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Country Differences in Determinants of Behavioral Intention towards Sustainable Apparel Products

Author

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  • Hye Jung Jung

    (Research Institute of Human Ecology, Seoul National University, Seoul 08826, Korea)

  • Kyung Wha Oh

    (Department of Fashion, Chung-Ang University, Seoul 06974, Korea)

  • HaeJung Maria Kim

    (College of Merchandising, Hospitality and Tourism, University of North Texas, Denton, TX 76203, USA)

Abstract

Increased demands for sustainable apparel products require research to understand better how to encourage sustainable buying behavior effectively, especially in the understudied areas of cross-cultural research. This study, which includes respondents from the UK, US, and China (total n = 711) who completed an online survey, explores determinants of behavioral intention toward sustainable apparel products (SAP). This paper contributes to examine both consumer characteristics (shopping values, consciousness of sustainability, perceived consumer effectiveness, and environmental knowledge) and marketing perspective (evaluation criteria of SAP) determinants for encouraging sustainable apparel consumption behaviors. Significant country differences also emerged, indicating the positive impact on behavioral intention to sustainable apparel products across three countries. Results of structural equation modeling analysis demonstrated there were differences and similarities in the effect of consumers’ characteristic factors and marketing perspective factors on SAP behavioral intention among three countries. The results validate that differentiated marketing strategies in the sustainable apparel industry are required when targeting global consumers to boost sustainable apparel consumption and successfully help to remedy the crisis facing our planet and further generation.

Suggested Citation

  • Hye Jung Jung & Kyung Wha Oh & HaeJung Maria Kim, 2021. "Country Differences in Determinants of Behavioral Intention towards Sustainable Apparel Products," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:558-:d:477190
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    1. Osmud Rahman & Dingtao Hu & Benjamin C. M. Fung, 2023. "A Systematic Literature Review of Fashion, Sustainability, and Consumption Using a Mixed Methods Approach," Sustainability, MDPI, vol. 15(16), pages 1-37, August.
    2. Valentina Carfora & Giulia Buscicchio & Patrizia Catellani, 2021. "Integrating Personal and Pro-Environmental Motives to Explain Italian Women’s Purchase of Sustainable Clothing," Sustainability, MDPI, vol. 13(19), pages 1-22, September.
    3. Chorong Youn & Hye Jung Jung, 2021. "Semantic Network Analysis to Explore the Concept of Sustainability in the Apparel and Textile Industry," Sustainability, MDPI, vol. 13(7), pages 1-17, March.
    4. Zhicheng Zeng & Wenjun Zhong & Shumaila Naz, 2023. "Can Environmental Knowledge and Risk Perception Make a Difference? The Role of Environmental Concern and Pro-Environmental Behavior in Fostering Sustainable Consumption Behavior," Sustainability, MDPI, vol. 15(6), pages 1-23, March.
    5. Cantay Caliskan & Alaz Kilicaslan, 2023. "Varieties of corona news: a cross-national study on the foundations of online misinformation production during the COVID-19 pandemic," Journal of Computational Social Science, Springer, vol. 6(1), pages 191-243, April.
    6. Fe Yoo & Hye Jung Jung & Kyung Wha Oh, 2021. "Motivators and Barriers for Buying Intention of Upcycled Fashion Products in China," Sustainability, MDPI, vol. 13(5), pages 1-19, February.
    7. Sajid Rahman Khattak & Muhammad Nouman & Muhammad Fayaz & Laura Mariana Cismaș & Lucia Negruț & Constantin Viorel Negruț & Sultan Salem, 2021. "Corporate Social Responsibility and Employee Green Behavior in the Hospitality Industry: A Cross-Country Study," Sustainability, MDPI, vol. 13(19), pages 1-15, September.

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