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1 – 10 of over 27000Jaspreet Kaur, Sangeeta Gupta and Lata Bajpai Singh
Sustainable consumption is an important topic for different industries, including the fashion industry. Despite a favourable attitude of consumers towards sustainable products in…
Abstract
Purpose
Sustainable consumption is an important topic for different industries, including the fashion industry. Despite a favourable attitude of consumers towards sustainable products in the fashion industry, the actual purchase by the consumers is limited. Thus, the present study examines sustainable consumption using the theory of planned behaviour (TPB). The purpose of this paper is to study the mediating impact of strategies of justification of unethical behaviour on the gap-based relationship between a purchase intention and a purchase decision for a consumer in a sustainable clothing context.
Design/methodology/approach
For the study, the primary data from 229 graduate-level fashion students enrolled in universities across India has been analyzed with the help of structural equation modelling.
Findings
The study results have proven that attitudes and subjective norms can positively affect purchase intentions when it comes to purchase of the environmentally sustainable products. Further, economic rationality (ER) and government dependency (GD) partially mediate the purchase intention–behaviour gap of the justification strategies for unethical behaviour.
Practical implications
The results would be helpful in implementing sustainable clothing consumption among Indian consumers. The study would be beneficial for industry professionals, export houses and scholars to discover possible reasons which can lead to the widening of the intention–behaviour gap when it comes to the purchase of the sustainable clothing consumption for Indian consumers. Critical implications for marketers from the present research assert that ER and GD are important factors that could increase the purchase intention of young consumers towards sustainable clothing.
Originality/value
The results of the study contribute to the existing literature in a novel way by adding justification strategies for unethical behaviour to the TPB model. This study is innovative as it adds new constructs to the TPB model by including the three justification strategies that people use for unethical consumption behaviour (ER, economic development and GD) to gain insight into why a purchase intention–behaviour gap exists for sustainable clothing.
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Maria S. Soledad Gil, Jin Su, Kittichai Watchravesringkan and Vasyl Taras
The purpose of this study is to empirically examine the impact of cosmopolitan consumer orientation (CCO) on sustainable apparel consumer behavior.
Abstract
Purpose
The purpose of this study is to empirically examine the impact of cosmopolitan consumer orientation (CCO) on sustainable apparel consumer behavior.
Design/methodology/approach
A 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.
Findings
Based 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/value
This 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.
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Bharti Ramtiyal, Paras Garg, Shubha Johari, Ajay Pal Singh Rathore and Abhilash Thakrey
Sustainable manufacturing practices are excessively being practised in the industry today. The impact on sustainability is ever more visible to the stakeholders because of faster…
Abstract
Purpose
Sustainable manufacturing practices are excessively being practised in the industry today. The impact on sustainability is ever more visible to the stakeholders because of faster and more efficient communication due to social media and the internet. This paper aims to study the impact of greenwashing by corporations and the stakeholders’ environmental concerns on consumers’ sustainable purchase behaviour.
Design/methodology/approach
The relationships between the impression of “greenwash”, sustainable purchasing behaviour, green word-of-mouth and green brand loyalty were investigated in this quantitative study. Participants who made up a representative sample filled out written surveys. The variables of interest were evaluated using scales that have undergone validation. Structural equation modelling was used in mediation analysis to investigate the mediating impacts of green word-of-mouth and green brand loyalty. The goal of the study was to offer empirical proof of how these factors affected consumers’ choices for sustainable products.
Findings
Analysis of the mediating relationship of perceived customer effectiveness in the relationship between environmental concern and sustainable purchase behaviour has been studied.
Research limitations/implications
This study implicates that a company that primarily markets basic green and sustainable products or services must invest in informing people about environmental concerns and that by proper practices, a lot of the harm to the environment can be reduced.
Originality/value
Corporate greenwashing, also called false greening, has received much public attention recently. The unethical practices by the corporations, which previously majorly went unnoticed, have also recently gained a lot of visibility. This paper is one of the early attempts towards establishing the effect of corporate greenwashing on sustainable consumer behaviour.
