The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects

Lihong Chen, Kexin Qie, Hafeezullah Memon and Hanur Meku Yesuf
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Lihong Chen: School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China
Kexin Qie: School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China
Hafeezullah Memon: International Institute of Silk, College of Textile Science and Engineering, Zhejiang Sci-Tech University, Hangzhou 310018, China
Hanur Meku Yesuf: College of Textiles, Donghua University, Shanghai 201620, China

Sustainability, 2021, vol. 13, issue 8, 1-17

Abstract: Aiming at the problems of pollution and waste in the clothing industry, the concept of the green innovation of clothing brands is put forward here and analyzed in terms of five dimensions: green product innovation, green technology innovation, green image innovation, green service innovation, and marketing green innovation. Based on the theory of perceived value, in this study we analyzed the mechanism of clothing brand green innovation with regard to consumers’ purchase intention and, on this basis, investigated the mediating role of perceived value and the moderating role of consumer innovation. Simultaneously, we designed a measurement scale for clothing brand green innovation and used the structural equation model to test the research hypothesis. The results showed that clothing brand green innovation can effectively promote green purchase intention and behavior, that consumers produce purchase intention and behavior through the perception of novelty, usefulness, and greenness, and that highly innovative consumers are more likely to perceive novelty and are more willing to buy. This study provides new ideas and references for clothing brand green innovation.

Keywords: clothing brand; green innovation; green purchase intention; perceived value; intermediary role; regulatory role (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (19)

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