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Happiness, altruism and the Prius effect: How do they influence consumer attitudes towards environmentally responsible clothing?

Vaughan Reimers (Faculty of Business, Federation University Australia, Churchill, Australia)
Bryce Magnuson (Faculty of Business, Federation University Australia, Churchill, Australia)
Fred Chao (Newcastle Business School, University of Newcastle, Callaghan, Australia)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 13 March 2017

Abstract

Purpose

Academic research and consumer polls often report strong consumer support for environmentally responsible products (ERPs), and yet the proportion of sales they account for is often comparatively small. The purpose of this paper is to address one of the purported reasons behind this “attitude-behaviour gap” by measuring the influence of six relatively untested factors on consumer attitudes towards environmentally responsible clothing (ERC).

Design/methodology/approach

This study employed a consumer household sample. It also used a quantitative survey approach to collect its data and structural equation modelling to analyse it.

Findings

Of the six factors, four were found to have a significant influence on consumer attitudes: altruism, status enhancement, perceived consumer effectiveness (PCE) and happiness.

Originality/value

Altruism, environmental concern, PCE and self-identity have consistently featured in other environmental contexts, but less so in the specific context of ERC. Happiness and status enhancement have yet to appear in any study relating to the purchase of ERPs.

Keywords

Citation

Reimers, V., Magnuson, B. and Chao, F. (2017), "Happiness, altruism and the Prius effect: How do they influence consumer attitudes towards environmentally responsible clothing?", Journal of Fashion Marketing and Management, Vol. 21 No. 1, pp. 115-132. https://doi.org/10.1108/JFMM-07-2016-0053

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited