The Persuasive Effect of Competence and Warmth on Clothing Sustainable Consumption: The Moderating Role of Consumer Knowledge and Social Embeddedness

Abstract

Commonly, most companies regard consumer satisfaction to be their major goal. Companies have in the past been focusing on consumer choice in product sales from a utility theory perspective. However, these days, in addition to personal choice, clothing disposal and sustainable consumption are also becoming main concerns of consumers because of growing environmental problems in many parts of the world. In this research, two studies were conducted, and the results of study 1 were economic factors that affected sustainable consumption behavior positively, and competence cognition was the basis of this effect. A philanthropic factor also positively influenced sustainable consumption behavior, and this effect was mediated by warmth cognition. Economic factors influenced consumers’ product disposal behavior not only through competence cognition but also through warmth cognition. Therefore, to encourage disposal behaviors, such as recycling and donation, strategies are needed that can appeal to economic advantages. Study 2 examined the clothing disposal behavior considering environmental economic factors by scenarios. As a result, it was confirmed that environmental economics factors influenced clothing disposal behavior. In addition, we could confirm the moderated mediating effect as well as the moderating effects of knowledge level. The implications of these results and some suggestions for future research are discussed.

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