Sustainability and Social Responsibility

The Role of Values in the Theory of Planned Behavior: An Organic Apparel Context

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Abstract

Consumers are growing increasingly more concerned about ethical consumption and the impact individuals can have on the environment (Bray, 2009). This growing concern leads to consumers taking ethical issues into consideration when making purchase decisions. Purchasing apparel made from organically grown fiber is one way consumers can act in an environmentally conscious manner (Hustvedt, 2006). Having a better understanding of organic apparel consumers and their intent to purchase organic apparel is important for a number of reasons. Exploring consumers’ intent to purchase organic apparel and antecedents to this behavior can help companies gain a competitive advantage when selling organic apparel products, better meet their target market needs, improve inventory control and ultimately increase profits.

Keywords: organic, Behavior, values

How to Cite:

Lin, S. & Ellis, J., (2013) “The Role of Values in the Theory of Planned Behavior: An Organic Apparel Context”, International Textile and Apparel Association Annual Conference Proceedings 70(1).