Apparel Consumption Research Articles

Drivers of Sustainable Apparel Purchase Intention: An Empirical Study of Malaysian Millennial Consumers

The fashion industry has expanded at the expense of the environment. Consumption and environmental pollution both serve as a wake-up call to the global endeavour to adopt more socially and environmentally responsible behaviours. It implies, in particular, a paradigm shift in consumer behaviour away from conventional to green products. Understanding the factors that influence consumer purchasing decisions is critical in developing the demand for and commitment to sustainable apparel consumption. In support of the United Nation’s efforts to promote sustainable consumption in Malaysia, a study was conducted to determine the motivating factors that influence consumers’ purchase intentions for sustainable apparel. The moderating effect of fashion consciousness on the outcome was also examined. An extended model of the Motivation-Opportunity-Ability (MOA) Theory and Self-Determination Theory (SDT) was developed and tested using 324 responses collected from the Malaysian millennial generation in six major urban locations. The results of the structural equation modelling analysis indicated that the elements of motivation, opportunity, and ability were all positively linked with the sustainable apparel purchase intention. Fashion consciousness had a moderating effect on the relationships between the three drivers (motivation, opportunity, and ability) and purchase intention. The research findings provide valuable insights for businesses to formulate a sustainable and unified business model that incorporates environmental, social, and consumer considerations into core business practices. These insights would also help designers to advance the development of sustainable products as an area of innovation and support policymakers in achieving the UN’s 17 Sustainable Development Goals (SDGs).

Can a connection with the indigenous cultural values encourage sustainable apparel consumption?

PurposeThe authors investigated the role of cultural (i.e. traditional and religious) values in predicting the relationships between the attitudes toward the environment and slow fashion and the purchase intention for sustainable apparel.Design/methodology/approachAn online survey was conducted in Amazon Mechanical Turk with the millennials of the US (n = 317). The data were analyzed through structural equation modeling (SEM).FindingsThe connection with indigenous cultural values in terms of the (1) traditional values positively influenced attitudes toward the environment and slow fashion; (2) religious values positively influenced attitude toward slow fashion but did not influence attitude toward the environment. (3) Both attitudes towards environment and slow fashion positively influenced purchase intention for sustainable apparel. (4) The connection with cultural values did not influence purchase intention toward sustainable apparel directly; however, (5) attitude toward slow fashion mediated the relationship between connection with cultural values and purchase intention for sustainable apparel both in terms of traditional and religious values, and (6) attitude toward the environment mediated the relationship between connection with traditional values and purchase intention for sustainable apparel.Practical implicationsInstead of focusing only on pro-environmental messages, marketers should use culture-specific cues to evoke favorable attitudinal and behavioral responses toward sustainable apparel.Social implicationsAdvertisement cues of sustainable apparel imbuing the target market's cultural values could help in protecting culturally significant elements of nature in the long-term by evoking positive attitudes toward the environment and slow fashion and encouraging purchase intention for sustainable apparel in the short-term.Originality/valueThe authors indicated the importance of indigenous cultural values in shaping favorable attitudes toward the environment and slow fashion and purchase intention for sustainable apparel.

