Exploring young adult consumers’ sustainable clothing consumption intention-behavior gap: A Behavioral Reasoning Theory perspective

Diddi, Sonali; Yan, Ruoh‐Nan; Bloodhart, Brittany; Bajtelsmit, Vickie L.; McShane, Katie

doi:10.1016/j.spc.2019.02.009

Cited by 158 publications

(183 citation statements)

References 36 publications

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“…The current study identified different motivations to repair clothes from previous qualitative studies [18,20] to examine its influence on U.S. consumers' attitudes towards mending, frequency of mending, and sustainable post-consumption clothing behaviors. Thus, the following hypotheses are proposed: In line with the Paris Climate agreement and United Nations Sustainable Development Goal 12 (Ensure Sustainable Consumption and Production (SCP) Patterns), sustainable clothing consumption behaviors (SCCBs) can be defined as a "variety of behaviors that consumers engage in to minimize their environmental and social impacts in relation to their clothing consumption decisions" [43] Chapman [41] notes that consumers increasingly do not associate with repairing clothes, as they are socially conditioned out of the making process. However, community repair events provide venues for a "collaborative form of fixing [that] encourages the replacement of shopping (as a stimulus seeking activity), with more creative and social experiences, centered on the shared act of making and mending".…”

Section: Conceptual Framework and Hypotheses Developmentmentioning

confidence: 99%

“…In line with the Paris Climate agreement and United Nations Sustainable Development Goal 12 (Ensure Sustainable Consumption and Production (SCP) Patterns), sustainable clothing consumption behaviors (SCCBs) can be defined as a "variety of behaviors that consumers engage in to minimize their environmental and social impacts in relation to their clothing consumption decisions" [43] (p. 200). Numerous studies have examined different types of SCCBs to understand consumers' motivations and barriers (see review in [43]). However, much less attention has been given to how consumers can actively engage in SCCBs related to extending a product's lifecycle at a community level.…”

Section: Conceptual Framework and Hypotheses Developmentmentioning

confidence: 99%

“…Items related to motivations for clothes mending (MOT) were developed from previous studies [18,20,43,51]. Participants' motivations for having their clothes mended were assessed using five statements measured on a seven-point Likert scale (1 = strongly disagree; 7 = strongly agree).…”

Section: Instrumentationmentioning

confidence: 99%

“…Following previous studies [43,51], items were adapted to measure the attitude toward clothes mending (ATTMEND) with four items on a seven-point semantic scale. Based upon the factor analysis, three items were retained: (a) Unimportant-Important, (b) Bad-Good, and (c) Worthless-Valuable.…”

Section: Instrumentationmentioning

confidence: 99%

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Consumer Perceptions Related to Clothing Repair and Community Mending Events: A Circular Economy Perspective

Diddi

Yan

2019

Sustainability

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While research focusing on clothing repair and community mending events as part of sustainable clothing consumption practices has been conducted in some developed European countries (e.g., the U.K. and the Netherlands), little research has examined consumer clothes mending/repairing behavior in a U.S. context. The purpose of this study was to explore U.S. consumers’ specific barriers and motivations to engage in clothing repair and their likelihood to participate in clothes mending and community mending events. An intercept survey approach was used to administer a questionnaire to participants who were attendees at three different events in a mid-sized city in Colorado, U.S. across a two-week time span. Data were collected from 254 participants. Path analysis was conducted to test four sets of hypotheses. The results suggested that consumers’ perceived barriers negatively influenced their mending frequency. Consumer’s perceived motivations positively influenced their attitudes toward mending, their mending frequency, and sustainable post-consumption clothing behaviors (SPCBs). Furthermore, participants’ attitudes toward mending, mending frequency, and their SPCBs positively influenced their intentions to mend clothes and to participate in community mending events. The current study advances the understanding of US consumers’ clothes mending behaviors and provides critical implications for local governments and education systems.

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Section: Conceptual Framework and Hypotheses Developmentmentioning

confidence: 99%

Section: Conceptual Framework and Hypotheses Developmentmentioning

confidence: 99%

Section: Instrumentationmentioning

confidence: 99%

Section: Instrumentationmentioning

confidence: 99%

See 2 more Smart Citations

Consumer Perceptions Related to Clothing Repair and Community Mending Events: A Circular Economy Perspective

Diddi

Yan

2019

Sustainability

Self Cite

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“…Goworek et al [3] found a lack of consciousness among consumers regarding the facilities available to enable them to adopt more sustainable habits in terms of disposal, and, therefore, consumer clarification is needed. Diddi et al [51] even demanded the inclusion of education of repair skills in high school curriculums to create a "repair mindest" among young consumers to address the disposal culture. Further, Hu et al [52] proposed a closed-loop supply chain to adopt the circular use of clothing.…”

Section: Drivers In the Post-purchase Phasementioning

confidence: 99%

The Drivers of Sustainable Apparel and Sportswear Consumption: A Segmented Kano Perspective

2020

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The steady increase of sustainable consumer behavior leads companies to strengthen their efforts to become socially and ecologically more sustainable. Particularly in the clothing and footwear industry, more and more companies are aware of their need to fundamentally adapt the way they create value. Sustainability offerings are developed, e.g., usage of upcycled materials (e.g., ocean plastic), circular business models (e.g., decomposition of returned products into components for new ones), as well as adapted product ranges (e.g., smaller or with fewer fashion cycles). However, it is frequently unclear in advance, which offerings will increase (or decrease) satisfaction and, consequently, drive (or not drive) sustainable consumption. The application of a segmented Kano perspective in an apparel and sportswear context that helps to answer these questions is presented: 17 potential offerings were assessed by a sample of 490 consumers. Our analysis demonstrates the usefulness of this methodology and that returning used products (to recycle them), discounts for buying sustainable products, sustainability level indicators, and biobased materials are highly attractive. However, the responsiveness varies across the derived consumer segments, from being decisive or attractive to indifferent or reverse. As assumed, gender and attitude towards sustainability are good predictors for segment membership.

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Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability‐oriented consumption in Japan

Dhir

Talwar²,

Sadiq

et al. 2021

Bus Strat Env

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The green apparel literature has previously examined the disparity between consumers' positive purchase intentions and their actual purchase behaviour. This dichotomous behaviour represents the critical ‘intention–behaviour gap’, which marketers must seek to reduce to increase sales of their products. The current study thus seeks to identify the drivers of green apparel purchase behaviour that may potentially mitigate this gap. The proposed conceptual model is grounded in the Stimulus–Organism–Behaviour–Consequence (SOBC) paradigm and is tested through an analysis of cross‐sectional data collected from 387 green apparel product consumers in Japan who were sourced through Macromill Inc. The findings suggest that optimism as the stimulus is positively associated with labelling satisfaction and labelling desire, which, in turn, are positively associated with purchase intentions, representing behaviour. Furthermore, purchase intentions are positively associated with shopping routine and fully mediate the association between shopping routine and buying behaviour. The study provides interesting strategic inputs for green apparel marketers and retailers.

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Exploring young adult consumers’ sustainable clothing consumption intention-behavior gap: A Behavioral Reasoning Theory perspective

Cited by 158 publications

References 36 publications

Consumer Perceptions Related to Clothing Repair and Community Mending Events: A Circular Economy Perspective

Consumer Perceptions Related to Clothing Repair and Community Mending Events: A Circular Economy Perspective

The Drivers of Sustainable Apparel and Sportswear Consumption: A Segmented Kano Perspective

Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability‐oriented consumption in Japan

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