Consumers Care About Sustainability But They Aren't Willing to Pay For it —Here's How to Fix That

The Fashion Exec's Guide to Shaping Sustainable Consumer Behavior Through Psychology — Part 2

In sustainable fashion, we often talk about the attitude-behavior gap—the disconnect between what consumers saythey value in sustainability and what they actually buy.

Consumers claim to care about sustainability and express a willingness to pay more for ethically made products. But when it’s time to buy, their behavior tells a different story.

As industry professionals, we see reports that consumers want sustainable options, and we laugh (or cringe) when yet another survey ‘confirms’ it. But if sustainability truly matters as much as consumers say—why are so many sustainable brands struggling? Why do companies like Shein break record profits every year, and why are influencers driving billions in sales to non-sustainable brands?

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Here’s the thing.

Sustainable fashion often assumes that because people care about ethics and the environment, they’ll prioritize these values when they shop. But while consumers do care about sustainability, other factors often matter more.

And no, it’s not just about price.

At the core of this disconnect is perceived value—how consumers judge a product’s worth based on the benefits they think they’ll receive for the cost. And understanding how they weigh those benefits could be the key to bridging the gap between intention and action.

In today’s post:

• What’s really keeping consumers hooked on fast fashion, even those who say they care about sustainability.

• How perceived value and emotional rewards quietly shape consumer decisions.

• The unexpected psychological drivers behind fast fashion’s success—and how sustainable brands can leverage these insights.

Plus: Six powerful, actionable strategies sustainable brands can use right now to turn the tide and capture loyal consumers.

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