The necessity of pro‐environmental apparel behaviour is to date a neglected concept in the local South African apparel industry. This study focuses on male consumers’ underlying motivation and intent to acquire apparel in an eco‐friendly manner. The research hypotheses and framework for this study are based on the Norm‐Activation Theory and the Theory of Planned Behaviour to clarify underlying motivational factors that contribute to pro‐environmental apparel acquisition. Pro‐environmental approaches were conceptualized as consumers’ purposive reduction of the amount of apparel acquired as well as the evaluation and selection of apparel based on pro‐environmental attributes. A quantitative, cross‐sectional survey approach was used for explanatory research purposes. Male consumers (18 years and older, n = 305) were reached by means of non‐probability, purposive sampling. Respondents completed online and paper‐based questionnaires that included adapted scale items for use in the local context. Results suggest that respondents are aware of the environmental consequences of their apparel behaviour, which then ultimately influences their behavioural intent. In contrast to studies conducted abroad, social and moral norms did not significantly influence their decisions to acquire apparel in a pro‐environmental manner. Respondents’ attitudes and self‐efficacy (i.e. a dimension of perceived behavioural control) contributed to their pro‐environmental intent. Yet, controllability (another dimension of perceived behavioural control) was not a significant predictor of intent and warrants further empirical research. The findings of this study substantiate important recommendations for the development of intervention strategies to promote pro‐environmental apparel behaviour in emerging market contexts such as South Africa.
Increasing consumption in the South African emerging economy necessitates stringent effort toward developing environmental information campaigns that stimulate preferences for eco-friendly alternatives. This qualitative study explores the role of exposure to information about the environmental impact of the apparel supply chain in female students' evaluation and selection of apparel. Based on the outcome of garment selection exercises and focus group discussions, participants were not swayed by exposure to hang tags, audio-visual or printed information sources to prioritize ecofriendly features in their choice of product, nor were they willing to compromise on attributes such as price for the sake of the environment. Participants' recommendations include standardized ecolabels to facilitate identification of eco-friendly alternatives and message content that is short, precise and factual. Interpersonal communication could represent an influential source of information and merits further investigation into the relevance of normative social influence on proenvironmental apparel behavior in the South African emerging economy.
Status concerns are noteworthy within a modern society as it is a key feature of individuals' social reputation. Engaging in this form of thinking results in particular patterns of consumption within consumer groups. In South Africa, Black urban consumers have newfound spending power and social mobility. This study investigated motivators of Black urban consumers' status consumption across different demographic variables (age, income and profession) in the South African (SA) emerging market. A survey research design was used to provide insights into the relationship of normative receptiveness (value expressive and utilitarian influences) and high self-monitoring as status consumption motivators of clothing brand consumption. The sample consisted of 246 Black urban consumers between the ages of 24 and 36, residing in Gauteng, South Africa and currently working in professional positions. The results of the study indicated that when purchasing clothing Black urban consumers are motivated by factors related to status consumption. This study found no significant differences between age and gender variables in terms of status consumption. In terms of profession, all three motivational factors were significant. They proved to be very aware of the image that they communicate and how they are seen by others indicating that they are motivated especially by value expressiveness, utilitarian influences and high self-monitoring aspects across various professions.
The harmful impact of the apparel supply chain on the environment is becoming a global reality. However, consumer awareness of the environmental problems caused by this industry is not always obvious in their apparel buying decisions. A qualitative approach was used to explore young female consumers' existing levels of environmental knowledge, and whether that environmental knowledge is reflected in the evaluation and selection of apparel. Non‐probability purposive sampling was used to ensure the inclusion of young female students (19–22 years old, n = 29). Participants first had to write an essay on the subject of pertinent environmental issues and then participated in a focus group discussion on the evaluation and selection of a t‐shirt. Results suggest that the participants have general environmental knowledge. They have the ability to identify environmental problems as well as the causes and consequences of these environmental problems. However, participants' environmental awareness and their knowledge pertaining to the actual production and supply of environment‐friendly apparel in the South African context were very limited. The results also highlight the product attributes important to the participants when evaluating and selecting apparel such as price, aesthetics and functionality of the garment, but environmental attributes such as organic cotton, locally produced, reduced waste techniques and not using harmful chemicals did not feature high under the attributes participants considered. They prioritized price, aesthetics and fit above other attributes (including environmental attributes). Environmental knowledge was not consciously considered in their general apparel decision making, even though participants indicated that they do care about the environment.
The purpose of this study was to explore the role that female consumers' apparel shopping scripts play in the adoption of the Internet for apparel purchasing from a social-cognitive approach. In this study, the focus was on exploring the cognitive structures (shopping scripts) that consumers have and use to make decisions such as adopting the Internet for apparel purchasing.Rogers ' (1995) adoption of an innovation model was used as theoretical framework for the study and a social-cognitive perspective theory (source) was incorporated into this model. A qualitative research strategy was adopted and 24 semi-structured interviews were held with professional women, living in a major city in South Africa. As a stimulus technique, the participants were asked visit various apparel web sites. Data analysis was done according to the data analysis process proposed by Miles and Huberman (1994).The participants explicitly mentioned that they currently value certain steps, actions and procedures such as touching and scrunching textiles as well as trying on the items before deciding to buy them. They indicated that their current purchasing practices played an important role in their considering whether to adopt the Internet or not.This study is one of the few that have used qualitative research methods to explore consumers' adoption of the Internet for apparel purchasing. The social-cognitive approach used in this study enables retailers and marketers to study consumers' adoption processes from the consumer's perspective. A limitation of the study is that only professional women, from a homogeneous culture, residing in the same major city were used as participants. This 3 however, does not give a representative view of South African online shopping behaviour or that of a third world country. Future studies are needed, focusing on a more national as well as multi-cultural perspectives.
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