Understanding Slow Fashion Adoption in Saudi Arabia: A Theory of Planned Behavior Perspective

Abstract

This quantitative research aims to understand the factors driving and hindering consumers' adoption of slow fashion consumption patterns, using the theory of planned behaviour as a theoretical background to examine consumers' attitudes, subjective norms, perceived behavioural control and correlating these with the level of intention and actual behaviour. Twelve semi-structured interviews were conducted with a sample of Saudi females aged between 18 and 65. Generation-based comparisons were made by equally dividing the sample into two groups: the first group consisting of six participants from the 1980s and 1970s generations, and the second group consisting of six participants from the 1990s and 2000s generations. The findings revealed that subjective norms, high aesthetic desire, and feelings of futility are among the main reasons causing 'attitude-behavioural gap' hindering participants from strictly adopting the slow fashion principle. Additionally, this study reveals that participants born in the 1980s and 1970s had a higher intention and preparation to adopt the slow fashion principle than participants born in the 1990s and 2000s. The difference in intention levels between generations is traced back to subjective norms, where participants born in the 1980s and 1970s experience less social pressure, which validates the theory of planned behaviour. No discernible distinction observed between generations regarding attitude and perceived behavioural control. Reducing stress was the main motivational factor observed to encourage both generations to reduce their consumption. The study's contribution lies in expanding the scope of cultures that can be compared in the field of fashion behaviours and providing a foundation for researchers and practitioners aiming to influence the behaviour of Saudi women.