The objective of this study is to identify the factors influencing bamboo textile and apparel purchase intentions. The theory of consumption value is used as a theoretical background to explain the mechanism of bamboo product purchase decisions in relation to consumer environmental awareness (i.e. perceived consumer effectiveness, environmental concern and clothing environmental attitudes). A total of 122 mostly female college students participated in this study via an online Qualtrics-created survey. A hierarchical regression analysis was used to test the hypotheses. The results revealed that promotion-effort products should clearly deliver economic, epistemic and emotional values, whereas social and functional values are not significant. In addition, environmental consumer awareness overall is a significant factor in determining bamboo textile and apparel purchase intentions. Further marketing implications are suggested.
|Original language||English (US)|
|Number of pages||8|
|Journal||International Journal of Fashion Design, Technology and Education|
|State||Published - Mar 1 2013|
- consumption value