Who are sustainably minded apparel shoppers? An investigation to the influencing factors of sustainable apparel consumption

Purpose Consumers’ environmental behaviours are not only the result of their positive attitudes towards environments, but also different reasons and motivations exist. Thus, the purpose of this paper is to find out important factors affecting sustainable apparel buying behaviour. Applying the theory of planned behaviour (TPB), this study further examines how knowledge about sustainable apparel, perceived money availability, and perceived accessibility to the store influence sustainable apparel consumption. Design/methodology/approach Using a purposive college student sample, 235 usable responses were collected to answer the questions. An exploratory factor analysis with principal component analysis was first performed followed by confirmatory factor analysis, and a structural equation modelling analysis. Findings Results revealed that the TPB was successfully applied in the context of sustainable apparel buying behaviour. Furthermore, it was found that consumers’ perceived money availability and perceived store accessibility are important factors that affect control beliefs and sustainable consumption. Research limitations/implications This study found the needs of educating college students for contexts of environmental apparel and textiles issues. Originality/value Even though previous literature often found the gap between the behavioural intentions and the actual behaviour, this study found the respondents of this study walk their talk. This study successfully applied the TPB to explain consumers’ sustainable apparel buying behaviour.