Perceived ease of use and usefulness of sustainability labels on apparel products: application of the technology acceptance model

Abstract

This study explores consumers’ perceptions of sustainability labels on apparel products and examines sustainability labels as an effective means of determining consumers’ purchase intentions, using the technology acceptance model (TAM) as the foundation. Data were collected via self-administered web-based surveys from 903 randomly selected shoppers throughout the United States (U.S.). Findings validated that perceived ease of use, perceived usefulness, attitudes, and purchase intention were associated with consumers’ use of sustainability labels. Within those four variables, sustainability label users exhibited significantly higher scores than non-label users, though the path relationships among those variables were not different between the two groups. This study is one of the first to use TAM to understand how consumers perceive and use sustainability labels for apparel products. Through this application, label reading behaviour is viewed similarly to how consumers use new informational sources for their decision making process. The findings provide practical implications for business marketers and managers of sustainability apparel products. As this study focused on sustainability labels and apparel product shopping among U.S. consumers, it may be limited to apply findings to other product categories and may be limited to consumers outside the U.S.

Extended Theory of Planned Behavior (ETPB): Investigating Customers’ Perception of Restaurants’ Sustainability by Testing a Structural Equation Model

“…believed that this set of elements was useful for them and for everyone else. In this sense, this finding was consistent with Ma et al [82], according to whom the usefulness generated by the adoption of sustainable practices produces positive impacts that spill over into the environmental dimension as well as the social and economic sphere.…”

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“…Several scholars claimed that providing a technology-based solution increases awareness and understanding of electricity consumption [23,30,[54][55][56]. As such, [22] confirmed that after the installation of real-time aggregate feedback in college dormitories, a 55% reduction of electricity consumption was evident.…”

Analisis Niat Pembelian Ulang E-Comerce Mobile dengan Pendekatan Technology Acceptance Model (TAM)

“…Kim et al 2009;Kim dan Forsythe, 2008). Ma et al (2017) mengungkapkan bahwa kemudahan penggunaan (perceived ease of use) dan kegunaan (perceived usefulness) berkontribusi pada pembentukan sikap pengguna dalam menggunakan teknologi yang pada akhirnya berdampak pada meningkatnya niat pengguna untuk menggunakan suatu teknologi. Selain itu, perceived ease of use juga disebut memiliki pengaruh positif terhadap persepsi individu terkait dengan kegunaan dalam menggunakan teknologi (perceived usefulness) (Ma et al 2017).…”

“…Ma et al 2017). Dewasa ini, TAM telah diterapkan secara luas untuk menjelaskan penggunaan teknologi oleh konsumen dalam konteks belanja online (Cho dan Wang, 2010; model yang dibangun dapat menjelaskan informasi empiris mengenai data yang dikumpulkan.…”