Sustainable Apparel Consumption Research Articles

An extension of a sustainable apparel consumer typology: classy affluents, chic thrifters, functional minimalists, and antifashion austeritics

ABSTRACT The study examined similarities and differences in clothing consumption and daily practices of the four types of sustainable apparel consumers: classy affluents, chic thrifters, functional minimalists, and antifashion austeritics. The data were collected through in-depth interviews to allow participants describe consumption experiences in their words. The final sample consisted of 26 participants. The findings outline twelve dimensions that allow for a nuanced differentiation among the four groups’ approaches and attitudes toward shopping, acquisition behaviour, daily clothing use, and garment care. This study extends the four consumer profiles of sustainable apparel consumer typology, further contributing to theorising the phenomenon of sustainable apparel consumption. Understanding how and why different types of sustainable consumers make their clothing choices will allow companies to better meet their needs through tailored product and service offerings as well as to develop effective marketing strategies.

Environmental Awareness Toward Issues and Challenges of Sustainable Consumerism in the Indian Apparel Industry

This confirmatory study focused on studying the attitude and behavior as well as environmental awareness towards sustainable consumerism. The study also aimed to check if accountability on the part of brands and the government could enhance sustainability in the apparel industry. An empirical inquiry was conducted with 396 respondents, considering they are consumers with purchasing power. The collected data were analyzed using correlation and descriptive analysis. Based on the findings, consumers’ apparel use and brand accountability are positively associated. At the same time, it was found that the attitude and behavior of consumers are the least essential determinants for sustainable apparel consumption. This might imply that their optimistic outlook may not always translate into real purchase behavior, which is consistent with earlier studies. The results of this research provide a foundation for a better comprehension of the many factors, including the sustainability of a clothing brand or product, which may affect consumer behavior. This approach could help the fashion industry develop practical strategies and alter how people think about and utilize apparel in the future.

Exploring young consumers’ perceptions towards sustainable practices of fashion brands

The purpose of this study is to bridge the gap between sustainable fashion and customer purchase intentions by analysing the current trends and offering techniques to increase sustainable fashion awareness and overcome price consumption issues among Generation Z (Gen Z) consumers. A mixed methods approach was employed in this study consisting of online surveys and focus groups surrounding the topic of sustainable apparel consumption among the Gen Z age group. Focus groups served to lead to an online survey of questions to help better understand the phenomena on an exploratory scale. Three focus groups of eight to ten volunteers each aged 18–25 from a large Midwestern university took part in 60-minute discussions regarding their understanding of fast fashion and their purchase intentions/awareness of ethical issues within the apparel industry. Online surveys were conducted through the online platform Qualtrics consisting of 29 questions with a total of 445 participants ranging from 18 to 23 years old taking part in the online survey. Main themes found in the focus groups are the idea of shopping second hand, laziness among consumers and the quality of garments. Surveys found that this age group was willing to pay up to 25 per cent more for a sustainable apparel item and that uniqueness of the item was of utmost importance. Implications for brands and retailers as well as academics are presented.

Evaluating Consumer Behavior and Sustainable Apparel Consumption: A Study on Awareness and Influencing Factors

Evaluating Consumer Behavior and Sustainable Apparel Consumption: A Study on Awareness and Influencing Factors

Evaluating Sustainable Apparel Consumption Practices: Purchasing, Maintenance, and Disposal Behaviours among Ghanaian Youth

Evaluating Sustainable Apparel Consumption Practices: Purchasing, Maintenance, and Disposal Behaviours among Ghanaian Youth

Internal and external factors motivate Generation Z's sustainable apparel consumption in China

Internal and external factors motivate Generation Z's sustainable apparel consumption in China

Internal and external factors motivate Generation Z's sustainable apparel consumption in China

Internal and external factors motivate Generation Z's sustainable apparel consumption in China

An index is worth a thousand words: Considering consumer perspectives in the development of a sustainability label

The purpose of this study was to explore consumers' perspectives on how brands should communicate the sustainability of apparel and to integrate these perspectives into the development of an apparel sustainability index label. Prior research indicates that consumers have an interest in the sustainability of the apparel they consume, however, the apparel industry has yet to develop a universal method for communicating such information directly to consumers. To address this interest, focus groups were conducted with a total of 22 participants. Framed by Signaling Theory, four emergent themes were used as the basis of the index label development: Many Birds, One Seed; Show Me a Picture; Catch My Attention; and Earn My Trust. Based on the findings, a double-sided, color-coded apparel label featuring an apparel sustainability index, icons and a logo was created. This consumer-facing apparel sustainability index label can be utilized by apparel brands to meet consumers’ needs for transparency, as well as encourage sustainable apparel consumption. Future studies can empirically test responses to the label by consumers and apparel brands.

