Continuance Intention to Use Sustainable Fashion Based on the Post-Acceptance Model: Focusing on the Moderating Effect of Involvement

The purpose of this study is to examine the factors influencing Chinese consumers’ continuance intention to use sustainable fashion products by applying the Post-Acceptance Model (PAM) and to assess the moderating role of involvement. A total of 564 valid responses were collected from Chinese consumers, and empirical analysis was conducted. Structural equation modeling was used to analyze the relationships among constructs, employing SPSS 30.1, Amos 31 and SmartPLS 4.1. The findings indicate that functional, economic, eco value, and environmental concerns significantly affect perceived usefulness. All relationships among the key variables in PAM were statistically significant. Additionally, involvement was found to positively moderate the relationship between satisfaction and continuance intention. These results suggest that, in the context of sustainable fashion consumption, PAM variables are crucial in shaping continuance intention, and involvement serves as a moderating factor that strengthens the link between satisfaction and continuance intention. This research expands the application of PAM to sustainable fashion consumption and integrates multidimensional consumption values, thereby proposing a comprehensive model for understanding post-adoption behavior in sustainable consumption. It extends the existing literature by explaining consumer behavior with a focus on continuance intention. Particularly, consumer segmentation based on involvement can optimize engagement strategies across diverse consumer groups.