Articlebronze2021

Millennial Consumers’ Purchase Intention for Eco-Fashion Apparel: A Study from Southern China

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

Abstract

This study attempts to understand the role of value perceptions and environmental attitudes in influencing millennial consumers’ intentions to buy eco-fashion apparel in Southern China. A total of 385 questionnaire responses were collected in Nanning via snowball sampling and convenience sampling techniques. The PLS-SEM method was applied to evaluate the data. The findings show that status value presents the strongest relationship with environmental attitude (β=.308, t=7.209, p<.01), followed by uniqueness value (β=.213, t=3.826, p<.01), materialism (β=.242, t=3.398, p<.01), price-quality perception (β=.089, t=2.209, p<.05), and conspicuous value (β=.150, t=2.171, p<.05). Moreover, environmental attitude exhibits the most significant influence on purchase intentions (β=.765, t=31.730, p<.01). Thus, corresponding implications are discussed.

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References

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