TikTok Videos and Sustainable Apparel Behavior: Social Consciousness, Prior Consumption and Theory of Planned Behavior

Abstract

Extant research addressing the relations between TikTok videos and sustainable apparel consumption behavior is limited. This study explores these relations by testing the following theories and constructs: social consciousness, prior sustainable apparel purchasing, attitude toward TikTok videos (featuring sustainable apparel content), and theory of planned behavior. Results from an online survey supported the proposed conceptual framework, suggesting that cognitive, affective, and behavioral factors relevant to sustainable apparel consumption had a positive influence on sustainable apparel purchase intention.

Emerging Media: Opening a New Era in Future Communication

“…Other than the themed articles, our launching issue includes four other research articles. The very first accepted article in Emerging Media is “TikTok Videos and Sustainable Apparel Behavior: Social Consciousness, Prior Consumption and Theory of Planned Behavior” (by Carolyn A Lin et al, 2023). Two articles related to the study of online public forums include one on “Public discourse of GMOs in China: An investigation of commenting and reposting behaviors on social media” (by Nan Yu et al, 2023) and the other one on “Unmasking the Mask Issue on Reddit: An Investigation of Online Public Deliberation around the Mask Controversy in the United States” (by Li and Reed, 2023).…”