Mediation of Sustainable Consumption Between Ethical Personalization and Fashion E-Commerce

Abstract

In this chapter, the author discusses how to mediate sustainable consumption, referring to ethical personalization and e-commerce in the realm of fashion. Incorporating 390 study participants, we resorted to qualitative methods of quantitative investigation in showing interaction between these variables. The paper will commence with justifying the significance of sustainable consumption as a growing dimension of the modern fashion industry, in which the ethical individualization of style is in demand among consumers. We found that ethical personalization has a noteworthy impact on the behavior of sustainable consumption in fashion e-commerce environments. Moreover, the approach reveals that the relationship is mediated by consumer trust and perceived value, and this aspect emphasizes the importance of a differentiated approach to marketing. The chapter adds value to the existing body of literature by presenting empirical evidence of the mechanisms through which ethical personalization leads to sustainable consumption.