IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i11p3126-d236794.html
   My bibliography  Save this article

Why U.S. Consumers Buy Sustainable Cotton Made Collegiate Apparel? A Study of the Key Determinants

Author

Listed:
  • Ting Chi

    (Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA)

  • Jenisha Gerard

    (Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA)

  • Alison Dephillips

    (Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA)

  • Hang Liu

    (Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA)

  • Jing Sun

    (Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA)

Abstract

U.S. collegiate apparel is a $4 billion market in which cotton and polyester made by conventional production methods account for 85% of materials used. Sustainable cotton made collegiate apparel offers a new opportunity for cotton made by novel and sustainable production methods to enter and replace conventional cotton and polyester for environmental protection and sustainable business development. This study aimed to provide insights on why U.S. consumers buy sustainable cotton made collegiate apparel and help understand the emerging trend of sustainable cotton apparel. Building on the Theory of Planned Behavior, an enhanced research model of consumer intent to purchase sustainable cotton made collegiate apparel (SCCA) is proposed. 225 eligible survey responses were gathered for data analysis and hypothesis testing. Attitude, subjective norms, perceived consumer effectiveness, and environmental knowledge positively influences U.S. consumers’ purchase intentions toward SCCA while the effect of perceived behavioral control is insignificant. Furthermore, consumer environmental knowledge positively moderates the relationship between U.S. consumers’ attitude and their purchase intentions. There are no significant differences between age groups, genders, education levels, or income levels among U.S. consumers in regards to their purchase intentions. The proposed research model exhibits a good explanatory power, accounting for 47.3% of the variance in U.S. consumers’ purchase intentions toward SCCA.

Suggested Citation

  • Ting Chi & Jenisha Gerard & Alison Dephillips & Hang Liu & Jing Sun, 2019. "Why U.S. Consumers Buy Sustainable Cotton Made Collegiate Apparel? A Study of the Key Determinants," Sustainability, MDPI, vol. 11(11), pages 1-15, June.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:11:p:3126-:d:236794
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/11/3126/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/11/3126/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mariadoss, Babu John & Chi, Ting & Tansuhaj, Patriya & Pomirleanu, Nadia, 2016. "Influences of Firm Orientations on Sustainable Supply Chain Management," Journal of Business Research, Elsevier, vol. 69(9), pages 3406-3414.
    2. Abdullah Al Mamun & Muhammad Mohiuddin & Ghazali Bin Ahmad & Ramayah Thurasamy & Syed Ali Fazal, 2018. "Recycling Intention and Behavior among Low-Income Households," Sustainability, MDPI, vol. 10(7), pages 1-22, July.
    3. Micael-Lee Johnstone & Lay Tan, 2015. "Exploring the Gap Between Consumers’ Green Rhetoric and Purchasing Behaviour," Journal of Business Ethics, Springer, vol. 132(2), pages 311-328, December.
    4. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    5. Van Doorn, Jenny & Verhoef, Peter C., 2015. "Drivers of and Barriers to Organic Purchase Behavior," Journal of Retailing, Elsevier, vol. 91(3), pages 436-450.
    6. Camilla Barbarossa & Patrick Pelsmacker, 2016. "Positive and Negative Antecedents of Purchasing Eco-friendly Products: A Comparison Between Green and Non-green Consumers," Journal of Business Ethics, Springer, vol. 134(2), pages 229-247, March.
    7. Roberts, James A., 1996. "Green Consumers in the 1990s: Profile and Implications for Advertising," Journal of Business Research, Elsevier, vol. 36(3), pages 217-231, July.
    8. Chi, Ting & Sun, Yao, 2013. "Development of firm export market oriented behavior: Evidence from an emerging economy," International Business Review, Elsevier, vol. 22(1), pages 339-350.
    9. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    10. Chi, Ting & Kilduff, Peter P.D., 2011. "Understanding consumer perceived value of casual sportswear: An empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 422-429.
    11. Kamonthip Maichum & Surakiat Parichatnon & Ke-Chung Peng, 2016. "Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers," Sustainability, MDPI, vol. 8(10), pages 1-20, October.
    12. Ping, Robert Jr., 2004. "On assuring valid measures for theoretical models using survey data," Journal of Business Research, Elsevier, vol. 57(2), pages 125-141, February.
    13. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    14. Kai Chen & Ting Deng, 2016. "Research on the Green Purchase Intentions from the Perspective of Product Knowledge," Sustainability, MDPI, vol. 8(9), pages 1-16, September.
    15. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ting Chi & Jessica Ganak & Lauren Summers & Olabisi Adesanya & Lindsay McCoy & Hang Liu & Yining Tai, 2021. "Understanding Perceived Value and Purchase Intention toward Eco-Friendly Athleisure Apparel: Insights from U.S. Millennials," Sustainability, MDPI, vol. 13(14), pages 1-17, July.
    2. 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.
    3. Yini Chen & Ting Chi, 2021. "How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 13(16), pages 1-29, August.
    4. Lindsay McCoy & Yuan-Ting Wang & Ting Chi, 2021. "Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    5. Jun Xu & Yun Zhou & Lei Jiang & Lei Shen, 2022. "Exploring Sustainable Fashion Consumption Behavior in the Post-Pandemic Era: Changes in the Antecedents of Second-Hand Clothing-Sharing in China," Sustainability, MDPI, vol. 14(15), pages 1-20, August.
    6. Ting Chi & Anastasia Frattali & Hang Liu & Yini Chen, 2023. "Regenerated Cellulose Fibers (RCFs) for Future Apparel Sustainability: Insights from the U.S. Consumers," Sustainability, MDPI, vol. 15(6), pages 1-13, March.
    7. John Wiredu & Qian Yang & Agyemang Kwasi Sampene & Bright Akwasi Gyamfi & Simplice A. Asongu, 2024. "The effect of green supply chain management practices on corporate environmental performance: Does supply chain competitive advantage matter?," Business Strategy and the Environment, Wiley Blackwell, vol. 33(3), pages 2578-2599, March.
    8. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Romina Gómez-Prado & Berdy Briggitte Cuya-Velásquez & Sharon Esquerre-Botton & Flavio Morales-Ríos & Camila Almanza-Cruz & Sarahit Castillo-Benancio & Mar, 2022. "Sustainable Fashion and Consumption Patterns in Peru: An Environmental-Attitude-Intention-Behavior Analysis," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    9. Md Mehedi Hasan & Liling Cai & Xiaofen Ji & Francisca Margarita Ocran, 2022. "Eco-Friendly Clothing Market: A Study of Willingness to Purchase Organic Cotton Clothing in Bangladesh," Sustainability, MDPI, vol. 14(8), pages 1-13, April.
    10. Xingqiu Lou & Ting Chi & Justin Janke & Gianna Desch, 2022. "How Do Perceived Value and Risk Affect Purchase Intention toward Second-Hand Luxury Goods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    11. Lindsay McCoy & Ting Chi, 2022. "Collaborative Consumption: A Study of Sustainability Presentation in Fashion Rental Platforms," Sustainability, MDPI, vol. 14(14), pages 1-25, July.
    12. The Anh Phan & Pham Ngoc Quyen Nguyen & Ngoc Anh Pham & Nhan Phan, 2023. "A Cross-Cultural Study on the Role of Message Framing in the Promotion of Fair-Trade Buying Behavior," SAGE Open, , vol. 13(4), pages 21582440231, December.

