The Impact of Utilitarian and Hedonistic Shopping Values on Sustainable Fashion Consumption: The Moderating Role of Religiosity (original) (raw)
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SAGE Open
There is a general belief that fashion involvement leads toward unsustainability. To resolve this issue, the present study aims to explore that whether sustainable fashion consumption is characterized by an individual's fashion consciousness and his pro-environmental attitude or not. In addition, how an individual's religiosity can moderate this relationship. For the purpose of collecting the data, a survey questionnaire method was applied by making use of adopted measurement scales from the previous literature. Convenience sampling technique was employed to collect the data from a total of 350 respondents. The outcomes of this study illustrate that both fashion-conscious and pro-environmental attitude consumers are significantly and positively associated with sustainable fashion consumption. Furthermore, both the aspects of religiosity, that is, interpersonal religiosity and intrapersonal religiosity, moderate the relationship. The current study has profound implications for fashion retailers and manufacturers that they should incorporate sustainable business practices into their manufacturing processes. Managers should focus on devising such a comprehensive business model that is based on the principles of sustainability.
Sustainable and Ethical Fashion Consumption: the role of Consumer Attitude and Behaviour
Global demand for improved corporate social responsibility (CSR) in the fashion industry has created many challenges and opportunities for companies wishing to integrate the principles of sustainability into their business strategies. Since businesses operate for a profit, investments towards sustainability can only return shareholder value if the consumers are rewarding it. There is, however, a vacuum in empirical knowledge regarding the role of consumer attitude and behaviour in the sustainable and ethical consumption of fashion. This qualitative and quantitative study contributes to the knowledge database using experimental research based on survey methods and statistical analyses. A questionnaire survey was conducted in Hamburg with 100 respondents made up of an equal number of HSBA and non-HSBA students. The questions were aimed at gaining insight into respondents’ attitudes towards ethical issues and resulting behaviour before, during and after the purchase of clothing. Results show that eco-labelling of clothing only influences the buying decisions of consumers who already possess a positive attitude towards sustainability. It was revealed that many consumers still harbour scepticism on the real motives of fashion companies towards sustainability. Price and quality are more important factors for purchase decisions than ethicality. Many Consumers have little information on where to buy eco-clothes. Many consumers today are aware of sustainability concepts, but the awareness still has little bearing on their purchase behaviour. The results are however limited by the number of respondents, ethnography and age groups. The outcome of this report would be invaluable for market planning and investment decisions towards sustainability projects in the fashion industry.
THE ROLE OF RELIGIOSITY IN SOCIALLY RESPONSIBLE CONSUMPTION
International Journal of Asian Social …, 2012
Present environmental problems can be associated with consumers' conspicuous consumption and materialistic lifestyle. Environment can be sustained if consumer considers the impact of their consumption on the environment by practicing socially responsible consumption. This study is exploratory in nature and it tries to investigate the role of values in socially responsible consumption. Values have been suggested to affect various aspects of consumption attitudes and behavior. A value-attitude-behavior model was applied in order to investigate the roles of religiosity in socially responsible behavior. The socially responsible behavior was examined using intention to purchase cause-related products. Surveys were conducted on consumers from several big malls in three cities of Malaysia. The data were analyzed using an independent sample T-test and a simple regression. The results demonstrated that there is a significant relationship between religiosity and socially responsible consumption. More specifically, the findings indicate that highly religious consumers have higher intention to purchase cause-related products.
Journal of Sustainable Marketing, 2023
This article adds to the ongoing debate on the role of consumer behavior in promoting sustainability in the fashion industry. It draws its findings from a case study of the behavior of consumers from the Kurdistan region of Iraq (KRI). It follows a hybrid approach to qualitative thematic analysis based on 16 semi-structured interviews. The findings introduce a conceptual model illustrating the critical barriers to sustainable fashion consumption in KRI. It also presents potential mitigation strategies designed to overcome these barriers. This article offers an initial framework for researchers to examine strategies that can help business practitioners and policymakers promote sustainable fashion consumption in the region.
Sustainability, 2017
In recent times, the concept of sustainability has gradually taken on a leading role, particularly because of its potential ability to influence consumers’ view and, consequently, their buying choices. Based on this consideration, the work, by means of an empirical analysis, pursues two research questions: (i) is it possible to imagine a theoretical model in the fashion world able to show whether “importance”, “expectations” and “social influence” effectively affect consumers’ willingness to reward a sustainable fashion brand via their purchasing behavior? and (ii) how much are consumers willing to pay to get a sustainable item of clothing? In order to answer these two research questions, a Multiple Linear Regression Model is tested, which offers an interesting result: consumers attach little relevance to the importance accorded to a brand’s sustainability, since they orient themselves on the basis of their expectations and their own group’s thoughts. Another finding is that consume...