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Pooja Mehta, Amarjit Kaur, Sandeep Singh and Minakshi Duggal Mehta
The purpose of this study is to examine relationship between numerous factors (fashion orientation, conspicuous consumption and environmental consciousness) that influence fast…
Abstract
Purpose
The purpose of this study is to examine relationship between numerous factors (fashion orientation, conspicuous consumption and environmental consciousness) that influence fast fashion (FF) purchase intention and their impact on FF purchase behavior and exploring the moderating effect of sustainable clothing consumption attitude.
Design/methodology/approach
This study uses quantitative analysis approach, wherein data have been collected from 571 college students by using non-probability snowball sampling. Partial least square structural equation modeling (PLS-SEM) has been applied to analyze the relationships among variables.
Findings
Determinants fashion orientation and conspicuous consumption have substantial impact on the desire to buy FF, which has strong association with FF purchasing behavior. Environmental awareness, contrarily, has detrimental impact on FF purchasing intentions. Furthermore, sustainable clothing consumption attitude significantly moderates FF intention–behavior relationship.
Practical implications
Findings may be viewed as a driving course in textile and garment sector for entrepreneurs as they represent customers’ intents and behavior in connection to the adoption of FF. Strategists can understand the product’s lifecycle; marketers can define innovative ways of marketing, advertising and promotion; start-ups can look for opportunities in sustainable fashion industry by innovating, manufacturing and dealing in eco-friendly sustainable products; and policymakers can make suitable policies to create awareness regarding sustainable fashion.
Originality/value
To the best of the authors’ knowledge, there is no study that comprehensively deals with defining, structuring and validating factors affecting purchase intention and behavior in case of fashion industry, accompanied by the role of sustainable consumption attitude as a moderator between FF intention and behavior, in a single model.
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Mara Martini, Francesco La Barbera, Susanna Schmidt, Chiara Rollero and Angela Fedi
The theory of planned behaviour (TPB) and its extensions are often used to explain intentions to perform sustainable behaviours. Emotions can provide the impetus for action and…
Abstract
Purpose
The theory of planned behaviour (TPB) and its extensions are often used to explain intentions to perform sustainable behaviours. Emotions can provide the impetus for action and should be considered in high-involvement situations, such as sustainable food purchase decisions. Therefore, the aim of this research work was to investigate whether the addition of different types of emotions (self-related, social and pro-active) to the TPB main constructs – attitude (ATT), subjective norm (SN) and perceived behavioural control (PBC) – improves the explanation of intention to make two sustainable food purchase choices: purchase Fairtrade (FT) products and purchase through solidarity purchasing groups (SPGs).
Design/methodology/approach
The present investigation was conducted by two studies using online questionnaires and focussing on purchasing FT food products (Study 1) and purchasing food through SPGs (Study 2). Stepwise regression models were run to explain the intention to purchase FT products (Study 1; N = 240) and the intention to purchase through SPGs (Study 2; N = 209).
Findings
Results show that emotions increase the predictive validity of the TPB model. The study also highlights the importance to distinguish between different types of emotions. Amongst those considered in both studies, only pro-active emotions play a significant role in predicting food purchasing intention. Results encourage further investigation of the role of emotions in TPB-based models for predicting sustainable food purchase choices.
Research limitations/implications
The measurement of the three classical antecedents of the TPB model (ATT, SNs and PBC) performed by single items can be considered the main limitation of this work. In future research, instruments made up of more items measuring these three theoretical dimensions should be used. In addition, it would be important to conduct an analysis of the beliefs that determine ATTs, norms and perceived control.
Originality/value
Different from previous studies that considered emotions in extension of the TPB model to explain sustainable behaviours, the present work separately analysed the role of three different kinds of emotions (self-related, social and pro-active) in explaining sustainable food behaviours.
