Browse > Article
http://dx.doi.org/10.5805/SFTI.2021.23.4.458

Determinants of Sustainable Fashion Consumption in China - Based on the Theory of Planned Behavior -  

HU, XINYU (Dept. of Clothing and Textile, Pusan National University)
Jeong, So Won (School of Global Convergence Studies, Inha University)
Kim, Eunhye (Dept. of Clothing and Textile, Pusan National University)
Lee, Jin-Hwa (Dept. of Clothing and Textile, Pusan National University)
Publication Information
Fashion & Textile Research Journal / v.23, no.4, 2021 , pp. 458-468 More about this Journal
Abstract
In the context of Sustainable development, China, the world's second-largest apparel market, is also concerned about the environmental impact of fiber waste. Currently, there is a great interest in sustainable fashion in both supply and demand in China. Based on the theory of planned behavior(TPB), the determinants of sustainable fashion consumption(SFC) of Chinese consumers were evaluated in this study: man-nature orientation(MNO) and environmental knowledge(EK) as motivation and perceived online-store accessibility(POA) and perceived money availability(PMA) as barriers. Wenjuanxing, a Chinese professional survey collection agency, conducted an online survey of millennials in Shanghai, China. The final sample size for the survey was 215. Partial least squares structural equation modeling was employed to test the proposed hypotheses. The results indicated that attitudes, subjective norms, and perceived behavioral control significantly affected the purchase intention towards sustainable fashion products. MNO and EK influenced the attitude, whereas EK, POA, and PMA influenced perceived behavioral control. This study contributes to the TPB literature through the examination of four antecedents: MNO, EK, POA, and PMA. The findings provide valuable insights for retailers and markets based on the identification of the motivations and barriers that enhance the purchasing intention of Chinese millennials toward SFC.
Keywords
sustainable fashion; intention; theory of planned behavior; millennials; China;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Pookulangara, S. D. and Shephard, A. (2013), Slow fashion movement - Understanding consumer perceptions an exploratory study. Journal of Retailing and Consumer Services, 20(2), 200-206. doi:10.1016/j.jretconser.2012.12.002   DOI
2 Jandt, F. E. (2004). An introduction to intercultural communication - Identities in a global community(4th ed.). CA: Sage Publications.
3 Brandao, A., & da Costa, A. G. (2021). Extending the theory of planned behaviour to understand the effects of barriers towards sustainable fashion consumption. European Business Review, 33(5), 742-774. doi:10.1108/EBR-11-2020-0306   DOI
4 Fielding, K. S., Mcdonald, R., & Louis, W.R. (2008). Theory of planned behaviour, identity and intentions to engage in environmental activism. Journal of Environmental Psychology, 28(4), 318-326. doi:10.1016/j.jenvp. 2008.03.003   DOI
5 Han, T. I., & Stoel, L. (2017). Explaining socially responsible consumer behavior - A meta-analytic review of theory of planned behavior. Journal of International Consumer Marketing, 29(2), 91-103. doi:10.1080/08961530.2016.1251870   DOI
6 Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of Retailing and Consumer Services, 41, 177-189. doi:10.1016/j.jretconser.2017.12.002   DOI
7 Su, J., Watchravesringkan, K. T., Zhou, J., & Gil, M. (2019). Sustainable clothing - Perspectives from US and Chinese young millennials. International Journal of Retail & Distribution Management. 47(11), 1141-1162. doi:10. 1108/IJRDM-09-2017-0184   DOI
8 Suk, H., & Lee, E. J. (2017). Fashion consumer's environmental awareness, pursuing values in disposal, sustainable fashion consumption attitude and fashion disposal behavior. The Research Journal of the Costume Culture, 25(3), 253-269.   DOI
9 Barbarossa, C., & Pastore, A. (2015). Why environmentally conscious consumers do not purchase green products. Qualitative Market Research - An International Journal. doi:10.1108/QMR-06-2012-0030   DOI
10 Ajzen, I., & Fishbein, M. (1975). A bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261-277. doi:10.1037/h0076477   DOI
11 Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying - Modeling its precursors. Journal of Retailing, 74(2), 169-191. doi:10.1016/S0022-4359(99)80092-X   DOI
12 Bhutto, M. Y., Zeng, F., Soomro, Y. A., & Khan, M. A. (2019). Young Chinese consumer decision making in buying green products - An application of theory of planned behavior with gender and price transparency. Pakistan Journal of Commerce and Social Sciences, 13(3), 599-619.
13 Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.   DOI
14 Brosdahl, D. J., & Carpenter, J. M. (2010). Consumer knowledge of the environmental impacts of textile and apparel production, concern for the environment, and environmentally friendly consumption behavior. Journal of Textile and Apparel, Technology and Management, 6(4).
