Consumer Behavior

How Resilient Coping Influences Goals and Sustainable Fashion Consumption Moving Toward the Next Phase of COVID-19

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Abstract

This study examines how resilient coping skills influence fashion consumers’ goals and sustainability orientations while overcoming challenging circumstances during the pandemic. It adopts the Goal Content Theory (GCT) and the Consumer Sustainability Orientation framework (CSO) with its three sub-dimensions (i.e., ecological, social, and economic orientation). Structural Equation Modeling (SEM) was conducted with 503 online survey responses using R 4.1.2. The results confirmed that consumers’ resilient coping skills positively influence their intrinsic and extrinsic goals and intrinsic goals have a positive influence on ecological and social sustainability orientations, while extrinsic goals have a positive effect on economic sustainability orientation. This study helps fashion retailers understand the goals that have become of primary importance to their target consumers during the pandemic and how each goal has boosted their sustainable consumption orientations, helping communicate with consumers when providing sustainable marketing messages. 

Keywords: Resilient coping skills, Fashion consumers, intrinsic goals, extrinsic goals, sustainable consumption orientation

How to Cite:

Hwang, J., Youn, S. & Zhao, L., (2022) “How Resilient Coping Influences Goals and Sustainable Fashion Consumption Moving Toward the Next Phase of COVID-19”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.16004