| Status | 已發表Published |
| How do knowledge and trust influence fast fashion consumption in an ethical way? An empirical study | |
Liu, Y.; Liu, T. C.  ; Perez, A.; Mo, Z.
| |
| 2020-11-01 | |
| Source Publication | 2020 Global Marketing Conference Proceedings
 |
| Publication Place | Seoul, Korea |
| Publisher | Global Alliance of Marketing & Management Associations, ISSN 1976-8699 |
| Abstract | The fashion industry currently is dominated by fast fashion. The dizzying speed of fashion consumption and production not only result in quickly moving from factory to store to consumer, but also lead to tremendous amount of fashion waste (Morgan & Birtwistle, 2009). Fast fashion brands tend to use cheap materials such as synthetic fibers which will end up in landfills and are unable to decay (Niinimäki & Hassi, 2011). A change is therefore needed for sustainability in fashion industry, not only in production but also in consumption. Companies have realized that sustainability and ethical conduct have begun to matter in fashion (Moisander & Personen, 2002). Consumer preference for ethical products has become the driving force for companies to employ ethical strategy in the marketplace (Kumar, 2017). Increasing consumer conscience on fashion waste has led to the rise of "ethical fashion” , which was defined as “fashionable clothes that incorporate fair trade principles with sweatshop-free labour conditions while not harming the environment or workers by using biodegradable and organic cotton” (Joergens, 2006). Fashion brands start promoting sustainable supply chain management strategies to reduce the consumption of natural resources. This study aims to predict Chinese consumers’ purchase intention of ethical fashion by employing and extending the Theory of Planned Behavior (TPB). Specifically, the extended TPB model incorporates knowledge of ethical fashion and trust in fashion industry, two critical variables in ethical fashion literature, to explain the purchase intention of ethical fashion. Primary data from about 300 Chinese respondents were collected. Results of structural equation modelling (SEM) show that the extended TPB model has higher predictability than the original TPB model. Consumers’ intention to buy ethical fashion can be predicted by attitude, subjective norm, trust in fashion industry, as well as knowledge of ethical fashion. Implications for future research and marketing strategies for ethical fashion are discussed. |
| Keyword | ethical fashion theory of planned behavior SEM knowledge trust |
| URL | View the original |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 56675 |
| Document Type | Conference paper |
| Collection | CENTRE FOR CONTINUING EDUCATION |
| Corresponding Author | Liu, T. C. |
| Recommended Citation GB/T 7714 | Liu, Y.,Liu, T. C.,Perez, A.,et al. How do knowledge and trust influence fast fashion consumption in an ethical way? An empirical study[C], Seoul, Korea:Global Alliance of Marketing & Management Associations, ISSN 1976-8699, 2020. |
| APA | Liu, Y.., Liu, T. C.., Perez, A.., & Mo, Z. (2020). How do knowledge and trust influence fast fashion consumption in an ethical way? An empirical study. 2020 Global Marketing Conference Proceedings. |
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