The role of access-based apparel in processes of consumer identity construction

PurposeThe aim of the study is to analyse negotiations about ownership and style in access-based apparel related to processes of identity construction.Design/methodology/approachThe study applies a qualitative and interpretative method and relies on semi-structured depth interviews and focus group interviews with clothing library users as the main data source. The conceptual context of this paper is that of consumer culture theory approaches to consumer identity construction and the role of object ownership in consumer identity projects.FindingsThe empirical analysis highlights how processes of consumer identity construction related to symbolic values of clothing and self-possession mechanisms related to ownership are negotiated in encounters with access-based types of fashion consumption with effects on potential consumer adoption of access-based forms of consumption. The findings are structured in six analytical themes.Social implicationsThere are several aspects of this research which are of relevance to the sustainability agenda and which have societal implications. Identity has been identified, in previous research, as a key conceptual tool for exploring, predicting and deepening the understanding of pro-environmental and sustainable behaviours. As such, if the aim is to strengthen the commitment of societies to environmental and sustainable behaviours, then this will require greater knowledge of consumers' identities and meaning-making processes. This is a challenge, not least in terms of recognizing the barriers identified in this study as relating to issues of consumer identity construction.Originality/valueThis study reveals multiple possibilities as well as barriers for implementing collaborative apparel consumption schemes in a fashion and apparel context. Some of the barriers might be explained by clothing's emotional character and close relationship to identity formation. Furthermore, the participants questioned whether access and renting services could substitute the meanings of owning. In conclusion, the authors argue that clothing may be a challenging type of goods to integrate in liquid forms of consumption and findings point out complexities amongst fashion-conscious consumers regarding meaning and identity values of collaborative apparel consumption. Theoretical contributions of an interpretative consumer identity approach for understanding barriers as well as possibilities for consumer adoption of access-based fashion are developed in the concluding sections of the article.

Towards Circular Economy for More Sustainable Apparel Consumption: Testing the Value-Belief-Norm Theory in Brazil and in The Netherlands

The apparel industry causes environmental problems, particularly due to the shortening life cycle of garments and fast-fashion’s throw-away culture. The circular economy provides solutions to minimise and prevent these problems through innovative circular business models, which require changes in consumer behaviours. With the lens of environmental psychology, we analyse consumers’ willingness to acquire circular apparel considering four approaches on clothing life-cycle extension. We conducted an online questionnaire among Brazilian and Dutch consumers and tested if the Value-Belief-Norm (VBN) theory can explain the willingness of consumers to purchase circular apparel. Our results indicate that, overall, the variables from the VBN theory explain circular behaviour in the apparel industry and that the paths suggested by the model are supported by our analyses. Additionally, we tested and found that when all of the variables from the VBN theory were controlled for, materialistic values did not explain circular behaviours in the apparel industry among Brazilian respondents. However, they had a positive influence on some circular apparel behaviours among Dutch consumers. Overall, materialistic values did not play an important role in predicting willingness to consume circular clothing. Furthermore, the results suggest that the VBN theory predicts willingness to consume circular apparel better in the Netherlands compared to Brazil, suggesting that this behaviour may be perceived as more effortful for the Brazilian population. However, we highlight the need for future research.

S/he styles: narcissistic fashion apparel consumption in India

PurposeThis research aims to investigate if consuming fashion apparel brands for the purpose of social appearance expressiveness may garner calculative brand commitment, through the mediation of narcissistic brand love. It also tests moderation of gender for the aforementioned mediated relationship.Design/methodology/approachThe research has a core qualitative component (Study 1), which focuses on an interpretivist approach using a grounded theory paradigm to analyze data (N = 37) collected from semi-structured depth interviews. It is followed by a positivist survey based enquiry (study 2), and the data (N = 245) were analyzed using Haye’s (2017) process macro.FindingsAnalysis reveals that Indian consumers fall in narcissistic love with those apparel brands that aid their quest for maintaining desirable social appearances and develop a calculative commitment toward the brands, which aid this quest. The effect of social appearance expressiveness of apparel brand on consumers’ narcissistic brand love is moderated by gender, such that female consumers (as compared to males) are more invested in consuming fashion apparel brands as a means to enhance their social appearances.Originality/valueThe value of this study lies in extending self-presentation theory to understand the role of consumer narcissism in shaping Indian consumers’ fashion apparel consumption. The authors investigate the narcissistic consumption orientation that evolves as a result of consumers’ desire for social self-expression, irrespective of possessing narcissism as an enduring personality trait. Thus, the findings are relevant for possibly all consumers who, given certain conditions, may temporarily develop narcissistic brand love.

