Explaining Purchase Intention Towards Eco-Friendly Apparel

Textile manufacturing is one of the polluting industries contributing to approximately 1.2 billion tonnes of toxic greenhouse gases. Due to increasing consumer purchase index, companies are adopting unsustainable means like synthetic fiber and polyester, leaving tonnes of wastewater and other pollutants in order to fulfill customer demand. It leads to deterioration of the environment and causes serious health hazards. The present study addresses the issue of customer purchase intention towards environmentally friendly apparel by using the theory of planned behavior.

Consumers’ Attitude Toward Socially Responsible Consumerism in the Sustainable Fashion Market

The fashion industry is one of the most toxic industries, which has led luxury brands to get involved in their efforts to build a more sustainable fashion future. Although the current fashion industry has put efforts into introducing ethical and sustainable consumption, customers have displayed contradictory attitudes toward green products in the luxury sector. Specifically, customers have generally shown an interest in environmentally friendly apparel while many customers are also shown to be reluctant in purchasing sustainable fashion clothing. This study was aimed at analyzing key variables in regards to attitude towards sustainable fashion advertising for luxury brands. The results showed three statistically significant regression coefficients: Interdependent-self, independent-self, and perceived personal relevancy. In light of the previous discussion, this study also sheds more light into the construal-level influence based on the notion of self-construals on attitude toward sustainable fashion advertisement. Therefore, the results of this study provides empirical evidence for luxury fashion brands seeking to influence and increase green purchase behavior and this gives more insight into the decision making for luxury brand advertisement strategy.

Environmentally Friendly Apparel Products: The Effects of Value Perceptions

The aim of the study was to investigate consumers' value perceptions of apparel companies' activities in regard to environmentally friendly apparel products. We recruited women living in USA to obtain 593 responses for statistical analysis of the data. The results suggest that the fit between environmentally friendly products and a fast fashion brand is important for fashion consumers, and a good fit of the fast fashion brand with sustainability causes increases consumers' perceptions of the fit between the parent brand and the sustainable extension line. Consumers' perceptions of cause-effectiveness value and monetary value of the extension line were each found to have an impact on both their purchase intention and their willingness to pay a premium price. These findings contribute to both academia and fast fashion retailers interested in corporate social responsibility.