La ola verde: female, Hispanic consumers and the green movement

Abstract

Due to their impact on the environment, apparel companies have gradually begun to change manufacturing and production processes and provide consumers with environmentally responsible apparel product options. Among these consumers are Hispanics, a consumer group which research has shown to have a strong purchasing power and astounding population increase. Between 2000 and 2010, the total population in the United States increased by 23.7million people, with Hispanics accounting for over 50% of that total increase (Humes, Jones, & Ramirez, 2011). It is estimated that by 2125 Hispanics will account for 50% of the total U.S. population (Day, 1996). Additionally, between 1990 and 2006, Hispanic buying power had a 450% growth versus a 176% growth of the non-Hispanic population (Humphreys, 2008). It is expected that Hispanic buying power will increase to $1.2 trillion by the year 2012 (Humphreys, 2007). Specifically, females account for 80% of household buying decisions (Gogoi, 2005). With this substantial financial impact, it is imperative that retailers better understand this consumer group. Using the theory of planned behavior and acculturation theory, the purpose of this research was to study the effects environmental knowledge has on environmental attitude and the influence environmental attitude, subjective norms, and the perceived control have on behavioral intention to purchase environmentally responsible apparel products. An online survey of 548 female Hispanic university students in the southeast region of the United States was conducted to collect data in this empirical quantitative study. The study of 65 participants found significant relationships between: environmental knowledge and attitude; attitude and behavioral intent; subjective norms and behavioral intention; and perceived behavioral control and behavioral intent within the female Hispanic population. These results reflect the application of the Theory of Planned Behavior as a theoretical framework to aid in measuring the behavioral intention with respect to the purchase of environmentally responsible apparel products.