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Structure of consumer behavior of sustainable consumption of clothing products (SCCP). Dark shaded boxes are derived as constructs of SCCP behavior.
Source publication
Researchers and companies are paying attention to consumers’ sustainable consumption of clothing products. Clothing industry and fashion consumers have been criticized for a long time due to endless mass production and overconsumption. Despite the efforts of corporations to use sustainability as a marketing tool and an expanding literature explorin...
Context in source publication
Context 1
... behaviors of SCCP are the behaviors that (1) refrain the overall consumption, (2) avoid purchase of a new clothing merchandise by using secondhand, vintage or rental services. Intent-oriented behaviors mean (1) consumers' consideration of sustainability (mindful consumption), (2) purchasing sustainable products, (3) taking sustainable actions during use and disposal and (4) sharing information and mutual support through online or offline communities (SCCP activism) (Figure 2). ...
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Citations
... For example, the phenomenon of sustainable consumption in fashion has been studied in recent years by many researchers. The study by Park and Lee [45] demonstrated that purchasing is only a partial behavior of the entire consumption process. The actual stages of consumption are more complex. ...
This article analyzes the phenomenon of deconsumption, which is relatively new and insufficiently researched or defined. Based on a review of the literature on the subject, it was found that there was little interest in deconsumption compared with sustainable consumption. Moreover, the number of scientific publications was negligible as the concept of deconsumption was rarely studied as a phenomenon. In addition, it should be noted that deconsumption can play a role in sustainable development and care for the environment and natural resources. Our study on this phenomenon sought to determine whether the phenomenon has spread to a noticeable degree, despite the deconsumption trend, which is important for its effective popularization in societies. Therefore, the aim of this study was to analyze whether the deconsumption phenomenon was reflected in macroeconomic data on consumption in selected European Union countries prior to the COVID-19 pandemic. The analysis of macroeconomic data on per capita consumption in the years 2000–2019 did not reveal a clear phenomenon of deconsumption; however, changes in the consumption structure were identified. In some countries, consumption fluctuated or decreased in certain sectors, suggesting the possible emergence of deconsumption. The computation method used in this study was fuzzy c-means clustering (FCM).
... Current research variables were measured on the scale of seven-point likert scale ranging from (1) "strongly disagree" to (7) "strongly agree". The measurement scales were adapted from established studies, i. Park and Lee (2020) and Kim and Damhorst (1998). Table 1 shows the demographic characteristics of the respondent including gender, age, education, income and marital status. ...
... In Part 2, sustainable apparel consumers were segmented following the SAC typology. Scales were adapted from previous studies to measure sustainable apparel consumption (D'Souza et al., 2015), willingness to pay for clothing, importance of appearance and clothing (Armstrong et al., 2018;O'Cass, 2000), hedonic shopping (Babin et al., 1994), clothing care (Park & Lee, 2021), and anti-consumption sentiments (Iyer & Muncy, 2016). The constructs were measured with a six-point Likert scale (1=strongly disagree, 6=strongly agree). ...
... This study aims to investigate the consumer attitude towards the sustainable clothing-sustainable clothing purchase behaviour relationship and the role of social norms in this relationship. Since social factors play an important role in consumer purchase behaviour e.g., [7][8][9] and cost-effectively contribute to behavioural change [10], the authors chose to investigate the role of social norms in the attitude towards the sustainable clothing-sustainable clothing purchase behaviour relationship. By doing so, this study attempts to contribute to the existing body of knowledge attempting to reduce the attitude-behaviour gap and advance growing research on sustainable clothing purchase behaviour in the consumer behaviour and sustainable marketing fields. ...
... Previous studies suggest that consumer attitudes positively influence consumer intentions in the context of sustainability (e.g., [9]), while research on the attitude-intentionbehaviour link is scarce in the context of sustainable clothing. For this reason, there is still insufficient guidance for practitioners as to how the attitude-behaviour gap can be reduced among consumers and how the purchase of sustainable clothing can be encouraged. ...
... For this reason, there is still insufficient guidance for practitioners as to how the attitude-behaviour gap can be reduced among consumers and how the purchase of sustainable clothing can be encouraged. For instance, Park and Lee [9] suggest that consumer behaviour can be oriented towards intention or action. "Intention to purchase sustainable clothing" depends on the influence consumers can have on others. ...
This study investigates the sustainable clothing consumer attitude–behaviour link and identifies the role of social norms in this relationship. A total of 218 responses were collected in an online survey in one small European country. Findings reveal that sustainable clothing purchase behaviour is influenced by consumer attitudes towards sustainable clothing and sustainable clothing purchase intention, which acts as a mediator between consumer attitudes towards sustainable clothing and purchase behaviour. The findings uncover three types of social norms that could be represented among individuals in Lithuania, but no moderating effects were found. Unexpected results reveal that one type of social norms, that is, social order/commandment norms, influences both consumer attitudes towards sustainable clothing and their intention to purchase sustainable clothing. These findings attempt to contribute to the sustainable clothing consumer behaviour field development. Managerial implications of how to induce a change in consumer attitude and sustainable clothing purchase intentions for business leaders and public policy makers have been offered.