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.

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.

Female Consumers’ Involvement in Intentional Non-Sustainable and Unintentional Sustainable Apparel Decisions: An Emerging Market Perspective

This study is aimed at determining consumers’ sustainable apparel involvement in the purchasing or disposing of apparel in an emerging market context (EMC). Consumers in developed countries show increased interest in sustainable apparel behaviour, contrary to emerging markets such as South Africa, which is indicative of the lowest level of sustainable apparel consumption. An exploratory descriptive qualitative research design was used to determine consumers’ involvement and was facilitated through eleven digitally recorded small focus groups with female apparel shoppers who make use of a custom-made apparel designers. The findings reveal intentional non-sustainable apparel decisions manifest through eco-uninvolved in- store purchases and once-off commissioned designer apparel orders. Unintentional sustainable apparel behaviour is characterised by (1) in-store apparel purchases: signifying quality clothing, observed in the material and stitching, resulting in clothing items worn for longer and handed down from generation to generation, sensitivity to the origin of the garment and (2) apparel disposal behaviour such as (a) keeping apparel as cleaning material and repurposing into wearable apparel; (b) permanent disposal through handing down items and (c) temporary disposal through exchanged items. Applying the Elaboration Likelihood Model, it was possible to explain the lack of elaborated involvement in sustainable apparel practices resembling the peripheral route of the model. Unintentional sustainable practices have not been identified in the South African context, indicating the valuable contribution consumers in an emerging market context (EMC) can make if better awareness is created by the government and the retail sector specifically to address intentional non-sustainable purchasing behaviours in future.

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.

Signaling Sustainability: Exploring Consumer Perspectives on Communicating Apparel Sustainability Information

The fashion industry is characterized by unsustainable production and consumption. However, a consistently noted barrier to sustainable and responsible apparel consumption is a lack of consumer knowledge. A potential solution to mitigate this barrier is to use apparel labeling to signal the sustainability of an item to consumers. Thus, the purpose of this study is to employ signaling theory to explore the aspects of sustainability that resonate with consumers and why, the modes of communication preferred by consumers, and how such information would affect their apparel consumption decisions. In-depth interviews were conducted with a diverse sample of twenty participants. Analysis of the data resulted in the identification of three emergent themes related to communicating information about sustainability that were used to structure the interpretation: Its Importance is Relative, Signal Mode vs. Message, and Increasing the Interest Level. Overall, participants preferred simple, yet detailed messages on apparel labels to communicate aspects of an apparel item’s sustainability. Ultimately, such labeling signals sustainability to consumers, enabling them to differentiate between sustainable and unsustainable apparel.

Exploring young consumers’ perceptions towards sustainable practices of fashion brands

The purpose of this study is to bridge the gap between sustainable fashion and customer purchase intentions by analysing the current trends and offering techniques to increase sustainable fashion awareness and overcome price consumption issues among Generation Z (Gen Z) consumers. A mixed methods approach was employed in this study consisting of online surveys and focus groups surrounding the topic of sustainable apparel consumption among the Gen Z age group. Focus groups served to lead to an online survey of questions to help better understand the phenomena on an exploratory scale. Three focus groups of eight to ten volunteers each aged 18–25 from a large Midwestern university took part in 60-minute discussions regarding their understanding of fast fashion and their purchase intentions/awareness of ethical issues within the apparel industry. Online surveys were conducted through the online platform Qualtrics consisting of 29 questions with a total of 445 participants ranging from 18 to 23 years old taking part in the online survey. Main themes found in the focus groups are the idea of shopping second hand, laziness among consumers and the quality of garments. Surveys found that this age group was willing to pay up to 25 per cent more for a sustainable apparel item and that uniqueness of the item was of utmost importance. Implications for brands and retailers as well as academics are presented.

