Özet:

In the context of growing environmental concerns, slow fashion has become an alternative to the fast fashion business model as a recipe of improving sustainability in the fashion industry. But it is still largely unknown whether slow fashion can produce a sustainable profit margin. Purpose: The aim of this study is to examine the factors affecting consumers' purchase intention of slow fashion products and their willingness to pay premium. Method: This study tested a structural model that identifies slow fashion attributes that contribute to creating perceived customer value and then increases the consumer's desire to buy slow fashion products and their willingness to pay a price premium. Findings: An analysis of 282 Turkish consumer data reveals that delivering authentic product value is significantly critical to creating perceived customer value for slow fashion, and that perceived value positively influences consumers' purchase intentions. Other analyses also reveal that different slow fashion characteristics significantly affect perceived customer value. These results could help slow fashion companies identify potential strategies on which they can focus to secure an economically sustainable business model. Originality: When the literature is examined, it is seen that the studies on whether the Slow Fashion business model can produce an economically sustainable profit throughout Turkey are limited. This situation is thought to be the feature that makes the research different.

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