IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i8p4238-d533938.html
   My bibliography  Save this article

The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects

Author

Listed:
  • Lihong Chen

    (School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China
    Shanghai International Fashion Innovation Center, Donghua University, Shanghai 200051, China)

  • Kexin Qie

    (School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China)

  • Hafeezullah Memon

    (International Institute of Silk, College of Textile Science and Engineering, Zhejiang Sci-Tech University, Hangzhou 310018, China)

  • Hanur Meku Yesuf

    (College of Textiles, Donghua University, Shanghai 201620, China
    Ethiopian Institute of Textile and Fashion Technology, Bair Dar University, Bahir Dar P.O. Box 79, Ethiopia)

Abstract

Aiming at the problems of pollution and waste in the clothing industry, the concept of the green innovation of clothing brands is put forward here and analyzed in terms of five dimensions: green product innovation, green technology innovation, green image innovation, green service innovation, and marketing green innovation. Based on the theory of perceived value, in this study we analyzed the mechanism of clothing brand green innovation with regard to consumers’ purchase intention and, on this basis, investigated the mediating role of perceived value and the moderating role of consumer innovation. Simultaneously, we designed a measurement scale for clothing brand green innovation and used the structural equation model to test the research hypothesis. The results showed that clothing brand green innovation can effectively promote green purchase intention and behavior, that consumers produce purchase intention and behavior through the perception of novelty, usefulness, and greenness, and that highly innovative consumers are more likely to perceive novelty and are more willing to buy. This study provides new ideas and references for clothing brand green innovation.

