Purchase Intention Of Apparel Research Articles

Enhancing the Theory of Planned Behavior with Perceived Consumer Effectiveness and Environmental Concern towards Pro-Environmental Purchase Intentions for Eco-Friendly Apparel: A Review Article

The textile sector has become a significant source of pollution due to increasing carbon emissions, heightened greenhouse gas emissions, and growing landfill contributions. In response, the industry is turning towards sustainable fashion, which is gaining popularity as an eco-friendly practice. This study utilized the theory of planned behavior (TPB) alongside variables such as environmental concern, personal moral norms, and perceived consumer effectiveness to predict eco-friendly apparel purchasing intentions among educated Indian youth. The research applied variance-based partial least squares structural equation modeling (PLS-SEM) to assess the proposed model. Results revealed that perceived behavioral control significantly and positively impacts purchasing intentions, followed by personal moral norms, general attitude, and perceived consumer effectiveness. Environmental concern was shown to indirectly influence purchasing intentions via the primary TPB variables and personal moral norms. Additionally, multi-group analysis (MGA) was used to investigate the moderating effects of perceived consumer effectiveness on the attitude-intention relationship, finding that individuals with higher perceived effectiveness displayed a more consistent attitude-intention correlation compared to those with lower perceived effectiveness. This study offers valuable insights for professionals and policymakers, suggesting the development of tailored sustainable marketing strategies and policies to address local market conditions.

Exploring Determinants of Second-Hand Apparel Purchase Intention and Word of Mouth: A Stimulus–Organism–Response Approach

The U.S. second-hand clothing industry is experiencing rapid growth, driven by increasing environmental awareness among consumers. However, there is a gap in understanding the driving forces behind this trend. This study aims to investigate the impact of external factors, including product quality, information quality, and service quality, on consumers’ internal emotions and examines how these emotional states, encompassing hedonic value, utilitarian value, environmental value, functional risk, aesthetic risk, and sanitary risk, influence their purchase intentions and word-of-mouth recommendations. Data were collected from 448 consumers who have shopped for second-hand clothing through an online survey conducted on Qualtrics. Multiple regression was applied to test the hypotheses. The findings indicate that product quality, information quality, and service quality enhance consumers’ perceived hedonic, utilitarian, and environmental values. Furthermore, service quality significantly reduces consumers’ perceived risks in terms of functionality, aesthetics, and sanitation. Additionally, consumers’ purchase intentions and word of mouth regarding second-hand clothing are positively influenced by their perceived hedonic, utilitarian, and environmental values. This research enriches the understanding of consumer behavior in the second-hand marketplace and offers insightful implications for retailers and marketers in the second-hand clothing industry.

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

Live streaming has become the hottest marketing method for apparel brands nowadays. E-commerce anchors, as the core of live marketing, have an important role in influencing consumers' impulse purchase intention. However, the research on clothing brand anchor characteristics on consumers' impulse purchase intention based on live-streaming anchor characteristics has yet to be explored in related studies. The article uses consumer trust and attitude as mediating variables, and the cognitive-affective system as an analytical framework. All variables are tested by validated factor analysis, and FsQCA to analyze the grouping of anchor characteristics (attractiveness, popularity, professionalism, interactivity, and brand fit) in apparel live streaming marketing. The article discovers seven configurations that triggered consumers' high impulse purchase intention and five configurations of non-high impulse purchase intention. The findings indicate that (a) all dimensions of anchor characteristics have a significant effect on consumers' impulse purchase intention, in which the effect of popularity is most significant; (b) consumers' trust has a mediating effect between anchors' attractiveness, popularity, interactivity, brand fit, and impulse purchase intentions; (c) consumers' trust and consumers' attitude have a chain-mediated effect between popularity, brand fit, and impulse purchase intention. The results of the research will help clothing anchors to further understand consumers' information needs and perceived preferences, and provide references to improve the quality of live streaming.

The impact of environmental accidents on the green apparel purchase behavior of Generation Z.

