Understanding Brazilians’ Intentions in Consuming Sustainable Fashion

Floriano, Mikaela Daiane Prestes; Matos, Celso Augusto de

doi:10.15728/bbr.2022.19.5.4.en

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Article • BBR, Braz. Bus. Rev. 19 (5) • Sep-Oct 2022 • https://doi.org/10.15728/bbr.2022.19.5.4.en copy

Understanding Brazilians’ Intentions in Consuming Sustainable Fashion

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

This study analyzed the determinants of sustainable fashion purchasing behavior, incorporating the following factors into the Theory of Planned Behavior: moral obligation, awareness of consequences, and previous sustainable purchasing behavior. A survey was carried out with Brazilian consumers of sustainable fashion, and a total of 179 responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicated that ‘moral obligation’ and ‘awareness of consequences’ had an impact on the behavioral attitude of sustainable fashion consumers. Furthermore, of the three TPB components, only attitude and ‘perceived behavioral control’ influenced the purchase intention. Finally, it was found that the actual consumption of sustainable fashion could be explained by the intention and the previous purchase behavior; also, age had a moderating influence on the relationship between the intention and the consumption of fashion. Therefore, this study provides marketers with comprehensive information about the psychological, social, cultural, and demographic determinants of sustainable fashion purchasing behavior.

Keywords:
Moral Obligation; Awareness of Consequences; Previous Purchase Behavior

Scale	References	Items
Subjective Norms	Adapted from Bong Ko and Jin (2017Bong Ko, S., & Jin, B. (2017). Predictors of purchase intention toward green apparel products. Journal of Fashion Marketing and Management: An International Journal, 21(1), 70-87. https://doi.org/10.1108/JFMM-07-2014-0057 https://doi.org/10.1108/JFMM-07-2014-005... ) and Si et al. (2020Si, H., Shi, J.-G., Tang, D., Wu, G., & Lan, J. (2020). Understanding intention and behavior toward sustainable usage of bike sharing by extending the theory of planned behavior.Resources, Conservation and Recycling,152, 104513. https://doi.org/10.1016/j.resconrec.2019.104513 https://doi.org/10.1016/j.resconrec.2019... ).	3
Attitude		4
Perceived Behavioral Control		4
Purchase Intention		3
Moral Obligation	Adapted from Si et al. (2020Si, H., Shi, J.-G., Tang, D., Wu, G., & Lan, J. (2020). Understanding intention and behavior toward sustainable usage of bike sharing by extending the theory of planned behavior.Resources, Conservation and Recycling,152, 104513. https://doi.org/10.1016/j.resconrec.2019.104513 https://doi.org/10.1016/j.resconrec.2019... ).	4
Awareness of Consequences	Adapted from Han (2020Han, H. (2020). Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products.Business Strategy and the Environment,29(6), 2815-2828. https://doi.org/10.1002/bse.2545 https://doi.org/10.1002/bse.2545... ).	4
Past Purchasing Behavior	Adapted from Lang and Armstrong (2018Lang, C., & Armstrong, C. M. J. (2018). Fashion leadership and intention toward clothing product-service retail models.Journal of Fashion Marketing and Management: An International Journal, 22(4), 571-587. https://doi.org/10.1108/JFMM-12-2017-0142 https://doi.org/10.1108/JFMM-12-2017-014... ) and Han (2020Han, H. (2020). Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products.Business Strategy and the Environment,29(6), 2815-2828. https://doi.org/10.1002/bse.2545 https://doi.org/10.1002/bse.2545... ).	2
Sustainable Fashion Consumption	Adapted from Fischer et al. (2017Fischer, D., Böhme, T., & Geiger, S. M. (2017). Measuring young consumers' sustainable consumption behavior: Development and validation of the YCSCB scale.Young Consumers, 18(3), 312-326. https://doi.org/10.1108/YC-03-2017-00671 https://doi.org/10.1108/YC-03-2017-00671... ).	4

