Sustainable clothing: challenges,barriers and interventions for encouraging more sustainable consumer behaviour

Research with consumers has revealed limited awareness of the sustainability impact of clothing (Goworek et al., 2012). Semi‐structured interviews conducted with a range of experts in sustainable clothing to increase understanding of the challenges for sustainable clothing revealed that a focus on sustainability alone will not drive the necessary changes in consumers’ clothing purchase, care and disposal behaviour for three reasons: (i) clothing sustainability is too complex; (ii) consumers are too diverse in their ethical concerns and (iii) clothing is not an altruistic purchase. The findings identify the challenges that need to be addressed and the associated barriers for sustainable clothing. Interventions targeting consumers, suppliers, buyers and retailers are proposed that encourage more sustainable clothing production, purchase, care and disposal behaviour. These interventions range from normalizing the design of sustainable clothing and increasing the ease of purchase, to shifting clothes washing norms and increasing upcycling, recycling and repair.     

网络服装购买行为的影响因素分析

由于服装购买的体验性,服装一直被认为不适合在网上销售。但最近三年,服装在网上的交易额一直名列前茅。本文通过理论和实证研究,探讨影响网络服装消费者行为的主要决定因素,分析什么是促使网络服装消费者购买行为的最重要因素,从消费行为的角度研究网络服装热销的原因,为服装企业和网络商店满足网络服装顾客需求,制定相应营销策略提供理论依据。     

Green apparel buying behaviour: A study on Indian youth

Changes in demographics and availability of global clothing brands have brought several changes in Indian apparel industry. Green or organic clothing brands are becoming popular among Indians and likely to contribute to the revenues of apparel sector. Global and national apparel manufacturers have introduced organic clothing lines to cater to ecological conscious consumers. The purpose of this research was to examine the effect of consumer susceptibility to interpersonal influence (CSII), past green behaviour, green peer influence and green apparel knowledge on Indian youth's green apparel buying behaviour. A mix of convenience and random sampling was used for data collection. The sample (n = 981) comprised of youth of age group 18–24 years. Structural equation modelling was used to test the hypothesized relationships. Findings suggest that past green behaviour influenced green apparel buying behaviour. Green peer influence and green apparel knowledge had no impact on green apparel buying behaviour. Moreover, CSII had no influence on green apparel buying behaviour. The findings differ from earlier studies that suggest influence of social norms and peer group had an effect on green buying behaviour. Practical implications of the present study are discussed.     

Gender effects on consumers’ symbolic and hedonic preferences and actual clothing consumption in the Czech Republic

During the last decade or so consumer products have become more divided by gender than ever before. These changes in marketing practices are likely to introduce, alter or increase any existing gender differences regarding consumers’ product preferences and actual consumption. This is a very timely study examining how gender relates to consumers’ interest in clothing artefacts and their preferences for the self‐ and social‐symbolic and hedonic meanings of clothing. The influence of gender on actual purchase behaviour towards clothing is also explored. The proposed hypotheses are tested on a large‐scale sample of some 1,000+ respondents drawn in the Czech Republic. Using analysis of variance tests, gender differences were found with regard to all but one consumer behaviour phenomenon. No gender effect was found only regarding consumer preference for clothing affiliation symbolism. The study contributes to the theoretical development and empirical evidence in the field of gendered symbolic and hedonic consumption of clothing artefacts. Its findings also suggest possible actions by fashion marketers, as well as some interesting venues for future research.     

Environmentally Sustainable Textile Consumption—What Characterizes the Political Textile Consumers?

The textile and clothing industry is considered as one of the most polluting industries in the world. Still, the regulation of environmental hazards connected to the industry is very limited, and much responsibility is placed on the shoulders of consumers. One of the few ways that ordinary consumers can seek to influence the textile and clothing industry is through their own consumption practices and their wallet. This article departs from the discourse on sustainable consumption and the role of the consumer as an agent for change, and the article investigates the characteristics of the consumers who practice deliberate environmentally sustainable consumption of textiles and clothing. This is done through the lens of political consumption. Based on a cross-national survey conducted in five Western European countries, factors that have been found to predict general political consumption in previous research are tested on the field of textiles and clothing. The findings demonstrate both similarities and some discrepancies with previous studies of political consumption as well as significant country variations.     

Individual Consumption Within the Household: A Study of Expenditures on Clothing

This paper studies expenditures on clothing for children and their parents using the individual consumer as the basic unit of analysis. The effects on clothing expenditure of the age, sex, and race of the household member, the composition, location, and total expenditures of the household, and the education and occupation of the parents are analyzed using multivariate Tobit analysis. Data are taken from the U.S. Consumer Expenditure Survey, 1984–1985.     

