Understanding the Awareness Action Gap in Sustainable Clothing Consumption

The global fashion industry is a major contributor to environmental degradation, making sustainable clothing consumption increasingly essential. However, in emerging economies, the adoption of sustainable apparel remains inconsistent despite growing awareness. This study examines how environmental consciousness (EC) and perceived consumer empowerment (PCE) influence sustainable consumer behaviour (SCB), drawing on the Value–Belief–Norm (VBN) theory to explain the joint effects of environmental motivation and perceived agency. Using data from 505 respondents, the study employed a two-stage analytical approach. Multiple regression analysis showed that both EC and PCE significantly and positively predict SCB, though the variance explained is modest. To capture complex behavioural patterns, ensemble machine learning models—Decision Tree and Random Forest—were applied. The Random Forest model demonstrated superior predictive performance, and feature importance results revealed that EC and PCE dimensions are among the strongest contributors to sustainable behaviour. The findings highlight the pivotal role of psychological processes, specifically environmental consciousness and perceived agency, in influencing sustainable apparel consumption. The study extends psychology and sustainability literature by integrating empowerment into the VBN framework and demonstrating its relevance in an emerging economy context. Practically, the findings underscore the need to strengthen environmental awareness and consumer agency to enhance sustainable clothing adoption in India.