Suggested Citation

  • Lihong Chen & Kexin Qie & Hafeezullah Memon & Hanur Meku Yesuf, 2021. "The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects," Sustainability, MDPI, vol. 13(8), pages 1-17, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:8:p:4238-:d:533938
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/8/4238/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/8/4238/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hubert, Marco & Florack, Arnd & Gattringer, Rafael & Eberhardt, Tim & Enkel, Ellen & Kenning, Peter, 2017. "Flag up! – Flagship products as important drivers of perceived brand innovativeness," Journal of Business Research, Elsevier, vol. 71(C), pages 154-163.
    2. Ramesh, M. & Palanikumar, K. & Reddy, K. Hemachandra, 2017. "Plant fibre based bio-composites: Sustainable and renewable green materials," Renewable and Sustainable Energy Reviews, Elsevier, vol. 79(C), pages 558-584.
    3. Fesselmeyer, Eric, 2018. "The value of green certification in the Singapore housing market," Economics Letters, Elsevier, vol. 163(C), pages 36-39.
    4. Tariq, Adeel & Badir, Yuosre F. & Tariq, Waqas & Bhutta, Umair Saeed, 2017. "Drivers and consequences of green product and process innovation: A systematic review, conceptual framework, and future outlook," Technology in Society, Elsevier, vol. 51(C), pages 8-23.
    5. Shwu-Ing Wu & Li-Pang Ho, 2014. "The Influence of Perceived Innovation and Brand Awareness on Purchase Intention of Innovation Product — An Example of iPhone," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 11(04), pages 1-22.
    6. Lin, Jialing & Lobo, Antonio & Leckie, Civilai, 2017. "The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 133-141.
    7. Yu-Shan Chen & Shyh-Bao Lai & Chao-Tung Wen, 2006. "The Influence of Green Innovation Performance on Corporate Advantage in Taiwan," Journal of Business Ethics, Springer, vol. 67(4), pages 331-339, September.
    8. Hui-Ju Wang, 2017. "Determinants of consumers’ purchase behaviour towards green brands," The Service Industries Journal, Taylor & Francis Journals, vol. 37(13-14), pages 896-918, October.
    9. Singh, Sanjay Kumar & Giudice, Manlio Del & Chierici, Roberto & Graziano, Domenico, 2020. "Green innovation and environmental performance: The role of green transformational leadership and green human resource management," Technological Forecasting and Social Change, Elsevier, vol. 150(C).
    10. Stock, Ruth & Zacharias, Nicolas, 2013. "Two Sides of the Same Coin: How Do Different Dimensions of Product Program Innovativeness Affect Customer Loyalty?," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 63414, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    11. Baoshan Ge & Yibing Yang & Dake Jiang & Yang Gao & Xiaomin Du & Tingting Zhou, 2018. "An Empirical Study on Green Innovation Strategy and Sustainable Competitive Advantages: Path and Boundary," Sustainability, MDPI, vol. 10(10), pages 1-18, October.
    12. Wenhao Song & Hongyan Yu, 2018. "Green Innovation Strategy and Green Innovation: The Roles of Green Creativity and Green Organizational Identity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(2), pages 135-150, March.
    13. Stock, Ruth & Zacharias, Nicolas, 2013. "Two Sides of the Same Coin: How Do Different Dimensions of Product Program Innovativeness Affect Customer Loyalty?," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 61663, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    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. Irshad Hussain Sarki & Raheela Haque & Asif Mahmood & Muhammad Noman Yaseen & Muhammad Sufyan Khawar & Asad Qayoom & Saif Ur Rehman, 2023. "Factors Influencing Green Purchase Intention: A Mediation Moderation Study," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 652-664.
    3. Donato Morea & Marcelo Gattermann Perin & Camila Kolling & Janine Fleith de Medeiros & Jose Luis Duarte Ribeiro, 2023. "Environmental Product Innovation and Perceived Brand Value: The Mediating Role of Ethical-Related Aspects," Sustainability, MDPI, vol. 15(14), pages 1-17, July.
    4. Neiba Neiba & N. Tejmani Singh, 2024. "Effect of Green Marketing, Green Consumption Values and Green Marketing Approaches on Organic Purchase Intention: Evidence from the Manipur," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 18-31, September.
    5. Caner Dincer & Banu Dincer, 2023. "Social Commerce and Purchase Intention: A Brief Look at the Last Decade by Bibliometrics," Sustainability, MDPI, vol. 15(1), pages 1-27, January.
    6. Huiping Zhu & Haifeng Gu & Habiba Halepoto, 2022. "Can Fulfillment of Social Responsibility Enable Enterprises to Innovate? The Role of Corporate Financialization and Agency Costs," Sustainability, MDPI, vol. 14(21), pages 1-22, October.
    7. Lihong Chen & Habiba Halepoto & Chunhong Liu & Xinfeng Yan & Lijun Qiu, 2022. "Research on Influencing Mechanism of Fashion Brand Image Value Creation Based on Consumer Value Co-Creation and Experiential Value Perception Theory," Sustainability, MDPI, vol. 14(13), pages 1-21, June.
    8. Hafeezullah Memon & Xiaoke Jin & Wei Tian & Chengyan Zhu, 2022. "Sustainable Textile Marketing—Editorial," Sustainability, MDPI, vol. 14(19), pages 1-3, September.
    9. Miao Huang & Mohamad Saifudin Mohamad Saleh & Izzal Asnira Zolkepli, 2023. "The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    10. Alicia Llorca-Ponce & Gregorio Rius-Sorolla & Francisco J. Ferreiro-Seoane, 2021. "Is Innovation a Driver of Sustainability? An Analysis from a Spanish Region," Sustainability, MDPI, vol. 13(16), pages 1-30, August.
    11. Ziyuan Tian & Xixiang Sun & Jianguo Wang & Weihuan Su & Gen Li, 2022. "Factors Affecting Green Purchase Intention: A Perspective of Ethical Decision Making," IJERPH, MDPI, vol. 19(18), pages 1-16, September.
    12. Saddam A. Hazaea & Ebrahim Mohammed Al-Matari & Khaled Zedan & Saleh F. A. Khatib & Jinyu Zhu & Hamzeh Al Amosh, 2022. "Green Purchasing: Past, Present and Future," Sustainability, MDPI, vol. 14(9), pages 1-28, April.
    13. Elizabeth Emperatriz García-Salirrosas & Ángel Acevedo-Duque & Viviana Marin Chaves & Paula Andrea Mejía Henao & Juan Carlos Olaya Molano, 2022. "Purchase Intention and Satisfaction of Online Shop Users in Developing Countries during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(10), pages 1-14, May.
    14. Kurniawati, 2023. "Sustainable Textile Practices by Integrated Viscose Rayon and Yarn Producers: An Empirical Study," GATR Journals jfbr210, Global Academy of Training and Research (GATR) Enterprise.
    15. Husam Wahdan & Zeng Rui Tian, 2022. "Assessing the Efficiency of Venture Capital Functioning in the Transforming Economy in UAE and China by a Mathematical Model," SAGE Open, , vol. 12(1), pages 21582440211, January.
    16. Yunpeng YU & Amer Hamzah Jantan & Shao LI, 2024. "RETRACTED ARTICLE: Unveiling the Impact of Live Video Marketing on College Students’ Online Grocery Repurchase Behavior: A Performance Technology Approach," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 11213-11249, September.
    17. Dariusz Dudek & Marcin Lipowski & Ilona Bondos, 2021. "Changing Energy Supplier on the Market with a Strong Position of Incumbent Suppliers—Polish Example," Energies, MDPI, vol. 14(13), pages 1-16, June.
    18. Zaineb Hlioui & Mohamed Gabsi & Abdelwahed Omri, 2022. "Informal Competition Effect on SMEs’ Innovation: Do Credit Constraints Matter? Evidence from Eastern European Countries," Sustainability, MDPI, vol. 14(21), pages 1-23, October.

