IDEAS home Printed from https://ideas.repec.org/a/ate/journl/ajbev5i3-2.html
   My bibliography  Save this article

How Millennials' Personality Traits Influence Their Eco-Fashion Purchase Behavior

Author

Listed:
  • Wei Fu
  • Bei chen Liang

Abstract

This study examined how millennials' personality traits (i.e., ecological consciousness and social consciousness) influence their behavior outcomes (i.e., purchase intention and willingness to pay more) in the eco-fashion context by applying attribution theory. This study also tested the moderating effect of need for variety on the relationship between millennials' personality traits and their behavior outcomes. A focus group including 9 participants and an online questionnaire involving 141 participants were used to accomplish the purpose of the study. A confirmatory factor analysis (CFA) was used to test how well the measured variables represented the various constructs, and structural equation modeling (SEM) was used to test the hierarchical relationships among millennials' personality traits and their behavior outcomes. The results indicated that millennials' ecological consciousness and social consciousness positively influenced their purchase intention and willingness to pay more for eco-fashion. Furthermore, the results supported the existence of a moderating effect of millennials' need for variety on the relationship between social consciousness and willingness to pay more. Specifically, when millennials had a higher need for variety, their social consciousness had a stronger positive effect on willingness to pay more for eco-fashion. This study extends previous work involving attribution theory by affirming that millennials' eco-fashion consumption behavior is influenced by their personality traits such as ecological consciousness and social consciousness. In addition, this study has managerial implications for apparel manufacturers, designers, and retailers and offers suggestions for educators in fashion marketing

Suggested Citation

  • Wei Fu & Bei chen Liang, 2019. "How Millennials' Personality Traits Influence Their Eco-Fashion Purchase Behavior," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 5(3), pages 207-220, April.
    • Handle: RePEc:ate:journl:ajbev5i3-2
    DOI: 10.30958/ajbe.5-3-2
    as

