Consumer Behavior

The Effects of Need for New Fashion Styles and Environmental Attitude on Consumer Investment and Commitment

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Abstract

This study tests the relationships among satisfaction, investment, and commitment for a list of favorite brands self-reported by consumers. Next, we examined the moderating effects of (1) need for new fashion styles and (2) environmental attitude on the consumer investment and commitment model. Data was collected using an online survey administered through Qualtrics. Through an online posting in the Amazon Mechanical Turk (MTurk) crowdsourcing platform, 242 female “workers” were recruited to participate in the study. AMOS was used to test simple regression path models to examine the interaction effects on the dependent variables. Consumers’ environmental attitude strengthened the relationship between (1) satisfaction and investment and (2) investment and commitment. Consumers’ need for new fashion styles did not moderate the relationship among variables but instead showed a direct effect on investment in frequently purchased brands.

Keywords: Sustainability, environment, consumer, commitment, investment, fashion

How to Cite:

Kim, H. & Cho, E., (2024) “The Effects of Need for New Fashion Styles and Environmental Attitude on Consumer Investment and Commitment”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17564