This study examines the impact of environmental accidents on Generation Z's purchase behavior towards green apparel, integrating the Theory of Planned Behavior and the Norm Activation Theory to conceptualize how different dimensions of environmental accidents influence consumer behavior. Employing focus groups and questionnaires, this research captures data on Generation Z's perceptions and behaviors towards green apparel in the context of environmental accidents. The collected data were analyzed using SPSS software, with structural equation modeling employed to test the research hypotheses. The findings indicate that the scale (H12 = 0.545), the degree of suddenness (H18 = 0.357), nature of the effect (H14 = 0.295), and duration (H17 = 0.289) of environmental accidents significantly influence Generation Z's awareness of consequences, behavioral attitudes, subjective norms, and perceived behavioral control regarding the purchase of green clothing. Notably, the scale of environmental accidents has a significant impact on perceived behavioral control, which in turn significantly affects Generation Z's intention to purchase green apparel (H3 = 0.5). This study elucidates the impact of environmental accidents on Generation Z's green apparel purchase intentions. The findings highlight Generation Z's environmental awareness and social responsibility, influencing their purchasing decisions. This research offers practical insights for brands to enhance green marketing strategies, focusing on product quality, transparency, and consumer education to align with Generation Z's values and expectations. Future research should explore additional factors affecting purchase behavior and strategies to bridge the intention-behavior gap.

Do cosmopolitans care about the world? The effect of cosmopolitanism on the consumption of sustainable apparel

PurposeThe purpose of this study is to empirically examine the impact of cosmopolitan consumer orientation (CCO) on sustainable apparel consumer behavior.Design/methodology/approachA total of 469 US responses collected using MTurk were retained for the analysis after screening for unengaged responses. Structural equation modeling was used to confirm the factor structure of the measurement model and to analyze the structural model. A two-step cluster analysis using log-likelihood distance measure and Akaike's Information Criterion was conducted to explore consumer profiles and past behavior.FindingsBased on the model results, CCO positively impacts apparel sustainability knowledge, attitude toward purchasing sustainable apparel, perceived norm and sustainable apparel purchase intention. Attitude and perceived norm also impact sustainable purchase intention. The two-step cluster analysis, based mainly on sustainable past behavior, reveals that the group of sustainability engaged consumers knows more about apparel sustainability, has a stronger intention to purchase sustainable apparel, is more cosmopolitan and shows a higher tendency to follow social norms. Consumers in this group also tend to live in metropolitan areas and are slightly younger than unengaged consumers.Originality/valueThis study expands CCO research linking two major trends in society and industry: cosmopolitanism and sustainable apparel consumer behavior. The study reveals that CCO uplifts consumers' sustainable behavior and provides evidence in support of CCO as a driver of sustainable consumer behavior. Moreover, results imply a positive future outlook for the diffusion of sustainable apparel, as well as a much-needed mainstream consumer adhesion to more sustainable lifestyles. Given the repercussions of the findings, this research has numerous theoretical as well practical implications.

TikTok Videos and Sustainable Apparel Behavior: Social Consciousness, Prior Consumption and Theory of Planned Behavior

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.

Effect of Subjective Norm on Consumers' Purchase Intention Towards Counterfeit Apparel Products: Does Level of Formal Education Matter?

This study investigated the moderating effect of the level of formal education on the subjective norm and purchase intention of consumers towards counterfeit apparel products in Tanzania. The study utilized a survey strategy during data collection and involved 315 respondents as a sample size. The researcher employed Structural Equation modeling technique using AMOS software for data analysis. The results indicated that subjective norm had a positive and significant effect on purchase intention of counterfeit apparel. The results showed no statistical differences between subjective norm and purchase intention of counterfeit apparel products in less and high levels of formal education consumers. The study concluded that subjective norm is the key predictor of consumers’ purchase intention of counterfeit apparel products. The study also concluded that the level of formal education had no moderating effect on the relationship between subjective norm and purchase intention counterfeit apparel. Thus, the study recommends that future researchers to consider other predictors and moderating variables to investigate consumers purchase intention of counterfeit apparel products in different settings.

