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A systematic review of drivers of sustainable fashion consumption: 25 years of research evolution
Dabas Chitra S.,Whang Claire 한국마케팅과학회 2022 Journal of Global Fashion Marketing Vol.13 No.2
This study aimed to identify drivers and moderators of sustainable fashion consumption (SFC) by reviewing the evolution of SFC research. A systematic review was conducted using 25 years (1995–2020) of SFC research, which resulted in the synthesis of a final sample of 213 studies to determine growth patterns in SFC themes. Studies were divided into 3 periods: Period 1 (1995–2010; emergence), Period 2 (2011–2015; growth), and Period 3 (2016–2020; maturity/expansion). The results indicated that the scope of SFC expanded from product-based to include larger sustainable fashion practices. Consumer values, consumer knowledge, normative influences, and fashion orientation emerged as four major frequently researched themes in SFC research. Potentially problematic issues identified include the lack of understanding of crosscultural differences related to SFC behavior patterns. A future research agenda is proposed, along with suggestions for practitioners.
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Capturing sustainable fashion purchase behavior of Hispanic consumers in the US
Davis Lizhu,Dabas Chitra 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.3
Despite the vital role Hispanic consumers play in the U.S. apparel market, research on their sustainable apparel consumption behavior is limited. This study investigated the influence of normative expectations on young Hispanic consumers’ organic apparel purchasing behavior. A self-administered online survey was used to collect data from a population of Hispanic college students. The proposed conceptual model was tested using structural equation modeling (SEM). The study results revealed that social norms did not directly influence organic apparel purchase behavior of Hispanic consumers. Instead, social norms determined personal norms and organic apparel knowledge, which then affected the purchase behavior. Perceived health benefits also significantly affected young Hispanic consumers’ purchase behavior of organic apparel. We also found that organic apparel knowledge significantly affected the perceived quality and health benefits of organic apparel. This study contributed to the literature by 1) understanding the complex relationships of social norms with personal norms, organic apparel knowledge, and organic apparel purchase behavior of Hispanic consumers, and 2) incorporating perceived product value into the conceptual model. Findings of this study can help sustainable apparel manufacturers and retailers to develop effective marketing strategies for targeting Hispanic consumers in the US apparel markets.
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