15 Carey, L., & Cervellon, M. C. (2014). Ethical fashion dimensions - Pictorial and auditory depictions through three cultural perspectives. Journal of Fashion Marketing and Management, 18(4), 483-506. doi:10.1108/JFMM-11-2012-0067   DOI
16 Armitage, C. J., & Conner, M. (1999). The theory of planned behaviour - Assessment of predictive validity and perceived control. British Journal of Social Psychology, 38(1), 35-54. doi:10.1348/014466699164022   DOI
17 Reimers, V., Magnuson, B. & Chao, F. (2016). The academic conceptualisation of ethical clothing could it account for the attitude behaviour gap? Journal of Fashion Marketing and Management, 20(4), 383-399. doi:10.1108/JFMM-12-2015-0097   DOI
18 Tama, D. , Cureklibatir Encan, B. & Ondogan, Z. (2017). University students' attitude towards clothes in terms of environmental sustainability and slow fashion. Textile and Apparel , 27(2) , 191-197.
19 Song, S., & Ko, E. (2017). Perceptions, attitudes, and behaviors toward sustainable fashion - Application of Q and Q-R methodologies. International Journal of Consumer Studies, 41(3), 264-273.   DOI
20 O'Cass, A., & Choy, E. (2008). Studying Chinese generation Y consumers' involvement in fashion clothing and perceived brand status. Journal of Product & Brand Management, 17(5), 341-352. doi:10.1108/10610420810896095   DOI
21 Sun, Y., & Wang, S. (2019). Understanding consumers' intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing and Logistics. 32(4), 860-878. doi:10.1108/APJML-03-2019-0178   DOI
22 Wang, Y. (2017). Consumer spending set to power future growth, Chinadaily. Retrieved January 30, 2021, from www.chinadaily.com.cn/china/2017twosession/2017-03/06/content_28442468.htm
23 Yu, H. J., & Shim, S. I. (2020). Effects of imported fashion products' use of an ecolabel, product category, and country of origin on consumers' perceived physical risk, attitude towards the products, and purchase intention. Journal of the Korean Society of Clothing and Textiles, 44(1), 33-52. doi:10.5850/JKSCT.2020.44.1.33   DOI
24 Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:10.1016/0749-5978(91)90020-T   DOI
25 Kang, J., Liu, C., & Kim, S. H. (2013). Environmentally sustainable textile and apparel consumption - The role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. International Journal of Consumer Studies, 37(4), 442-452. doi:10.1111/ijcs.12013   DOI
26 Jeon, M. Y., Jung, H. J., & Oh, K. H.(2013). The effect of the education program for ethical consumption of clothing on adolescents' ethical consumption consciousness of clothing, general ethical consumption knowledge and behaviors. Fashion & Textile Research Journal, 15(6), 932-941. doi.org/10.5805/SFTI.2013.15.6.932   DOI
27 Jiang, L. A., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214. doi:10.1108/09564231311323962   DOI
28 Jung, H. J., & Oh, K. W. (2019). Exploring the sustainability concepts regarding leather apparel in China and South Korea. Sustainability, 11(19), 5389. doi:10.3390/su11195389   DOI
29 Ko, S. B., & Jin, B. (2017). Predictors of purchase intention toward green apparel products. Journal of Fashion Marketing and Management, 21(1), 70-87. doi:10.1108/JFMM-07-2014-0057   DOI
30 Kim, S. H,, & Lee, J. H. (2019). Consumer perceptions and attitudes toward sustainable fashion product certification mark according to consumer characteristics. The Korean Society Of Design Culture, 25(2), 67-78.
