Factors influencing consumers’ purchase intention of green sportswear

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• 作者：Changhyun Nam ; Huanjiao Dong ; Young-A Lee
• 关键词：Green sportswear ; Expectation ; Perception ; Purchase intention ; Sustainability
• 刊名：Fashion and Textiles
• 出版年：2017
• 出版时间：December 2017
• 年：2017
• 卷：4
• 期：1
• 全文大小：1303KB
• 刊物类别：Textile Engineering; Characterization and Evaluation of Materials; Business/Management Science, gene
• 刊物主题：Textile Engineering; Characterization and Evaluation of Materials; Business and Management, general; Life Sciences, general; Environment, general;
• 出版者：Springer Berlin Heidelberg
• ISSN：2198-0802
• 卷排序：4

文摘

The purpose of this study was to examine consumers’ purchase intention for green sportswear by investigating the effects of their expectation, perception, subjective norm, perceived behavior control, and attitude on purchasing green sportswear. The study further investigated differential influences towards purchase intention for green sportswear between non-green and green product users. A within-subjects research design was used to empirically test our conceptual model, which was expanded from the theory of planned behavior by adding two additional predictors (expectation and perception). An online survey was conducted with a nationwide convenience sample of U.S. consumers whose ages ranged from 18 to 74 years, and a total of 542 usable responses were obtained. The results of the overall model testing confirmed the significant effects of expectation, perception, subjective norm, and attitude on consumers’ purchase intention for green sportswear. The findings from the comparative model testing indicated significant differences between non-green and green product users in terms of the effects of expectation and perceived behavior control on participants’ green sportswear purchase intention. The outcomes of this study offer useful insights for developing effective strategies for consumers to generate more positive perception, expectation, and attitude towards purchasing green sportswear. This study also suggests potential ways for apparel retailers to develop effective marketing strategies for this sportswear segment to satisfy the values of potential customers.