Impact of perceived website cues on purchase experience and e-purchase intention of online apparel buyers

The purpose of this research is to evaluate the impact of perceived website cues of apparel retailers' websites on customers' purchase experience and online buying intention of apparel consumers. For this, survey data was collected with the help of a structured questionnaire using five-point Likert scale from 160 working professionals within the age group of 25-60 years from Delhi/NCR region employing purposive and quota sampling. Exploratory factor analysis revealed existence of four apparel website attributes namely product information, privacy and security, customer service and navigation. Regression analysis results showed that there is a significant influence of privacy and security, customer service and navigation attributes of apparel websites on buyers purchase experience and e-purchase intention. The paper attempts to fill the void in the literature by shedding light on the influence of apparel website cues on purchase experience and e-purchase intention of Generation X and Generation Y apparel buyers.

Shopping Channel Preference for Readymade apparels Among Consumers in Dehradun City

Not long ago, shopping typically means purchasing from a brick and mortar shop, but times are changing and today’s consumer have multiple channels available for shopping. In case of readymade apparels, they are available on multiple shopping channels like traditional brick and mortar shops, online websites, Teleshopping etc. Marketers always look out for channel preference of consumers as well as factors affecting their preference for choosing a particular channel. This study explores purchasing channel preference behavior of readymade apparel consumers of Dehradun city through a survey and examines role of demographic factors in channel preference.

EU comes closer to restricting PFHxA uses

The European Union is a step closer to restricting at least some of the uses of perfluorohexanoic acid (PFHxA) now that two key committees have weighed in. The European Chemicals Agency (ECHA) is considering a 2019 proposal from Germany to restrict the manufacture, sale, and use of PFHxA, its salts, and related substances . PFHxA is a toxic member of the family of environmentally persistent per- and polyfluoroalkyl substances (PFAS) . The agency announced Dec. 9 that its Committee for Socio-economic Analysis endorsed restriction of PFHxA chemicals where minimizing emissions of these compounds isn’t possible—especially in paper and cardboard food-contact materials , textiles used in consumer apparel, and municipal uses of firefighting foams . But the panel said uncertainties stopped it from backing restriction on all uses of PFHxA substances. In June, ECHA’s Committee on Risk Assessment endorsed restricting these chemicals because they are very persistent and mobile in the

Global vs local: analysis of the consumer-brand relationships in India

PurposeThe purpose of this study is to analyze two global brands (i.e. Benetton and Tommy Hilfiger) and one Indian brand (i.e. Wills Lifestyle) in terms of general brand impression, brand specific associations and brand commitment. In addition, the study investigates how the regional differences in India and Indian consumers' affinity towards global brands influence the consumer-brand relationships.Design/methodology/approachThe research framework has been developed based on consumer-brand relationship theory. The consumer–brand relationship is an important indicator of the success of brands, especially when brands attempt to expand to other markets (Roper and Parker, 2006; Bastos and Levy, 2012). Three brand types were chosen for this study. The choice of the US global brand is Tommy Hilfiger, the European global brand is United Colors of Benetton, and the Indian domestic brand is Wills Lifestyle. The study utilized a repeated measure (split-plot) design involving more than two independent groups. A split-plot analysis of variance analyses a design in which a repeated measure (i.e. within subjects) factor is crossed with a between-subjects (i.e. treatment variable) factor.FindingsThe results confirm the importance of global brands over local brands in the Indian apparel consumer market. This study also examined how Indian consumers' affinity for global brands influences their evaluation of the global brands and the local Indian brands.Originality/valueThe study expands the literature on Indian consumer brand preferences through the investigation of three brands. The theoretical background of the study is the consumer-brand relationship theory that explains the importance of consumer–brand relationship when brands attempt to expand to other markets.

Product Choice: Does Eco-Labeling Play an Important Role in Apparel Consumption in India?

