupling social identity with environmental mindfulness.
Central to the study is the incorporation of Psychological Ownership of the Environment (POE), a construct that captures the degree to which consumers feel a personal connection and responsibility toward the natural world. The researchers found that POE acts compellingly as a mediator between consumers’ fulfillment of NFRs and their attitudes towards green apparel. In essence, when green apparel satisfies consumers’ desires for social inclusion or uniqueness, it simultaneously enhances their psychological ownership of the environment, strengthening positive attitudes toward sustainable fashion choices. This dual process underscores why symbolic values in fashion—status, identity, and exclusivity—frequently eclipse direct environmental appeals.
Shanghai, chosen for its status as China’s fashion epicenter, provided an ideal demographic to test these complex relationships. Surveying 466 residents revealed that attitudes towards green apparel were notably elevated by perceived social belonging and uniqueness, alongside aesthetic enjoyment and innovative design perceptions. These attitudes, in turn, were positively correlated with intentions to purchase green apparel. The findings suggest that emotional and social drivers are critical to bridging consumers from favorable attitudes to actual buying decisions, a linkage often underestimated in prior work.
Equally pivotal is the identification of Environmental Design (ED) as a moderator between attitude and purchase intention. ED refers to design elements that mitigate stigma and foster familiarity, which can be transformative in fashion contexts resistant to sustainable products. The study demonstrated that enhanced ED not only reduces the negative stereotypes attached to green apparel but also eases consumers’ transition from appreciating sustainability concepts to embracing them through actual purchases. This insight broadens the practical horizons of the TPB, incorporating tactile and visual product innovations as critical facilitators.
Taken together, the results mark a significant advance in understanding the psychological and contextual underpinnings of green apparel consumption. By uniting the TPB framework with NFR dimensions and psychological ownership, the research offers a multifaceted lens through which both academics and industry leaders can better predict and influence consumer behavior. The implications are profound, as they suggest fashion brands should pivot their strategies beyond environmental messaging alone, emphasizing the fulfillment of symbolic and emotional needs through thoughtful design and storytelling.
This comprehensive approach also remedies a notable gap in existing literature, which has often treated green apparel purchase intentions in isolation from the rich social dynamics that characterize fashion consumption. Whereas prior studies focused largely on functionality and environmental impact, this research foregrounds the importance of social symbolism and the psychological connection consumers establish with both the product and the environment.
Despite the study’s robust contributions, the authors acknowledge specific limitations that warrant further inquiry. The cross-sectional nature of the data limits understanding of how these psychological and behavioral factors evolve longitudinally. Consumer preferences and attitudes can shift over time, especially as products gain traction, fashion trends evolve, and environmental concerns become more urgent. Future research employing longitudinal designs could thus elucidate temporal dynamics and refine predictive models.
Moreover, the study’s geographical focus on Shanghai, while strategically significant, raises questions about the generalizability of findings across differing cultural and regional contexts. Fashion consumption is deeply influenced by cultural narratives and social norms that vary widely across countries. Expanding the research into diverse Chinese regions and global markets would provide critical insights into how localized identities impact green apparel consumption, aiding development of globally effective strategies.
Demographic variables present another fertile avenue for research. Although the current study collected demographic data such as age, income, gender, and education, it did not analyze their moderating effects. Parsing how generational cohorts or income segments differentially prioritize non-functional requirements and environmental ownership could unveil more targeted intervention pathways, especially valuable for tailoring marketing and design approaches.
Additionally, the broad categorization of green apparel in this study overlooks potential heterogeneity across product types. Shirts may carry distinct social and environmental meanings compared to pants or outerwear. Future investigations that dissect apparel categories may discover unique patterns that further refine consumer segmentation and product positioning, enhancing alignment with diverse consumer aspirations and identities.
Crucially, the exploration of cultural values and their influence on non-functional needs and environmental ownership remains uncharted territory. Understanding how cultural orientations—such as collectivism versus individualism—shape psychological ownership and social belonging in sustainable fashion could enrich theoretical frameworks and inform culturally sensitive marketing methodologies.
Industry professionals stand to gain significantly from these findings. Fashion brands and retailers are encouraged to harness the power of symbolic product values and environmental connection to drive consumer engagement. Emphasizing innovative design that harmonizes aesthetic appeal with sustainability, creating socially inclusive campaigns, and nurturing consumers’ sense of environmental stewardship can jointly amplify purchase intentions towards green apparel.
This research also reinforces the need for holistic communication strategies that weave environmental narratives with social identity cues. Brands that can articulate a compelling story of belonging, uniqueness, and innovation—while authentically grounding their products in environmental care—are well-positioned to engage a growing segment of consumers motivated by more than price or utility.
In summary, this pioneering study redefines sustainable fashion consumption by marrying psychological ownership, non-functional consumer needs, and design innovation within the well-established Theory of Planned Behavior framework. It fills critical gaps in academic literature, offers actionable insights for industry, and charts promising directions for future research. By unraveling the symbolic and emotional threads that underlie sustainable apparel purchase decisions, it sets the stage for a fashion industry that is not only greener but more deeply attuned to consumer identities and aspirations.
As global sustainability challenges intensify, understanding the nuanced drivers of eco-conscious consumption becomes ever more essential. This research confirms that true transformation lies at the intersection of environment, psychology, and culture—where consumer identity and product innovation converge to foster lasting behavioral change toward more responsible fashion choices.
Subject of Research:
The driving effects of non-functional consumer needs and psychological ownership of the environment on green apparel purchase intentions.
Article Title:
The driving effects of non-functional requirements and psychological ownership of the environment on consumers’ green apparel purchase intention.
Article References:
Xu, B. The driving effects of non-functional requirements and psychological ownership of the environment on consumers’ green apparel purchase intention. Humanit Soc Sci Commun 12, 1904 (2025). https://doi.org/10.1057/s41599-025-06239-z
Image Credits: AI Generated
DOI: https://doi.org/10.1057/s41599-025-06239-z
