Predicting Intentions to Purchase Sustainable Apparel in China: A Structural Equation Modeling Approach

  •  Yan Han    


The present study aims at exploring psychological determinants of intention to purchase sustainable apparel within the framework of the Theory of Planned Behavior (TPB). A convenience sample of 784 university students studying in three major cities (Beijing, Shanghai, and Dalian) of China completed the anonymous surveys. All antecedents included in this study were significantly related to intention of sustainable apparel purchasing. Among them, the most important predictor of Intention to purchase sustainable apparel was individuals’ Attitude towards buying sustainable apparel, followed by Perceived Behaviour Control and Subjective Norm. The TPB was proved to be a reliable predictive model of intention to purchase sustainable apparel in the Chinese context. Findings from this study give readers an understanding of the magnitude and significance of relationships between antecedents and intention in the sustainable apparel consumption domain. These results lead to suggestions for policy makers, marketers and stakeholders involved in the sustainable apparel market.

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