Title: Understanding environmentally friendly apparel consumption: an empirical study of Chinese consumers

Authors: Ting Chi; Yiwen Zheng

Addresses: Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman WA, 99164, USA ' Hennes & Mauritz AB (H&M), Jing'an District, Shanghai, 200000, China

Abstract: This study aims to empirically determine the factors that significantly affect Chinese consumers' EFA purchase intention. Building on the theory of reasoned action and the theory of planned behaviour [i.e., attitude, subjective norm, and perceived behaviour control (PBC)], with additional antecedents and moderators [i.e., perceived consumer effectiveness (PCE), past behaviour, EFA knowledge, collectivism orientation, and long-term orientation], an enhanced consumer EFA purchase intention model is developed. Using 192 survey responses, factor analysis and structural equation modelling were utilised for data analysis and hypothesis testing. The model exhibited high explanatory power. Attitude, subjective norm, PBC, and PCE showed significantly positive effects on EFA purchase intention, while PBC and EFA knowledge enhance the relationship between attitude and EFA purchase intention. In addition, consumers who care more about in-group belonging were more willing to conform to subjective norms and felt higher consumer effectiveness in environmental protection. Consumer's future-oriented perspective drove the formation of a positive attitude toward EFA purchase.

Keywords: environmentally friendly apparel; purchase intention; Chinese consumers; China; empirical study; consumer behaviour; apparel industry; clothing industry; garment industry; theory of planned behaviour; TPB consumer attitudes; subjective norms; perceived behaviour control; perceived consumer effectiveness; past behaviour; collectivism orientation; long-term orientation; factor analysis; structural equation modelling; SEM; environmental protection.

DOI: 10.1504/IJSSOC.2016.079080

International Journal of Sustainable Society, 2016 Vol.8 No.3, pp.206 - 227

Received: 07 Apr 2015
Accepted: 20 Oct 2015

Published online: 12 Sep 2016 *

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