Environmentally sustainable textile and apparel consumption: the role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance

TLDR

The study aims to comprehensively understand young consumers' attitudes, perceptions, and behavioural intentions toward environmentally sustainable textile and apparel consumption. Data were collected from 701 university students across the US, South Korea, and China, and an extended theory of planned behaviour model was tested using structural equation modeling. Results show that product knowledge, perceived consumer effectiveness, and perceived personal relevance significantly influence attitudes, subjective norms, perceived behavioural control, and ultimately purchase intentions for sustainable apparel, offering insights for policymakers, educators, and industry to enhance communication and promote sustainable consumption.

Abstract

Abstract The purpose of this study is to develop a comprehensive understanding of young consumers' attitudes, perceptions and behavioural intentions towards the consumption of environmentally sustainable textile and apparel products. A total of 701 responses were collected from students attending large universities in the US , S outh K orea and C hina. An extended model of planned behaviour was developed and tested based on structural equation modeling approach. The results indicate that consumers' product knowledge, perceived consumer effectiveness and perceived personal relevance significantly affect young consumers' attitudes, subjective norms and perceived behavioural control, thereby affecting purchase intentions for environmentally sustainable textiles and apparel. The research findings will benefit both environmental and economic enhancement efforts among policymakers, educators and industry professionals, enabling them to formulate strategies to ensure better communication with consumers to promote desirable consumption behaviour.