31 Lam, T., & Hsu, C. H. (2006). Predicting behavioral intention of choosing a travel destination. Tourism Management, 27(4), 589-599. doi:10.1016/j.tourman.2005.02.003   DOI
32 Mannetti, L., Pierro, A., & Livi, S. (2004). Recycling - Planned and self-expressive behaviour. Journal of Environmental Psychology, 24(2), 227-236. doi:10.1016/j.jenvp.2004.01.002   DOI
33 Joergens, C. (2006). Ethical fashion - Myth or future trend? Journal of Fashion Marketing and Management, 10(3), 360-371. doi:10.1108/13612020610679321   DOI
34 Yang, S., Zhang, Y., & Zhao, D. (2016). Who exhibits more energysaving behavior in direct and indirect ways in China? The role of psychological factors and socio demographics. Energy Policy, 93, 196-205. doi:10.1016/j.enpol.2016.02.018   DOI
35 Taufique, K. M. R., Siwar, C., Chamhuri, N., & Sarah, F. H. (2016). Integrating general environmental knowledge and eco-label knowledge in understanding ecologically conscious consumer Behaviour. Procedia Economics and Finance, 37, 39-45. doi:10.1016/S2212-5671(16)30090-9   DOI
36 Thomas, S. (2008). From "green blur" to eco fashion - Fashioning an eco-lexicon. Fashion Theory, 12(4), 525-539. doi:10.2752/175174108X346977   DOI
37 Tung, T., Koenig, H. F., & Chen, H. L. (2017). Effects of green self-identity and cognitive and affective involvement on patronage intention in eco-friendly apparel consumption - A gender comparison. Sustainability, 9(11), 1977. doi:10.3390/su9111977   DOI
38 Wang, X., Tu, M., Yang, R., Guo, J., Yuan, Z., & Liu, W. (2016). Determinants of pro-environmental consumption intention in rural China - The role of traditional cultures, personal attitudes and reference groups. Asian Journal of Social Psychology, 19(3), 215-224. doi:10.1111/ajsp.12142   DOI
39 Yang, N., & Ha-Brookshire, J. E. (2019). Truly sustainable or not? An exploratory assessment of sustainability capability of textile and apparel corporations in China from the moral responsibility perspective. Fashion and Textiles, 6(1), 1-16.   DOI
40 Yazdanpanah, M., & Forouzani, M. (2015). Application of the theory of planned behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production, 107, 342-352. doi:10.1016/j.jclepro.2015.02.071   DOI
41 Zhang, L., Fan, Y., Zhang, W., & Zhang, S. (2019). Extending the theory of planned behavior to explain the effects of cognitive factors across different kinds of green products. Sustainability, 11(15), 4222. doi:10.3390/su11154222   DOI
42 'Market value of apparel market in China in 2019, by segment.' (2021, April 20). Statista. Retrieved April 21, 2021, from https://www.statista.com/statistics/1202584/china-market-size-ofapparel-industry-by-segment/
43 Gazzola, P., Pavione, E., Pezzetti, R., & Grechi, D. (2020). Trends in the fashion industry. The perception of sustainability and circular economy A gender/generation quantitative approach. Sustainability, 12(7), 2809. doi:10.3390/su12072809   DOI
44 Kluckhohn, F., & Strodtbeck, F. (1961). Variations in value orientations. Evanston, IL: Peterson.
45 Chan, R. Y. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology & Marketing, 18(4), 389-413. doi:10.1002/mar.1013   DOI
46 McNeill, L., & Venter, B. (2019). Identity, self-concept and young women's engagement with collaborative, sustainable fashion consumption models. International Journal of Consumer Studies, 43(4), 368-378. doi:10.1111/ijcs.12516   DOI
47 Mohr, L. A., Ero?lu, D., & Ellen, P. S. (1998). The development and testing of a measure of skepticism toward environmental claims in marketers' communications. Journal of Consumer Affairs, 32(1), 30-55. doi:10.1111/j.1745-6606.1998.tb00399.x   DOI
48 Moon, K. K. L., Youn, C., Chang, J. M. T., & Yeung, W. H.(2013). Product design scenarios for energy saving - A case study of fashion apparel. International Journal of Production Economics, 146(2), 392-401. doi:10.1016/j.ijpe.2013.02.024   DOI
49 Mukendi, A., Davies, I., Glozer, S. & McDonagh, P. (2019). Sustainable fashion - Current and future research directions. European Journal of Marketing, 54(11), 2873-2909. doi:10.1108/EJM-02-2019-0132   DOI
50 Mostafa, M. M. (2007). Gender differences in Egyptian consumers' green purchase behaviour - The effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31(3), 220-229. doi:10.1111/j.1470-6431.2006.00523.x   DOI
51 'Nice consumer research summary'. (2012), BSR. Retrieved June 18, 2020, from https://www.bsr.org/en/our-insights/report-view/niceconsumer-research-summary
52 Chang, H. J., & Watchravesringkan, K. T. (2018). Who are sustainably minded apparel shoppers? An investigation to the influencing factors of sustainable apparel consumption. International Journal of Retail & Distribution Management, 46(2), 148-162. doi:10.1108/IJRDM10-2016-0176   DOI
53 Choi, Y. H., & Lee, K. H. (2020). Ethical fashion research trend using text mining - Network analysis of the published literature 2009-2019. Fashion & Textile Research Journal, 22(2), 181-191. doi.org/10.5805/SFTI.2020.22.2.181   DOI
54 Clark, H. (2008). SLOW + FASHION-an oxymoron-or a promise for the future ...?, Fashion Theory, 12(4), 427-446. doi:10.2752/175174108X346922   DOI
55 de Lenne, O., & Vandenbosch, L. (2017). Media and sustainable apparel buying intention. Journal of Fashion Marketing and Management, 21(4), 483-498. doi:10.1108/JFMM-11-2016-0101   DOI
56 Diddi, S., Yan, R.-N., Bloodhart, B., Bajtelsmit, V. & McShane, K. (2019). Exploring young adult consumers' sustainable clothing consumption intention-behavior gap - A behavioral reasoning theory perspective. Sustainable Production and Consumption, 18, 200-209. doi:10.1016/j.spc.2019.02.009   DOI
57 Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia - Ways to improve consumer appeal for environmentally preferable products. Environment Science and Policy for Sustainable Development, 48(5), 22-36. doi:10.3200/ENVT.48.5.22-36   DOI
58 Fedorenko, S (2019). Tmall spotlights sustainability as an in-demand selling point. Tamebay. Retrieved June 18, 2020, from https://tamebay.com/2019/10/tmall-spotlights-sustainability-point.html