The impact of religiosity on fashion knowledge, consumer-perceived value and patronage intention
Research Journal of Textile and Apparel, 2019
Purpose This study aims to examine the impact of religiosity on fashion knowledge, consumer-perceived value and patronage intention. Design/methodology/approach This study applied purposive sampling method. The population size used a minimum number of samples (100) in the WarpPLS analysis. The inferential statistical technique used is structural equation modeling. A tool for analyzing the structural models is the partial least square method. Findings Religiosity is a consumer belief in religion, which does not generate fashion knowledge so that high and low religiousness cannot increase or decrease fashion knowledge. Consumer confidence in their religion can increase consumer-perceived value of Muslim fashion products. It causes consumers to behave positively toward future behavioral intentions, that is, the patronage intention. Consumer religiosity is not the cause of patronage intention so that the high or low level of religiousness does not increase or decrease in the willingness...
Spring 2023
The influence of consumers' intentions to purchase eco-friendly clothing is examined, with the moderating effect of consumption value. Also examined were reasons for the disparity between consumer purchase intention and buying behavior regarding green apparel. A questionnaire on a five-point Likert scale was utilized to collect data. One hundred ninety-seven responses were found valid out of 384 for analysis. Smart PLS and SPSS were used to analyze the data. By the analysis found a significant impact of hedonic motivation and utilitarian motivation on green purchase intention with moderating impact on consumption value for the purchase behavior of the consumer. Gender and income were also found to have a controlling impact on the Hedonic and utilitarian motivation of consumers. The impact of consumer information availability, convenience to buy, and customized offerings of green textile brands for consumers’ motivation to buy. Also, consumer beliefs related to environmental issu...
FACTOR AFFECTING INTENTION TO INCREASE SUSTAINABILITY FAST FASHION CONSUMPTION
IAEME PUBLICATION, 2021
.Sustainability becomes an important issue especially for fast fashion as a short production concept but consumers are unwilling to adopt sustainable changes in their consumption choices, a phenomenon that is common to many fashion industries that offer sustainable products. Therefore, This study investigated motivational consumers in buying fashion (Brand Consciousness, Materialism, Social Comparison, Fashion Innovativeness, and Fashion Involvement) toward attitude consumers. In addition, this study aims to examine the relation among awareness consumers on attitude, subjective norm, and perceived behavioral control in the context of sustainability fast fashion. This research uses structural equation modeling analysis (SEM) in the SmartPLS and bootstrap programs.
Sustainability
The fashion industry has expanded at the expense of the environment. Consumption and environmental pollution both serve as a wake-up call to the global endeavour to adopt more socially and environmentally responsible behaviours. It implies, in particular, a paradigm shift in consumer behaviour away from conventional to green products. Understanding the factors that influence consumer purchasing decisions is critical in developing the demand for and commitment to sustainable apparel consumption. In support of the United Nation’s efforts to promote sustainable consumption in Malaysia, a study was conducted to determine the motivating factors that influence consumers’ purchase intentions for sustainable apparel. The moderating effect of fashion consciousness on the outcome was also examined. An extended model of the Motivation-Opportunity-Ability (MOA) Theory and Self-Determination Theory (SDT) was developed and tested using 324 responses collected from the Malaysian millennial generat...
Journal of Enterprise and Development
Purpose — The purpose of this research is to explore the relationship between fashion involvement, pro-environmental attitudes, and consumption of sustainable fashion in the Indonesian market.Method — The research was conducted in the Capital City of Jakarta and satellite cities, involving 236 respondents from three generational groups (Gen X, Gen Y, Gen Z). The study employed surveys to gather data on fashion involvement, pro-environmental attitudes, and sustainable fashion consumption.Result — The findings of the study indicate that both fashion engagement and pro-environmental attitudes have a significant and positive relationship with the consumption of sustainable fashion in the Indonesian market. The research also highlights the importance of social norms and attitudes in influencing sustainable fashion purchasing behavior.Contribution — This research provides valuable insights into the factors driving sustainable fashion consumption in Indonesia through the influence of fashi...