An Empirical Research On Influencing Factors Of Sustainable Apparel Consumption: Based On The Theory Of Planned Behavior

The present study chose sustainable apparel consumption as research topic. The aim of thestudy was to analyze the influencing factors of purchasing intention of sustainable apparel from apsychological point of view, and to explore specific relationships between intention andinfluencing factors.The questionnaire used in this study was within the framework of the Theory of PlannedBehavior (TPB). Data was collected from eighteen university students studying in three majorcities (Beijing, Shanghai, and Dalian) of China, the questionnaires total number is784. Structuralequation modeling (SEM) approach was used to test the TPB model by SPSS17.0and AMOS7.0.The most important predictor of Intention to purchase sustainable apparel was individuals’Attitude towards buying sustainable apparel, the recognition and acceptance of the consumers tothe heart of the sustainable apparel is the main reason to buy sustainable apparel. Weaker in theindividuals’Attitude towards buying sustainable apparel is perceived behavior control, individualconsumers for self-confidence and the objective favorable conditions for their successfulimplementation of the purchasing behavior will impact consumer purchasing behavior.Subjective norm on behavior intentions significantly weaker than perceived behavior control,positive attitude held by the society as a whole for sustainable apparel consumption behavior andrecognition conducive to encourage consumers to purchase sustainable apparel.The result alsoshow that the professional background of consumer behavior will also have a impact onintention,strengthen humanities education have a positive impact on intention. The results lead to suggestions for marketers and stakeholders involved in the sustainableapparel market. The results also enrich academic research in the field of sustainable apparelconsumption.The limitation in the study is select university students as research subjects, to some extentweaken the generality of the final results.But today’s collage students must be a major consumerforce of the sustainable apparel in future, the results are still great practical significance andfar-teaching significance of future.The limitation has played a certain role in help to the futureresearch, for example, future research could focus on sustainable apparel consumer marketsegments.