Attitudes toward Ethical Consumption in Clothing: Comparing Peruvian and Portuguese Consumers

Abstract

The aim of this study is to examine the personal factors that influence attitudes toward ethical consumption and its effects on life satisfaction, attitudes toward ecological clothing, and buying intentions, using a comparison of two different contexts: Portugal and Peru. A total of 520 valid questionnaires were collected. Structural equation modeling was employed to test the hypotheses. The findings indicate that idealism and pro-environmental beliefs have a positive effect on attitudes toward ethical consumption. Additionally, attitudes toward ethical consumption are positively associated with life satisfaction and attitudes toward ecological clothing, which can predict buying intentions. This research provides further insight into the attitude-intention gap, by highlighting the dual role of attitudes - combining ethical attitudes with attitudes toward ecological clothing - in two understudied contexts It is noteworthy that this study offers a novel approach to understanding consumer motivation toward ethical consumption and its impact on life satisfaction.