Article2015

Style consumption: its drivers and role in sustainable apparel consumption

Erin Cho · Shipra Gupta · Youn‐Kyung Kim

125 citations0/0 files storedInternational Journal of Consumer Studies

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

Abstract

Abstract This study proposes style consumption (SC) as a way to foster sustainable apparel consumption. In doing so, we identify explanatory and outcome variables of SC and also examine gender differences in these variables. Based on an online survey with 586 consumers, we find that frugal apparel consumption (FAC), fashion consciousness (FC) and ecologically conscious consumption (ECC) enhance the likelihood of SC. SC in turn increases environmental apparel purchase (EAP) and sustainable apparel divestment (SAD). The results also suggest significant gender differences both in motivational and behavioural variables included in the model. Specifically, females are significantly higher than males in FAC, FC and ECC. The tendency of SC, EAP and SAD were also higher for females than males. In addition, we find that gender is a significant factor mediating the effect of FC and that of ECC on SC.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.2013Sex Differences in Social Behavior 1989Sex Differences in Social Behavior: A Social-Role Interpretation.2001Targeting consumers who are willing to pay more for environmentally friendly products 1986A Methodology for Profiling Consumers' Decision‐Making Styles 2012Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands 1975Determining the Characteristics of the Socially Conscious Consumer

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2017Pleasure and guilt: how do they interplay in luxury consumption?2019Green Apparel Buying: Role of Past Behavior, Knowledge and Peer Influence in the Assessment of Green Apparel Perceived Benefits 2019The Role of Style Versus Fashion Orientation on Sustainable Apparel Consumption 2023Sustainability advertising: literature review and framework for future research 2019Consumer orientations of second-hand clothing shoppers

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