Whether young minimalists choose sustainable fashion brands merely by accident? Examining the moderating effect of the control of consumption desires

Abstract

The growing prevalence of minimalist lifestyles and their influence on sustainability has gained significant attention in recent years. Regarding fashion, the second most polluted industry worldwide, minimalism usually relates to the aesthetic appearance of clothes, but in fact, this term can also be about a sustainable consumption pattern. When adopting a minimalist lifestyle, people reduce their carbon footprint by limiting their consumption to their actual needs, thereby protecting the environment. However, that could be inadvertent sustainability when there is limited scientific evidence positing the association between minimalism and the sustainability intent of consumers. Therefore, this paper investigates minimalism's influence on attitudes toward a sustainable lifestyle and the subsequent impact on well-being, finding the answer to whether a minimalist doer would consciously protect the environment by intentionally choosing a sustainable fashion brand. Besides, the moderating effect of the control of consumption desires is also examined. This study focuses on Vietnam, an ascending fashion epicenter in Asia, grappling with heightened pollution threats from the industry. Given that sustainable fashion remains a nascent concept among Vietnamese stakeholders, this research delves into the attitudes and behaviors of 300 individuals from Generation Z in Ho Chi Minh City—a demographic representing both significant market potential and the prospective custodians of environmental well-being. The findings support the idea that Vietnamese who follow minimalism will also have a positive attitude towards a sustainable lifestyle and tend to choose sustainable fashion brands. However, controlling consumption desire only moderates the relationship between minimalism and brand choice. In the end, several implications are proposed, in which minimalism trend endorsement is vital for fashion brands to pursue a sustainable business without reducing their competitive strategies. Also, this lifestyle should be encouraged in education because by following it, a person, both intentionally and unintentionally, has positive impacts on the environment.