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Consumers’ Choice Behaviour Toward Green Clothing

Author

Listed:
  • Karolina Bielawska
  • Magdalena Grebosz-Krawczyk

Abstract

Purpose: The article aims to identify the factors influencing consumers’ choice of green clothing products in the context of the theory of consumption values. Design/methodology/approach: The research was conducted on 496 Polish consumers in December 2020 from who 212 had experience in purchasing green clothing products. Self-administered questionnaires were distributed and structural equation modelling was used for analysis. Findings: The results show that emotional, conditional, and environmental values had significantly positive impact on consumers’ choice behaviour toward green clothing products; however functional, social and epistemic values had no influence on it. Practical Implications: The results are important for retailers and producers of green clothing products for building a marketing communication campaign for Polish market as well as labelling and creating eco-brands for those products. Originality/value: The recognition of Polish consumers’ incentives of buying green clothing through the lens of consumption values theory.

Suggested Citation

  • Karolina Bielawska & Magdalena Grebosz-Krawczyk, 2021. "Consumers’ Choice Behaviour Toward Green Clothing," European Research Studies Journal, European Research Studies Journal, vol. 0(2 - Part ), pages 238-256.
    • Handle: RePEc:ers:journl:v:xxiv:y:2021:i:2-part1:p:238-256
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    File URL: https://ersj.eu/journal/2124/download
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    More about this item

    Keywords

    Green products; green clothing; sustainability; green consumption; Polish consumers; environmental value.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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