Sustainable Apparel Consumption: Personal Norms, CSR Expectations, and Hedonic vs. Utilitarian Shopping Value

The sustainable consumption trend is gaining popularity among Gen Z. Guided by the environmental awareness construct, Norm Activation Model, corporate social responsibility paradigm, and shopping value perspective, this study aims to assess how environmental awareness is connected to consumer evaluations of their personal consumption behavior and corporate social responsibility to help explain their sustainable apparel purchase intention, in conjunction with consumer shopping motivation. An online survey was conducted with a group of Gen Z consumers (N = 192). The results from testing the conceptual model indicated that environmental awareness was positively linked to personal norms and CSR expectations, both of which were similarly related to green purchase intentions. While hedonic and utilitarian shopping value was positively associated with CSR expectations, they were both negative predictors of green purchase intentions. This study is the first to integrate environmental ethics, personal ethics, expectations of corporate ethics, and hedonic vs. utilitarian consumption value to better understand the attitude–behavior gap in sustainable apparel purchase decision-making.

Understanding the role of individual concerns, attitude, and perceived value in green apparel purchase intention; the mediating effect of consumer involvement and moderating role of generation Z&Y

Understanding the role of individual concerns, attitude, and perceived value in green apparel purchase intention; the mediating effect of consumer involvement and moderating role of generation Z&Y

Did Anything Good Come Out of the Pandemic? COVID-19-Stress Induced Self-Regulatory Sustainable Apparel Consumption among the Millennials in the U.S.

Based on the theoretical frameworks of cognitive dissonance theory, regulatory focus theory, and the compensatory consumer behavior model, we proposed and tested a conceptual model delineating the relationships between COVID-19-stress, commitment to the environment, and intentions for sustainable apparel consumption in terms of intentions for purchasing sustainable apparel and divesting apparel (e.g., handing down or donating apparel). Conducting an online survey (n = 312) with the national millennial population of the U.S., we found that COVID-19-stress positively influenced (i) commitment to the environment and (ii) purchase intentions for sustainable apparel; commitment to the environment positively influenced (iii) purchase intentions for sustainable apparel and (iv) intentions for divesting apparel. Although COVID-19-stress did not influence intentions for divesting apparel directly, commitment to the environment mediated the relationships between COVID-19-stress and both purchase intentions for sustainable apparel and intentions for divesting apparel. We suggest that COVID-19-stress triggered self-regulatory sustainable apparel consumption intentions due to a heightened commitment to the environment to protect the environment amid the pandemic. Based on the findings of our study, we recommend the sustainable apparel brands and marketers promote how sustainable apparel consumption can protect the environment to make the environment and human beings less susceptible to the future outbreaks of pandemics.

Antecedents of consumers' online apparel purchase intention through Virtual Try On technology: A moderated moderated‐mediation model

AbstractThe study aims to empirically examine the consumers' online apparel purchasing behavior using the constructs from the technology acceptance model (UTAUT). The complex interrelationships between perceived usefulness, perceived risk, perceived enjoyment, and virtual try‐on (VTO) technology were explored using a moderated moderated‐mediation model. Most importantly, this research focuses on how VTO, one of the frequently used disruptive technologies, influences consumer behavior. Using a structured survey instrument, the data was collected from 288 millennial respondents and has been analyzed using Hayes's PROCESS macros. The results reveal that attitude towards VTO mediated the relationship between perceived usefulness and behavioral intention of customers to engage in online shopping. Perceived risk (first moderator) negatively moderated the relationship between perceived usefulness and attitude towards VTO, and perceived enjoyment (second moderator) has positively moderated the relationship between perceived usefulness and perceived risk and behavioral intention mediated through attitude towards VTO. The theoretical and practical implications were also discussed.

