LESS IS MORE: ANTECEDENTS OF MINIMALISTIC CLOTHING CONSUMPTION AMONG MILLENNIALS IN COLOMBO DISTRICT

Abstract

1. Introduction Minimalism is emerging as a significant global trend, offering a fresh perspective on consumption, including clothing consumption, and it is also an emerging movement in Sri Lanka. Minimalistic clothing consumption helps preserve precious resources, reduce waste, and lower carbon emissions, all of which significantly benefit the environment and human well-being. Despite the clear benefits and growing interest in minimalistic clothing consumption, the fashion industry in Sri Lanka has yet to fully capitalize on this niche market, highlighting a significant opportunity for sustainable fashion initiatives. Therefore, this study aims to investigate the antecedents of minimalistic clothing consumption among millennials in the Colombo district. 2. Research Methodology Based on the Extended Theory of Planned Behaviour (TPB), Self- Determination Theory (SDT), and prior literature, a conceptual framework is proposed. Environmental concern, resource sharing, normative influence, voluntary simplicity, and modern aesthetics are identified as independent variables, while minimalistic clothing consumption is identified as the dependent variable. Following the positivist research philosophy and deductive approach, a sample of 384 millennial consumers practicing minimalistic clothing consumption was selected using purposive sampling to collect data via a structured questionnaire survey. Multiple regression analysis was employed to test the hypotheses. 3. Findings and Discussion The findings indicate that all variables positively impact minimalistic clothing consumption, with voluntary simplicity having the most significant impact, followed by normative influence, modern aesthetics, resource sharing, and environmental concern, in successive order of impact. 4. Conclusion and Implications The findings of this study offer innovative brands a unique opportunity to pioneer sustainable fashion for conscious consumers. They provide valuable insights for apparel manufacturers, rental businesses, fashion designers, and government organizations to reduce the environmental impact of clothing consumption and promote sustainable practices by developing effective promotional strategies.