    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. Chi, Ting, 2018. "Understanding Chinese consumer adoption of apparel mobile commerce: An extended TAM approach," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 274-284.
    2. Lindsay McCoy & Yuan-Ting Wang & Ting Chi, 2021. "Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    3. 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.
    4. Waris, Idrees & Hameed, Irfan, 2019. "Using Extended Model of Theory of Planned Behavior to Predict Purchase Intention of Energy Efficient Home Appliances in Pakistan," MPRA Paper 109612, University Library of Munich, Germany.
    5. Yini Chen & Ting Chi, 2021. "How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 13(16), pages 1-29, August.
    6. Muhammad Yaseen Bhutto & Xiaohui Liu & Yasir Ali Soomro & Myriam Ertz & Yasser Baeshen, 2020. "Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(1), pages 1-25, December.
    7. Ting Chi & Anastasia Frattali & Hang Liu & Yini Chen, 2023. "Regenerated Cellulose Fibers (RCFs) for Future Apparel Sustainability: Insights from the U.S. Consumers," Sustainability, MDPI, vol. 15(6), pages 1-13, March.
    8. Diana Puspita Sari & Nur Aini Masruroh & Anna Maria Sri Asih, 2021. "Consumer Intention to Participate in E-Waste Collection Programs: A Study of Smartphone Waste in Indonesia," Sustainability, MDPI, vol. 13(5), pages 1-28, March.
    9. Moeun Saut & Tithdane Saing, 2021. "Factors affecting consumer purchase intention towards environmentally friendly products: a case of generation Z studying at universities in Phnom Penh," SN Business & Economics, Springer, vol. 1(6), pages 1-20, June.
    10. Haj-Salem, Narjes & Ishaq, Muhammad Ishtiaq & Raza, Ali, 2022. "How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    11. Nekmahmud, Md. & Naz, Farheen & Ramkissoon, Haywantee & Fekete-Farkas, Maria, 2022. "Transforming consumers' intention to purchase green products: Role of social media," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    12. Abdullah Al Mamun & Naeem Hayat & Chinnasamy Agamudai Nambhi Malarvizhi & Noor Raihani Binti Zainol, 2020. "Economic and Environmental Sustainability through Green Composting: A Study among Low-Income Households," Sustainability, MDPI, vol. 12(16), pages 1-18, August.
    13. Wei Zheng & Hongliang Qiu & Alastair M. Morrison, 2023. "Applying a Combination of SEM and fsQCA to Predict Tourist Resource-Saving Behavioral Intentions in Rural Tourism: An Extension of the Theory of Planned Behavior," IJERPH, MDPI, vol. 20(2), pages 1-23, January.
    14. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    15. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    16. Abdullah Al Mamun & Syed Ali Fazal & Muhammad Mehedi Masud & Ganeshsree Selvachandran & Noor Raihani Zainol & Quek Shio Gai, 2020. "The Underlying Drivers of Underprivileged Households’ Intention and Behavior towards Community Forestry Management: A Study Using Structural Equation Modelling and Artificial Neural Network Approach," Sustainability, MDPI, vol. 12(18), pages 1-26, September.
    17. Jana Hojnik & Mitja Ruzzier & Tatiana S. Manolova, 2020. "Sustainable development: Predictors of green consumerism in Slovenia," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1695-1708, July.
    18. Maria Rodrigues & João F. Proença & Rita Macedo, 2023. "Determinants of the Purchase of Secondhand Products: An Approach by the Theory of Planned Behaviour," Sustainability, MDPI, vol. 15(14), pages 1-18, July.
    19. Jinsoo Hwang & Hyunjoon Kim, 2019. "Consequences of a green image of drone food delivery services: The moderating role of gender and age," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 872-884, July.
    20. Nguyen, The Ninh & Lobo, Antonio & Greenland, Steven, 2016. "Pro-environmental purchase behaviour: The role of consumers' biospheric values," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 98-108.

    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:gam:jsusta:v:11:y:2019:i:11:p:3126-:d:236794. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.