Consumption behaviors and attitude towards green goods
Consumers are in general positive to eco-friendly fashion retailing. However, in contrast to other types of consumption behaviors, the attitude towards green goods is a poor predictor to actual purchasing behavior. In a forthcoming article from 2018, researchers Hyun Jung Park and Li Min Lin at College of Business, Chungbuk National University, South Korea, studies the intention-behavior gap in purchase of green fashion (re-cycled and up-cycled clothes). Based on analysis of questionnaire data from students, determinants behind purchasing behavior of green goods was found to be driven by utilitarian benefits of the good, the consumer’s age, education and income and perceived consumer effectiveness (the extent to which a consumer believes that she can positively affect the environment). The intention to purchase was also driven by the self-expressiveness (through unique clothing), subjective norms and environmental concern. Thereby, while perceived norms and environmental concern affects the intention, these have no effects on the actual purchase behavior. Thus, to market sustainable fashion, the utilitarian value and the perceived consumer effectiveness must also be enhanced. The study, entitled Exploring attitude–behavior gap in sustainable consumption: comparison of recycled and up-cycled fashion products, is forthcoming in Journal of Business Research.