Cognitive Dissonance Behavior Regarding Sustainable Beliefs When Millennials Intend to Purchase Luxury Fashion Products

This research study is executed with the goal to close the existing gaps found in the literature: (1) millennials’ experiences of cognitive dissonance in relation to fashion and eco-fashion consumptionfashion consumption behavior suggested by Cairns et al. (2021); (2) incorporation of a bigger range of brands and countries, with the purpose of reaching a more international scope of the attitude–behavior gap issue recommended by Ikonomou (2020). Firstly, in terms of experiences of cognitive dissonance, this paper shows that sustainability factors (social and environmental) and the influence of luxury fashion brandsfashion brands exercised power over the customer and social media play a critical role. In more detail, findings suggest that peer pressure, social media, specific emotions, and qualities that luxury fashion provokes as well as particular pillars of sustainability affect the purchase decisions of consumers and constitute the factors of cognitive dissonance behavior.