Factors Influencing Purchase Intention toward Recycled Apparel: Evidence from China

Xiaofang Jin, Azizah Omar () and Kai Fu
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Xiaofang Jin: School of Management, Universiti Sains Malaysia, Gelugor 11700, Malaysia
Azizah Omar: School of Management, Universiti Sains Malaysia, Gelugor 11700, Malaysia
Kai Fu: School of Management, Universiti Sains Malaysia, Gelugor 11700, Malaysia

Sustainability, 2024, vol. 16, issue 9, 1-26

Abstract: This study aimed to develop a conceptual framework that integrates both consumer-specific and product-specific factors, with a particular focus on consumer value perceptions regarding recycled apparel and their impact on consumer attitudes and purchase intention. The framework combines the Perceived Consumer Value (PCV) with the Knowledge–Attitude–Behavior (KAB) model. To validate the proposed conceptual framework, an online survey was conducted with a purposive sample of 716 participants in China. Using structural equation modeling, the hypotheses of the conceptual model were tested. This study identified four dimensions of perceived value and environmental knowledge as significant factors that positively influenced customers’ attitudes toward purchasing recycled apparel. Notably, it was found that perceived quality value had a more pronounced effect on purchase intention than other factors. Interestingly, product knowledge did not demonstrate a significant impact on attitudes. By exploring this under-researched topic, this study provides new insights into consumer behavior in the context of sustainable fashion in a non-Western context.

Keywords: recycled apparel; environmental knowledge; product knowledge; perceived value; attitude; purchase intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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