인스타그램 광고 맥락에서 여성 소비자의 결혼 여부, 온라인 댓글 성향, 그리고 인지된 댓글 수준이 애슬레저 의류구매 의도에 미치는 영향

This study defines and presents the effects of female consumers’ marital status, online comment propensity, and perceived level of comments on athleisure apparel purchase intention in the context of Instagram advertisements. Paying attention to the growth of the athleisure market, where female consumers are in the mainstream, 400 women in their 10s to 40s are selected as the test subjects. For the study, 2 (marital status: single vs. married) × 2 (online comment tendency: positive vs. negative) × 2 (perceived comment level: low vs. high) ANOVA is used to present the results. As a result of the study, significant main effects are found in all marital statuses, online comment propensity, and perceived comment level. This study also clarified a significant interaction between comment propensity and perceived comment level. Based on the research results, vast implications are presented.

Sustainable apparel: a perspective from Bangladesh’s young consumers

PurposeThis study aims to understand Bangladeshi young consumers’ perceptions of sustainable apparel. Specifically, through the lens of the theory of reasoned action (TRA), this study investigates the impacts of man–nature orientation (MNO) and social influences on Bangladeshi young consumers’ intention to purchase sustainable apparel.Design/methodology/approachEmpirical survey-based research was conducted, and data were collected from 387 Bangladeshi college students.FindingsThe findings of the study show that MNO significantly influences Bangladeshi young consumers’ attitudes toward purchasing sustainable apparel, which, together with social influences, impacts young Bangladeshi consumers’ intention of making efforts to purchase sustainable apparel.Originality/valueThis study incorporates the specific cultural value – MNO with the traditional TRA model to understand young Bangladeshi consumers’ sustainable apparel purchase intention. The results of this study demonstrate the applicability of the TRA framework in understanding young consumers’ sustainable apparel consumer behavior in the context of Bangladesh, which is a developing country with a collectivistic culture. This study provides insights into how apparel brands and retailers should design their sustainability strategies in developing countries such as Bangladesh.

The Impact of COVID-19 on Online Fashion Apparel Purchase Intention

The purpose of this study is to determine the influence of Covid-19 on the intention to purchase online fashion clothing. A structured questionnaire was used to collect data from 231 customers in an online survey. The researchers utilised exploratory factor analysis to uncover the most important elements that influence customer behaviour while purchasing online fashion items. Multiple regression study revealed that situational variables, practical motive, and safety and precaution had a positive and substantial influence on customers’ online buy intention for fashion items. Hedonic incentive, on the other hand, had a minor impact, despite being beneficial on purpose. A structured questionnaire was shared with the respondents for data collection. The Questionnaire was floated between individuals who purchase fashion apparel online. The questions assessing the four predictors were first subjected to an exploratory factor analysis. Second, multiple regression was used to determine the influence of these variables on online purchase intentions among customers.

Drivers of green apparel consumption: Digging a little deeper into green apparel buying intentions

AbstractThe apparel industry's sustainability is gaining scholars' attention amidst increasing concerns about its environmental impacts. However, to ensure that the industry's efforts in environmental preservation succeed, it is crucial to identify the factors that can positively influence consumers' purchase or buying intentions for green apparel. However, at present, this topic is relatively understudied. Assimilating the norm activation model (NAM) and the stimulus–organism–response (SOR), we investigate economic, cognitive and ecological factors as antecedents to consumers' green apparel buying intentions. Additionally, we adapt the model to consider consumers' knowledge about apparel production as a moderator. Empirically analysing data from 478 apparel consumers from the USA through structural equation modelling, we found significant roles for affordance, ecological concerns and ascription of responsibility as stimuli influencing an individual's cognitive state through green self‐efficacy, green attitude and personal norms. The latter, in turn, affects the individual's buying intentions. Our findings entail several suggestions to help scholars, policymakers and business managers positively influence consumers to make green purchase decisions. We contribute significantly to the literature by explaining the nuances of driving factors that promote green apparel buying, and practitioners can leverage them to devise appropriate strategic tactics supporting such consumption practices.

