Abstract
Extant research addressing the relations between TikTok videos and sustainable apparel consumption behavior is limited. This study explores these relations by testing the following theories and constructs: social consciousness, prior sustainable apparel purchasing, attitude toward TikTok videos (featuring sustainable apparel content), and theory of planned behavior. Results from an online survey supported the proposed conceptual framework, suggesting that cognitive, affective, and behavioral factors relevant to sustainable apparel consumption had a positive influence on sustainable apparel purchase intention.
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