Conceptual Framework for the Influence of Cross-Cultural Consumer Behavior on Sustainable Consumerism

This contribution expands on the introduction section of this book aiming to contribute a research design to bridge the attitude-behavior gap in sustainable consumption, specifically in sustainable fashion consumptionfashion consumption focusing on culture and identity related concepts. However, whilst reflecting on and integrating the current findings of still under-researched cross-cultural research (i.e. Shehawy, 2023) in this nascent knowledge stream, the authors suggest to integrate a, so far, rather neglected concept of identity to both, explain and transform individualindividual and system orientated behavior to finally improve the level of sustainable development/engagement and achieve the final ‘normal science’ paradigmatic level (Kuhn, 1962). The current calls of many authors in the field, facing this lamentable ‘evergreen’ of attitude-behavior gap, for a clearer structure of relevant underpinning theoretical dimensions and new methodological approaches related to sustainable consumption, warrants the inclusion of the identity concept which, due to its inherent feature of authenticity, best possibly encapsulates the empirical evidence. Supporting Kuhn’s view (1976), the emergence of extra-scientific phenomena, such as changed sustainability related and emotionally laden generational views, breakthrough technological developments (such as social media), or global economic and political changes warrant a thorough re-evaluation of current theories from an interdisciplinary lens. A conceptual research design is provided building on extensive literature reviews.