What is Price Incentive

The purpose of the study was to examine the determinants of sustainable fashion consumption among young consumers. The empirical study adopted quantitative methodology using a survey approach for collecting data. The sample of 500 young consumers was collected using stratified random and purposive sampling techniques. This study uses five main identified determinants of sustainable fashion consumption: pro-environmental attitude, environmental knowledge, subjective norm, price incentive, perceived behavioural control, and environmental value. The final data of 481 young consumers were analysed using structural equation modeling (SEM). Findings confirm that environmental value acts as a mediator. The input of this study is expected to be a valuable indicator for stakeholders such as the government, fashion designers, retailers, and manufacturers. The study contributes to the scarce literature by recognising the mediating effect of environmental value.