Unveiling Structured Review On Sustainable Fashion By Using Tccm Approach

Abstract

Both the public and private sectors must adhere to sustainability, as the concept of sustainable fashion has gained significant attention in academia and business in recent years. Companies are responsible for their activities' social, environmental, and economic components, or the triple bottom line. Businesses, consumers, and governments have been paying more and more attention to sustainable fashion over the past ten years. The study conducted in this sector on consumer behaviour also reflects this interest. Utilizing the TCCM (Theory-Context-Characteristics-Methods) review framework, this study offers an in-depth analysis of the prevalent theories, contexts (such as industries and nations), characteristics (such as important variables and their connections), and methods (such as study strategies and analytic techniques) used in brand community research. After 110 journal articles were found, a final sample of 50 papers was combined. The findings also highlight the need for additional study on customers' attitudes and behaviour that differ from each other. This review, which summarises the current state of consumer behaviour, closes a gap in the literature on sustainable fashion. Additionally, it provides insightful information on the current marketing corpus on the topic. Many open research gaps that can direct future investigations are also highlighted by the analysis. The literature contains notably fewer qualitative, experimental, cross-cultural, and longitudinal investigations. There was no proof that any research had been done with big data methods. The reported research is largely lacking sufficient theoretical foundation. According to the findings, more research is necessary to close the attitude-behaviour gap among consumers. Several notable research gaps are also identified by the review, which can guide future investigations.