Spirituality bestowing self-transcendence amid COVID-19 through slow fashion

ABSTRACT

We proposed and tested a conceptual model exploring how (i) COVID-stress evokes spirituality;(ii) COVID-stress and spirituality engender positive attitude toward the different dimensions of slow fashion (i.e. equity, authenticity, functionality, localism, and exclusivity) as a symbol of self-transcendence and (iii) spirituality mediates the relationships between COVID-stress and the different dimensions of slow fashion. We conducted an online survey in Amazon Mechanical Turk (n = 317) and analyzed the data through structural equation modeling. (i) COVID-stress positively influences spirituality;(ii) both COVID-stress and spirituality positively influence attitude toward slow fashion in terms of equity, authenticity, localism, and exclusivity;(iii) spirituality mediates the relationships between COVID-stress and all the dimensions of slow fashion except for functionality. Due to the fast-changing situations amid the pandemic and the uneven severity of the pandemic globally, a cross-sectional study may have limited the scope for capturing nuances of retail consumer behavior. In summary, we suggest that the consumption of slow fashion apparel as a symbol of self-transcendence may help consumers cope with COVID-stress in the hope of building spiritual ties with a higher power through the process of ethical consumption amid the pandemic. © 2023 Korean Scholars of Marketing Science.