Predicting sustainable fashion consumption intentions and practices

Yingxiu Hong; Abdullah Al Mamun; Qing Yang; Mohammad Masukujjaman

doi:10.1038/s41598-024-52215-z

journal article Open Access Jan 19, 2024

Predicting sustainable fashion consumption intentions and practices

Yingxiu Hong Abdullah Al Mamun

Qing Yang

Mohammad Masukujjaman

Scientific Reports Vol. 14 No. 1 · Springer Science and Business Media LLC

View at Publisher Save 10.1038/s41598-024-52215-z

Abstract

AbstractThe fashion industry has a significant impact on the environment, and sustainable fashion consumption (SFC) has become a pressing concern. This study aimed to investigate the factors influencing sustainable fashion consumption behavior (SCB) among Chinese adults, specifically the role of values, attitudes, and norms in shaping such behavior, using the value-belief-norm framework. The study used an online cross-sectional survey design to collect data from 350 participants recruited through a convenience sampling method using social media platforms and email invitations, and the obtained data were analyzed using partial least squares structural equation modelling. The results of the study showed that biospheric (BV), altruistic (AV), and egoistic (EV) values significantly influenced the New ecological paradigm (EP), which, in turn, positively affected awareness of consequences (AC). Personal norms (PN) were positively influenced by EP, AC, and ascription of responsibility (AR). Social norms (SN) and trust in recycling (TR) were also found to positively influence sustainable fashion consumption intentions (SCI). Finally, the study found that SCI and TR were significant predictors of SCB, whereas the moderating effect of TR not statistically significant. The study’s originality lies in its comprehensive investigation of the interplay between various factors (particularly using norms in two facets; PN and SN) in shaping SCB, using a structural equation modeling approach, and exploring the moderating effect of TR. The findings of this study suggest that interventions aimed at promoting SFC should focus on fostering values and beliefs that prioritize the environment, encouraging individuals to take responsibility for their actions, creating an environment in which SFC is normalized, and increasing TR.

Topics

No keywords indexed for this article. Browse by subject →

References

117

[1]

Xu, J., Zhou, Y., Jiang, L. & Shen, L. Exploring sustainable fashion consumption behavior in the post-pandemic era: Changes in the antecedents of second-hand clothing-sharing in China. Sustainability 14, 9566 (2022). 10.3390/su14159566

[2]

Li, X., Wang, L. & Ding, X. Textile supply chain waste management in China. J. Clean. Prod. 289, 125147 (2021). 10.1016/j.jclepro.2020.125147

[3]

China Association of Circular Economy. What to Do with the 26 Million Tons of Discarded Clothing? (2021). https://www.chinacace.org/news/view?id=7191. Accessed 1 Nov 2023.

[4]

WRAP. Sustainable clothing action plan 2020 commitment. WRAP (2020). https://wrap.org.uk/taking-action/textiles/initiatives/scap-2020. Accessed 1 Nov 2023.

[5]

Borusiak, B., Szymkowiak, A., Horska, E., Raszka, N. & Żelichowska, E. Towards building sustain able consumption: A study of second-hand buying intentions. Sustainability 12, 875 (2020). 10.3390/su12030875

[6]

Persson, O. & Hinton, J. B. Second-hand clothing markets and a just circular economy? Exploring the role of business forms and profit. J. Clean. Prod. 390, 136139 (2023). 10.1016/j.jclepro.2023.136139

[7]

Xiong, J. The second-hand economy: A new change in consumption. Financ. Rev. 12, 92–93 (2021).

[8]

Faschan, M., Chailan, C. & Huaman-Ramirez, R. Emerging adults’ luxury fashion brand value perceptions: A cross-cultural comparison between Germany and China. J. Glob. Fashion Mark. 11, 207–231 (2020). 10.1080/20932685.2020.1761422

[9]

GMA. Thriving Second-hand Market in China: Opportunities and Challenges. GMA https://marketingtochina.com/chinas-thriving-second-hand-fashion-market-opportunities-and-challenges/#:~:text=The growing second-hand clothing market in China indicates a,environmental impact of fast fashion (2023).

[10]

Chen, L., Zheng, H. & Shah, V. Consuming to conserve: A multilevel investigation of sustainable consumption. Sustainability 14, 223 (2021). 10.3390/su14010223

[11]

Wang, Y. & Xiao, Z. The dual effects of consumer satisfaction on brand switching intention of sharing apparel. Sustainability 14, 4526 (2022). 10.3390/su14084526

[12]

Kim, J., Kang, S. & Lee, K. H. How social capital impacts the purchase intention of Sustainable Fashion Products. J. Bus. Res. 117, 596–603 (2020). 10.1016/j.jbusres.2018.10.010

[13]

Baier, D., Rausch, T. M. & Wagner, T. F. The drivers of Sustainable Apparel and sportswear consumption: A segmented kano perspective. Sustainability 12, 2788 (2020). 10.3390/su12072788

