Sustainability and Social Responsibility

The Motivations to Adopt Eco-fashion Products: were Chinese Consumers Underestimated?

---

Abstract

Fueled by increased affluence and modernization process, China is experiencing dramatic changes in its culture, social value, and consumption values. Chinese consumers' attitude and products selection are moving towards health, happiness, and self-satisfaction. In addition, due to higher educational level on average, more disposable income, as well as increasing social responsibility and environmental awareness, Chinese consumers are shaping up to promote sustainable consumption. Although a variety of studies have been done on sustainable consumption in developed countries, understanding of Chinese consumers' sustainable consumption is lacking. To address the research gap in addition to delivering practical formation for sustainable development and consumption in the context of fashion business in China, the purpose of the study is to determine the factors that influence Chinese consumers on pursuing eco-fashion consumption.

How to Cite:

Zhang, R., Lang, C. & Wang, B., (2016) “The Motivations to Adopt Eco-fashion Products: were Chinese Consumers Underestimated?”, International Textile and Apparel Association Annual Conference Proceedings 73(1).