Title: Factors influencing consumers' intended and actual sustainable purchases of clothing in Germany and South Africa

Authors: Boitumelo Pooe; Thomas Dobbelstein

Addresses: Faculty of Management Sciences, Durban University of Technology, 41/43 M L Sultan Rd, Greyville, Durban, 4001, South Africa ' Faculty of Management Sciences, Durban University of Technology, 41/43 M L Sultan Rd, Greyville, Durban, 4001, South Africa; Business Faculty, Baden Württemberg Cooperative State University, Marktstrasse 28, Ravensburg 88212, Germany

Abstract: This paper aims to determine factors that influence consumers' intentions to purchase clothing sustainably, then determine factors that influence consumers' actual sustainable clothing purchases, and lastly, analyse the intention-behaviour gap of consumers when purchasing clothing sustainably. With a quantitative approach, an online survey was distributed in Germany (550) and South Africa (555) based on quota sampling. The independent variables analysed were the sustainability core-values of consumers, namely prioritisation, planning/habits, commitment/sacrifice and knowledge/information. Additionally, consumers' clothing preferences, such as exclusivity, functionality, price-insensitivity and aesthetics, were further independent variables. Dependent variables were the intentions and the actual sustainable purchases of clothing. Results indicated that sustainability core-values were the most significant factors impacting consumers' intentions and actual sustainable clothing purchases. Furthermore, the intention to purchase clothing sustainably was a vital factor influencing actual sustainable purchases. This was confirmed as the final outcome demonstrated a minimal intention-behaviour gap in both countries.

Keywords: clothing; fashion; sustainability; consumers; purchasing; intention-behaviour gap; Germany; South Africa.

DOI: 10.1504/IJSD.2024.140694

International Journal of Sustainable Development, 2024 Vol.27 No.4, pp.478 - 500

Received: 27 May 2023
Accepted: 25 Jan 2024
Published online: 30 Aug 2024 *

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