IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i24p16800-d1299403.html
   My bibliography  Save this article

Investigating the Link between Consumer Attitudes and Behaviour in the Context of Sustainable Clothing: The Role of Social Norms

Author

Listed:
  • Jūratė Banytė

    (School of Economics and Business, Kaunas University of Technology, LT-44249 Kaunas, Lithuania)

  • Šarūnė Vaidelinskaitė

    (School of Economics and Business, Kaunas University of Technology, LT-44249 Kaunas, Lithuania)

  • Laura Šalčiuvienė

    (School of Economics and Business, Kaunas University of Technology, LT-44249 Kaunas, Lithuania)

Abstract

This study investigates the sustainable clothing consumer attitude–behaviour link and identifies the role of social norms in this relationship. A total of 218 responses were collected in an online survey in one small European country. Findings reveal that sustainable clothing purchase behaviour is influenced by consumer attitudes towards sustainable clothing and sustainable clothing purchase intention, which acts as a mediator between consumer attitudes towards sustainable clothing and purchase behaviour. The findings uncover three types of social norms that could be represented among individuals in Lithuania, but no moderating effects were found. Unexpected results reveal that one type of social norms, that is, social order/commandment norms, influences both consumer attitudes towards sustainable clothing and their intention to purchase sustainable clothing. These findings attempt to contribute to the sustainable clothing consumer behaviour field development. Managerial implications of how to induce a change in consumer attitude and sustainable clothing purchase intentions for business leaders and public policy makers have been offered.

