| abstract |
| Background It is important to note that an examination regarding the relation of individuals’ perceptions towards upcycled fashion product and their purchase intention should provide important insights and implications for fashion brand manufacturer and consumers together. In response to calls for greater attention to upcycled fashion nowadays, the present study aimed to identify the determinants to consumer purchase intention of upcycling fashion product. This work is notable, given its theoretical framework using the Theory of Planned Behavior.
Methods The conceptual model was statistically validated on sample data collected from one-hundred and fifty-eight respondents participated in the present work. A parallel mediation model was verified using Hayes’s Process Macro. Four demographic variables including age, gender, marital status and educational level were controlled for in the first regression model.
Result The results from a hierarchical regression analysis indicate that, (1) perceived eco-friendly value had an impact in purchase intention of upcycling fashion product, (2) attitude, subjective norm, and perceived behavioral control were found to be immediate determinants to purchase intention, and (3) the influence of perceived eco-friendly value on purchase intention was mediated by attitude and subjective norm, and lastly, (4) the indirect effect of eco-friendly value on purchase intention mediated by perceived behavioral control was found to be lower than direct effect.
Conclusion The overall results imply that strategies should be developed to diffuse favorable or positive awareness toward the use of eco-friendly fashion to individual consumers and the entire society. In addition, efforts should be made to emphasize the eco-friendliness of upcycled fashion products as well as the potential to reduce their potential negative impacts on our environments. |
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| Key Words |
| 업사이클링 패션 제품, 친환경적 가치, 계획된 행동이론, Upcycling fashion Product, Eco-friendly Value, Theory of Planned Behavior |
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