What Are Consumers Afraid of? Understanding Perceived Risk toward the Consumption of Environmentally Sustainable Apparel

Abstract

The purpose was to gain an in‐depth understanding of the risks that young consumers perceive with respect to consuming apparel products that are environmentally sustainable. Two studies were conducted, using a total of three sets of samples from South Korea and the United States. As a result of Study 1, an exploratory measure was developed and validated for perceived risk that was specifically associated with the consumption of environmentally sustainable apparel. This also took into account the multidimensional nature of perceived risk. As a result of Study 2, a structural model was developed and tested, illustrating the effects that each dimension of perceived risk had on attitudes and behavioral intentions. These studies resulted in the identification of four primary risks, including financial, performance, psychological, and social risks, that keep young consumers from deciding to purchase environmentally sustainable apparel. The results demonstrated that the significance and effect size of the perceived risks were different for the four dimensions. Also, the results indicated that attitudes can act as a mediator between perceived risks and behavioral intentions. These results should help practitioners to become more effective in persuading young consumers to make better choices to minimize the environmental impact of their apparel consumption. The results could also be used to encourage the cultivation and development of apparel products that are sustainable.