Abstract
The present study aims at exploring psychological determinants of intention to purchase sustainable apparel within the framework of the Theory of Planned Behavior (TPB). A convenience sample of 784 university students studying in three major cities (Beijing, Shanghai, and Dalian) of China completed the anonymous surveys. All antecedents included in this study were significantly related to intention of sustainable apparel purchasing. Among them, the most important predictor of Intention to purchase sustainable apparel was individuals’ Attitude towards buying sustainable apparel, followed by Perceived Behaviour Control and Subjective Norm. The TPB was proved to be a reliable predictive model of intention to purchase sustainable apparel in the Chinese context. Findings from this study give readers an understanding of the magnitude and significance of relationships between antecedents and intention in the sustainable apparel consumption domain. These results lead to suggestions for policy makers, marketers and stakeholders involved in the sustainable apparel market.
Highlights
Reducing the impacts of all social actors’ consumption practices is vital to achieve sustainable development (UNCED, 1992)
The results showed a satisfactory fit to the data (χ2=109.005, df=21 (p=0.000), root mean square residual (RMR)=0.044, Root Mean Square Error of Approximation (RMSEA)=0.075, Comparative Fit Index (CFI)=0.973, Goodness-of-Fit Index (GFI)=0.968, Normed Fit Index (NFI)=0.967)
The present study aims at exploring psychological determinants of intentions to purchase sustainable apparel in the context of Chinese university students within the framework of the Theory of Planned Behavior (TPB)
Summary
Reducing the impacts of all social actors’ consumption practices is vital to achieve sustainable development (UNCED, 1992). Given consumers’ interest in sustainable consumption has been ignited with organic foods, it is not surprising that they are seeking to expand their sustainable lifestyle to include sustainable apparel, such as apparel made of organic cotton. Some developed countries have paid much attention to sustainable development and green consumption and have acquired fruitful achievements, while consumers in China are just at the stage of green awakening. This may be one of the reasons that little is understood about Chinese consumers’ acceptance and preferences of environmentally friendly clothing and sustainable apparel purchasing intentions
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