Analysing the Consumer Behavior Regarding Sustainable Fashion Using Theory of Planned Behavior

Sarıçam, Canan; Okur, Nazan

doi:10.1007/978-981-13-1265-6_1

Cited by 32 publications

(25 citation statements)

References 106 publications

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“…Consumers’ intention provides the basis of understanding the actual behavior (Yarimoglu and Gunay, 2020). TPB is a well-known social cognitive model used for understanding the free will behavior of consumers (Saricam and Okur, 2019). TPB has been used in various environment-related areas such as green hotels and restaurants (Kim et al , 2013; Yarimoglu and Gunay, 2020), smart home object (Schill et al , 2019), green product (Paul et al , 2016), green purchase behavior (Jaiswal and Kant, 2018), eco-conscious consumer behavior (Hameed et al , 2019) and sustainable fashion (Saricam and Okur, 2019), which proves its acceptability and robustness.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Factors influencing eco-friendly apparel purchase behavior of Bangladeshi young consumers: case study

Sobuj

Khan

Habib

et al. 2021

RJTA

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Purpose The purpose of this study is to investigate the factors that influence eco-friendly apparel purchase behaviors concerning Bangladeshi young consumers in light of the theory of planned behavior. Design/methodology/approach Data were collected by a survey among 198 respondents in Bangladesh in terms of consumer attitude, subjective norm (SN), perceived behavioral control (PBC), environmental concern (EC), environmental knowledge (EK) and purchase intention (PI). Structural equation modeling approach was used to find out the influencing factors. Findings The study reveals that purchase intention is significantly influenced by attitudes, SN, EC and EK of consumers. Consumers perceived behaviors variable is always not an accurate predictor to control actual purchase behavior. SN and EK were found to be highly influential to eco-friendly apparel purchase patterns among young consumers in Bangladesh. Research limitations/implications This study provides key marketing insights for retailers and practitioners on how strategically they can decide for fashion consumers, specifically the young group in Bangladesh. Eco-friendly apparel purchase behaviors will gradually influence the retail business contexts for retailers. The study reveals the need for eco-labeling and marketing strategies of eco-friendly apparel products among young consumers to communicate benefits and green values among wider consumers. Findings were restricted to specific young consumers group in Bangladesh and did not examine purchase behaviors of other consumer segment. Originality/value The study reveals that Bangladeshi young consumers are becoming concerned about purchasing apparel products. It provides valuable insights for entrepreneurs, practitioners and marketers to trace and perceive purchase behavior of the Bangladeshi young consumers while adopting a strategic marketing approach.

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Section: Conceptual Frameworkmentioning

confidence: 99%

Factors influencing eco-friendly apparel purchase behavior of Bangladeshi young consumers: case study

Sobuj

Khan

Habib

et al. 2021

RJTA

View full text Add to dashboard Cite

show abstract

“…Eco-fashion clothes are made of recycled or reused materials that have not been coloured with harmful chemicals [1]. In addition, Saricam and Okur [25] and Wai Yee and Hassan [3] investigated that the consumers actually have positive feelings and beliefs about the Eco-fashion products but the reason why they avoid purchase them are related to the attitude of the poor quality, high prices and unfashionable. Maloney and Lee [26] showed that there is a strong relationship between attitude toward Eco-fashion clothes and behavioural purchase intentions.…”

Section: A Attitude Toward Eco-fashion Clothes and Purchase Intentionmentioning

confidence: 99%

Consumer Purchase Behavior of Eco-Fashion Clothes As a Trend to Reduce Clothing Waste