Manifesting globalness through country of origin advertising and its effect on consumer’s apparel purchase intention

Manifesting globalness through country of origin advertising and its effect on consumer’s apparel purchase intention

Influence of e-WOM on women's apparel purchase intention: a study on Myntra app

Influence of e-WOM on women's apparel purchase intention: a study on Myntra app

“Why Should I Buy Sustainable Apparel?” Impact of User-Centric Advertisements on Consumers’ Affective Responses and Sustainable Apparel Purchase Intentions

Despite the urgency of protecting the environment, unsustainable apparel consumption continues to damage it. We identified some of the most important consumer concerns (i.e., affordability, social desirability, environment protection) from the literature that influence consumers’ sustainable apparel purchase intentions and proposed a conceptual model grounded in the Elaboration Likelihood Model to test the efficacy of user-centric advertisements in encouraging purchase intentions for sustainable apparel. We conducted a between-subject experiment with female millennials in the U.S. (n = 344). Analyzing the data through ANCOVA, MANCOVA, and structural equation modeling, we evinced that (i) irrespective of involvement with environmental issues, user-centric advertisements could be centrally (thoughtfully) processed when they incorporate consumers’ concerns for affordability, social desirability, and environment protection; (ii) the central processing of user-centric advertisements mediates the relationship between advertisement modalities (textual and textual with visual) and affective response toward sustainable apparel; (iii) the processing of user-centric advertisements evokes favorable affective responses (e.g., desire) and minimizes unfavorable affective responses (e.g., boredom) toward sustainable apparel; and (iv) favorable and unfavorable affective responses positively and negatively influence purchase intentions for sustainable apparel, respectively. Based on our findings, we recommend that marketers should communicate how sustainable apparel meets consumers’ concerns of affordability, social desirability, and environment protection in a holistic manner instead of using pro-environmental cues only.

Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts

The circular economy is one of the crucial issues in fashion because the fashion industry is a major global polluter. Many consumers are adopting a more sustainable lifestyle and it shows in their buying preferences and behaviors. This study aims to predict sustainable fashion apparel consumption using an extended version of the belief–attitude–intention framework, by investigated the moderating effect of generational cohorts. Particularly, the study emphasizes the rental apparel, second-hand apparel, and recycled apparel markets. Survey data were collected from 135 Generation X consumers, 134 Generation Y consumers, and 139 Generation Z consumers in Taiwan. Structural equation modeling and the bootstrapping method were applied to test the hypothesized relationships. The findings determined environmental consciousness, perceived value, and perceived risk as key predictors of consumers’ sustainable apparel purchase intentions. The findings also showed that the generational cohort negatively moderated the relationship between environmental consciousness and sustainable apparel purchase intentions. Therefore, fully understanding consumers’ purchase intentions regarding sustainable apparel is an indispensable topic for both academia and industry in a circular environment. Moreover, the fashion industry should concentrate more on promoting sustainability and ecologically friendly apparel products as well as developing multi-generational marketing strategies.

Uncovering the determinants of environmentally-friendly apparel purchase intention in Indonesia: Incorporating environmental concern and knowledge into the theory of planned behavior

The clothing industry is a high-growth industry that is attractive to be occupied by the business. However, behind its appeal, this industry brings harmful impacts to the environment. The fashion industry is considered the 2nd most destructive industry in the world. Environmental damage due to industry occurs not only in the production process but also in consumption and disposal. As the growth of this industry cannot be separated from consumer intervention, efforts to improve the environmental impact caused by this industry also require consumers’ role. Consumers can improve the environment through their consumption choices, such as replacing the usual products with more sustainable products. Therefore, it is essential to discover what factors can encourage consumers to consume more environmentally friendly apparel. This study intends to explore consumer motivation in deciding to buy environmentally friendly apparel by applying the extended theory of planned behavior. As an extension, this study includes two additional variables, namely environmental concern and environmental knowledge. This study involved 407 respondents who have followed some environmentally friendly apparel brands. The collected data would then be analyzed with smartPLS 3.0. The result of the study showed that all variables are proven to be significant in influencing consumers’ purchase intention for environmentally-friendly apparel, except for environmental concern, which influence is indirect through attitude. The result of this study gives new insight into what shapes the intention of buying environmentally-friendly apparel.