The effect of perceived value on sustainable fashion consumption in the era of Covid-19: A proposed conceptual framework

Abstract

The outbreak of 2019 Coronavirus Disease (COVID-19) has not only adversely affected the human health, but it has also put a halt to all trades and economy activities. The sustainable fashion business has also been experiencing a similar problem with worldwide quarantine and self-isolation bringing a pause to its production. Nevertheless, COVID-19 is not an excuse to back off from sustainability. On the contrary, this pandemic may add the fuel to the fire and cause the change amongst companies, apart from highlighting the core values both these companies and the products they place before the world. Having that said, this study examined the antecedent of perceived value that is bound to give impact on sustainable fashion consumption. Theoretically, researchers have applied the theory of consumption value to shed light on this positive product after the COVID-19 pandemic has subsided. This theory is composed of five consumption values which include social value, functional value, epistemic value, emotional value and conditional value. Data will be collected from 200 millennial consumers in Malaysia via online survey technique and analysed by using IBM SPSS and SEM PLS. As far as the authors are concerned, this present study is one of the early attempts to incorporate the antecedent of perceived value that will give impact on sustainable fashion consumption within the Malaysian context in surviving after COVID-19. The expected findings of this present study could help marketers and businesses in parts of targeting, segmenting and positioning sustainable fashion products.