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Dayu Cao, Yan Zheng, Chunnian Liu, Xiaoying Yao and Shiyue Chen
This study aims to identify and describe the relationships among different consumption values, anxiety and organic food purchase behaviour considering the moderating role of…
Abstract
Purpose
This study aims to identify and describe the relationships among different consumption values, anxiety and organic food purchase behaviour considering the moderating role of sustainable consumption attitude from the viewpoint of the theory of consumption values.
Design/methodology/approach
Data were collected using a structured questionnaire survey in first-tier cities in China. A total of 344 consumers of organic foods participated in the study. Structural equation modelling and hierarchical regression analysis were employed for data analysis.
Findings
The results indicated the significant association of functional value-price, emotional value, social value and epistemic value with purchase behaviour. Anxiety had a positively significant influence on functional (quality), functional (price), emotional, social, conditional and epistemic values. In addition, the results indicated that functional (price), emotional, social and epistemic values played mediating effects in the relationships between anxiety and purchase behaviour. Moreover, sustainable consumption attitude had a positive moderating effect on functional value-price and purchase behaviour.
Practical implications
The research not only provides novel and original insights for understanding organic consumption but also provides a reference for organic retailers to develop sales strategies and policymakers to formulate policies to guide organic consumption that are conducive to promoting sustainable consumption.
Originality/value
For the first time, this research attempts to explore the relationships among different consumption values, anxiety and purchase behaviour. It may improve the gap of inconsistency in attitude and behaviour in organic consumption, and provide a new perspective for the study of organic consumption.
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Barış Armutcu, Rasim Zuferi and Ahmet Tan
The purpose of the current study is to help remove the obstacles to sustainable production and consumption by revealing the determinants of green consumption behaviour, which is…
Abstract
Purpose
The purpose of the current study is to help remove the obstacles to sustainable production and consumption by revealing the determinants of green consumption behaviour, which is one of the precursors of sustainable economic growth. This study aims to expand the theory of planned behaviour (TPB) model and contribute to the relevant literature by investigating the factors of social media usage, social media marketing and digital marketing interactions that have not been investigated before in relation to green product purchasing behaviour.
Design/methodology/approach
This study examines the effect of the extended TPB model on consumers’ intention to buy green products in Turkey, which has a Middle Eastern culture and is a developing economy. In the study, data collected from 409 participants with the questionnaire method were analysed using SmartPLS 4.0 and IBM SPSS 26 statistical programs.
Findings
The study findings revealed that all the structural elements of TPB (attitude, subjective norms, personal behaviour controls) and social media marketing and digital marketing interactions contribute to consumers’ green product purchasing behaviour. The study findings also demonstrated that the use of social media is not effective in the purchasing of green products.
Originality/value
Understanding consumers’ perspective on purchasing green products is crucial for policymakers, businesses and marketers, as it helps formulate appropriate strategies to support sustainable economic growth. In this respect, this study has important implications for sustainable consumption and production. In addition, to the best of the authors’ knowledge, the study is the first to examine consumers’ green product purchasing behaviour in the context of sustainable economy.
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Nazan Okur, Canan Saricam, Aleyna Rumeysa Iri and Irem Sari
The purpose of this study is to assess the impact of Covid-19 on sustainable fashion consumption behavior by proposing a conceptual framework combining consumer-specific factors…
Abstract
Purpose
The purpose of this study is to assess the impact of Covid-19 on sustainable fashion consumption behavior by proposing a conceptual framework combining consumer-specific factors and product-specific factors with a special emphasis on consumer value perceptions.
Design/methodology/approach
Theory of consumption value was integrated into the knowledge, attitude behavior model in the conceptual framework having consumer-specific and product-specific aspects. Perceived value (PERVAL) scale was used to measure value perceptions. The model was verified by a survey conducted among a random sample of 520 participants. The factors were extracted by using exploratory factor analysis and then confirmed by using confirmatory factor analysis. The hypotheses in the conceptual model were tested for different consumer groups, and the strength of the relationships was calculated by using multigroup analysis in structural equation modeling.
