Waste source as a narrative moderator: an emotional and rational dual-pathway model for sustainable fashion

Purpose This study integrates emotion-driven consumption with dual-process theory to examine how emotional (System 1) and rational (System 2) pathways influence purchase intentions for sustainable clothing, and how textile waste type (pre-consumer vs. post-consumer) moderates these pathways. Design/methodology/approach A dual-pathway model with eight hypotheses was tested using data from 414 respondents via a scenario-based between-subjects experiment. Structural equation modeling (SEM) was employed for analysis. Findings The results indicate that both emotional and rational motivations influence purchase intention through emotional resonance and rational assessment, respectively. Waste type significantly moderates the emotional pathway, with post-consumer waste triggering stronger emotional resonance, but does not moderate the rational pathway. Originality/value This study advances sustainable consumption research by revealing the differential moderating role of waste type across emotional and rational pathways, offering strategic insights for sustainable fashion marketing.