Sustainability and Social Responsibility

Environmental Apparel Consumption as Social Consumption

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Abstract

This study examines environmental apparel consumption behavior as social status signaling. Building on social consumption perspectives this study examines the effect of consumers’ materialism, a key driver for consumers to engage in social consumption on environmental apparel consumption behavior. People high in materialism are likely to shop apparel products made in environmentally sustainable ways to convey social status. Thus, materialism is positively related to environmental apparel consumption (H1). Political ideology moderates the effect of materialism on environmental apparel consumption (H2). Through an online survey (n = 394) results yield support for H1 and H2. This study provides insight into the social consumption aspect of environmentally sustainable apparel shopping behaviors by demonstrating that environmentally sustainable apparel consumption can be triggered by materialism. Additionally, the role of political ideology as a moderator in the relationship between materialism and environmental apparel consumption behavior was confirmed.

Keywords: Environmental apparel consumption, materialism political ideology, materialism, political ideology

How to Cite:

Frankel, S., Ha, S. & Kim, Y., (2022) “Environmental Apparel Consumption as Social Consumption”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13472