Abstract

Aiming at the problems of pollution and waste in the clothing industry, the concept of the green innovation of clothing brands is put forward here and analyzed in terms of five dimensions: green product innovation, green technology innovation, green image innovation, green service innovation, and marketing green innovation. Based on the theory of perceived value, in this study we analyzed the mechanism of clothing brand green innovation with regard to consumers’ purchase intention and, on this basis, investigated the mediating role of perceived value and the moderating role of consumer innovation. Simultaneously, we designed a measurement scale for clothing brand green innovation and used the structural equation model to test the research hypothesis. The results showed that clothing brand green innovation can effectively promote green purchase intention and behavior, that consumers produce purchase intention and behavior through the perception of novelty, usefulness, and greenness, and that highly innovative consumers are more likely to perceive novelty and are more willing to buy. This study provides new ideas and references for clothing brand green innovation.

Highlights

  • Innovation can add new vitality to enterprises and is the main driving force of economic growth worldwide

  • The results show that clothing brand green innovation can directly affect green purchase intention and affect green purchase intention through perceived novelty, perceived usefulness, and perceived greenness

  • This research defines the concept of clothing brand green innovation and its different dimensions in comparison with the previous research

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Summary

Introduction

Innovation can add new vitality to enterprises and is the main driving force of economic growth worldwide. With the continuous rise of the textile and clothing industry, pollution problems follow—such as excessive production emissions of clothing enterprises, clothing hoarding and waste caused by fast fashion, landfills or burning of off-season clothing, and so on—which force clothing brands to find green innovation methods as soon as possible to deal with the increasingly severe environmental problems [3,4]. Employees of such brands will take the initiative to introduce green products. These brands provide environmental protection products (such as environmental protection shopping bags). Such brands provide product maintenance services (such as washing and repairing).

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