A typology of Polish consumers and their behaviours in the market for sustainable textiles and clothing

The paper discusses Polish consumers' behaviours in the market for sustainable textiles and clothing. The analysis presented in this article was undertaken because of:

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我国纺织品出口对经济增长贡献的实证研究

出口贸易是影响经济增长的重要因素。本文采用1980-2004年的数据,描述了我国纺织品出口的特点,并借助协整模型实证研究了纺织品出口对经济增长的影响,指出二者之间存在长期的动态关系。通过定量分析,发现纺织品出口对经济增长的直接拉动度和贡献率都较低,这是因为我国纺织服装行业一方面受宏观环境影响,另一方面自身竞争优势不足。本文经过研究,形成了对我国纺织品出口与经济增长之间关系直观而清晰的认识,并为无配额时代我国纺织业发展的后续研究提供了参考。     

Drivers of clothing disposal in the US: An exploration of the role of personal attributes and behaviours in frequent disposal

Clothing products remain important in today's consumer culture, but the sustainability of that consumption is questionable, as it often leads to excess waste. The purpose of this study was to explore the drivers of clothing waste, and to investigate the influence of demographic factors and personal attributes on disposal frequency. An online survey was conducted to over 500 men and women in the US from three different generational cohorts. The survey investigated fashion trend sensitivity, shopping frequency, quality and price consciousness as well as demographic factors, utilizing 5‐point Likert scales. On the basis of literature, seven hypotheses were developed. Correlational analysis, independent t‐test and one‐way analysis of variance were conducted to test the hypotheses. Results indicate that fashion trend sensitivity, fashion shopping frequency, higher incomes, younger age groups and being female are all positively correlated with frequent clothing disposal. Interestingly, quality consciousness was positively correlated to frequent clothing disposal, while price consciousness was negatively related to clothing disposal frequency. This study contributes to the literature by providing a more specific examination of the drivers of frequent clothing disposal and providing empirical evidence to support previous exploratory studies.     

M-commerce: The nexus between mobile shopping service quality and loyalty

Whilst M-commerce is having a major influence in the way businesses and consumers interact, mobile shopping service quality (MS-SQ) has been understudied in the literature. This paper examines MS-SQ within a conceptual model of customer satisfaction and loyalty surveying UK customers who bought fashion clothing via their mobile devices. The results of two empirical studies confirm four dimensions of MS-SQ: efficiency, fulfilment, responsiveness and contact. Using bootstrapping of 2000 resamples, SEM results showed a significant impact of MS-SQ on customer satisfaction, which in turn impacts loyalty. These results are robust across two samples. Only the dimension efficiency exhibits an indirect effect on loyalty via satisfaction in both studies whilst controlling for gender, age, income, value of clothing item, and m-shopping experience. These findings are discussed and have managerial implications for retailers operating m-commerce sites.     

The effect of phosphate detergent bans on consumer clothing expenditures

Metropolitan sales data from the 1977 Census of Retail Trade were analysed to test whether phosphate detergent bans increased consumer expenditure on clothing: positive effects were found for men's clothing and domestic fabrics (sheets and towels). In areas with medium water hardness the average annual cost in 1977 equalled $11·08 per household. For 1984, the equivalent cost was $14·17 per household. These results are consistent with laboratory studies that show decreased detergency associated with non-phosphate detergents and increased fabric wear associated with carbonate-built detergents, the principle substitute for phosphate detergents. The bans impose the largest cost on hard water areas. In both ban and non-ban areas in 1977 higher laundering costs were associated with higher water hardness. Analysis of 1972 data indicated that water hardness did not affect clothing expenditures significantly when detergents contained large amounts of phosphates.     

US aggregate demand for clothing and shoes: effects of non‐durable expenditures,price and demographic changes

The main objective of this study was to evaluate the effects of the changes in total non‐durables expenditures, prices and US demographics on demand for different clothing categories and shoes in a time‐series framework. The basis for the demand model was the almost ideal demand system model. Demographic variables included in the model were age distribution of US population (median age and variance) and proportion of non‐white population to the total US population. The results indicate that total non‐durable expenditures and price variables are significantly related to consumers’ non‐durable budget allocations for clothing categories and shoes. The results of the study also show that, among the demographic variables examined in the study, the median age and non‐white population were significant variables affecting US aggregate non‐durable expenditure allocation on men's and boy's clothing and shoes. All the demand elasticities with respect to total expenditures, own, cross‐price and demographics were also estimated.     

Clothing Style,Music, and Media Influences on Adolescents’ Brand Consumption Behavior

This research focuses on the influence of clothing style identification on adolescents’ brand consumption behavior. The sample consisted of 1063 adolescents. The results indicated that the clothing brands adolescents prefer depend upon the clothing style with which they are identified. The role of media and music on Generation Y adolescents and on their clothing consumption was confirmed. Adolescents’ group identification and adolescents’ sensitivity to media and music vary according to their clothing styles. These data can be employed by firms to develop brands strategies.     