59 Fletcher, K. (2012). Sustainable fashion and textiles - Design journeys. London: Routledge.
60 Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservables and measurement error. Journal of Marketing Resaerch, 18(1), 39-50. doi:10.1177/002224378101800104   DOI
61 Ozcaglar-Toulouse, N., Shiu, E., & Shaw, D. (2006). In search of fair trade - Ethical consumer decision making in France. International Journal of Consumer Studies, 30(5), 502-514. doi:10.1111/j.1470-6431.2006.00532.x   DOI
62 Frick, J., Kaiser, F. G., & Wilson, M. (2004). Environmental knowledge and conservation bbehaviour - Exploring prevalence and structure in a representative sample. Personality and Individual Differences, 37(8), 1597-1613. doi:10.1016/j.paid.2004.02.015   DOI
63 Gazzola, P., Colombo, G., Pezzetti, R. & Nicolescu, L. (2017). Consumer empowerment in the digital economy - Availing sustainable purchasing decisions, Sustainability, 9(5), 693.   DOI
64 Zhu, Q., & Sarkis, J. (2016). Green marketing and consumerism as social change in China - Analyzing the literature. International Journal of Production Economics, 181, 289-302. doi:10.1016/j.ijpe.2016.06.006   DOI
65 Zhu, Q., Li, Y., Geng, Y., & Qi, Y. (2013). Green food consumption intention, behaviors and influencing factors among Chinese consumers. Food Quality and Preference, 28(1), 279-286. doi:10.1016/j.foodqual.2012.10.005   DOI
66 Barkhi, R., Belanger, F., & Hicks, J. (2008). A model of the determinants of purchasing from virtual stores. Journal of Organizational Computing and Electronic Commerce, 18(3), 177-196. doi:10.1080/10919390802198840   DOI
67 Fryxell, G. E., & Lo, C. W. (2003). The influence of environmental knowledge and values on managerial behaviours on behalf of the environment - An empirical examination of managers in China. Journal of Business Ethics, 46(1), 45-69. doi:10.1023/a:1024773012398   DOI
68 Gardetti, M.A. & Torres, A.L.(Eds.). (2017). Sustainability in Fashion and Textiles - Values, design, production and consumption.. London: Routledge.
69 Geiger, S. & Keller, J. (2017), Shopping for clothes and sensitivity to the suffering of others - The role of compassion and values in sustainable fashion consumption, Environment and Behavior, 50(10), 1119-1144. doi:10.1177/0013916517732109   DOI
70 'Global changemakers: real market impact of empowered consumers'. (2016) Euromonitor International. Retrieved 26 March 2021, from http://go.euromonitor.com/white-paper-industry-2016-GlobalChangemakers-Market-Impact-Empowered-Consumers.html
71 Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. doi:10.1108/EBR-11-2018-0203   DOI
72 Hall, A., Towers, N., & Shaw, D. R. (2017). Understanding how millennial shoppers decide what to buy - Digitally connected unseen journeys. International Journal of Retail & Distribution Management, 45(5), 498-517. doi:10.1108/IJRDM-11-2016-0206   DOI
73 Hines, T.. & Bruce, M.(2007). Fashion marketing. Oxford: Routledge.
74 Perugini, M., & Bagozzi, R. P. (2001). The role of desires and anticipated emotions in goal-directed behaviours - Broadening and deepening the theory of planned behaviour. British Journal of Social Psychology, 40(1), 79-98. doi:10.1348/014466601164704   DOI
75 Ozdamar Ertekin, Z., & Atik, D. (2014). Sustainable markets - Motivating factors, barriers, and remedies for mobilization of slow fashion. Journal of Macromarketing, 35(1), 53-69. doi:10.1177/0276146714535932   DOI
76 Pajares, F. (2002). Gender and perceived self-efficacy in self-regulated learning. Theory into Practice, 41(2), 116-125. doi:10.1207/s15430421tip4102_8   DOI