Özet:

Sustainability has gained its attention in last decades, and nowadays both public and private sector, as well as customers give high importance to the sustainability issues, expecting the present actions to have minimal economic, social and environmental impact on future generations. Nevertheless, academic literature indicate existing research gap on customer sustainability knowledge- behavior relationship. To address the gap in the literature, current study is designed to (1) identify sustainability awareness and sustainability attitudes impact on sustainability commitment and intention to purchase sustainable fashion clothing, (2) test the sustainability commitment and purchase intent relationship and to (3) clarify the mediating role of sustainability commitment in sustainability awareness, attitudes and purchase intention relationship. Quantitative study approach was used and total of 400 questionnaires filled by international students studying in Northern Cyprus were used for the analysis. Data then was analyzed using PLS-SEM. The results of the study indicate that sustainability awareness significantly impacts sustainability commitment, which then has an impact on purchase intent for sustainable fashion clothing. In contrast, sustainable attitudes does impact purchase intent for sustainable clothing, but does not have an influence on sustainability commitment. Therefore, sustainability commitment plays the mediating role only in sustainability awareness and purchase intent for sustainable clothing relationship. Drawn from the current outcomes, both theoretical and practical implications are presented in the research.

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