What Apparel Impulse Buying Says About Our Society: Does Consciousness for Sustainable Consumption Matter for Apparel Impulse Buying?

The purpose of this study was to investigate the relationship of consciousness for sustainable consumption (CSC) between fashion clothing involvement (FCI) and apparel impulse buying. In January 2019, at a southeastern university, a total of 2,399 college student responses to an online
 survey were analyzed through conditional regression process modeling (Hayes, 2018) to find the mediation effect of CSC between FCI and impulse buying. Environmentally conscience consumers were less likely to impulsively buy clothing, but surprisingly, socially conscience consumers were more
 likely to impulse buy clothing. The study's results reveal why consumers make impulsive apparel purchases and how they perceive their own sustainable consumption. The implications for families and educators are that more needs to be done in connecting the relationship between unsustainable
 buying behavior and the negative effect on society.