Consumer Purchase Behavior of Eco-Fashion Clothes As a Trend to Reduce Clothing Waste

Abstract

Eco-fashion clothes offer considerable promise to reduce clothing waste associated with improving consumer profits and the health of the community. The aim of this paper is to explore the consumer purchase behaviour toward Eco-fashion clothes made of recycled materials. The clothing waste is increasing each year and there is a lack of landfill sites for disposing of them. This resulted in governments encourage industries markets to recycle more. However, it is necessary to support the clothing recycling technology program, and the achievement of those markets depends on consumer demand for these products. Hence, understanding consumer behaviour toward Eco-fashion clothes made of recycled materials can provide a basis to develop effective guidelines for disposal and purchase recycled clothes. This study applied the Theory of Planned Behaviour (TPB) as the foundation of the consumer’s behaviour. A two-stage mixed-method approach was explored. Statistical analysis was commenced through direct logistic regression. The model was tested via structural equation modelling (PLS-SEM). Overall, findings reveal that the most significant factor on purchase intention of Eco-fashion clothes is the positive attitude which was followed by the perceived behavioural control and then subjective norms on the construct intention. Furthermore, there is a strong connection to sustainable disposal clothing behaviour and purchase behaviour toward Eco-fashion clothes. Hence, strengthening people attitude in order to purchase Eco-fashion clothes made of recycled contents as a sustainable trend is applicable to help reduction of clothing waste. This happens when people’s need is along with these clothes. The implications of this study can be examined from an educational and managerial perspective to form an effective strategy to encourage an increased rate in the disposal of clothing toward recycling and development policies to improve recycling technology programs. Therefore, it can lead to produce clothes made of recycled materials based on the consumer's needs and distribute them in the fashion market

The effects of perceived value, environmental concern and attitude on recycled fashion consumption

“…At this point, it can be stated that consumers' attitudes and purchase intentions are consistent. This result is consistent with the findings of Jalil and Shaharuddin (2019), who found a positive relationship between attitude and purchase intention toward recycled content clothing. When the effect of consumers' attitudes toward sustainable clothing on their purchase behaviors is examined in the literature, it is seen that there are inconsistencies between attitudes and behaviors (Marsh et al , 2010; Niinimäki, 2010; Preuit and Yan, 2016).…”

“…Minton and Rose (1997) found that environmental concern has a positive effect on purchase behavior of products that can be recycled or produced with recycled materials. In their research with various samples, Brosdahl and Carpenter (2010), Butler andFrancis (1997), D'Souza et al (2015), Gam (2011), Jalil andShaharuddin (2019) and Maichum et al (2016) found that environmental concern positively affects attitudes toward sustainable clothing and purchase behavior. Consumers who are anxious and conscious of environmental issues do not want to deliberately pollute the environment with the clothes they buy.…”

“…Niinimäki (2010) asked consumers in Finland, “Are you ready to buy a clothing made from recycled materials, even if it is not as good as the products made of virgin materials?”; 81.9 per cent of the consumers answered affirmatively. Jalil and Shaharuddin (2019) investigated consumer purchase behavior toward clothing made from recycled materials. The ATT was positively associated with purchase intention.…”

Theory of planned behavior in consumer behavior research: A systematic literature review

“…In the current SLR, a study on eco-fashion found that consumer purchase behavior toward such apparel was significantly influenced by attitude (Jalil & Shaharuddin, 2019). Valaei and Nikhashemi (2017) analysed consumer purchase intention and behavior toward regular (i.e., nonorganic and nonsustainable) apparel, showing that marketing mix was one of the most influential factors affecting consumer intention and behavior.…”

Fashion Designer Behavior Toward Eco-Fashion Design

“…various ways [9][10][11][12]. There are some studies that investigated designer behavior concerning the design intention related to eco-fashion products.…”