Consumer Behavior

An Investigation of Young Consumers’ Acceptance of Hemp Fashion Products Using Partial Least Squares Structural Equation Modeling Analysis

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Abstract

Concerns over environmental degradation, alongside the global legalization of hemp cultivation, have prompted applications of hemp-derived fashion products. It is critical to understand how young consumers adopt these products as they prioritize sustainability and lead the future purchasing power. Thus, this study aims to investigate young consumers’ perceptions, attitudes, and purchase intentions regarding hemp fashion products based on the Theory of Consumption Value and the Spiral of Silence Theory. A convenience sample was recruited, consisting of 175 college students from a U.S.-based university. Data analysis, including EFA and PLS-SEM, was conducted using the R programming language. Results show that purchase intentions of hemp-based fashion products among young consumers are influenced by attitude, perceived social value, and future trend perception. Perceived social value also impacts attitude and future trend perception. High environmental involvement correlates with positive attitudes. Consumers’ subjective and objective knowledge of hemp impacts their perceptions of future trends.

Keywords: Hemp fashion, social value perception, attitude, future trend perception, Partial Least Squares Structural Equation Modeling (PLS-SEM)

How to Cite:

Zhang, Y., Liu, C., Xia, S. & Cameron, B., (2025) “An Investigation of Young Consumers’ Acceptance of Hemp Fashion Products Using Partial Least Squares Structural Equation Modeling Analysis”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18575