The Perks of Being Minimalist: Assessing the Relationship Between Consumers' Wellbeing, Sustainable Fashion Attitudes and Fashion Involvement

ABSTRACT As concerns for the environmental consequences of the fast‐fashion industry grow, minimalist practices, including a capsule wardrobe, are gaining interest. This study explores how curating a capsule wardrobe influences wellbeing, sustainable fashion attitudes and fashion involvement. In Study 1, a 3‐week intervention with 37 women showed increased subjective happiness, with stable sustainability attitudes and fashion involvement. Study 2, using survey data from 318 women, employed structural equation modelling to test relationships between minimalism, wellbeing and fashion behaviours. The results showed that minimalism enhances wellbeing and support for sustainable values, alongside increasing fashion purchase engagement. Wellbeing also positively influenced localism, which in turn fosters deeper emotional garment involvement. These findings offer new insights into ethical materialism and suggest that minimalist fashion can reconcile personal wellbeing with sustainability while improving enclothed cognition. The study provides practical implications for fashion brand business strategies that align with Sustainable Development Goals 3 (Good Health and Wellbeing) and 12 (Responsible Consumption and Production).