... Esposti et al. 2021;Liu et al. 2021;Iran et al. 2022;Vladimirova et al. 2022). Such changes can result in a different paradigm of sustainable fashion consumption (Fashion Transparency Index 2020), which is defined as an abstract term -knowledge about the causes of unsustainability in the environmental and socio-economic aspects associated with the fashion industry -and in specific areas as knowledge about consumers' coping strategies at the purchase, use and disposal stages of fashion consumption (Park and Lee 2021). ...
The COVID-19 pandemic, as a global crisis, has affected the clothing consumption behaviour of consumers and it might create long-lasting changes in the fashion industry. Such behavioural shifts during global crises should be considered for sustainability-related marketing concepts and the way marketers promote sustainable clothing consumption during and after the crisis. This study explores the determinants of a shift in consumer values towards minimalistic clothing consumption during the COVID-19 pandemic in the under-researched country context of Iran. First, a literature review was conducted on topics including sustainable fashion consumption and the COVID-19 pandemic, the status of sustainable fashion consumption in Iran, as well as the influence of demographic characteristics on sustainable consumption behaviour. Second, a quantitative survey was administered to a sample of Iranian consumers ( N = 382). The results reveal a value shift towards more minimalism and sufficiency in clothing consumption during the COVID-19 pandemic in the country context of Iran. Moreover, the findings highlight that age and gender significantly influenced the extent of this shift in values, while surprisingly no significant value shift was found because of employment or income changes. This article makes a unique contribution by exploring the value shifts towards minimalistic clothing consumption during global crises. Furthermore, the results of the study shed some light on consumption behaviour in an under-researched middle eastern area.
... With the increase in environmental concerns, the fashion market will consist of a significant number of consumers with high environmental knowledge. This result was also confirmed by Yoo et al. (2021) and Park and Lee (2021), who revealed that consumers' environmental concerns encouraged them to seek knowledge about sustainable issues in fashion. In the present study, the relationship between environmental concern and environmental knowledge was more emphasized for the consumers with a high level of fear and uncertainty. ...
Purpose
The purpose of this study is to assess the impact of Covid-19 on sustainable fashion consumption behavior by proposing a conceptual framework combining consumer-specific factors and product-specific factors with a special emphasis on consumer value perceptions.
Design/methodology/approach
Theory of consumption value was integrated into the knowledge, attitude behavior model in the conceptual framework having consumer-specific and product-specific aspects. Perceived value (PERVAL) scale was used to measure value perceptions. The model was verified by a survey conducted among a random sample of 520 participants. The factors were extracted by using exploratory factor analysis and then confirmed by using confirmatory factor analysis. The hypotheses in the conceptual model were tested for different consumer groups, and the strength of the relationships was calculated by using multigroup analysis in structural equation modeling.
Findings
It was observed the environmental concern raised the need for getting knowledge about the environment. The impact of environmental knowledge on the value perception of sustainable fashion products varied for the consumers affected by Covid-19 at different levels. Quality perception and price perception were influenced most by environmental knowledge in that order for the consumers with “high fear and uncertainty” and “low fear and uncertainty”. Similarly, the perceived emotional and social values were influential on purchase intention for consumers with high fear and uncertainty, whereas price and social value perceptions were influential for the consumers with low fear and uncertainty.
Originality/value
This study is the initial study that investigated the impact of the Covid-19 pandemic on the consumption of sustainable fashion products. The integration of theory of consumption value into the knowledge, attitude behavior model allowed identifying the relationship between environmental issues and sustainable fashion consumption. Using the PERVAL scale for measuring perceived value, the study provided valuable insights for understanding the most important value dimensions for sustainable fashion products for consumer groups affected by Covid-19 at different levels. The results regarding the changes in the rankings related to the impact of environmental knowledge on dimensions of perceived value and the impact of perceived values on purchase intention enabled the integrated model to explain the attitude–behavior gap.
... The purchase of second-hand clothing or rental of clothing are important solutions to the unsustainable clothing consumption. Although these behaviors are not generated from the consideration of sustainability, it could obviously avoid wasting resources and effectively reduce the excessive consumption of new clothing products [49]. As early as the 1980s, many second-hand clothing markets appeared in foreign countries, and some families sold their idle used clothes in the secondhand clothing market [50]. ...
