“Sustainable attitude” – a modest notion creating a tremendous difference in the glamourous fast fashion world: investigating moderating effects

IF 3.1 Q2 BUSINESS Society and Business Review Pub Date : 2022-05-06 DOI:10.1108/sbr-10-2021-0205
Pooja Mehta, A. Kaur, Sandeep Singh, M. D. Mehta
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引用次数: 3

Abstract

Purpose The purpose of this study is to examine relationship between numerous factors (fashion orientation, conspicuous consumption and environmental consciousness) that influence fast fashion (FF) purchase intention and their impact on FF purchase behavior and exploring the moderating effect of sustainable clothing consumption attitude. Design/methodology/approach This study uses quantitative analysis approach, wherein data have been collected from 571 college students by using non-probability snowball sampling. Partial least square structural equation modeling (PLS-SEM) has been applied to analyze the relationships among variables. Findings Determinants fashion orientation and conspicuous consumption have substantial impact on the desire to buy FF, which has strong association with FF purchasing behavior. Environmental awareness, contrarily, has detrimental impact on FF purchasing intentions. Furthermore, sustainable clothing consumption attitude significantly moderates FF intention–behavior relationship. Practical implications Findings may be viewed as a driving course in textile and garment sector for entrepreneurs as they represent customers’ intents and behavior in connection to the adoption of FF. Strategists can understand the product’s lifecycle; marketers can define innovative ways of marketing, advertising and promotion; start-ups can look for opportunities in sustainable fashion industry by innovating, manufacturing and dealing in eco-friendly sustainable products; and policymakers can make suitable policies to create awareness regarding sustainable fashion. Originality/value To the best of the authors’ knowledge, there is no study that comprehensively deals with defining, structuring and validating factors affecting purchase intention and behavior in case of fashion industry, accompanied by the role of sustainable consumption attitude as a moderator between FF intention and behavior, in a single model.
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“可持续态度”——一个温和的概念,在魅力四射的快时尚世界中创造了巨大的差异:调查调节效应
本研究的目的是考察影响快时尚(FF)购买意愿的众多因素(时尚取向、炫耀性消费和环境意识)之间的关系及其对FF购买行为的影响,并探讨可持续服装消费态度的调节作用。设计/方法/方法本研究采用定量分析方法,采用非概率雪球抽样法对571名大学生进行数据收集。应用偏最小二乘结构方程模型(PLS-SEM)分析了变量间的关系。时尚取向和炫耀性消费对FF购买意愿有显著影响,并与FF购买行为有很强的关联性。相反,环保意识对FF购买意愿有不利影响。可持续服装消费态度显著调节FF意向-行为关系。研究结果可能被视为纺织和服装行业企业家的驾驶课程,因为它们代表了与采用FF相关的客户意图和行为。战略家可以了解产品的生命周期;营销人员可以定义创新的营销、广告和促销方式;初创企业可以通过创新、制造和经营环保可持续产品,在可持续时尚产业中寻找机会;决策者可以制定合适的政策来提高人们对可持续时尚的认识。原创性/价值据作者所知,目前还没有研究在单一模型中全面地定义、构建和验证影响时尚行业购买意愿和行为的因素,以及可持续消费态度在FF意愿和行为之间的调节作用。
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来源期刊
CiteScore
5.60
自引率
18.80%
发文量
35
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