Consumer Behavior

Male Consumer Perception of Apparel Quality in an Era of Sustainable Fashion Industry

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Abstract

Product quality matters in re-enforcing green behaviors (Zhang, 2022), as perceived apparel quality, has a direct relationship with purchase intention in general (Asshidin et al., 2015). Literature articulates that educating male consumers about fashion issues is essential to enhance their fashion awareness and responsiveness (Lertwannawit & Mandhachitara, 2012; Sandes, 2022). Given that understanding, male consumer behavior regarding apparel quality and sustainability represents a fundamental area of study; however, there is limited research on men’s consumer perception of apparel quality in an era of a sustainable fashion industry. Therefore, this study aims to explore male consumers’ interest and attitude toward sustainable apparel, which, in turn, influences their willingness to pay more for sustainable apparel as an investment in quality and durability.

How to Cite:

Bianchi Fittipaldi, A. & Kim, J., (2025) “Male Consumer Perception of Apparel Quality in an Era of Sustainable Fashion Industry”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18509