Understanding Chinese Consumers’ Intention to Purchase Sustainable Fashion Products: The Moderating Role of Face-Saving Orientation

Xiaoyong Wei and Sojin Jung
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Xiaoyong Wei: Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong, China
Sojin Jung: Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong, China

Sustainability, 2017, vol. 9, issue 9, 1-15

Abstract: In a culture where collectivism is pervasive such as China, social norms can be one of the most powerful tools to influence consumers’ behavior. Individuals are driven to meet social expectations and fulfill social roles in collectivist cultures. Therefore, this study was designed to investigate how Chinese consumers’ concern with saving face affects sustainable fashion product purchase intention and how it also moderates consumers’ commitment to sustainable fashion. An empirical data set of 469 undergraduate students in Beijing and Shanghai was used to test our hypotheses. Results confirmed that face-saving is an important motivation for Chinese consumers’ purchase of sustainable fashion items, and it also attenuated the effect of general product value while enhancing the effect of products’ green value in predicting purchasing trends. The findings contribute to the knowledge of sustainable consumption in Confucian culture, and thus their managerial implications were also discussed.

Keywords: face-saving; Chinese consumers; perceived value; green value; sustainable consumption (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

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