How values shape pre-purchase clothing choices

This study used in-depth interviews to explore whether environmental and social concerns affect how people decide what clothing to buy during the pre-purchase stage. The researchers examined how buyers compare options, what criteria they use, and how values guide choices, comparing older and younger age groups. Both cohorts showed mindful consumption values, with younger buyers also influenced by family and older buyers motivated by social responsibility. Younger participants were more likely to use alternatives such as renting, borrowing and thrifting and were more price sensitive, while barriers included low awareness, cost concerns and materialistic attitudes.

What the study examined

This research explored how environmental and social considerations shape decisions made before buying clothing. Using in-depth interviews, the study looked at how people compare alternatives and what criteria they use when evaluating options such as eco-friendly materials, recyclable fabrics, and brand sustainability efforts.

Participants from an urban area in India were interviewed to gather perceptions of brands that promote responsible practices and to understand the values that guide purchase choices. The study also compared younger and older age groups to identify differences in motivations and behaviour.

Key findings

Interview responses revealed that thoughtful consumption values were present across both age groups, reflecting an interest in conserving resources and avoiding waste. Younger respondents reported that family values influenced their decisions, while older respondents described a sense of social responsibility guiding their choices.

When weighing options, younger people were more likely to adopt alternatives to outright purchase, including renting, borrowing and thrifting, and they displayed greater sensitivity to price. Barriers to more sustainable clothing choices included lack of awareness about options, economic concerns, a materialistic mindset, and personal inhibitions that make change difficult.

Participants generally viewed brands’ responsible initiatives positively, though some younger interviewees expressed scepticism about those efforts. The study categorized the value orientations it identified using an established value theory, connecting observed attitudes to broader motivational frameworks.

Why it matters

By focusing on the stage before purchase, the study highlights the range of alternatives consumers consider and the values that drive their choices. Understanding these motivations and obstacles can help brands and policymakers better align messages and offerings with what different age groups value.

The findings point to specific differences between cohorts that explain why some consumers pursue non-traditional ways of obtaining clothing while others emphasize responsibility toward the wider community. Recognizing both shared and distinct values offers a clearer picture of how modest shifts in awareness and affordability might affect clothing choices.