Style consumption: its drivers and role in sustainable apparel consumption |
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| Authors: | Erin Cho Shipra Gupta Youn‐Kyung Kim |
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| Affiliation: | 1. Strategic Design Management, School of Design Strategies, Parsons, The New School for Design, New York, NY, USA;2. Business Administration (Marketing), University of Illinois, Springfield, Illinois, USA;3. Department of Retail, Hospitality, and Tourism Management, University of Tennessee, Knoxville, TN, USA |
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| Abstract: | This study proposes style consumption (SC) as a way to foster sustainable apparel consumption. In doing so, we identify explanatory and outcome variables of SC and also examine gender differences in these variables. Based on an online survey with 586 consumers, we find that frugal apparel consumption (FAC), fashion consciousness (FC) and ecologically conscious consumption (ECC) enhance the likelihood of SC. SC in turn increases environmental apparel purchase (EAP) and sustainable apparel divestment (SAD). The results also suggest significant gender differences both in motivational and behavioural variables included in the model. Specifically, females are significantly higher than males in FAC, FC and ECC. The tendency of SC, EAP and SAD were also higher for females than males. In addition, we find that gender is a significant factor mediating the effect of FC and that of ECC on SC. |
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| Keywords: | Consumer ethics guilt shame Australia Indonesia |
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