No abstract

The apparel industry's sustainability is gaining scholars' attention amidst increasing concerns about its environmental impacts. However, to ensure that the industry's efforts in environmental preservation succeed, it is crucial to identify the factors that can positively influence consumers' purchase or buying intentions for green apparel. However, at present, this topic is relatively understudied. Assimilating the norm activation model (NAM) and the stimulus–organism–response (SOR), we investigate economic, cognitive and ecological factors as antecedents to consumers' green apparel buying intentions. Additionally, we adapt the model to consider consumers' knowledge about apparel production as a moderator. Empirically analysing data from 478 apparel consumers from the USA through structural equation modelling, we found significant roles for affordance, ecological concerns and ascription of responsibility as stimuli influencing an individual's cognitive state through green self‐efficacy, green attitude and personal norms. The latter, in turn, affects the individual's buying intentions. Our findings entail several suggestions to help scholars, policymakers and business managers positively influence consumers to make green purchase decisions. We contribute significantly to the literature by explaining the nuances of driving factors that promote green apparel buying, and practitioners can leverage them to devise appropriate strategic tactics supporting such consumption practices.

An increasing number of higher education institutions have embraced Cloud Computing Services (CCS) to better respond to the issues arising from the COVID-19 pandemic. Cloud computing has helped to ease the process and lower the cost of offering online education and hybrid learning. However, some universities in Thailand face cloud computing adoption challenges because students lack awareness of the benefits and risks of CCS. Therefore, it is vital to identify the critical factors affecting the initial and continuance adoption of CCS by students in less developed countries. This study adopts a trade-off lens to assess the impact of the perceived usefulness and perceived risks regarding students’ attitudes toward the initial and continuing adoption of CCS. Using a survey of CCS from a large public university in Thailand, we found that performance expectation and effort expectation positively affect perceived usefulness, and that authentication risks positively affect perceived risks. We also found that perceived usefulness rather than perceived risks is a deciding factor in adopting CCS. Higher education institutions in Thailand can accelerate the adoption of CCS by improving students’ perceived performance and reducing the perceived risks.

This study provides insights into the initial and post-adoption of cloud computing services by integrating information technology adoption, social influence, trust, security, and information systems quality theories. Social influence, hedonicity, and automaticity are hedonic predictors of user satisfaction with cloud computing services. Perceived risks, trust in the provider, and system quality are utilitarian predictors of user satisfaction with cloud computing services. The Partial Least Squares (PLS) was employed to test eight hypotheses on the causal relationships between the variables. Six out of eight hypotheses were supported. Hedonic factors appear to have more influence than the utilitarian factor of increasing user satisfaction with cloud computing services in the school setting. The findings lead to both theoretical and practical implications for improving the initial and post-adoption of cloud computing services.

No abstract