Abstract
The objective of the research was twofold. First, we examined the effect of the connection with traditional values as an antecedent of three attitudes: slow fashion, pro-environmental and handcrafted clothing. Second, we examined the direct effect of these attitudes on the intention to repurchase handcrafted clothing and indirectly on the consumption of slow fashion. A quantitative, explanatory and cross-sectional research was developed by applying a face-to-face survey to 362 consumers of handcrafted clothing in Mexico. The results showed that the connection with traditional values positively influences three attitudes: slow fashion, pro-environmental and handcrafted clothing. Both attitudes towards slow fashion and handcrafted clothing influence repurchase intention; however, the pro-environmental attitude does not affect repurchase intention. Yet, the latter does affect slow fashion consumption. This study