A study of U.S. consumers' intention to purchase slow fashion apparel: understanding the key determinants. Issue 1 (2nd January 2021)

• Record Type: Journal Article
• Authors: Chi, Ting; Gerard, Jenisha; Yu, Yuhfen; Wang, Yuanting
• Is Part Of: International journal of fashion design, technology and education. Volume 14:Issue 1(2021)
• Page Start: 101
• Page End: 112
• Publication Date: 2021-01-02
• Subjects: Slow fashion -- purchase intention -- U.S. consumers -- sustainability; Fashion design -- Periodicals; Clothing trade -- Periodicals; 746.92
• DOI: 10.1080/17543266.2021.1872714
• Languages: English
• ISSNs: 1754-3266

Abstract

ABSTRACT: In recent years, slow fashion has become a sustainable consumption movement that is the opposite of fast fashion. This study aimed to identify the key factors influencing the U.S. consumers' purchase intentions toward slow fashion apparel. 263 eligible responses were collected via a questionnaire survey. The psychometric properties of the proposed model were examined, and the multiple regression method was applied to test the hypotheses. Attitude, perceived behavioural control, willingness to pay and perceived consumer effectiveness significantly affect U.S. consumers' intentions to purchase slow fashion apparel. Attitude plays a mediating role between consumers' environmental knowledge and their purchase intentions. Female consumers show a more positive attitude toward slow fashion apparel while consumers with a higher income level are more likely to purchase slow fashion apparel. The proposed research model exhibits a good explanatory power, accounting for 55.6% of variance in U.S. consumers' purchase intentions toward slow fashion apparel.