Abstract
The purpose of this research was to evaluate the differences and similarities of organic cotton clothing (OCC) purchase behaviors of the consumers who lie at the top and the bottom of the apparel supply chain. The influences of consumers’ sustainability knowledge and social norms on consumers’ attitudes and purchase intentions were examined to understand within the framework of the Theory of Reasoned Action (TRA). Sample data were collected from the United States and Bangladesh and, finally, 136 useable responses were used for the data analysis. Among the useable responses, 85 samples were from the US (containing 91.76% female participants and 4.71% male participants) and 51 responses were from the Bangladesh sample (containing 7.84% female participants and 88.24% male participants). A structural equation model was conducted to test the proposed hypotheses. Findings showed that for US consumers, sustainability knowledge was a powerful predictor of positive attitudes towards OCC, while for Bangladeshi consumers, it was not. In the context of social norms, Bangladeshi consumers demonstrated a strong positive attitudes formation whereas American consumers were found to display less strong relationships. OCC marketers and retailers should concentrate on educating consumers about the real benefits of organic cotton consumption by disseminating proper information about organic cotton fiber and its processing.
Highlights
Textiles and clothing industries are developing rapidly to meet the growing demand for short-lived fast fashion
organic cotton clothing (OCC) marketers and retailers should concentrate on educating consumers about the real benefits of organic cotton consumption by disseminating proper information about organic cotton fiber and its processing
Agriculture-based natural fiber production or laboratory-based synthetic fiber production and final garment manufacturing are damaging the ecosystem by polluting the environment
Summary
Textiles and clothing industries are developing rapidly to meet the growing demand for short-lived fast fashion. For instance, needs a large quantity of water and pesticides to grow. 8000 chemicals including dyes, and auxiliaries are required in the manufacturing processes of cotton clothing [3]. Traditional cotton fiber production processes damage the soil, water, and air, polluting the environment [4]. In contrast, is based on the use of organic seeds, and chemical-pesticide free farming methods [6]. According to The Soil Association, the production and processing of organic cotton reduces the carbon footprint and protects the environment by maintaining the quality of soil and water [7]. Increased awareness of an environment-friendly lifestyle through sustainable consumption (organic food, organic cotton, reusing, repurposing) is becoming popular presently. The global market of sustainable apparel is expected to reach
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