Variable	Factor Loading	Mean	Standard Deviation
Moral Obligation (Overall)		6.018	0.978
I think that it's my duty to consume sustainable fashion products.	0.872	6.40	1.078
I would feel guilty if I didn't consume sustainable fashion products.	0.716	5.03	1.692
To consume sustainable fashion products is in line with my principles.	0.820	6.28	1.082
I think that all people should consume sustainable fashion products.	0.732	6.36	1.130
Awareness of Consequences (Overall)		6.702	0.535
To consume fashion products in an unsustainable way will contribute to the increase of environmental impacts such as the emission of polluting gases.	0.647	6.79	0.537
To consume fashion products in an unsustainable way will contribute to the exhaustion of natural resources.	0.684	6.93	0.352
To consume fashion products in an unsustainable way will contribute to precarious working conditions and improper remuneration for employees in this sector.	0.786	6.70	0.762
To consume fashion products in an unsustainable way will cause environmental impacts that will have short- and long-term consequences and effects.	0.746	6.39	1.462
Attitude (Overall)		6.614	0.671
It's advisable for me to consume sustainable fashion products.	0.780	6.68	0.745
It’s beneficial for me to consume sustainable fashion products.	0.884	6.68	0.769
It’s enjoyable for me to consume sustainable fashion products.	0.795	6.58	0.813
It’s worthwhile for me to consume sustainable fashion products instead of conventional products to contribute to environmental protection.	0.811	6.52	0.950
Subjective Norms (Overall)		4.463	1.375
People who are important to me, as family and friends, think I should purchase sustainable apparel products.	0.802	4.02	1.679
People who are important to me would approve of my purchasing sustainable apparel products.	0.876	3.88	1.667
People who are important to me want me to purchase sustainable apparel products.	0.834	5.49	1.500
Perceived Behavioral Control (Overall)		6.102	1.025
I believe I have the ability to continue to buy sustainable apparel products.	0.855	6.22	1.029
If it’s entirely up to me, I am confident that I am able to continue purchasing sustainable apparel products.	0.933	6.25	1.125
I am very confident that I will continue to buy sustainable apparel products.	0.916	6.27	1.154
Whether or not I purchase sustainable apparel products is entirely up to me.	0.736	5.68	1.475
Past Purchasing Behavior (Overall)		5.505	1.171
I have often tried to make sustainable fashion products purchase that is less harmful to the environment.	0.882	5.21	1.398
I have frequently chosen the product that contributes to least to pollution when there is a choice.	0.951	5.80	1.148
Purchase Intention (Overall)		6.541	0.845
I intend to purchase sustainable apparel products instead of conventional products.	0.907	6.57	0.880
I plan to purchase sustainable apparel products instead of conventional products.	0.890	6.42	1.054
I want to purchase sustainable apparel products instead of conventional products.	0.913	6.63	0.873
Sustainable Fashion Consumption (Overall)		4.467	1.309
I choose clothing items from fair trade production, even if they are more expensive than conventional clothes.	0.863	5.40	1.287
I choose clothing items from organic production (e.g., made from organic cotton).	0.837	4.08	1.711
I choose clothing items with labels that guarantee absence of chemical pollutants.	0.826	3.91	1.637

	α	CR	AVE	1	2	3	4	5	6	7	8
1-MO	0.794	0.867	0.620	0.788
2-AC	0.749	0.809	0.515	0.349	0.718
3-AT	0.835	0.890	0.670	0.726	0.440	0.818
4-SN	0.804	0.876	0.702	0.215	0.242	0.298	0.838
5-PBC	0.884	0.921	0.746	0.580	0.265	0.665	0.248	0.864
6-PI	0.888	0.930	0.816	0.567	0.405	0.715	0.298	0.650	0.904
7-PPB	0.818	0.913	0.840	-0.020	-0.049	0.075	-0.043	0.166	0.123	0.917
8-SFC	0.799	0.880	0.710	0.334	0.203	0.413	0.272	0.585	0.399	0.181	0.842

Hypothesis	VIF	f²	β	t-value	Sig	R²	Decision
H1 MO --> AT	1.139	0.836	0.652	10.888	0.001	0.567	Supported
H2 AC --> AT	1.139	0.091	0.212	2.827	0.005	0.567	Supported
H3 AT --> PI	1.856	0.301	0.489	6.640	0.001	0.572	Supported
H4 SN --> PI	1.103	0.013	0.077	1.879	0.060		Not supported
H5 PBC --> PI	1.802	0.121	0.306	4.026	0.001		Supported
H6 PI --> SFC	1.015	0.175	0.383	4.720	0.001	0.177	Supported
H8 PPB --> SFC	1.015	0.021	0.134	1.970	0.049	0.177	Supported

Relationship	Female		Male		PLS-MGA
Relationship	β	p-value	β	p-value	β (Female vs. Male)	p-value (Female vs. Male)
H_7a PI --> SFC	0.375	0.001	0.420	0.002	-0.045	0.761
Relationship	Young		Not Young		PLS-MGA
Relationship	β	p-value	β	p-value	β (Young vs. Not Young)	p-value (Young vs. Not Young)
H_7b PI --> SFC	0.399	0.000	0.394	0.001	0.005	0.963

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