Jalil¹,

Shaharuddin²

2019

IJITEE

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Eco-fashion clothes offer considerable promise to reduce clothing waste associated with improving consumer profits and the health of the community. The aim of this paper is to explore the consumer purchase behaviour toward Eco-fashion clothes made of recycled materials. The clothing waste is increasing each year and there is a lack of landfill sites for disposing of them. This resulted in governments encourage industries markets to recycle more. However, it is necessary to support the clothing recycling technology program, and the achievement of those markets depends on consumer demand for these products. Hence, understanding consumer behaviour toward Eco-fashion clothes made of recycled materials can provide a basis to develop effective guidelines for disposal and purchase recycled clothes. This study applied the Theory of Planned Behaviour (TPB) as the foundation of the consumer’s behaviour. A two-stage mixed-method approach was explored. Statistical analysis was commenced through direct logistic regression. The model was tested via structural equation modelling (PLS-SEM). Overall, findings reveal that the most significant factor on purchase intention of Eco-fashion clothes is the positive attitude which was followed by the perceived behavioural control and then subjective norms on the construct intention. Furthermore, there is a strong connection to sustainable disposal clothing behaviour and purchase behaviour toward Eco-fashion clothes. Hence, strengthening people attitude in order to purchase Eco-fashion clothes made of recycled contents as a sustainable trend is applicable to help reduction of clothing waste. This happens when people’s need is along with these clothes. The implications of this study can be examined from an educational and managerial perspective to form an effective strategy to encourage an increased rate in the disposal of clothing toward recycling and development policies to improve recycling technology programs. Therefore, it can lead to produce clothes made of recycled materials based on the consumer's needs and distribute them in the fashion market

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“…Within the TPB framework, beliefs are demarcated as an individual’s evaluation of the consequences of a particular behavior, and a favorable view toward a specific behavior yields positive behavioral intention. Several studies applied TPB to understand organic clothing consumption (Khare and Varshneya, 2017) and sustainable fashion consumption (Khare and Kautish, 2021b; Saricam and Okur, 2019). In the context of the TPB, subjective norm refers to an individual’s perceived social pressure to perform or not perform a particular behavior.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…It focused on understanding the influence of global identity, social impact both on online and offline platforms in predicting consumers' knowledge about sustainable apparel, its evaluation and spreading favorable word-of-mouth. Because social influence and identification guide consumption decisions, it is assumed that social identification would be a vital influence in Web-enabled interactions to promote sustainable fashion apparel (Saricam and Okur, 2019). Social impact, owing to the technology proliferation, extends beyond national borders and communities.…”

Section: Introductionmentioning

confidence: 99%

Antecedents of sustainable fashion apparel purchase behavior

Kautish

Khare²

2022

JCM

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Purpose This study aims to examine cosmopolitanism, global social identity, green peer and social media on green apparel knowledge and sustainable fashion perception. Further, it explored the mediating effect of green apparel knowledge and sustainable fashion perception on behavioral intentions and electronic Word-of-Mouth (eWOM). Design/methodology/approach Data was collected through a mall intercept method across five cities adjoining the national capital region in India. Findings The results indicated that social identification with online (social media) and offline (cosmopolitanism, global self-identity and green peer influence) groups predicted Indian consumers’ perception of sustainable fashion, behavioral intentions and eWOM. Research limitations/implications A better discernment between social identity versus self-identity and social media influence versus peer influence may be considered in future studies. Practical implications Sustainable fashion designers can use social media to create awareness and promote sustainable apparel. The information about novelty, design and style attributes of sustainable fashion can help overcome the skepticism regarding sustainable clothing. Originality/value This study extends the earlier research on online and offline influences by examining their role on green apparel perception, purchase and eWOM.

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Analysing the Consumer Behavior Regarding Sustainable Fashion Using Theory of Planned Behavior

Cited by 32 publications

References 106 publications

Factors influencing eco-friendly apparel purchase behavior of Bangladeshi young consumers: case study

Factors influencing eco-friendly apparel purchase behavior of Bangladeshi young consumers: case study

Consumer Purchase Behavior of Eco-Fashion Clothes As a Trend to Reduce Clothing Waste

Antecedents of sustainable fashion apparel purchase behavior

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