Factors influencing consumers' intended and actual sustainable purchases of clothing in Germany and South Africa

This paper aims to determine factors that influence consumers' intentions to purchase clothing sustainably, then determine factors that influence consumers' actual sustainable clothing purchases, and lastly, analyse the intention-behaviour gap of consumers when purchasing clothing sustainably. With a quantitative approach, an online survey was distributed in Germany (550) and South Africa (555) based on quota sampling. The independent variables analysed were the sustainability core-values of consumers, namely prioritisation, planning/habits, commitment/sacrifice and knowledge/information. Additionally, consumers' clothing preferences, such as exclusivity, functionality, price-insensitivity and aesthetics, were further independent variables. Dependent variables were the intentions and the actual sustainable purchases of clothing. Results indicated that sustainability core-values were the most significant factors impacting consumers' intentions and actual sustainable clothing purchases. Furthermore, the intention to purchase clothing sustainably was a vital factor influencing actual sustainable purchases. This was confirmed as the final outcome demonstrated a minimal intention-behaviour gap in both countries.