 Consumers’ Choice Behaviour Toward Green ClothingKarolina Bielawska and Magdalena Grebosz-Krawczyk European Research Studies Journal, 2021, vol. XXIV, issue 2 - Part 1, 238-256 Abstract: Purpose: The article aims to identify the factors influencing consumers’ choice of green clothing products in the context of the theory of consumption values. Design/methodology/approach: The research was conducted on 496 Polish consumers in December 2020 from who 212 had experience in purchasing green clothing products. Self-administered questionnaires were distributed and structural equation modelling was used for analysis. Findings: The results show that emotional, conditional, and environmental values had significantly positive impact on consumers’ choice behaviour toward green clothing products; however functional, social and epistemic values had no influence on it. Practical Implications: The results are important for retailers and producers of green clothing products for building a marketing communication campaign for Polish market as well as labelling and creating eco-brands for those products. Originality/value: The recognition of Polish consumers’ incentives of buying green clothing through the lens of consumption values theory. Keywords: Green products; green clothing; sustainability; green consumption; Polish consumers; environmental value. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxiv:y:2021:i:2-part1:p:238-256 Access Statistics for this article More articles in European Research Studies Journal from European Research Studies Journal |
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