Suggested Citation

  • Jūratė Banytė & Šarūnė Vaidelinskaitė & Laura Šalčiuvienė, 2023. "Investigating the Link between Consumer Attitudes and Behaviour in the Context of Sustainable Clothing: The Role of Social Norms," Sustainability, MDPI, vol. 15(24), pages 1-24, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:24:p:16800-:d:1299403
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/24/16800/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/24/16800/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hye Jung Jung & Yun Jung Choi & Kyung Wha Oh, 2020. "Influencing Factors of Chinese Consumers’ Purchase Intention to Sustainable Apparel Products: Exploring Consumer “Attitude–Behavioral Intention” Gap," Sustainability, MDPI, vol. 12(5), pages 1-14, February.
    2. Hyun Min Kong & Eunju Ko & Heeju Chae & Pekka Mattila, 2016. "Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 7(2), pages 103-119, April.
    3. Paulius Yamin & Maria Fei & Saadi Lahlou & Sara Levy, 2019. "Using Social Norms to Change Behavior and Increase Sustainability in the Real World: a Systematic Review of the Literature," Sustainability, MDPI, vol. 11(20), pages 1-41, October.
    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. Sher Jahan Khan & Saeed Badghish & Puneet Kaur & Rajat Sharma & Amandeep Dhir, 2023. "What motivates the purchasing of green apparel products? A systematic review and future research agenda," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4183-4201, November.
    2. 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.
    3. Syed Hassan Raza & Umer Zaman & Moneeba Iftikhar & Owais Shafique, 2021. "An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators," IJERPH, MDPI, vol. 18(2), pages 1-16, January.
    4. Jianfang Liang & Jingjun Li & Xuerong Cao & Zejun Zhang, 2024. "Generational Differences in Sustainable Consumption Behavior among Chinese Residents: Implications Based on Perceptions of Sustainable Consumption and Lifestyle," Sustainability, MDPI, vol. 16(10), pages 1-22, May.
    5. Lyons, Stephanie & Lorigan, Paul & Green, Adele C. & Ferguson, Ashley & Epton, Tracy, 2021. "Reasons for indoor tanning use and the acceptability of alternatives: A qualitative study," Social Science & Medicine, Elsevier, vol. 286(C).
    6. Seung-hye Jung & Joon-ho Kim & Ha-na Cho & Hae-won Lee & Hyun-ju Choi, 2021. "Brand Personality of Korean Dance and Sustainable Behavioral Intention of Global Consumers in Four Countries: Focusing on the Technological Acceptance Model," Sustainability, MDPI, vol. 13(20), pages 1-19, October.
    7. Salazar-Saenz,Mauricio & Robayo,Monica, 2020. "A Structural Model of the Labor Market to Understand Gender Gaps among Marginalized Roma Communities," Policy Research Working Paper Series 9398, The World Bank.
    8. Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel & Ioannis Rizomyliotis, 2022. "Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2807-2819, November.
    9. Paulius Yamin & Luis Artavia-Mora & Benita Martunaite & Shaon Lahiri, 2023. "Installations for Civic Culture: Behavioral Policy Interventions to Promote Social Sustainability," Sustainability, MDPI, vol. 15(4), pages 1-21, February.
    10. Lan Li & Gang Li & Junqi Chen, 2020. "Professional Competence or Personal Relationship? Research on the Influencing Mechanism on Repeated Purchase Intention of Agricultural Resources," IJERPH, MDPI, vol. 17(7), pages 1-18, March.
    11. Mijeong Noh, 2024. "Investigating the Relationship between Recycling/Reuse Knowledge and Recycling/Reuse Intention: The Moderating Role of Self-Efficacy," Sustainability, MDPI, vol. 16(14), pages 1-12, July.
    12. Eva Hageman & Vikas Kumar & Linh Duong & Archana Kumari & Eileen McAuliffe, 2024. "Do fast fashion sustainable business strategies influence attitude, awareness and behaviours of female consumers?," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 1081-1098, February.
    13. Xiaoyun Zhang & Feng Dong, 2020. "Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review," IJERPH, MDPI, vol. 17(18), pages 1-25, September.
    14. Jiajia Chen & Jingke Gao & Ziyuan Liu & Yang Luo & Mengge Chen & Lingxue Bu, 2022. "Luxury in Emerging Markets: An Investigation of the Role of Subjective Social Class and Conspicuous Consumption," Sustainability, MDPI, vol. 14(4), pages 1-16, February.
    15. Elshaer, Ibrahim A. & Alrawad, Mahmaod & Lutfi, Abdalwali & Azazz, Alaa M.S., 2024. "Social commerce and buying intention post COVID-19: Evidence from a hybrid approach based on SEM – fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    16. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Verónica García-Ibarra & Sharon Esquerre-Botton & Flavio Morales-Ríos & Maria de las Mercedes Anderson-Seminario & Shyla Del-Aguila-Arcentales & Neal M. D, 2022. "Consumer Patterns of Sustainable Clothing Based on Theory of Reasoned Action: Evidence from Ecuador," Sustainability, MDPI, vol. 14(22), pages 1-16, November.
    17. Meital Peleg Mizrachi & Alon Tal, 2024. "Fast Fashion, Sustainability, and Nudge Theory: Examining the Effects of Choice Architecture on Consumption of Sustainable Fashion over Fast Fashion," Sustainability, MDPI, vol. 16(19), pages 1-32, October.
    18. Ma. Janice J. Gumasing & Alyssa Bayola & Sebastian Luis Bugayong & Keithzi Rhaz Cantona, 2023. "Determining the Factors Affecting Filipinos’ Acceptance of the Use of Renewable Energies: A Pro-Environmental Planned Behavior Model," Sustainability, MDPI, vol. 15(9), pages 1-21, May.
    19. Abuelkassem A. A. Mohammad & Ibrahim A. Elshaer & Alaa M. S. Azazz & Chokri Kooli & Mohamed Algezawy & Sameh Fayyad, 2024. "The Influence of Social Commerce Dynamics on Sustainable Hotel Brand Image, Customer Engagement, and Booking Intentions," Sustainability, MDPI, vol. 16(14), pages 1-19, July.
    20. Annette N. Brown, 2022. "Some Interventions to Shift Meta-Norms Are Effective for Changing Behaviors in Low- and Middle-Income Countries: A Rapid Systematic Review," IJERPH, MDPI, vol. 19(12), pages 1-31, June.

    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:15:y:2023:i:24:p:16800-:d:1299403. 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.