The growth of cheap, industrial, mass-production—so-called “fast fashion”—has led to dramatic increases in levels of consumption. Inexpensive products tend to foster unsustainable consumption behaviors, which negatively impact the environment and increase pressure to obtain goods at lower and lower prices; this, in turn, has the competitive effect of decreasing wages. This study focused on the concept of socially responsible consciousness in relation to fashion products. Environmental and labor issue concerns were employed as major variables. Empirical data were collected from males and females, between the ages of 10 and 50. Demographic differences were found in SR consciousness. For example, participants in their 10s, 40s, and 50s had higher levels of SR consciousness than those in their 20s and 30s. In addition, consumers’ levels of environmental and labor issue concerns had varying effects on the criteria they used to select clothing. Product category type was also an influential factor. Moreover, the analysis showed that SR consciousness was less important in the apparel industry than in the food sector. The study also found an attitude-behavior link in relation to the concept of SR consciousness. The link was stronger for environmental concerns than for labor issue concerns. This study aimed to develop a better understanding of current customers’ characteristics and levels of SR consciousness.

This article explores alternate ways to conceptualize self-nature relationship, that is, how nature in general, rather than specific nature places, become part of the extended self and how this influences responsible consumption. An ethnography, using participant observation, iterative in-depth interviews and photographs, was used to understand self-nature relationship and consumption behavior. The study was conducted in Malaysia using the English language as the medium of communication. The results suggest three levels of extended-self, reflecting the individual’s depth of relationship with nature; relational extended-self, encapsulated-self and assimilated-self. Nature as extended self, then, influences meanings attached to nature which results in different levels of attachment with nature; these are, functional, emotional, religious and spiritual attachment. When nature is perceived as separate from self, consumption behaviour is motivated by self-interest or self-preservation. As nature experiences are internalised, individuals begin to form emotional connections which initiates the process of self-extension whereby nature is progressively seen as part of the self. At the higher level, stronger affiliation with nature may result in religious or spiritual attachment, which motivates further assimilation of the self with nature and a sense of oneness with the broader universe promoting communal relationship and mutual gain. Our study contributes theoretically with the discovery of three dimensions of extended self and how extended self influences responsible consumption. Practically, these insights are valuable for public policy, social marketing and sustainability programs, for example, it highlights a possible solution to our unsustainable consumption behaviour which is, programs or activities which encourage our citizens to spend time with nature.