Country Differences in Determinants of Behavioral Intention towards Sustainable Apparel Products

Hye Jung Jung, Kyung Wha Oh and HaeJung Maria Kim
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Hye Jung Jung: Research Institute of Human Ecology, Seoul National University, Seoul 08826, Korea
Kyung Wha Oh: Department of Fashion, Chung-Ang University, Seoul 06974, Korea
HaeJung Maria Kim: College of Merchandising, Hospitality and Tourism, University of North Texas, Denton, TX 76203, USA

Sustainability, 2021, vol. 13, issue 2, 1-23

Abstract: Increased demands for sustainable apparel products require research to understand better how to encourage sustainable buying behavior effectively, especially in the understudied areas of cross-cultural research. This study, which includes respondents from the UK, US, and China (total n = 711) who completed an online survey, explores determinants of behavioral intention toward sustainable apparel products (SAP). This paper contributes to examine both consumer characteristics (shopping values, consciousness of sustainability, perceived consumer effectiveness, and environmental knowledge) and marketing perspective (evaluation criteria of SAP) determinants for encouraging sustainable apparel consumption behaviors. Significant country differences also emerged, indicating the positive impact on behavioral intention to sustainable apparel products across three countries. Results of structural equation modeling analysis demonstrated there were differences and similarities in the effect of consumers’ characteristic factors and marketing perspective factors on SAP behavioral intention among three countries. The results validate that differentiated marketing strategies in the sustainable apparel industry are required when targeting global consumers to boost sustainable apparel consumption and successfully help to remedy the crisis facing our planet and further generation.

Keywords: sustainable apparel products (SAP); shopping values; product criteria; perceived consumer effectiveness (PCE); environmental knowledge (EK); behavioral intention; country differences (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 (7)

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