The Persuasive Effect of Competence and Warmth on Clothing Sustainable Consumption: The Moderating Role of Consumer Knowledge and Social Embeddedness

Yoon Yong Hwang,Min Jung Oh,Gin Young Jo

doi:10.3390/su12072661

Abstract

Commonly, most companies regard consumer satisfaction to be their major goal. Companies have in the past been focusing on consumer choice in product sales from a utility theory perspective. However, these days, in addition to personal choice, clothing disposal and sustainable consumption are also becoming main concerns of consumers because of growing environmental problems in many parts of the world. In this research, two studies were conducted, and the results of study 1 were economic factors that affected sustainable consumption behavior positively, and competence cognition was the basis of this effect. A philanthropic factor also positively influenced sustainable consumption behavior, and this effect was mediated by warmth cognition. Economic factors influenced consumers’ product disposal behavior not only through competence cognition but also through warmth cognition. Therefore, to encourage disposal behaviors, such as recycling and donation, strategies are needed that can appeal to economic advantages. Study 2 examined the clothing disposal behavior considering environmental economic factors by scenarios. As a result, it was confirmed that environmental economics factors influenced clothing disposal behavior. In addition, we could confirm the moderated mediating effect as well as the moderating effects of knowledge level. The implications of these results and some suggestions for future research are discussed.

Highlights

Consumption is the sole end purpose of all production which, in turn, brings happiness to customers
As a further measure of reliability, Average Variance Extracted (AVE), which can be explained by the indicator for the latent construct, was verified
The practical implication is that consumers who are aware of the importance of the economic factors will be able to increase responsible disposal behavior through competence

Summary

Introduction

Consumption is the sole end purpose of all production which, in turn, brings happiness to customers. Like Adam Smith [1] said, consumption activity is the most directly fulfilling behavior of consumers’ satisfaction. Customer satisfaction is the most important goal for all companies today, considering the contribution of consumption to individual and social welfare, corporate marketing activities require a wider perspective. With globally growing concern about the pollution of the environment, it is time to take an interest in consumer disposal behavior for social well-being. In the past, clothing disposal was usually treated as a personal concern, but because of environmental problems, product disposal has become an issue of public concern. Product disposal has created a growing garbage disposal problem, which has extended it to a global environmental issue. Inefficient disposal behaviors are currently causing many serious problems [4]. Large amounts of fiber waste produce high levels of contamination and are known to present a high chemical threat [5]

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Conclusion