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Understanding Chinese Consumers’ Intention to Purchase Sustainable Fashion Products: The Moderating Role of Face-Saving Orientation

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  • Xiaoyong Wei

    (Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong, China)

  • Sojin Jung

    (Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong, China)

Abstract

In a culture where collectivism is pervasive such as China, social norms can be one of the most powerful tools to influence consumers’ behavior. Individuals are driven to meet social expectations and fulfill social roles in collectivist cultures. Therefore, this study was designed to investigate how Chinese consumers’ concern with saving face affects sustainable fashion product purchase intention and how it also moderates consumers’ commitment to sustainable fashion. An empirical data set of 469 undergraduate students in Beijing and Shanghai was used to test our hypotheses. Results confirmed that face-saving is an important motivation for Chinese consumers’ purchase of sustainable fashion items, and it also attenuated the effect of general product value while enhancing the effect of products’ green value in predicting purchasing trends. The findings contribute to the knowledge of sustainable consumption in Confucian culture, and thus their managerial implications were also discussed.

Suggested Citation

  • Xiaoyong Wei & Sojin Jung, 2017. "Understanding Chinese Consumers’ Intention to Purchase Sustainable Fashion Products: The Moderating Role of Face-Saving Orientation," Sustainability, MDPI, vol. 9(9), pages 1-15, September.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:9:p:1570-:d:111606
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    2. Şirin Gizem KÖSE & Kenan AYDIN, 2020. "Sürdürülebilir Moda Perakendeciliği: Tüketici Algıları Üzerine Bir Araştırma," Istanbul Business Research, Istanbul University Business School, vol. 49(1), pages 86-116, May.
    3. Cai, Ya-Jun & Choi, Tsan-Ming, 2020. "A United Nations’ Sustainable Development Goals perspective for sustainable textile and apparel supply chain management," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 141(C).
    4. Sajjad, Aqsa & Zhang, Qingyu & Asmi, Fahad & Anwar, Muhammad Azfar & Bhatia, Meena, 2024. "Identifying the motivating factors to promote socially responsible consumption under circular economy: A perspective from norm activation theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    5. Yunjeong Kim & Kyung Wha Oh, 2020. "Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands," Sustainability, MDPI, vol. 12(5), pages 1-16, February.
    6. Nosica RIZKALLA & Deyna Dwitama SETIADI, 2020. "Appraising The Influence Of Theory Of Consumption Values On Environmentally-Friendly Product Purchase Intention In Indonesia," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 7-25, May.
    7. Siti Hasnah Hassan & Jasmine A. L. Yeap & Nabil Hasan Al-Kumaim, 2022. "Sustainable Fashion Consumption: Advocating Philanthropic and Economic Motives in Clothing Disposal Behaviour," Sustainability, MDPI, vol. 14(3), pages 1-17, February.
    8. Somi Yu & Jieun Lee, 2019. "The Effects of Consumers’ Perceived Values on Intention to Purchase Upcycled Products," Sustainability, MDPI, vol. 11(4), pages 1-20, February.
    9. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    10. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    11. Kopplin, Cristopher Siegfried & Rösch, Stella Franca, 2021. "Equifinal causes of sustainable clothing purchase behavior: An fsQCA analysis among generation Y," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    12. Wei, Xiaoyong & Lo, Chris.K.Y. & Jung, Sojin & Choi, Tsan-Ming, 2021. "From co-consumption to co-production: A systematic review and research synthesis of collaborative consumption practices," Journal of Business Research, Elsevier, vol. 129(C), pages 282-294.
    13. Chen Pang & Jie Zhou & Xiaofen Ji, 2022. "The Effects of Chinese Consumers’ Brand Green Stereotypes on Purchasing Intention toward Upcycled Clothing," Sustainability, MDPI, vol. 14(24), pages 1-18, December.
    14. 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.
    15. Chih-Cheng Chen & Chien-Wen Chen & Yi-Chun Tung, 2018. "Exploring the Consumer Behavior of Intention to Purchase Green Products in Belt and Road Countries: An Empirical Analysis," Sustainability, MDPI, vol. 10(3), pages 1-18, March.

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