[14]

Su, J., Watchravesringkan, K., Zhou, J. & Gil, M. Sustainable clothing: Perspectives from US and Chinese young millennials. Int. J. Retail Distrib. Manage. 47, 1141–1162 (2019). 10.1108/ijrdm-09-2017-0184

[15]

Zhang, B., Zhang, Y. & Zhou, P. Consumer attitude towards sustainability of fast fashion products in the UK. Sustainability 13, 1646 (2021). 10.3390/su13041646

[16]

Joanes, T. Personal norms in a globalized world: Norm-activation processes and reduced clothing consumption. J. Clean. Prod. 212, 941–949 (2019). 10.1016/j.jclepro.2018.11.191

[17]

Henninger, C. E., Bürklin, N. & Niinimäki, K. The clothes swapping phenomenon—when consumers become suppliers. J. Fashion Mark. Manage. 23, 327–344 (2019). 10.1108/jfmm-04-2018-0057

[18]

Machado, M. A., Almeida, S. O., Bollick, L. C. & Bragagnolo, G. Second-hand fashion market: Consumer role in Circular Economy. J. Fashion Mark. Manage. 23, 382–395 (2019). 10.1108/jfmm-07-2018-0099

[19]

Wai Yee, L., Hassan, S. H. & Ramayah, T. Sustainability and philanthropic awareness in clothing disposal behavior among young Malaysian consumers. SAGE Open 6, 215824401562532 (2016). 10.1177/2158244015625327

[20]

Hur, E. Rebirth fashion: Secondhand clothing consumption values and perceived risks. J. Clean. Prod. 273, 122951 (2020). 10.1016/j.jclepro.2020.122951

[21]

Wang, B., Wang, X., Guo, D., Zhang, B. & Wang, Z. Analysis of factors influencing residents’ habitual energy-saving behavior based on Nam and TPB models: Egoism or altruism?. Energy Policy 116, 68–77 (2018). 10.1016/j.enpol.2018.01.055

[22]

Zhang, L., Ruiz-Menjivar, J., Luo, B., Liang, Z. & Swisher, M. E. Predicting climate change mitigation and adaptation behaviors in agricultural production: A comparison of the theory of planned behavior and the value-belief-norm theory. J. Environ. Psychol. 68, 101408 (2020). 10.1016/j.jenvp.2020.101408

[23]

Onel, N. & Mukherjee, A. Why do consumers recycle? A holistic perspective encompassing moral considerations, affective responses, and self-interest motives. Psychol. Mark. 34, 956–971 (2017). 10.1002/mar.21035

[24]

Explaining interest in adopting residential solar photovoltaic systems in the United States: Toward an integration of behavioral theories

Kimberly S. Wolske, Paul C. Stern, Thomas Dietz

Energy Research & Social Science 2017 10.1016/j.erss.2016.12.023

[25]

Whitley, C. T., Takahashi, B., Zwickle, A., Besley, J. C. & Lertpratchya, A. P. Sustainability behaviors among college students: An application of the VBN theory. Environ. Educ. Res. 24, 245–262 (2016). 10.1080/13504622.2016.1250151

[26]

Han, H. Travelers’ pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior. Tourism Manage. 47, 164–177 (2015). 10.1016/j.tourman.2014.09.014

[27]

Yeap, J. A. L., Ooi, S. K., Yapp, E. H. T. & Ramesh, N. Preloved is reloved: investigating predispositions of second-hand clothing purchase on C2C platforms. Serv. Ind. J. 20, 1–25 (2022). 10.1080/02642069.2022.2127689

[28]

Lang, C. & JoynerArmstrong, C. M. Collaborative consumption: The influence of fashion leadership, need for uniqueness, and materialism on female consumers’ adoption of clothing renting and swapping. Sustain. Prod. Consum. 13, 37–47 (2018). 10.1016/j.spc.2017.11.005

[29]

Zhang, L. et al. Consumers’ clothing disposal behaviors in Nanjing, China. J. Clean. Prod. 276, 123184 (2020). 10.1016/j.jclepro.2020.123184

[30]

Zahid, N. M., Khan, J. & Tao, M. Exploring mindful consumption, ego involvement, and social norms influencing second-hand clothing purchase. Curr. Psychol. 42, 13960–13974 (2023). 10.1007/s12144-021-02657-9

[31]

Gomes, G. M., Moreira, N., Bouman, T., Ometto, A. R. & van der Werff, E. Towards circular economy for more sustainable apparel consumption: Testing the value-belief-norm theory in Brazil and in the Netherlands. Sustainability 14, 618 (2022). 10.3390/su14020618

[32]

Wu, M., Al Mamun, A., Yang, Q. & Masud, M. M. Modeling the reuse intention and practices of secondhand clothing: Evidence from a developing nation. Human. Soc. Sci. Commun. 10, 25 (2023). 10.1057/s41599-023-01518-z

[33]

Chan, L. & Bishop, B. A moral basis for recycling: Extending the theory of planned behaviour. J. Environ. Psychol. 36, 96–102 (2013). 10.1016/j.jenvp.2013.07.010

[34]

Consumer motivations for mainstream “ethical” consumption

Iain Andrew Davies, Sabrina Gutsche

European Journal of Marketing 2016 10.1108/ejm-11-2015-0795

[35]

Joyner Armstrong, C. M., Connell, K. Y., Lang, C., Ruppert-Stroescu, M. & LeHew, M. L. Educating for sustainable fashion: Using clothing acquisition abstinence to explore sustainable consumption and life beyond growth. J. Consumer Policy 39, 417–439 (2016). 10.1007/s10603-016-9330-z

[36]

McEachern, M. G., Middleton, D. & Cassidy, T. Encouraging sustainable behaviour change via a social practice approach: A focus on apparel consumption practices. J. Consumer Policy 43, 397–418 (2020). 10.1007/s10603-020-09454-0

[37]

Han, H., Olya, H. G., Cho, S. & Kim, W. Understanding museum vacationers’ eco-friendly decision-making process: Strengthening the VBN Framework. J. Sustain. Tourism 26, 855–872 (2018). 10.1080/09669582.2017.1377210

[38]

Nguyen, H. V., Nguyen, C. H. & Hoang, T. T. Green consumption: Closing the intention-behavior gap. Sustain. Dev. 27, 118–129 (2019). 10.1002/sd.1875

[39]

Vehmas, K., Raudaskoski, A., Heikkilä, P., Harlin, A. & Mensonen, A. Consumer attitudes and communication in circular fashion. J. Fashion Market. Manage. Int. J. 22, 286–300 (2018). 10.1108/jfmm-08-2017-0079

[40]

Wang, B., Fu, Y. & Li, Y. Young consumers’ motivations and barriers to the purchase of second-hand clothes: An empirical study of China. Waste Manage. 143, 157–167 (2022). 10.1016/j.wasman.2022.02.019

[41]

Hammad, H., Muster, V., El-Bassiouny, N. M. & Schaefer, M. Status and sustainability. J. Fashion Market. Manage. Int. J. 23, 537–550 (2019). 10.1108/jfmm-06-2019-0115

[42]

Kong, H. M. & Ko, E. Why do consumers choose sustainable fashion? A cross-cultural study of South Korean, Chinese, and Japanese consumers. J. Glob. Fashion Market. 8, 220–234 (2017). 10.1080/20932685.2017.1336458

[43]

Pencarelli, T., Ali Taha, V., Škerháková, V., Valentiny, T. & Fedorko, R. Luxury products and sustainability issues from the perspective of young Italian consumers. Sustainability 12, 245 (2019). 10.3390/su12010245

[44]

Mohr, L. A., Webb, D. J. & Harris, K. E. Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. J. Consumer Affairs 35, 45–72 (2001). 10.1111/j.1745-6606.2001.tb00102.x

[45]

Bianchi, C. & Gonzalez, M. Exploring sustainable fashion consumption among eco-conscious women in Chile. Int. Revof Retail Distrib. Consumer Res. 31, 375–392 (2021).

[46]

Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A. & Kalof, L. A value-belief-norm theory of support for social movements: The case of environmentalism. Hum. Ecol. Rev. 20, 81–97 (1999).

[47]

Schwartz, S. H. Normative influences on altruism. Adv. Exp. Soc. Psychol. 10, 221–279 (1977). 10.1016/s0065-2601(08)60358-5

[48]

Schwartz, S. H. Are there universal aspects in the structure and contents of human values?. J. Soc. 50, 19–45 (1994).

[49]

Sarkis, A. M. A comparative study of theoretical behaviour change models predicting empirical evidence for residential energy conservation behaviours. J. Clean. Prod. 141, 526–537 (2017). 10.1016/j.jclepro.2016.09.067

[50]

Landon, A. C., Woosnam, K. M. & Boley, B. B. Modeling the psychological antecedents to tourists’ pro-sustainable behaviors: An application of the value-belief-norm model. J. Sustain. Tourism 26, 957–972 (2018). 10.1080/09669582.2017.1423320

Showing 50 of 117 references

Metrics

43

Citations

117

References

Details

Published: Jan 19, 2024
Vol/Issue: 14(1)
License: View

Authors

University of North Texas

M

Mohammad Masukujjaman

Department of Business Administration, Northern University Bangladesh, Banani C/A, Dhaka 1213, Bangladesh

Funding

Nanfang College Guangzhou Award: 2022 School-level Research Project. No. 2022XK06

Cite This Article

Yingxiu Hong, Abdullah Al Mamun, Qing Yang, et al. (2024). Predicting sustainable fashion consumption intentions and practices. Scientific Reports, 14(1). https://doi.org/10.1038/s41598-024-52215-z

Predicting sustainable fashion consumption intentions and practices

You May Also Like