No man is an island: The sustainability awareness effect of geography on hedonic fashion consumption and connection with nature - evidence from Galapagos and HawaiModified Letter Turned Commai

The demand for ever-accelerating fast fashion is unprecedented, while its supply chain burdens environmental systems. Hedonic fashion consumption is generally unfettered by sustainability concerns, but evidence suggests that island geogra-phies-with dense boundaries between the built and the natural environment-have a heightening effect on eco-consciousness. A framework based on the contemporary condition of hyperconsumption is proposed: island geography heightens sustain-ability awareness; consequently, fashion consumers located on islands trade-off perceived hedonic benefits of fashion consumption against perceived moral benefits of connection with nature. The framework is supported by visual evidence collected on the Galapagos island Santa Cruz, indicating that male fashion consumers express connection with nature by means of tattoos, slogans on clothing and choice of eco-friendly materials. Quantitative tests with survey data from the United States and Ecuador show that residents in HawaiModified Letter Turned Commai and the Galapagos have higher levels of connection with nature compared to residents on the associated continen- tal areas. This effect is mediated by decreased perceived rewards of hedonic fashion consumption, but the effect is overall weaker in Ecuador compared to the United States due to differences in purchasing power and attitudes towards consumer- ism. Because of the stereotype that eco-friendly is unmanly, men are generally less likely to embrace environmentally friendly products and the findings of this research point to avenues to overcome this barrier.

Automated summary

The demand for fast fashion is unprecedented, but its supply chain burdens the environment. Island geography can heighten sustainability awareness among fashion consumers, leading to a trade-off between hedonic benefits and moral benefits of connection with nature. Men are generally less likely to embrace eco-friendly products due to stereotypes, but strategies can be implemented to overcome this barrier.