This article examines the associations between personal values and apparel color preferences, and deduces the apparel color preferences of consumers based on the mainstream values in different regions in China. Clustering analysis was used to classify the values, and a Chi‐square test was used to verify whether the different values had a significant effect on the consumer's color preferences. Finally, a corresponding analysis was conducted to clarify the associations between personal values and apparel color preferences. The associations reported in the study suggest the apparel color preferences in the 4 major urban agglomerations in China. It was found that consumers in the Pearl River Delta region were mainly ideal‐oriented and authority value types and preferred darker apparel colors than other city groups in China; consumers in the Yangtze River Delta region were mainly responsibility‐oriented and justice value types and preferred warmer and more contrasting colors; and consumers in the Beijing–Tianjin–Hebei and Chengdu–Chongqing regions were mainly benevolence‐oriented value types, preferring more highly saturated and brighter colors than the other regions. Self‐oriented consumers, who preferred cool and dark apparel colors were found to have no clear correspondence to any region. These results are important for fashion designers and fashion brands in China; it can assist the Chinese fashion industry in regionalizing their product offerings and in providing a theoretical reference for the development of the garment industry.

A uniform is distinctive clothing worn by members of the same firm or organisation. In China, the market for professional garments is extremely large. However, as mandatory professional clothing, uniforms are frequently used, torn, and replaced, leading to textile waste. Further, the use of non-recyclable or non-biodegradable fabrics is bound to create greater environmental pressure. This study focuses on the textile material in the uniform market to analyse the motivational conditions behind sustainable fabric consumption. A total of 294 usable online surveys were obtained in 2019. Multi-item scales were adopted to measure five variables: corporate public image, corporate ethics, employee social status, environment awareness, and sustainable premium. Structural equation modelling was applied to test the hypothesises. Results reveal that the improvement of an employee’s social status can effectively facilitate the probability of utilising eco-friendly fabrics. This study can thus help increase the usage of eco-friendly fabric in China’s uniform market.

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To compare the different motivation, intention and behaviour between Chinese and Japanese consumers in naturally dyed fashion consumption we collected 301 Chinese samples and 302 Japanese samples and used a structural equation model (SEM) to analyse the consumption behaviour of naturally dyed apparel based on the planned behaviour theory (TPB) and cross-cultural sustainable consumption framework (CCSC). The results indicate that attitude, social norms and perceived behaviour control (PBC) impact naturally dyed fashion consumption intention and behaviour. Among these relations, intention has a controlling influence on the relationship between subjective factors and actual consumption behaviour. PBC directly affects consumer behaviour. Moreover, the belief system and material source have a significant influence on all TPB constructs, wherein material source has more influence. Comparing China and Japan, attitude has a stronger impact on intention for Chinese than Japanese, but PBC influences Japanese intention more. Theoretically, this paper analyses the factors forming the difference in the strength of the TPB model from a cross-cultural perspective. The differences in Chinese and Japanese consumption behaviours also offer practical insights for the industrial development of natural dyeing.

The cover image, by Xue Xing et al., is based on the Research Article Apparel color preferences for different regions in China: The connection to personal values, DOI: .