An Alternative Model of U.S. Clothing Expenditures: Application of Cointegration Techniques

In this paper, an Error Correction Mechanism model of U.S. clothing expenditures for the period 1929–1987 is estimated using recent developments in modeling nonstationary variables. Using clothing expenditures as an example, the pitfalls of conventional modeling of nonstationary variables and the advantages of a new modeling procedure that takes into account the properties of data for valid inference about population parameters are pointed out. The basic findings obtained by estimating an Error Correction Mechanism model of clothing expenditures are (1) the demand for clothing is income inelastic both in the short run and in the long run; (2) the price elasticity of demand is unitary in the long run but greater than unity in the short run; (3) an increase in the unemployment rate reduces U.S. clothing expenditures both in the short run and the long run; and (4) an increase in the number of elderly (above the age of 65) increases clothing expenditures in the short run and reduces expenditures in the long run. However, the shortrun impact of an increase in the elderly population on clothing expenditures is statistically insignificant.     

Factors affecting the selection of clothes on daily basis: male and female differences

The major objective of the study was to test the theories of the function of dress that individuals apply to everyday practice. The study examined the extent to which Maslow's theory of motivation is relevant to male and female practice regarding the selection of daily clothes, the order of importance and the attention to clothing functions demonstrated by males and females, and the inter-relationship between the different clothing functions. The study is based on data collected from male and female students at a midwestern university in the month of April. The Friedman two-way ANOVA by ranks revealed that weather function was the single most important clothing function for males which influenced the selection of daily clothing, while social activity was the most important clothing function which influenced females. Females indicated a higher degree of consideration of each clothing function than males. These findings suggest that females tend to dress more for social reasons, are more sensitive to clothing needs and possess a greater degree of clothing awareness than males. The correlation coefficients of clothing function for males and females indicated that there was a high degree of correlation between several clothing functions. The correlation coefficients of clothing functions for females were more consistent than those for males, indicating that females consistently consider several clothing functions concurrently while males do not. This finding conforms with the theory of functions of dress which illustrates the multiple nature of motivation of clothing behaviour and the interdependent characteristics of Maslow's five basic human needs.     

Second‐hand clothing consumption: a cross‐cultural comparison between American and Chinese young consumers

There has been an enormous increase in the economic power and global scope of the second‐hand clothing trade since the early 1990s. Young consumers are a major driver behind the growth of the second‐hand clothing industry in the US. While the stigma of buying second‐hand clothing is fading in the western countries, little is known about second‐hand clothing consumption in the Asian countries. The purpose of this study is to empirically investigate young consumers' behaviours towards second‐hand clothing from a cross‐cultural perspective in the US and Chinese contexts. Results of this study indicated significant differences in young consumers' second‐hand clothing consumption behaviour between the two countries in the following aspects: past purchase experience, perceived values and concerns, perceived subjective norm and future purchase intention.     

Older adults: clothing preferences for thermal comfort in cold weather

Escalating energy prices and widely publicized energy saving practices in the last decade have induced some older consumers to lower household temperatures during cold weather. Therefore, the effective manipulation of clothing warrants consideration in maintaining thermal body comfort. The purpose of this research was to determine the clothing preferences of elderly consumers indoors during cold weather. Four hundred and fifty questionnaires were administered at three locations. Results from the study revealed that comfort was the most significant factor in selecting warm clothing. Although the respondents had implemented the effective use of clothing to achieve thermal comfort, the use of supplemental heat, and control of thermostat setting for heat was more prevalent. Suggestions and recommendations are made for practitioners who would address the issues of clothing for thermal comfort and energy conservation.     

中欧纺织服装国际竞争力的测度与对比分析

作为纺织服装生产和出口的主要经济体,欧盟在国际纺织服装市场上是中国厂商较强的竞争对手之一。虽然中国在纺织服装生产上具有较强的比较优势,但欧盟在纺织服装产品的现实竞争力上却具有明显的优势,因而很难确定中欧纺织服装产业的真正实力。为此,有必要进一步测度中欧纺织服装的潜在国际竞争力,以找出其长远的趋势,为中国纺织服装行业在国际市场竞争中提供一定的借鉴。     

Factors influencing clothing interest and purchase intention: a study of Generation Y consumers in Malaysia*

The purpose of this study is to examine the factors influencing clothing interest among Generation Y consumers in Malaysia. Brand image, word of mouth (WOM), self-concept, perceived quality, and need for uniqueness were hypothesized to be related with clothing interest, which in turn, was deemed to be related with purchase intention. The interaction effect of price consciousness on the relationship between clothing interest and purchase intention was also examined in this study. Self-administered questionnaires were used to collect data from a total of 300 respondents from Malaysia to test the hypothesized relationships. Results showed that need for uniqueness, self-concept, brand image, WOM, and perceived quality are significant predictors of clothing interest among the Generation Y consumers in Malaysia and price consciousness moderated the relationship between their clothing interests and purchase intention. The practical implications of the research findings were discussed.