Analysing the Impact of Voluntary Simplicity on Sustainable Fashion Clothing Purchase Intention among Young Consumers in Sri Lanka: Testing the Mediating Effects of Environmental Activism and Consumer Learning

Abstract

The developed world has shifted from primarily satisfying basic human needs to focusing on voluntary simplicity, a lifestyle that emphasizes intangible aspects like relationships, community, and personal growth. This approach reduces consumption and promotes environmental values, making individuals more aware of the consequences of their choices on the planet. The connection between past learning and feature-benefit associations allows consumers to prioritize aspects that are more relevant and merit greater attention during fresh learning. According to that, this research offers new insights into the impact of voluntary simplicity on sustainable fashion clothing purchase intention among young consumers in Sri Lanka: testing the mediating effects of environmental activism and consumer learning. In this study researcher use descriptive, quantitative research design with a deductive research approach and quota & judgment sampling methods has been used for the data collection. Overall findings revealed that Voluntary Simplicity positively affect Consumer Purchase Intention. This study introduces consumer learning as a novel mediating factor in the relationship between voluntary simplicity and sustainable fashion purchase intention, offering new insights into consumer behavior. As well as voluntary simplifiers fabricate a positive relationship on environmental activism and consumer learning. Further, the study revealed implications for Voluntary Simplicity in Sri Lanka through exploring Consumer Purchase Intention. Moreover, the study also suggests best practices for fashion industry parties in product offerings and other strategy development.