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.

Consumers’ clothing consumption is the cause of many social and environmental consequences, especially in emerging economies where consumption continues to escalate. It is therefore vital that consumers adopt more voluntary simplistic lifestyles with sustainable clothing practices. This study relies on the self-determination theory to explore the influence of basic psychological needs (i.e., competence, autonomy, and connectedness) and self-determined motivation (i.e., identified- and integrated regulation as well as intrinsic motivation) on female consumers’ voluntary simplistic clothing practices. Data were derived from 469 online questionnaires and structural equation modeling was employed to test the hypotheses. Competence was identified as the most influential basic psychological need, followed by the need for connectedness and autonomy. Moreover, intrinsic motivation is the strongest predictor of voluntary simplistic clothing practices, while integrated regulation is deemed insignificant and identified regulation has a negative association with the practices in question. In summary, it would seem that female consumers are keen on adopting voluntary simplistic clothing behaviors. This may be due to their intrinsic motivation and competence rather than their exposure to extrinsic influences. This study provides valuable insight into the motivational determinants of voluntary simplistic clothing consumption in South Africa and may thus serve as a platform for further investigation into other emerging markets.

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