An assessment of organic apparel, environmental beliefs and consumer preferences via fashion innovativeness

Abstract

The topic of organic apparel has been widely discussed among academics and practitioners in recent years. While numerous studies have been done on the topic, few studies to date have assessed the topic of fashion innovativeness and its influence on attitudes towards organic apparel. In addition, an evaluation of consumer preferences for organic apparel from a conjoint analysis perspective has not been implemented. Thus, the purpose of the present study was to identify which organic apparel attributes are most important to high fashion innovativeness and low fashion innovativeness groups. Furthermore, the variables of environmental beliefs and attitudes towards purchasing organic apparel were assessed. An online survey was developed to measure the variables, including a full profile discrete choice design used to measure attribute preferences for t-shirts. The data were analyzed using a multinomial logit model and desirability indices. The results indicated that the low fashion innovativeness group preferred organic and eco-friendly apparel more than the high fashion innovativeness group. In addition, when examining high fashion innovativeness and low fashion innovativeness groups overall, the preferred t-shirt was Dri-Fit, Cotton Jersey Knit, Made In America, Eco-Friendly and $25.00. However, when examining high fashion innovativeness and low fashion innovativeness groups separately for the preferred t-shirt, differences appeared in Sustainable. The results suggest that high fashion innovativeness and low fashion innovativeness groups may desire different organic apparel attributes when considering organic apparel. K E Y W O R D S Apparel, Conjoint Analysis, Fashion Innovativeness, Organic, Sustainability wileyonlinelibrary.com/journal/ijcs Int J Consum Stud. 2017;41:526-533.

Convert one outfit to more looks: factors influencing young female college consumers’ intention to purchase transformable apparel

“…Participants were asked to evaluate the level of agreement on each statement with 1 = "strongly disagree" to 7 = "strongly agree. " Specifically, Fashion consciousness was measured by five items adapted from Matthews and Rothenberg (2017) and Parker et al (2004). Environmental beliefs were evaluated by four items modified from Matthews and Rothenberg (2017).…”

“…Specifically, Fashion consciousness was measured by five items adapted from Matthews and Rothenberg (2017) and Parker et al (2004). Environmental beliefs were evaluated by four items modified from Matthews and Rothenberg (2017). Five items borrowed from Tian et al (2001) were used to measure the tendency for creative choice.…”

“…Personal values, such as fashion consciousness and the tendency for creative choice, play essential roles in consumers' purchase decision-making process in the fashion market (Lertwannawit and Mandhachitara 2012;Lysonski and Durvasula 2013). In addition, an individual's environmental beliefs and environmental apparel knowledge also have a critical impact on one's sustainable consumption behavior (Matthews and Rothenberg 2017;Zhang and Lang 2018). Therefore, the purpose of this study is to determine the influences of both personal values and environmental-related factors on the purchase intention of transformable apparel.…”

Systematic Literature Review Of Sustainable Fashion Consumption From 2015 To 2019

“…Environmentally fashion can be described as a fashion involving with an overall process that can maximise the benefits to all wherein minimise the carbon footprint impacts (Joergens, 2006). Based on this systematic review, two studies were focussing on clothing (Khare & Varshneya, 2017;Matthews & Rothenberg, 2017); four studies of general product (Kim et al, 2016;Paparoidamis & Tran, 2019;Saleem et al, 2018;Shin et al, 2018); three studies of luxury items (Ali et al, 2019;Fiore et al, 2017;Han et al, 2019), while nine studies were focussing on cosmetics (Ahmad & Omar, 2018;Amos et al, 2019;Baden & Prasad, 2016;Chin et al, 2018;Ghazali et al, 2017;Hsu et al, 2017;Kahraman & Kazançoğlu, 2019;Ndichu & Upadhyaya, 2019;Pudaruth et al, 2015;). Past research by Khare and Varshneya (2017) show that relatives and friends are not important drivers in influencing the organic clothing purchase decisions of youths in India.…”

“…It can be signifies that a decision to purchase this product is bonded based on personal pro environmental values and previous experience. Besides that, Matthews and Rothenberg (2017) found that customers in the United States were more concerned about sustainable materials, price and production, rather than the technology adopted. They prefer the eco-friendly labelling over organic labelling for apparels.…”