Determinants of young adults' slow fashion attitudes and idea adoption intentions in Canada, China and South Africa

H. Duh, Hong Yu, Marike Venter de Villiers, Vladimira Steffek, Dan Shao
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Abstract

Purpose Large, influential and profitable young adults are being targeted for fast fashion that negatively impacts the environment. The transition from a fast to an environmentally friendly slow fashion is a challenging process and culturally dependent. The process starts with slow fashion idea adoption. Thus, the authors modified an information acceptance model (IACM) to examine information characteristics (idea/information quality, credibility, usefulness, source credibility) and consumer factors (need for idea and attitudes) impacting intentions to adopt the slow fashion idea in Canada, South Africa (individualists) and China (collectivists).Design/methodology/approachCross-sectional data were collected from South African (n = 197), Chinese (n = 304) and Canadian (n = 227) young adults (18–35 years old) at universities in metropolitan cities. Partial least squares structural equation modeling was used to analyze the data.FindingsThe results show that while most information characteristics and consumer factors are vital for slow fashion attitudes and intention formation, information quality and trust in the sources were a problem in individualistic cultures as opposed to the collectivist culture. This finding confirms the greater tendency of collectivists to trust disseminated information on environmental issues. In all cultures, attitudes impacted idea adoption intentions. On testing IACM, the multigroup analyses showed no significant differences between young adults in the individualistic cultures. Attitudes mediated most relationships and were highly explained by IACM (South Africa, 49.6%; China, 74.5%; and Canada, 64.5%).Originality/valueIn emerging and developed markets, this study informs environmentalists and green fashion brands of information characteristics that can create positive attitudes and slow fashion idea adoption intentions among influential young adults.
加拿大、中国和南非年轻人的慢时尚态度和理念采纳意愿的决定因素
目的 年富力强、有影响力且有利可图的年轻人正成为对环境产生负面影响的快时尚的目标。从 "快时尚 "过渡到环保的 "慢时尚 "是一个具有挑战性的过程,而且与文化有关。这一过程始于慢时尚理念的采纳。因此,作者修改了信息接受模型(IACM),以研究影响加拿大、南非(个人主义者)和中国(集体主义者)采纳慢时尚理念意愿的信息特征(理念/信息质量、可信度、有用性、来源可信度)和消费者因素(理念需求和态度)。研究结果表明,虽然大多数信息特征和消费者因素对慢时尚态度和意向的形成至关重要,但相对于集体主义文化而言,信息质量和对信息来源的信任是个人主义文化中的一个问题。这一发现证实了集体主义者更倾向于相信有关环境问题的传播信息。在所有文化中,态度都会影响采纳理念的意愿。在测试 IACM 时,多组分析表明个人主义文化中的年轻人之间没有显著差异。在新兴市场和发达市场,这项研究为环保主义者和绿色时尚品牌提供了信息特征方面的信息,这些信息特征可以在有影响力的年轻人中产生积极的态度和减缓时尚理念采纳意愿。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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