{"title":"The role of Eco-shame in shaping Behavioural Purchase Intentions toward sustainable fashion consumption","authors":"Luiza Gonçalves Ferreira Nicolau, Juliana Maria Magalhães Christino, Érico Aurélio Abreu Cardozo, Frederico Leocádio Ferreira","doi":"10.1108/jfmm-01-2023-0005","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Sustainable fashion encompasses principles of ethical production, fair trade, and the use of organic materials. This study explores the antecedents influencing behavioural intentions to purchase sustainable fashion among Brazilian fashion consumers, utilising the Theory of Planned Behaviour (TPB) as a framework and examining the role of Eco-shame.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>A survey involving 378 respondents was conducted, and structural equation modelling was applied to analyse the data.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The study revealed that Perceived Behavioural Control, Attitude, and Eco-shame significantly influenced Behavioural Purchase Intention toward sustainable fashion products. In contrast to prior research, Subjective Norms did not demonstrate a substantial influence on Behavioural Purchase Intentions.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>Enhancing the generalizability of findings necessitates expanding the sample size and employing a probability sampling method for future research endeavours.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>In the realm of sustainable fashion consumption, it is imperative to understand consumer behaviour shifts, particularly amid the prevalence of fast fashion. This research aims to bridge this knowledge gap and underscore consumers’ motivations for selecting sustainable fashion products.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study makes a theoretical contribution by introducing Eco-shame as an extension of the Theory of Planned Behaviour to evaluate Behavioural Purchase Intentions toward Sustainable Fashion Products, an innovation that has been absent from prior literature.</p><!--/ Abstract__block -->","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":"33 1","pages":""},"PeriodicalIF":3.2000,"publicationDate":"2024-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Fashion Marketing and Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jfmm-01-2023-0005","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
Sustainable fashion encompasses principles of ethical production, fair trade, and the use of organic materials. This study explores the antecedents influencing behavioural intentions to purchase sustainable fashion among Brazilian fashion consumers, utilising the Theory of Planned Behaviour (TPB) as a framework and examining the role of Eco-shame.
Design/methodology/approach
A survey involving 378 respondents was conducted, and structural equation modelling was applied to analyse the data.
Findings
The study revealed that Perceived Behavioural Control, Attitude, and Eco-shame significantly influenced Behavioural Purchase Intention toward sustainable fashion products. In contrast to prior research, Subjective Norms did not demonstrate a substantial influence on Behavioural Purchase Intentions.
Research limitations/implications
Enhancing the generalizability of findings necessitates expanding the sample size and employing a probability sampling method for future research endeavours.
Practical implications
In the realm of sustainable fashion consumption, it is imperative to understand consumer behaviour shifts, particularly amid the prevalence of fast fashion. This research aims to bridge this knowledge gap and underscore consumers’ motivations for selecting sustainable fashion products.
Originality/value
This study makes a theoretical contribution by introducing Eco-shame as an extension of the Theory of Planned Behaviour to evaluate Behavioural Purchase Intentions toward Sustainable Fashion Products, an innovation that has been absent from prior literature.
期刊介绍:
■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.