Sustainability and Social Responsibility

What Drives Green Apparel Consumption? “We” beyond “I”

---

Abstract

To enhance the current knowledge of what drives consumers’ green apparel consumption, this study examines the roles of biospheric values and green identity in shaping personal norm, which leads to green apparel purchase behavior and ultimately its continuance intention. To do so, we view this phenomenon as an individual as well as social/collective phenomenon where biospheric values and green identity are examined at both individual and social levels – individual and group biospheric values and self and social green identities, respectively. Data from an online survey (N = 412) supported that social norms significantly affected green consumption behavior and in turn continuance intention toward green apparel shopping. Further, results confirmed that social norm was predicted through both individual- and social-level processes.  

Keywords: Green apparel consumption, personal norm, self-green identity, social-green identity, green apparel consumption

How to Cite:

Lee, Y., Ha, S. & Kim, Y., (2024) “What Drives Green Apparel Consumption? “We” beyond “I””, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17480