Consumer decision making when purchasing eco-friendly apparel

Abstract

Purpose The purpose of this paper is to identify the realistic trade-offs young consumers make when purchasing organic T-shirts. Design/methodology/approach A full profile discrete choice design was used. The data were analysed using a multinomial logit model and desirability indices. Findings Price was the most important attribute to consumers followed by the place of production and then sustainability. Consumers were most willing to purchase T-shirts that are eco-friendly, Made In America, made from wrinkle-free technology and cotton jersey knit fabric, and have a price of $15. Although consumers were most willing to pay $15, some were still willing to pay $25 or even $35 for the same eco-friendly T-shirt. Practical implications Consumers in the current study were more willing to purchase eco-friendly as opposed to organic apparel. The findings suggest that retailers need to consider the language used when communicating with consumers. Also, consumers were more willing to purchase T-shirts Made In America. Retailers may want to promote their domestic manufacturing through in-depth branding and promotions. Originality/value In order to identify the attributes to be used in the current study, labels on T-shirts in stores were examined and then those attributes were verified in the literature. In addition, the inclusion of price as an attribute, rather than as a separate independent question, provides a more realistic view of young consumers’ decision making.

Sustainable clothing: perspectives from US and Chinese young Millennials

“…First, the study specifically aims to investigate the role of young Millennials' values and apparel sustainability knowledge in impacting their attitude and willingness to purchase sustainable clothing. Literature supports the assertion that knowledge is a determinant of eco-conscious consumer behaviours, and a lack of knowledge is a constraint (Hill and Lee, 2012;Connell, 2010;Hwang et al, 2015;Rothenberg and Matthews, 2017). Studies have also shown that values influence behavioural decisions and values, as abstract cognitions serve as standards for attitudinal and behavioural processes (Cai and Shannon, 2012;Ma and Lee, 2012).…”

“…Only when consumers know enough about sustainability can they be likely to purchase sustainable products (Harris et al, 2016;Jensen, 2002;McNeill and Moore, 2015;Park and Kim, 2016;Paul et al, 2016). Consumers with knowledge and concerns regarding environmental and societal issues would be motivated to purchase green and fair trade apparel (Goworek et al, 2012;Hwang et al, 2015;Rothenberg and Matthews, 2017). Researchers have determined that environmental sustainability knowledge is associated with developing attitudes and behavioural patterns that reflect concern for the environment and is a significant predictor of consumption behaviour of environmentally friendly apparel products (Chan, 2001;Chang and Watchravesringkan, 2018;Cowan and Kinley, 2014;Kang et al, 2013;Ko and Jin, 2017).…”

Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (DTC) brands

“…This point is bolstered by the findings of prior studies that examined the relative importance of sustainability. For example, more tangible factors, such as price and fit, were routinely ranked higher than sustainability (Nilssen et al 2019 ; Rothenberg and Matthews 2017 ). In short, while sustainability is an important factor, it is not consumer’s top priority.…”

Comportamento do consumidor em relação a produtos sustentáveis: uma revisão sistemática de literatura

“…Apesar de muitas vezes haver um distanciamento entre consciência e atitude, é inegável que a consciência tem forte influência sobre as práticas sustentáveis. Indivíduos que apresentam maior apelo à causa sustentável (Monteiro et al, 2012;Ramirez, Jiménez, & Gau, 2015;Rothenberg & Matthews, 2017) e que praticam valores como autorrespeito, autorrealização e relacionamento caloroso com seus próximos, estão mais próximos do comportamento sustentável (Simões, Giraldi, & Oliveira, 2012).…”

“…A garantia de origem é evidenciada pela informação da origem do produto e também se a produção é local ou não. Produtos de origem em países em desenvolvimento remetem os consumidores a práticas insustentáveis, enquanto em países desenvolvidos geram impressão de cuidado socioambiental (Gruber, Schlegelmilch, & Houston, 2014;Rothenberg & Matthews, 2017). É o caso, por exemplo, da Original Unverpackt (original, sem embalagem), uma empresa Alemã inaugurada em 2014 em Berlin, que trabalha com a venda de produtos sem embalagem, com compras a granel em que os próprios clientes levam as embalagens que possuem em casa ou, se preferirem, podem adquirir saquinhos de papel biodegradável.…”