The role of values in the purchase intention of organic apparel

sheng-Chen Skylar Lin

The increase in consumers concerns about ethical consumption and the impact their purchase decisions have on the environment has led to an increase in consumers taking ethical issues into consideration in their purchasing behavior (Bray, 2009). Ethical issues such as social responsibility among businesses, and environmentally friendly activities are common concerns of consumers (Didier & Lucie, 2008; Hustvedt & Bernard, 2010). Apparel companies have begun to take these consumers concerns into consideration. Women's Wear Daily (2012) reported that 81% of brands have shown an interest in expanding their organic apparel product offering. The demand for organic fiber still exceeds existing supply (Mowbray, 2006; Shaw & Tomolillo, 2004). The purpose of this study was to apply the Theory of Planned Behavior to explore the relationships between a consumer's purchase intention for organic apparel and their 1) attitudes about the environment, 2) attitudes toward organic apparel consumption, 3) the influence of social norms on their purchase intention of organic apparel, 4) their perceived behavioral control over their purchase intention of organic apparel, and 5) any moderating effect from consumers' perceived behavioral control on attitudes toward their purchase intentions. In addition, the relationship between values, attitudes and purchase intention of organic apparel was explored. A total of 316 participants completed an on-line survey using Amazon Mechanical Turk. Findings indicate that consumer values have a partially significant influence on consumer attitudes toward the environment and attitudes toward organic apparel. Consumers who placed a higher value on self-respect had more positive attitudes toward organic apparel. Consumers who placed a higher value on self-respect and belonging had more positive attitudes toward the environment. The Theory of Planned Behavior was determined to be a significant predictor of consumer purchase intention of organic apparel. No moderating effect was identified. Based on the findings, implications to apparel firms are to focus on distributing more positive information about organic apparel and the environment; communicating to consumer about availability and accessibility of organic apparel products; and capitalize on the influence of friends and family on purchase intention of organic apparel.

The role of values in the purchase intention of organic apparel

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