Sustainable Fashion Consumption Patterns: A Review of Purchase Intent, Willingness to Pay a Price Premium, and Brand Loyalty Among Young Consumers

Abstract

This comprehensive literature review investigates sustainable fashion consumption behaviors among young consumers (ages 18–35), with particular emphasis on purchase intent, willingness to pay price premiums, and brand loyalty. Employing a systematic review of 87 peer-reviewed studies published between 2015 and 2025 across Scopus, Web of Science, and Google Scholar, the analysis utilizes thematic techniques to synthesize prevailing patterns, determinants, and gaps. The findings reveal that although 73% of young consumers report a positive intent to purchase sustainable fashion, only 42% translate this intent into actual buying behavior, indicating a persistent attitude–behavior gap. Willingness to pay premiums ranges from 10% to 30%, with Generation Z exhibiting higher acceptance levels (25–30%) relative to Millennials (15–20%). Moreover, brand loyalty within the sustainable fashion domain is predominantly shaped by perceived brand authenticity (β = 0.68), transparency (β = 0.52), and congruence with personal values (β = 0.61). The review underscores the practical necessity for fashion brands to enhance transparency, strengthen authentic communication, improve value alignment, and address affordability and accessibility barriers to effectively foster sustained consumer engagement in sustainable fashion markets.