Waste recycling is an effective way to improve waste management, which is closely related to the support of social and economic foundations. With the development of a circular economy, green consumption is imperative. Most of the environmental protection brand enterprises are now almost limited to the environmental protection of clothing raw materials. However, there are still many problems in the overall industrial chain of the clothing industry, such as the pollution in the processes of processing, transportation and laundry, and the waste of resources caused by a large amount of textile waste after consumption. Starting from the theme of environmental protection and sustainable development of the clothing industry, this paper discusses the necessity of building a recycling system for post-consumer textile waste. Through the investigation of the recycling and reuse of domestic post-consumer textile waste, the existing problems are analyzed, such as the recycling supervision mechanism’s imperfections, the trust crisis and a lack of recycling channels. Combined with the successful cases abroad, some solutions and suggestions are put forward for the regeneration and reuse of post-consumer textile waste, and a preliminary conception of the charitable market system is made.
... To better understand the psychology of sustainable consumption of apparel products, Park aimed to conceptualize, develop, and validate a scale to measure SCCP from the perspective of the average apparel consumer. A content analysis, exploratory factor analysis, and confirmatory factor analysis (MPlus) were used to explore and predict the data, and the scale was tested for reliability and validity with good psychometric properties [12]. Hasan et al. explored the influence of consumer behavior and the awareness of the responsibility of clothing retailers on the intention of purchasing organic cotton clothing (OCC). ...
With the emergence of environmental pollution and the excessive waste of resources, the traditional development of the pure pursuit of economic growth has encountered challenges. More and more people are advocating for the concept of sustainable development, which makes sustainable merchandising an urgent necessity. Clothing brands should adhere to the brand sustainability concept and sustainable management in the merchandising process, which can truly improve the competitiveness of the brand. For this reason, a series of studies on sustainable merchandising strategies has been conducted by apparel companies and academia. The existing reviews on sustainability aspects focus on material, recycling, and life-cycle aspects. However, less attention has been paid to the sustainable merchandising aspects of apparel. Therefore, this paper presents a systematic literature review of this topic. We summarize the relevant research on sustainable merchandising from a merchandising perspective and systematically review the relevant theories and cases of sustainable merchandising for the relatively blank field of sustainable brand merchandising for apparel. We have achieved the purpose of integrating the analysis of factors influencing sustainable merchandising, and merchandising strategies. Additionally, on this basis, we discuss how brands can combine social responsibility with merchandising to develop and enjoy the profit space brought by merchandising while assuming and promoting their own brand responsibility. This literature review is based on journal articles, book chapters, and conference papers from the Web of Science (WOS) database and Google Scholar. Through an in-depth analysis of the existing literature, this paper provides an overview of the research topic, the sustainable merchandising of apparel, from a merchandising perspective and discusses the shortcomings of existing merchandising strategies. The findings reveal that there are drawbacks to the current apparel merchandising strategies such as low feasibility, ignoring the driving power of the market, weak consumer awareness, consumer culture, and lack of government intervention and support. This has resulted in the slow development of clothing brands in the sustainable merchandising market. The results of this study provide direction for the development of future sustainable merchandising strategies. It guides policymakers and practitioners to develop relevant strategies for sustainable merchandising in order to provide better market space for sustainable merchandising of apparel.
... Since the Brundtland Report [17], which proposed sustainable development as a solution for improving the quality of the environment and society in the long term, along with economic development, and also until the Sustainable Development Goals [18], the ways of production in domains such as agriculture [19,20], construction [21,22], industry [23] (including the dairy industry [24], and, more recently, consumption of different products such as food [1,25] and fashion [26], or services such as tourism [27], have been questioned and solutions for making them more sustainable have been proposed. ...
Milk and dairy are basic food products and their importance in healthy human development is well known. However, this does not mean that the consumers’ requests for these products are not evolving and fitting into the new context of sustainable development. By conducting a quantitative analysis on 847 answers regarding milk and dairy consumption offered by Romanian consumers, the objective of this study is to reveal what are the main factors of influence for respondents when choosing a milk or dairy product, and to see if these factors are evolving towards including sustainability-related aspects. The results point out that while price and store availability are still present as choice criteria, new aspects that might be related to a sustainable behavior, such as ecologic certification, country of origin or traditional products, are considered by the respondents when purchasing milk and dairy. However, this depends on the level of income; higher incomes allow respondents to consider new criteria.
... However, these behaviors depend on the consumer awareness, linked to its demographics, including, inter alia, age, ethnicity, and income [2,3]. The fashion and notions of sustainability are socially constructed, therefore, in order to understand reality, we need to uncover people's behaviors in the given context [4][5][6]. ...
This article presents an analysis of the concept of sustainable fashion from the Polish consumer’s perspective. The aim of this research is to investigate how Polish fashion consumers approach the concepts of sustainability, such as organic, fair-trade, and carbon emissions. Exploring the experience of the Polish consumption context provides a richer understanding of the evolution of fashion sustainability concepts in this and similar countries. The research methods applied comprise the literature review, including the theoretical and empirical items, and the survey conducted among Polish fashion consumers. According to our findings, Polish consumers declare caring more about the general environment but do not pay attention to sustainable development in the clothing industry. It is also worth noting that Poles, compared to those in other countries, have an unfavourable opinion of their own nation on the approach to sustainable development in the garment industry.
