Perceptions Influencing Apparel Safety Sustainable Consumption Behaviour: Exploring the Contextual Relationship

The purpose of this paper is to develop and test a theoretical model that explains that the impact of consumer perceptions of apparel safety on their consumption behavior is moderated by consumers’ attitude and the price in the relationship studied. A survey questionnaire was developed and conducted first in a pretest by 231 participants to initially identify possible measurement problems. Another 321 potential consumers subsequently filled in the questionnaire on our website, out of which 296 questionnaires were used to verify the validity and reliability by statistical analysis and the structural equation model. The paper identifies a set of apparel safety perception dimensions that do not drive safe consumption practices. It is further seen that price is more likely to moderate the relationship with consumer behaviors than perceptions and attitudes. Therefore, the paper significantly fills the gaps between apparel safety perceptions and apparel safety consumption behavior. The findings of the paper have significant implications for apparel companies who wish to explore the apparel market potential in China.

The authors are grateful for the completion of the questionnaire by 527 anonymous members of the online brand community in this research. We would also like to express our gratitude to the Editor of the Journal and three anonymous referees for their valuable comments and suggestions, which enhanced the value of our research. The work was supported by the open fund of Key Laboratory of Clothing Design and Technology (Donghua University) of Ministry of Education in China (KLCDT2020--05). The work was supported by the open fund of the Key Laboratory of Clothing Design and Technology (Donghua University), and the Ministry of Education in China, for whose financial support we express our gratitude.