A multi-dimensional view of consumer value to explain socially-responsible consumer behavior: a fuzzy-set analysis of Generation Y’s fast-fashion consumers

Generation Y’s consumers are believed to be aware of the different environmental problems affecting the society. However, their attitudes/intentions do not actually translate into action, particularly in the fashion domain. The present study investigates which combinations of consumption values can better explain the presence, or absence, of socially-responsible consumer behavior among Generation Y’s fast-fashion consumers. The results of the fuzzy-set qualitative comparative analysis show that it does not depend on single consumption values, rather it is the result of different combinations of them. The findings provide guidance for policy-makers as well as manufacturers and retailers in the fashion industry.