Anecdotal evidence suggests that eco-labeling can be used as a communication tool. Although a considerable amount of eco-labeling research has been undertaken over the last few decades, only one study was conducted in India. The majority of labeling studies were conducted in the United States and Europe. The overarching objective of this study is to investigate how gender and age may affect the consumers’ reliance on sustainable labels to guide their purchases in India. In total, 309 usable surveys were collected from 198 females (64.1%) and 111 males (35.9%). Our findings revealed that both men and women perceived clothing fit and comfort as the two most significant evaluative cues. In general, Indian consumers rely a great deal more on the fit, comfort and style to evaluate clothing than on eco-labels and ethical labels. This implies that apparel shoppers are unlikely to sacrifice physical comfort and aesthetics for sustainability. Many Indian consumers are value-oriented shoppers. They often shop around to search for the best value to justify their choices, while satisfying their physical and psychological needs. In terms of the effects of age, younger consumers are relatively more familiar with sustainable labels than their older counterparts.

The Infinite Wardrobe: Female Consumers’ Value Perceptions Regarding Collaborative Consumption of Apparel

Abstract Understanding the potential factors and underlying mechanisms to engage in collaborative consumption practices has become a significant concern for academics and practitioners. However, collaborative consumption research is still considered in its early stage; thus, further research is needed. Based on this need, this study extends existing research by providing empirical support for the importance of value perceptions and empathy on female consumers’ attitudes and behavioral intentions to engage in collaborative consumption in the apparel industry. This study also shows a significant moderating effect for materialism and the need for uniqueness in the collaborative consumption of apparel. These findings are believed to be particularly valuable in contributing to the broader literature on collaborative consumption and guiding, especially practitioners, to develop strategic tactics for motivating consumers to engage in collaborative consumption practices.

Examining the luxury apparel behavioural intentions of middle‐class consumers: The case of the South African market

AbstractThe study aims to offer an understanding of luxury apparel behavioural intention amongst middle‐class consumers in emerging markets. There is a lack of understanding of luxury apparel behavioural intention amongst the middle class in emerging markets, leading to luxury apparel marketers developing irrelevant marketing strategies. Consequently, this study uses the theory of planned behaviour by incorporating additional luxury‐context antecedents and including collectivistic constructs and income levels as moderators to understand luxury apparel behavioural intention amongst the middle class in South Africa. As South Africa is the preferred market for luxury apparel retailers when targeting Africa, the South African middle class was deemed an important group to understand. Through the online questionnaire, 629 responses were obtained. Covariance‐based structural equation modelling and moderation analysis were used to assess the proposed relationships. The results show that the impact of luxury‐context antecedents ‐ fashion involvement, materialism‐success, brand consciousness, status consumption ‐ provide a deeper understanding to how consumers in emerging markets differ in their consumption of luxury apparel. The moderating role of collectivism reveals that middle‐class consumers in emerging markets are concerned with conforming and face‐saving when purchasing luxury apparel. In addition, the moderating role of income levels reveals that middle‐class consumers with lower income are more influenced by their social groups compared to those with higher income, which suggests that lower‐income groups are more aspirational and seek acceptance. Further insights are provided regarding the moderating role of collectivism and income levels on behavioural intention.