    Download full text from publisher

    File URL: https://www.athensjournals.gr/business/2019-5-3-2-Fu.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.30958/ajbe.5-3-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Cho, Yoon-Na & Thyroff, Anastasia & Rapert, Molly I. & Park, Seong-Yeon & Lee, Hyun Ju, 2013. "To be or not to be green: Exploring individualism and collectivism as antecedents of environmental behavior," Journal of Business Research, Elsevier, vol. 66(8), pages 1052-1059.
    2. Brosdahl, Deborah J.C. & Carpenter, Jason M., 2011. "Shopping orientations of US males: A generational cohort comparison," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 548-554.
    3. Brooker, George, 1976. "The Self-Actualizing Socially Conscious Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 3(2), pages 107-112, Se.
    4. Joy M. Kozar & Kim Y. Hiller Connell, 2013. "Socially and environmentally responsible apparel consumption: knowledge, attitudes, and behaviors," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 9(2), pages 315-324, May.
    5. Ratner, Rebecca K & Kahn, Barbara E & Kahneman, Daniel, 1999. "Choosing Less-Preferred Experiences for the Sake of Variety," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(1), pages 1-15, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ting Chi & Olabisi Adesanya & Hang Liu & Rebecca Anderson & Zihui Zhao, 2023. "Renting than Buying Apparel: U.S. Consumer Collaborative Consumption for Sustainability," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    2. Violeta Mihaela Dincă & Mihail Busu & Zoltan Nagy-Bege, 2022. "Determinants with Impact on Romanian Consumers’ Energy-Saving Habits," Energies, MDPI, vol. 15(11), pages 1-18, June.
    3. Iwowari Beatrice Dute, 2020. "The Influence of Cross-Cultural Language and Background on Climate Change Perception – An Empirical Investigation," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(9), pages 50-55, September.
    4. Muhammad Yaseen Bhutto & Yasir Ali Soomro & Hailan Yang, 2022. "Extending the Theory of Planned Behavior: Predicting Young Consumer Purchase Behavior of Energy-Efficient Appliances (Evidence From Developing Economy)," SAGE Open, , vol. 12(1), pages 21582440221, February.
    5. Khondaker Sazzadul Karim & Mohammad Ekramol Islam & Abdullah Mohammed Ibrahim & Shin-Hung Pan & Md. Mominur Rahman, 2023. "Online Marketing Trends and Purchasing Intent Advances in Customer Satisfaction through PLS-SEM and ANN Approach," Advances in Decision Sciences, Asia University, Taiwan, vol. 27(4), pages 24-54, December.
    6. Lixin Shen & Kannan Govindan & Madan Shankar, 2015. "Evaluation of Barriers of Corporate Social Responsibility Using an Analytical Hierarchy Process under a Fuzzy Environment—A Textile Case," Sustainability, MDPI, vol. 7(3), pages 1-22, March.
    7. Sebald, Anna Kathrin & Jacob, Frank, 2020. "What help do you need for your fashion shopping? A typology of curated fashion shoppers based on shopping motivations," European Management Journal, Elsevier, vol. 38(2), pages 319-334.
    8. Leary, R. Bret & Vann, Richard J. & Mittelstaedt, John D. & Murphy, Patrick E. & Sherry,, John F., 2014. "Changing the marketplace one behavior at a time: Perceived marketplace influence and sustainable consumption," Journal of Business Research, Elsevier, vol. 67(9), pages 1953-1958.
    9. Duong Cong Doanh & Katarzyna Gadomska-Lila & Le Thi Loan, 2021. "Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland," Oeconomia Copernicana, Institute of Economic Research, vol. 12(4), pages 935-971, December.
    10. Niek Hensen & Debbie I. Keeling & Ko Ruyter & Martin Wetzels & Ad Jong, 2016. "Making SENS: exploring the antecedents and impact of store environmental stewardship climate," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 497-515, July.
    11. Joaquin Gómez-Miñambres & Eric Schniter, 2017. "Emotions and Behavior Regulation in Decision Dilemmas," Games, MDPI, vol. 8(2), pages 1-25, May.
    12. Lord, Kenneth R. & Putrevu, Sanjay & Shi, Yi Zheng, 2008. "Cultural influences on cross-border vacationing," Journal of Business Research, Elsevier, vol. 61(3), pages 183-190, March.
    13. Wu, Pei-Hsun & Kao, Danny Tengti, 2011. "Goal orientation and variety seeking behavior: The role of decision task," Journal of Economic Psychology, Elsevier, vol. 32(1), pages 65-72, February.
    14. Hamby, Anne & Kim, Hongmin & Spezzano, Francesca, 2024. "Sensational stories: The role of narrative characteristics in distinguishing real and fake news and predicting their spread," Journal of Business Research, Elsevier, vol. 170(C).
    15. Anett Wins & Bernhard Zwergel, 2016. "Comparing those who do, might and will not invest in sustainable funds: a survey among German retail fund investors," Business Research, Springer;German Academic Association for Business Research, vol. 9(1), pages 51-99, April.
    16. Cheah, Jun-Hwa & Lim, Xin-Jean & Ting, Hiram & Liu, Yide & Quach, Sara, 2022. "Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    17. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    18. repec:hal:journl:hal-04683689 is not listed on IDEAS
    19. Afzaal Ali & Guo Xiaoling & Adnan Ali & Mehkar Sherwani & Farhan Muhammad Muneeb, 2019. "Customer motivations for sustainable consumption: Investigating the drivers of purchase behavior for a green‐luxury car," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 833-846, July.
    20. John Sedgwick & Michael Pokorny, 2010. "Consumers as risk takers: Evidence from the film industry during the 1930s," Business History, Taylor & Francis Journals, vol. 52(1), pages 74-99.
    21. Nguyen, Hieu P. & Chen, Steven & Mukherjee, Sayantani, 2014. "Reverse stigma in the Freegan community," Journal of Business Research, Elsevier, vol. 67(9), pages 1877-1884.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ate:journl:ajbev5i3-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Afrodete Papanikou (email available below). General contact details of provider: https://www.athensjournals.gr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.