Research on Psychological Motivation of Social Aesthetics and Group Norms Guiding Sustainable Apparel Consumption Choices

Abstract

 The textile industry is advancing green transformation across the board, and sustainable apparel has stepped out of niche markets and gained public popularity. Consumer behavior is shaped by external economic factors and consumers’ inner psychology. Based on the Theory of Planned Behavior, this paper analyzes the internal psychological mechanisms of social aesthetics and group norms affecting sustainable clothing consumption. The sustainable fashion sector in China maintains sound development. In the consumption scenario, the aesthetic orientation of the public and the behavioral norms of social communities have become important factors affecting clothing purchase decisions. These two sets of norms jointly govern consumers’ purchasing behavior. Identity expression, environmental moral cognition and social value perception together form a psychological link between external factors and individual consumption. This paper clarifies the working mechanisms of the above two factors, and the conclusions offer practical guidance for sustainable apparel brand design and community management. This study does not carry out cross-sectional analysis based on social identity theory. Further empirical research is needed to verify the mediating and moderating effects of these psychological variables.