2024
DOI: 10.18502/keg.v6i1.15343
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A Study on the Impact of Environmental Awareness on Sustainable Consumption Behavior in Maternity Wear

Sun Yuting,
Zainu Din Bin Md Nor

Abstract: With the relaxation of China’s birth policies and the dual independence gained by Chinese women in both mental and economic aspects, maternity wear, as an essential item for pregnant women, has an enormous design space and a growing consumer market, attracting increasing attention from all quarters [1]. However, due to the continuous changes in pregnant womens body shapes and the fact that most women need to continue working and socializing during the early and middle stages of pregnancy [2], maternity wear ha… Show more

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