    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. Huang, Yi-Chun & Chen, Chih Ta, 2022. "Exploring institutional pressures, firm green slack, green product innovation and green new product success: Evidence from Taiwan's high-tech industries," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    2. Xingwei Li & Jiachi Dai & Jinrong He & Jingru Li & Yicheng Huang & Xiang Liu & Qiong Shen, 2022. "Mechanism of Enterprise Green Innovation Behavior Considering Coevolution Theory," IJERPH, MDPI, vol. 19(16), pages 1-19, August.
    3. Xinyue Hao & Fanglin Chen & Zhongfei Chen, 2022. "Does green innovation increase enterprise value?," Business Strategy and the Environment, Wiley Blackwell, vol. 31(3), pages 1232-1247, March.
    4. Mercedes Úbeda‐García & Bartolome Marco‐Lajara & Patrocinio C. Zaragoza‐Sáez & Encarnación Manresa‐Marhuenda & Esther Poveda‐Pareja, 2022. "Green ambidexterity and environmental performance: The role of green human resources," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(1), pages 32-45, January.
    5. Tang Meirun & Lahcene Makhloufi & Mohamad Ghozali Hassan, 2020. "Environmental Outcomes of Green Entrepreneurship Harmonization," Sustainability, MDPI, vol. 12(24), pages 1-26, December.
    6. Zahid Yousaf & Magdalena Radulescu & Crenguta Sinisi & Abdelmohsen A. Nassani & Mohamed Haffar, 2022. "How Do Firms Achieve Green Innovation? Investigating the Influential Factors among the Energy Sector," Energies, MDPI, vol. 15(7), pages 1-14, March.
    7. Sha, Yezhou & Zhang, Ping & Wang, Yiru & Xu, Yifan, 2022. "Capital market opening and green innovation——Evidence from Shanghai-Hong Kong stock connect and the Shenzhen-Hong Kong stock connect," Energy Economics, Elsevier, vol. 111(C).
    8. Mohammad Wasiq & Mustafa Kamal & Nazim Ali, 2023. "Factors Influencing Green Innovation Adoption and Its Impact on the Sustainability Performance of Small- and Medium-Sized Enterprises in Saudi Arabia," Sustainability, MDPI, vol. 15(3), pages 1-22, January.
    9. Burcu Özgül & Cemal Zehir, 2023. "How Managers’ Green Transformational Leadership Affects a Firm’s Environmental Strategy, Green Innovation, and Performance: The Moderating Impact of Differentiation Strategy," Sustainability, MDPI, vol. 15(4), pages 1-20, February.
    10. Yongbo Sun & Hui Sun, 2021. "Green Innovation Strategy and Ambidextrous Green Innovation: The Mediating Effects of Green Supply Chain Integration," Sustainability, MDPI, vol. 13(9), pages 1-20, April.
    11. Naila Nureen & Da Liu & Muhammad Irfan & Maida Malik & Usama Awan, 2023. "Nexuses among Green Supply Chain Management, Green Human Capital, Managerial Environmental Knowledge, and Firm Performance: Evidence from a Developing Country," Sustainability, MDPI, vol. 15(6), pages 1-22, March.
    12. Wengang Zhang & Feng Xu & Xuefeng Wang, 2020. "How Green Transformational Leadership Affects Green Creativity: Creative Process Engagement as Intermediary Bond and Green Innovation Strategy as Boundary Spanner," Sustainability, MDPI, vol. 12(9), pages 1-17, May.
    13. Xie, Xuemei & Han, Yuhang & Hoang, Thu Thao, 2022. "Can green process innovation improve both financial and environmental performance? The roles of TMT heterogeneity and ownership," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    14. Yousaf, Umair Bin & Ullah, Irfan & Jiang, Junchen & Wang, Man, 2022. "The role of board capital in driving green innovation: Evidence from China," Journal of Behavioral and Experimental Finance, Elsevier, vol. 35(C).
    15. Xueyang Wang & Xiumei Sun & Haotian Zhang & Chaokai Xue, 2022. "Digital Economy Development and Urban Green Innovation CA-Pability: Based on Panel Data of 274 Prefecture-Level Cities in China," Sustainability, MDPI, vol. 14(5), pages 1-21, March.
    16. Abu Elnasr E. Sobaih & Ahmed Hasanein & Ibrahim Elshaer, 2020. "Influences of Green Human Resources Management on Environmental Performance in Small Lodging Enterprises: The Role of Green Innovation," Sustainability, MDPI, vol. 12(24), pages 1-19, December.
    17. Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel, 2021. "Investigating the link between managers' green knowledge and leadership style, and their firms' environmental performance: The mediation role of green creativity," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3228-3240, November.
    18. Suyu Huang & Hanlian Lin & Yongjunbei Zhou & Haonan Ji & Naiping Zhu, 2022. "The Influence of the Policy of Replacing Environmental Protection Fees with Taxes on Enterprise Green Innovation—Evidence from China’s Heavily Polluting Industries," Sustainability, MDPI, vol. 14(11), pages 1-23, June.
    19. Marcela Marçal Alves Pinto & João Luiz Kovaleski & Rui Tadashi Yoshino & Regina Negri Pagani, 2019. "Knowledge and Technology Transfer Influencing the Process of Innovation in Green Supply Chain Management: A Multicriteria Model Based on the DEMATEL Method," Sustainability, MDPI, vol. 11(12), pages 1-33, June.
    20. Dan Huang & Jie Cheng & Xiaofeng Quan & Yanling Wu, 2024. "Managerial attention to environmental protection and corporate green innovation," Review of Quantitative Finance and Accounting, Springer, vol. 63(3), pages 1047-1081, October.

    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:13:y:2021:i:8:p:4238-:d:533938. 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.