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Our study addressed the question "How do consumer perceptions of sustainability influence purchase decisions in fast‑fashion contexts?" (see Smith & Johnson, 2022) by combining a nationwide survey of 1,200 respondents with semi‑structured interviews of 30 participants from diverse socio‑economic backgrounds; the mixed‑methods design allowed us to triangulate quantitative trends with rich qualitative narratives. The survey data revealed that 67 % of respondents rated "environmental impact" as a significant factor when choosing apparel, yet only 42 % reported actually buying sustainably‑labelled items—highlighting a discrepancy between stated values and observed behavior (see Table 1). Our interview analysis uncovered three key mechanisms driving this gap: perceived price barriers, limited product availability in local stores, and a lack of trustworthy certification information. These findings suggest that value‑based purchasing intentions are moderated by contextual constraints rather than personal beliefs alone.



Our theoretical contribution is the formulation of a "Contextual Moderation Model" that extends traditional Value‑Belief–Norm (VBN) frameworks to account for market‑level variables influencing purchase decisions. By integrating price elasticity, supply chain transparency, and information asymmetry into the VBN equation, we provide a parsimonious yet comprehensive explanation for why individuals who identify with environmental values may still opt for conventional products when contextual obstacles are significant. This model predicts that policy interventions targeting these contextual factors—such as subsidies to reduce price differentials, labeling schemes to enhance transparency, and consumer education campaigns—will have the greatest impact on shifting purchase behavior toward sustainable alternatives. Empirical validation of this model in diverse market settings will offer actionable insights for policymakers seeking to accelerate the transition to a more sustainable economy.

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