JSR

The purpose of the paper is (1) to validate and measure the invariance of the COSF and LOHAS scales across countries (Portugal and the Czech Republic) and establish their convergent and discriminant validity, (2) determine the variables that explain perceived customer value, purchase intention, and willingness to pay a price premium, and (3) assess the differences between participants who have and have not already bought slow fashion products. Quantitative data were collected via questionnaire survey between April and October 2024 in Portugal (n = 1728) and the Czech Republic (n = 1652). The positive correlation between the COSF and LOHAS scales suggests that individuals inclined toward slow fashion consumption will likely exhibit broader sustainable and health-conscious lifestyles, integrating sustainable practices into various aspects of their lives, not just in fashion. The findings contribute to understanding the relationships between consumer values (COSF and LOHAS) and purchase behavior, which can inform marketing strategies, especially in the growing slow fashion market. Policymakers and companies in the fashion industry can use these insights to promote sustainability and environmentally conscious consumption. Also, the study reveals significant differences between Portuguese and Czech consumers regarding sociodemographic characteristics and slow fashion consumption behaviors. Marketers can use these insights to tailor their campaigns to specific cultural and demographic groups, adjusting messaging based on income perception, education level, and purchase behavior. Consumer values such as authenticity, equity, and environmental consciousness (COSF and LOHAS) influence purchasing decisions. Slow fashion brands can use this information to develop products that resonate with these values, such as emphasizing sustainable materials, ethical production practices, or local craftsmanship, appealing directly to consumers who prioritize these attributes.

COSF; LOHAS; slow fashion; consumer behavior; cross-cultural differences; sustainability