The role of Eco-shame in shaping Behavioural Purchase Intentions toward sustainable fashion consumption

IF 3.2 4区 管理学 Q2 BUSINESS
Luiza Gonçalves Ferreira Nicolau, Juliana Maria Magalhães Christino, Érico Aurélio Abreu Cardozo, Frederico Leocádio Ferreira
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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.

生态羞耻感在塑造可持续时装消费行为购买意向中的作用
目的 可持续时装包括道德生产、公平贸易和使用有机材料等原则。本研究以计划行为理论(TPB)为框架,探讨了影响巴西时装消费者购买可持续时装的行为意向的前因,并研究了生态羞耻感的作用。研究结果研究表明,感知行为控制、态度和生态羞耻感对可持续时装产品的行为购买意向有显著影响。与之前的研究不同,主观规范并没有对行为购买意向产生实质性影响。研究局限/启示为了提高研究结果的普遍性,有必要扩大样本量,并在未来的研究工作中采用概率抽样方法。本研究旨在弥补这一知识空白,并强调消费者选择可持续时尚产品的动机。原创性/价值本研究通过引入生态羞耻作为计划行为理论的延伸,对可持续时尚产品的行为购买意向进行评估,从而在理论上做出了贡献。
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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来源期刊
CiteScore
7.30
自引率
8.60%
发文量
41
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.
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