Findings
It was observed the environmental concern raised the need for getting knowledge about the environment. The impact of environmental knowledge on the value perception of sustainable fashion products varied for the consumers affected by Covid-19 at different levels. Quality perception and price perception were influenced most by environmental knowledge in that order for the consumers with “high fear and uncertainty” and “low fear and uncertainty”. Similarly, the perceived emotional and social values were influential on purchase intention for consumers with high fear and uncertainty, whereas price and social value perceptions were influential for the consumers with low fear and uncertainty.
Originality/value
This study is the initial study that investigated the impact of the Covid-19 pandemic on the consumption of sustainable fashion products. The integration of theory of consumption value into the knowledge, attitude behavior model allowed identifying the relationship between environmental issues and sustainable fashion consumption. Using the PERVAL scale for measuring perceived value, the study provided valuable insights for understanding the most important value dimensions for sustainable fashion products for consumer groups affected by Covid-19 at different levels. The results regarding the changes in the rankings related to the impact of environmental knowledge on dimensions of perceived value and the impact of perceived values on purchase intention enabled the integrated model to explain the attitude–behavior gap.
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Sita Mishra, Gunjan Malhotra, Ravi Chatterjee and Waheed Kareem Abdul
This research focuses on the consumption behavior of young consumers by examining their ecological consciousness and several self-oriented and psychological variables…
Abstract
Purpose
This research focuses on the consumption behavior of young consumers by examining their ecological consciousness and several self-oriented and psychological variables (fashion-orientation, frugality and psychological ownership toward the environment) that may trigger their sustainable purchase behavior. The research used “Psychological Ownership Theory” to examine sustainable purchase behavior in the context of apparel consumption.
Design/methodology/approach
To gather data, a multi-method approach is used, including a scenario-based choice experiment (n = 62) and a structured survey (n = 338) using an online self-administered questionnaire. Data analysis was done using SPSS AMOS version 25 and PROCESS SPSS macro.
Findings
The results of the two studies revealed the mediation effect of “psychological ownership toward the environment” between ecological consciousness and sustainable purchasing behavior. Furthermore, fashion-orientation was found to be a significant moderating variable influencing sustainable purchase behavior; however, the impact of frugality was insignificant.
Originality/value
This research is one of the first that examined the mediation impact of psychological ownership of the environment in sustainable purchasing behavior using multi-method. The research focuses on the ecological consciousness of young consumers that develop psychological ownership.
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Thanh Tiep Le, Tien Le Thi Cam, Nhan Nguyen Thi and Vi Le Ngoc Phuong
The purpose of the research is to investigate whether corporate social responsibility awareness (pCSR), environmental concerns (EC) and consumer environmental knowledge (CK) will…
Abstract
Purpose
The purpose of the research is to investigate whether corporate social responsibility awareness (pCSR), environmental concerns (EC) and consumer environmental knowledge (CK) will have an impact on sustainable purchase intention (SPI). Furthermore, this paper also contributes to surveying the mediating impact of consumer attitudes (CAs) between intention and the three factors mentioned above.
Design/methodology/approach
SmartPLS (version 4.0) structural equation modeling (SEM) and quantitative methods were used to analyze 457 responses from consumers. The survey sample consisted of individuals between the ages of 18 and 34, with a male-to-female ratio of 70 to 30. The study aims to examine and put into practice new directions for manufacturing firms in the fields of fashion, food and consumer products. At the same time, provide more convincing evidence about the use of these fields in the research.
Findings
The study showed a favorable link between pCSR, EC, CK and SPI through the proposed hypotheses. The research additionally showed that CAs mediate between the aforementioned variables.
Originality/value
The important and distinctive results of this study encourage both consumers and enterprises to make changes in their perceptions of society. Consumers should gradually change their daily lifestyle by consuming more sustainable products. As a result, this outcome will provide the impetus for manufacturing businesses to alter their operational procedures in order to support the shift from the production of products to more friendly processes, with the help of all levels of management within the business.
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