Aiming at the problems of pollution and waste in the clothing industry, the concept of the green innovation of clothing brands is put forward here and analyzed in terms of five dimensions: green product innovation, green technology innovation, green image innovation, green service innovation, and marketing green innovation. Based on the theory of perceived value, in this study we analyzed the mechanism of clothing brand green innovation with regard to consumers’ purchase intention and, on this basis, investigated the mediating role of perceived value and the moderating role of consumer innovation. Simultaneously, we designed a measurement scale for clothing brand green innovation and used the structural equation model to test the research hypothesis. The results showed that clothing brand green innovation can effectively promote green purchase intention and behavior, that consumers produce purchase intention and behavior through the perception of novelty, usefulness, and greenness, and that highly innovative consumers are more likely to perceive novelty and are more willing to buy. This study provides new ideas and references for clothing brand green innovation.

The purpose of this paper is to develop and test a theoretical model that explains that the impact of consumer perceptions of apparel safety on their consumption behavior is moderated by consumers’ attitude and the price in the relationship studied. A survey questionnaire was developed and conducted first in a pretest by 231 participants to initially identify possible measurement problems. Another 321 potential consumers subsequently filled in the questionnaire on our website, out of which 296 questionnaires were used to verify the validity and reliability by statistical analysis and the structural equation model. The paper identifies a set of apparel safety perception dimensions that do not drive safe consumption practices. It is further seen that price is more likely to moderate the relationship with consumer behaviors than perceptions and attitudes. Therefore, the paper significantly fills the gaps between apparel safety perceptions and apparel safety consumption behavior. The findings of the paper have significant implications for apparel companies who wish to explore the apparel market potential in China.