As cheap as humanly possible: why consumers care less about worker welfare

PurposeWorker welfare and modern slavery within the fashion industry remain a key supply chain challenge for many retailers, consumers, governments and advocacy groups. Yet, despite publicised worker-welfare violations, many fashion retailers continue to post record sales and profits, indicating that consumer concern does not always translate at the cash register. Research has shown that worker welfare is a less salient area of concern for fashion consumers, and the aim of this research is to investigate the reasons why this may be the case.Design/methodology/approachDue to the exploratory nature of the research, a qualitative methodology was deemed the most appropriate. Twenty-one semi-structured interviews were conducted with Australian fast-fashion consumers to investigate the underlying reasons worker-welfare violations are less likely to elicit pro-social consumer behavioural change and are a less salient area of concern.FindingsThis study found that consumers perceive worker-welfare concerns at both a proximal and cultural distance to themselves, and therefore struggle to connect with the issues associated with modern slavery. Additionally, there was an underlying social consensus that exploitative practices are an accepted part of the fast-fashion supply chain to ensure the continuation of low-cost clothing. Despite an underlying awareness of exploitative practices and acknowledgement that modern slavery is ethically wrong, other consumer values often influenced purchase behaviour and the level of concern expressed towards garment workers.Originality/valueThis is the first study to apply psychological distance in a fast-fashion context to better understand consumer perceptions towards modern slavery. Responding to calls for further research into ethical consumption of apparel, this study develops an in-depth understanding of the reasons why worker welfare is a less salient area of concern for fast-fashion consumers. Extending on current literature, this study qualitatively investigates consumer sentiment towards worker welfare, identifying the greatest barriers to consumers' levels of concern. In addition to a theoretical contribution to the fashion, ethics and business literature, this article provides key insight to guide practice.

Effects of CSR Messages on Apparel Consumers’ Word-of-Mouth: Perceived Corporate Hypocrisy as a Mediator

This study focused on understanding how (mis)match between a company's corporate social responsibility claims as indicated in their mission and the activities it actually undertakes to meet its CSR goals leads to consumers’ corporate hypocrisy and how consumers’ CSR-CA beliefs moderate the relationship between the two. Using the Moral Responsibility Theory of Corporate Sustainability as a framework, this research analyzed the difference in corporate hypocrisy between consumers with high versus low CSR-CA tradeoff beliefs. In addition, we examined the impact of consumers’ corporate hypocrisy on their negative word-of-mouth intention and how participants’ injunctive norm impacts the relationship between the two. A sample of 538 adult US consumers were recruited for an online experimental study. The study extends the findings of MCRS and also provides implications for apparel businesses.

Exploration of dissonance segments among fashion apparel consumers: Evidence from a developing nation

PurposeThe purpose of this paper is to examine the existence and profile consumer segments based on dissonance in Indian apparel fashion retail market.Design/methodology/approachThis study is based on cognitive dissonance theory (CDT) and analyses data using cluster and discriminant analysis on a sample (n = 354) from India.FindingsThe findings revealed three dissonance segments among consumers based on the intensity of dissonance experienced. This study also validated the clusters and profiled each segment. In doing so, the three clusters exhibited unique differences with respect to purchase and socio-demographic characteristics. Moreover, high dissonance segments were found to inversely impact customer’s satisfaction, loyalty and overall perceived value and positively impact tendency to switch.Practical implicationsUnderstanding the existence of cognitive dissonance (CD) patterns among consumers is critical for fashion apparel retailers. This paper offers unique insights into the specialties of each dissonance segment that assists the marketers to frame appropriate strategies to target them.Originality/valueThis paper advances knowledge on consumer behavior by highlighting the significance of CD.

New Trends in the Apparel Industry: Exploring New Access-Based Consumption Models in the Mexican Market

Building on the access-based consumption and sharing economy literature, this research explores new trends of apparel consumption among Mexican women. The methodology used is a qualitative approach based on 12 in-depth interviews. The field research took place in the three main cities of Mexico: Mexico City, Monterrey, and Guadalajara. The analysis found different ways to access apparel: a) lending; b) renting from a physical store; c) renting from an online website; d) shared purchase; e) online purchase; and f) purchase from a physical store. Therefore, participants mentioned more alternatives for access￾based consumption than for traditional purchase models. The possession of things (ownership model), especially status possessions such as clothes and accessories, is far from disappearing. However, it is important to better understand the scope and impact of the access-based consumption model in developing countries.

Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers

Apparel rental, also known as collaborative apparel consumption, has created an innovative and popular business model, providing consumers with the ability to focus on using their products instead of ownership. Recent surveys show that sustainability is driving demand and customer loyalty in the US. Among all generations, Gen Z consumers lead the way. To better understand the emerging popularity of apparel rental services among Gen Z consumers who are becoming a major driving force for retail growth and the sustainability movement, this study aimed to identify the factors significantly influencing Gen Z consumers’ intention to use apparel rental services; 362 eligible responses were gathered via a questionnaire survey. The psychometric properties of the proposed model were examined, and the multiple regression method was applied to test the hypotheses. Attitude, subject norms, perceived consumer effectiveness, past environmental behavior, and fashion leadership significantly affected Gen Z consumers’ intentions to use apparel rental services. Attitude plays a mediating role between Gen Z consumers’ environmental knowledge, fashion leadership, need for uniqueness, and their intention to use apparel rental services. The proposed research model exhibited good explanatory power, accounting for 58.6% of the variance in Gen Z consumers’ use intention toward apparel rental services.

Domestic laundry and microfiber pollution: Exploring fiber shedding from consumer apparel textiles.

Synthetic fibers are increasingly seen to dominate microplastic pollution profiles in aquatic environments, with evidence pointing to textiles as a potentially important source. However, the loss of microfibers from textiles during laundry is poorly understood. We evaluated microfiber release from a variety of synthetic and natural consumer apparel textile samples (n = 37), with different material types, constructions, and treatments during five consecutive domestic laundry cycles. Microfiber loss ranged from 9.6 mg to 1,240 mg kg-1 of textile per wash, or an estimated 8,809 to > 6,877,000 microfibers. Mechanically-treated polyester samples, dominated by fleeces and jerseys, released six times more microfibers (161 ± 173 mg kg-1 per wash) than did nylon samples with woven construction and filamentous yarns (27 ± 14 mg kg-1 per wash). Fiber shedding was positively correlated with fabric thickness for nylon and polyester. Interestingly, cotton and wool textiles also shed large amounts of microfibers (165 ± 44 mg kg-1 per wash). The similarity between the average width of textile fibers here (12.4 ± 4.5 μm) and those found in ocean samples provides support for the notion that home laundry is an important source of microfiber pollution. Evaluation of two marketed laundry lint traps provided insight into intervention options for the home, with retention of up to 90% for polyester fibers and 46% for nylon fibers. Our observation of a > 850-fold difference in the number of microfibers lost between low and high shedding textiles illustrates the strong potential for intervention, including more sustainable clothing design.

A Design Ethnography Approach to Developing Apparel Design Guidelines for Older Women in China

This study applies a mixed-method design ethnography approach guided by inclusive design practices, to investigate fashion preferences and design requirements for older female consumers in China. Twenty-seven Beijing women aged between 55 and 70 years old participated in a semi-structured interview and wardrobe study to obtain textual and visual ethnographic data. Examining the parameters of dressing preference of these participants revealed a range of influences that informed their clothing choices and fashion perceptions. The study provides insight into the dressing requirements, clothing preferences, and apparel consumption behaviors, of an older Chinese female demographic, from a design-orientated perspective. Revealing this consumer group’s specific needs can inform improved fashion design and apparel product development, enabling the creation of apparel design guidelines to assist fashion designers and companies in validating targeted product development for this demographic.

Social campaigns to encourage responsible fashion consumption: qualitative study with university students

A fruitful line of research on responsible consumption has recently emerged due to a concern for and interest in environmental issues and the growing resource depletion, providing an opportunity for communications to influence human behavior toward environmental protection. This paper shows the design, implementation, and impact assessment of two social campaigns aimed to inform the public of the effects of an overconsumption of clothing and encourage responsible consumption. We designed a non-experimental, descriptive, qualitative study based on 30 semi-structured interviews with university students in Bogotá, Colombia, from variables such as campaigns’ message, behavioral intentions, and relationship with the social and environmental context. The results show the students’ unawareness of overconsumption but suggest a positive impact on their intentions to increase responsible apparel consumption. This study contributes to empirical knowledge of better alternatives for effective messages that favor responsible consumption.