Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Determinants of Sustainable Fashion Consumption in China - Based on the Theory of Planned Behavior -

중국소비자의 지속가능 패션 소비 결정요인 연구 - 계획된 행동이론을 중심으로 -

  • HU, XINYU (Dept. of Clothing and Textile, Pusan National University) ;
  • Jeong, So Won (School of Global Convergence Studies, Inha University) ;
  • Kim, Eunhye (Dept. of Clothing and Textile, Pusan National University) ;
  • Lee, Jin-Hwa (Dept. of Clothing and Textile, Pusan National University)
  • Received : 2021.06.29
  • Accepted : 2021.08.31
  • Published : 2021.08.31
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Abstract

In the context of Sustainable development, China, the world's second-largest apparel market, is also concerned about the environmental impact of fiber waste. Currently, there is a great interest in sustainable fashion in both supply and demand in China. Based on the theory of planned behavior(TPB), the determinants of sustainable fashion consumption(SFC) of Chinese consumers were evaluated in this study: man-nature orientation(MNO) and environmental knowledge(EK) as motivation and perceived online-store accessibility(POA) and perceived money availability(PMA) as barriers. Wenjuanxing, a Chinese professional survey collection agency, conducted an online survey of millennials in Shanghai, China. The final sample size for the survey was 215. Partial least squares structural equation modeling was employed to test the proposed hypotheses. The results indicated that attitudes, subjective norms, and perceived behavioral control significantly affected the purchase intention towards sustainable fashion products. MNO and EK influenced the attitude, whereas EK, POA, and PMA influenced perceived behavioral control. This study contributes to the TPB literature through the examination of four antecedents: MNO, EK, POA, and PMA. The findings provide valuable insights for retailers and markets based on the identification of the motivations and barriers that enhance the purchasing intention of Chinese millennials toward SFC.

Keywords

Acknowledgement

이 논문은 2021년도 정부(교육부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(No. 2020R1I1A3075101).

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