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Perceptions Influencing Apparel Safety Sustainable Consumption Behaviour: Exploring the Contextual Relationship

General problems of the fibre and textile industries

Authors:

  • Chen Lihong
    Shanghai International Fashion Innovation Center in Donghua Univeristy, Shanghai, China
  • Qie Kexin (j/w)
  • Yu Hong
    Shanghai Institute of Quality Inspection and Technical Research, Shanghai, China
  • Ding Xuemei
    Key Laboratory of Clothing, Design & Technology, Ministry of Education, Dong Hua University, Shanghai, P. R. China

Nr DOI: 10.5604/01.3001.0015.6454

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Abstract:

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.

Tags:

consumer perception, apparel safety, consumption behaviour, perceived consumer effectiveness.

Citation:

Chen L, Qie K, Yu H, Ding X. Perceptions Influencing Apparel Safety Sustainable Consumption Behaviour: Exploring the Contextual Relationship. FIBRES & TEXTILES in Eastern Europe  2022; 30, 1(151): 8-16. DOI: 10.5604/01.3001.0015.6454

Published in issue no 1 (151) / 2022, pages 8–16.

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