Exploring Young Adult Consumers’ Sustainable Clothing Consumption Intention-Behavior Gap: A Behavioral Reasoning Theory Perspective

Purpose: To investigate the sustainable clothing consumption intention-behavior gap among young adults using the Behavioral Reasoning Theory ( $BRT$ ) developed by Westaby ( $2005$ ).
Participants: Six focus groups involving $41$ undergraduate and graduate students at Colorado State University (average age $20.41$ ; $70\%$ female).
Economic Context: Participants reported an average of $158$ USD leftover monthly income, with $70$ USD (approximately $44\%$ ) spent on clothing; $53.7\%$ frequently purchase from fast fashion brands like H&M, Zara, and Forever 21.

General Awareness: Participants associated sustainability with recycling, composting, biking, and brands like Patagonia.
Clothing-Specific Dissonance: There is a notable disconnection between general values and clothing habits. Many participants do not associate overconsumption with environmental harm.
Justification Mechanisms: Consumers often use garment donation (e.g., to Goodwill) or retailer recycling programs as a "license" to purchase new items, assuaging guilt through psychological distancing.

Most Likely Behaviors: - Buying higher quality, expensive clothes ( $n = 19$ ). - Buying clothes produced using ethical business practices ( $n = 11$ ). - Buying clothes made from organic or recycled materials ( $n = 11$ ).
Least Likely Behaviors: - Getting clothes repaired or mended ( $n = 16$ ). - Buying used clothes ( $n = 12$ ). - Getting clothes second-hand from friends or family ( $n = 12$ ).

Motivations (Reasons "For"): - Perceived Value: Belief that expensive clothing is more durable and a better long-term investment. - Sustainability Commitment: Emotional satisfaction from environmental and social responsibility. - Uniqueness: Access to rare, one-of-a-kind, or vintage items through second-hand channels.
Barriers (Reasons "Against"): - Style/Variety: Perceptions that sustainable or used clothing is not trendy or stylish. - Budget: Ethical and organic clothing is perceived as unaffordable for students. - Skepticism: Doubts regarding greenwashing, the authenticity of brand claims, and the hygiene of used clothing. - Lack of Skills: A significant lack of mending and sewing knowledge among Millennial and Gen Z consumers. - Self-Indulgence: The drive for instant gratification and the "Impulse Society" culture.

Topic: The Intention-Behavior Gap: During the sessions, participants discussed why their pro-environmental attitudes rarely dictate their fashion choices.
Response: One female participant explained that she purposefully disconnects from negative industry impacts (e.g., child labor, landfills) to avoid "sad constraints" that would ruin the "happy feeling" and pleasure associated with shopping.
Topic: Reparability: Discussion revealed that while participants value quality, they often view mending as "too much work" if the garment was originally cheap, highlighting a lack of a "repair mindset."