Article2014

Personal values and ethical fashion consumption

111 citations0/0 files storedJournal of Fashion Marketing and Management

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Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

Purpose – The role of personal values in consumer behavior is well documented; however, in the context of fashion consumption, the role of personal values’ influence on consumers’ ethical behavior has not been studied. Consequently, the purpose of this paper is to seek to explore whether consumers’ personal values predict consumers’ behavioral intentions to engage in ethical fashion consumption. Design/methodology/approach – The present study employed the Fritzsche model, which states that an individual's personal values are related to his/her intentions to engage in ethical behavior. The present study examined the causal relationship between the personal values and behavioral intentions to engage in ethical fashion consumption. Data collected from the US national sample were subjected to structural equation modeling. Findings – The proposed model explained 42 percent of variance in consumer's behavioral intentions toward ethical fashion consumption. Furthermore, a significant negative relationship between self-enhancement personal values and behavioral intention toward ethical fashion consumption was found. Several theoretical and practical implications related to the present study were discussed. Originality/value – To the authors’ knowledge, the study is first of its kind in several aspects: first, ethical fashion consumption has been conceptualized in the broadest definition possible, as oppose to focussing on a particular facet of fashion consumption (e.g. organic products or counterfeit fashion); second, linking consumer personal values as a predictor of his/her ethical fashion consumption behavioral intentions; and third, employing the Fritzsche model in fashion behavior context.

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References

1985From Intentions to Actions: A Theory of Planned Behavior 1992Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries 2001Efficacy of the Theory of Planned Behaviour: A meta‐analytic review 2002To Parcel or Not to Parcel: Exploring the Question, Weighing the Merits 1994Are There Universal Aspects in the Structure and Contents of Human Values?1987Toward a universal psychological structure of human values.1996The Theory of Planned Behavior: A Review of its Applications to Health-Related Behaviors 1986A General Theory of Marketing Ethics

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