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.

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.

Capturing sustainable fashion purchase behavior of Hispanic consumers in the US

ABSTRACT Despite the vital role Hispanic consumers play in the U.S. apparel market, research on their sustainable apparel consumption behavior is limited. This study investigated the influence of normative expectations on young Hispanic consumers’ organic apparel purchasing behavior. A self-administered online survey was used to collect data from a population of Hispanic college students. The proposed conceptual model was tested using structural equation modeling (SEM). The study results revealed that social norms did not directly influence organic apparel purchase behavior of Hispanic consumers. Instead, social norms determined personal norms and organic apparel knowledge, which then affected the purchase behavior. Perceived health benefits also significantly affected young Hispanic consumers’ purchase behavior of organic apparel. We also found that organic apparel knowledge significantly affected the perceived quality and health benefits of organic apparel. This study contributed to the literature by 1) understanding the complex relationships of social norms with personal norms, organic apparel knowledge, and organic apparel purchase behavior of Hispanic consumers, and 2) incorporating perceived product value into the conceptual model. Findings of this study can help sustainable apparel manufacturers and retailers to develop effective marketing strategies for targeting Hispanic consumers in the US apparel markets.

Country Differences in Determinants of Behavioral Intention towards Sustainable Apparel Products

Increased demands for sustainable apparel products require research to understand better how to encourage sustainable buying behavior effectively, especially in the understudied areas of cross-cultural research. This study, which includes respondents from the UK, US, and China (total n = 711) who completed an online survey, explores determinants of behavioral intention toward sustainable apparel products (SAP). This paper contributes to examine both consumer characteristics (shopping values, consciousness of sustainability, perceived consumer effectiveness, and environmental knowledge) and marketing perspective (evaluation criteria of SAP) determinants for encouraging sustainable apparel consumption behaviors. Significant country differences also emerged, indicating the positive impact on behavioral intention to sustainable apparel products across three countries. Results of structural equation modeling analysis demonstrated there were differences and similarities in the effect of consumers’ characteristic factors and marketing perspective factors on SAP behavioral intention among three countries. The results validate that differentiated marketing strategies in the sustainable apparel industry are required when targeting global consumers to boost sustainable apparel consumption and successfully help to remedy the crisis facing our planet and further generation.

Exploring the Sustainability Concepts Regarding Leather Apparel in China and South Korea

Sustainability in business and personal life has increased over the past few years and is continuing to develop. Consumption in the clothing and textiles industry causes a significant impact on the environment and utilizes unsustainable practices, from clothing production to use and disposal. With shifts toward a more sustainable future within the government, businesses, and society, the apparel industry and consumers must prepare for a sustainable future. This study examines the determinants of sustainable apparel consumption behavior in China and South Korea. Theoretical and practical evidence from the literature on sustainable consumption is applied to develop a model for investigating the consumers’ behavioral intentions to buy, use, and recommend sustainable leather apparel products. Environmental knowledge, perceived consumer effectiveness, sustainable consumption beliefs, and self-enhancement are proposed as key determinants of behavioral intention to buy, use, and recommend eco-friendly faux leather apparel (E-FLA). The hypothesized antecedents of these concepts are part of the model, as modified by the theory of planned behavior, and the model is examined using structural equation modeling on data from a sample of 450 respondents collected in China and South Korea. An analysis of data is carried out to identify the underlying dimensions of sustainable consumption beliefs and behaviors including pro-environmentalism, social responsibility, and animal conservation. The results show that the key determinants of behavioral intentions to buy, use, and recommend E-FLA are pro-environmentalism and social responsibility, which are related to sustainable consumption belief dimensions and consumers’ self-enhancement. The positive determinants of sustainable consumption beliefs are found to be both environmental knowledge and perceived consumer effectiveness. These results suggest the need for greater environmental knowledge and perceived consumer efficiency in the effort to achieve more sustainable clothing consumption. The implications of the findings for public policy and recommendations for further studies are outlined and discussed.