Generation Y's moral obligation and purchase intentions for organic, fair-trade, and recycled apparel products

Abstract

This study examined Generation Y (Gen Y)’s knowledge, attitudes, moral obligation, and purchase intentions for apparel products with the corporate social responsibility (CSR) attributes of being organic, fair trade, and recyclable. An online survey methodology including open- and closed-ended questions was implemented. A convenience sample of 442 responses was obtained from one US Midwestern institution and used for data analyses. The results of content analysis showed that Gen Y had a lack of knowledge regarding apparel with CSR attributes, specifically those pertaining to fair-trade products. The results of independent samples’ t-test and multiple linear regressions confirmed positive significant effects of moral obligation on purchase intentions, with females having significantly higher levels of moral obligation and attitudes towards purchasing apparel products made of organic materials, fair-trade label, and recycled materials. Findings provide insights into Gen Y as ethical consumers that can lead to future growth of CSR promotions in the apparel industry.