Understanding Perceived Value and Purchase Intention toward Eco-Friendly Athleisure Apparel: Insights from U.S. Millennials

Abstract

Given the recent trend of the athleisure lifestyle in the U.S., this study sought to examine female millennial consumers’ value perceptions for purchasing recycled polyester-made athleisure apparel. Using an inductive approach with grounded theory, the perceived green value (PGV) framework was applied to guide data collection through the in-depth interviews and data analysis. The findings of the study provide theoretical insights and sustainable solutions for the industry and academia. Five main values identified include functional value, social value, emotional value, conditional value, and epistemic value. Within these perceived values, 13 sub-themes emerged. Female millennials consider price and performance key deciding factors for purchasing recycled polyester-made athleisure apparel. However, this is contingent upon products being fashionable, comfortable, and versatile for numerous occasions. The perceived social value reaffirms that peers and family can strongly influence purchasing decisions. Female millennials are more likely to purchase from well-known sustainable companies whose products are aligned with their beliefs and are exempted from false advertising. Companies need to empower consumers with the necessary product information and environmental knowledge. Epistemic value relies on consumers being educated and aware of sustainable products and their benefits.

How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers

“…Researchers also found that consumer perceived value is a key organism factor bridging the environmental stimuli and consumers' responses [36,50,51]. Consumer perceived value (both hedonic and utilitarian value) along with perceived risk and perceived behavioral control (PBC) were repeatedly reported as the significant factors influencing consumers' adoption behaviors toward new technologies or new shopping channels [52][53][54].…”

Integrating Personal and Pro-Environmental Motives to Explain Italian Women’s Purchase of Sustainable Clothing

“…It would therefore be important to consider to what extent the results of this Italian study differ from those obtainable in other countries. Moreover, future studies might integrate in the present theoretical model consumers' values related to the attributes of sustainable fashion, such as functional, social, and emotional values [110].…”

Collaborative Consumption: A Study of Sustainability Presentation in Fashion Rental Platforms

“…Previous research has indicated that rental apparel models are more sustainable than traditional consumption models [15][16][17]. The reasons for this greater sustainability include being able to extend the life of products through use intensification and item repair; designing more durable products that last longer to avoid creating unnecessary waste; the need to create fewer products that satisfy more people, which reduces resource, water, electricity, and material consumption; the opportunity to reduce water and energy usage while better preserving garments through more professional cleaning services and technologies utilized by clothing rental companies; and helping consumers reduce overconsumption [18][19][20]. Even though renting apparel can provide all of these environmental benefits, it is not a guarantee that apparel rental companies will achieve all of these sustainable practices or publicly orient themselves as sustainable.…”

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