Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Chinese Consumer Willingness Towards Eco-Conscious Apparel Purchase: An Application of the Theory of Planned Behavior
University of Borås, Faculty of Textiles, Engineering and Business.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose – This thesis aims to contribute to the understanding of the Chinese customers’ perception and acceptance of eco-conscious apparel (ECA) based on the theory of planned behavior (TPB). The thesis further examines whether people would like to pay more for ECA and how the factor of willingness to pay a premium is influenced by TPB variables. Design/methodology/approach – The research design is based on quantitative methodology. The data were collected via a web-based survey, a total of 315 responses from Chinese consumers were analyzed with application of the structural equation modeling. Findings – Both attitude toward ECA and perceived behavioral control over ECA acquisition have positive influence on ECA purchasing intention. Willingness to pay a premium for ECA is only positively affected by subjective norm. There is no correlation between ECA purchasing intention and willingness to pay a premium for ECA. Implications – To raise Chinese customers’ purchasing intention, fashion company should focus their actions on disseminating environmental information and knowledge, and offer affordable ECA options with the properties close to traditional apparel. To evoke the willingness to pay a premium for ECA, fashion company can apply celebrity endorsement to add perceived social value into its ECA series. Such actions will contribute to formation of positive social norm and hence positive perception towards ECA. Meanwhile, the government can put more efforts into educating Chinese people about sustainability issues in fashion industry, formulating and implementing policies in favor of ECA consumption, so that a positive social atmosphere for ECA consumption could be created. Originality/value – This study is novel in applying TPB for examining the consumer purchasing of apparel containing recycled fiber in China. The thesis provides useful information to corporate practitioners on how to formulate ECA marketing strategies in China. Research findings are also of relevance for Chinese government by providing recommendations for formulating relevant policies to favor the ECA consumption.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Eco-conscious apparel, Theory of planned behavior, Sustainable consumption in China, Willingness to pay a price premium, Sustainable fashion, Apparel containing recycled fibers
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-15958OAI: oai:DiVA.org:hb-15958DiVA, id: diva2:1303954
Subject / course
Textile management
Examiners
Available from: 2019-04-11 Created: 2019-04-11 Last updated: 2019-04-11Bibliographically approved

Open Access in DiVA

fulltext(823 kB)63 downloads
File information
File name FULLTEXT01.pdfFile size 823 kBChecksum SHA-512
03bc60332d0079ce0761d276c2969c906a32ffd154d1d3e55106f3b359447952b6291410c50a03a8ab23d718f97c82d6a073fbeb22e87f7f88ebb1d0d6d928af
Type fulltextMimetype application/pdf

By organisation
Faculty of Textiles, Engineering and Business
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 63 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 105 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf