TY - JOUR
T1 - Integrating personal and pro-environmental motives to explain italian women’s purchase of sustainable clothing
AU - Carfora, Valentina
AU - Buscicchio, Giulia
AU - Catellani, Patrizia
PY - 2021
Y1 - 2021
N2 - Despite increased knowledge of the impact of clothing production on the environment, the general public still has a low intention to purchase sustainable clothing. The present study analyzed the psychosocial predictors of Italian women’s intention to purchase sustainable clothing, proposing an integration of the Theory of Planned Behavior (TPB) and the Value-Belief-Norm (VBN) approaches. Participants (N = 286) filled in a self-report online questionnaire, measuring Italian women’s intention to purchase sustainable clothing, as well as TPB variables, such as subjective norm, attitude, and perceived behavioral control, and VBN variables, such as egoistic and biospheric values, awareness of consequences, and personal norm. Results of structural equation modeling showed that the TPB + VBN integrated model predicted women’s intention to purchase sustainable clothing. Personal norm and attitude were the strongest predictors of intention. Mediation analyses showed the indirect impact of the VBN chain (from values to moral norm) on intention. Discussion focusses on the psychosocial dimensions that public policy, non-governmental organizations, and clothing companies should consider when promoting the purchase of sustainable clothing.
AB - Despite increased knowledge of the impact of clothing production on the environment, the general public still has a low intention to purchase sustainable clothing. The present study analyzed the psychosocial predictors of Italian women’s intention to purchase sustainable clothing, proposing an integration of the Theory of Planned Behavior (TPB) and the Value-Belief-Norm (VBN) approaches. Participants (N = 286) filled in a self-report online questionnaire, measuring Italian women’s intention to purchase sustainable clothing, as well as TPB variables, such as subjective norm, attitude, and perceived behavioral control, and VBN variables, such as egoistic and biospheric values, awareness of consequences, and personal norm. Results of structural equation modeling showed that the TPB + VBN integrated model predicted women’s intention to purchase sustainable clothing. Personal norm and attitude were the strongest predictors of intention. Mediation analyses showed the indirect impact of the VBN chain (from values to moral norm) on intention. Discussion focusses on the psychosocial dimensions that public policy, non-governmental organizations, and clothing companies should consider when promoting the purchase of sustainable clothing.
KW - Personal motives
KW - Pro-environmental motives
KW - Sustainable fashion purchase
KW - Theory of planned behavior
KW - Value-beliefnorm theory
KW - Personal motives
KW - Pro-environmental motives
KW - Sustainable fashion purchase
KW - Theory of planned behavior
KW - Value-beliefnorm theory
UR - http://hdl.handle.net/10807/204753
U2 - 10.3390/su131910841
DO - 10.3390/su131910841
M3 - Article
SN - 2071-1050
VL - 13
SP - N/A-N/A
JO - Sustainability
JF - Sustainability
ER -