Application of Motivation-Opportunity-Ability Theory in the Consumption of Eco-fashion Products: Were Chinese Consumers Underestimated?

Abstract

Fueled by increased affluence and modernization process, China is experiencing dramatic changes in its culture, social value, and consumption values. For Chinese people, the satisfaction of functional needs has been taken place by social, emotional, and experiential needs in apparel consumption. This transformation indicates that Chinese consumers’ attitude and products selection are moving toward health, happiness, and self-satisfaction. In general, Chinese have a stronger financial incentive to live sustainably and they have more flexibility to change. Therefore, the purpose of the study is to determine the factors that influence Chinese consumers’ intention to pursue eco-fashion consumption. The Motivation-Opportunity-Ability theory was applied as the theoretical foundation in this study. The data were collected in China through an online survey. Participants (n = 410) were recruited through email survey link and the social media app (WeChat). The SEM analysis results indicated that self-identity, environment consciousness, environmental apparel knowledge, and attitude significantly determine Chinese consumers’ intention to pursue eco-fashion consumption. In addition, the perceived opportunity was found to have a direct effect on the intention toward eco-fashion consumption, as well as mediate the relationship between perceived ability and intention toward eco-fashion consumption.