Sustainability and Social Responsibility

COVID-Stress Induced Self-Regulatory Sustainable Apparel Consumption in the U.S.

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Abstract

Conducting a survey with the U.S. national population (n = 317) and analyzing the data through structural equation modeling we found that COVID-stress positively influences commitment to the environment and purchase intentions for sustainable apparel. Higher the degree of the COVID-stress, higher would be the commitment to the environment which in turn would encourage intentions for divesting apparel. The higher the degree of the COVID-stress, higher would be the commitment to the environment which in turn would encourage purchase intentions for sustainable apparel. We recommend the marketers and apparel brands to communicate how the consumption of sustainable apparel would help protect the environment and minimize the degree of negative consequences of COVID-19 due to ill environmental health.

Keywords: COVID-Stress, Self-Regulatory Consumption, Sustainable Apparel

How to Cite:

Chakraborty, S. & Sadachar, A., (2022) “COVID-Stress Induced Self-Regulatory Sustainable Apparel Consumption in the U.S.”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.16316