Apparel professionals’ perception of sustainability-related technology: a structural equation modeling approach

Abstract

Purpose This study aims to examine the effects of the characteristics of apparel professionals on their attitude toward sustainability-related technology in the context of a developing country, Bangladesh. Design/methodology/approach A quantitative approach was used to investigate the apparel professionals’ perception of sustainability-related technology. A survey was conducted, and 204 valid responses were used in data analysis. The structural equation modeling technique was used to analyze the data. Findings The findings demonstrate that apparel professionals’ personal innovativeness positively impacts their knowledge of apparel technology. Knowledge of apparel technology and environmental issues in apparel manufacturing both significantly and positively impact their level of awareness of sustainability-related technology in apparel manufacturing. The findings also suggest that managers’ level of awareness of sustainability-related technology has a significant positive impact on their attitude toward sustainability-related technology. Originality/value Fishbein’s attitude theory was applied to examine how the various characteristics of apparel professionals (i.e. personal innovativeness in technology, knowledge of apparel technology, knowledge of environmental issues of apparel manufacturing) affect their awareness of and attitude toward sustainability-related technology. This study expands our understanding of the causal flow among cognitive variables of apparel professionals, including their innovativeness, knowledge, awareness and attitudes. The findings of the study can be helpful to the apparel industry to improve apparel professionals’ adoption of sustainable technology.