The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel

Authors

  • Samira Durrani Department of Business and Management Sciences, Superior University, Lahore, Punjab, Pakistan.
  • Maimoona Sohail Department of Business and Management Sciences, Superior University, Lahore, Punjab, Pakistan.
  • Muhammad Waqas Rana School of Economics and Management, North China Electric Power University, Beijing, China.

DOI:

https://doi.org/10.54183/jssr.v3i2.179

Keywords:

Green Apparel, Utilitarian Motivation, Hedonic Motivation, Green Purchase Intention, Consumption Value, , Green Purchase Behavior

Abstract

The influence of consumers' intentions to purchase eco-friendly clothing is examined, with the moderating effect of consumption value. Also examined were reasons for the disparity between consumer purchase intention and buying behavior regarding green apparel. A questionnaire on a five-point Likert scale was utilized to collect data. One hundred ninety-seven responses were found valid out of 384 for analysis. Smart PLS and SPSS were used to analyze the data. By the analysis found a significant impact of hedonic motivation and utilitarian motivation on green purchase intention with moderating impact on consumption value for the purchase behavior of the consumer. Gender and income were also found to have a controlling impact on the Hedonic and utilitarian motivation of consumers. The impact of consumer information availability, convenience to buy, and customized offerings of green textile brands for consumers’ motivation to buy. Also, consumer beliefs related to environmental issues, social and trends significantly impact the motivation of consumers to purchase green apparel. The study of post-purchase behavior based on consumption value has been a new concept that is added in this research paper on an existing study. The research will be useful to manufacturers in understanding how consumers will buy green clothing in a sustainable way that benefits both the environment and consumers.

References

Al Karim, R. C. e. a. (2013). Customer Satisfaction in Online Shopping: a study into the reasons for motivations and inhibitions. IOSR Journal of Business and Management,, 13-20.

Ansar, N. (2020). Impact of Green Marketing on Consumer Purchase Intention Mediterranean Journal of Social Sciences, October 2013.

Arpita Khare, P. K. (2020). Cosmopolitanism, self-identity,. Emerald 91-108.

Atulkar, S., & Kesari, B. (2017). Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values. Journal of retailing and consumer services, 39, 23-34.

Aydın, G. (2019). Do personality traits and shopping motivations affect social commerce adoption intentions? Evidence from an emerging market. Journal of Internet Commerce, 18(4), 428-467.

Aydin, S., & Şahin, F. (2019). Stem cells derived from dental tissues. Cell Biology and Translational Medicine, Volume 5: Stem Cells: Translational Science to Therapy, 123-132.

Bielawska, K., & Grebosz-Krawczyk, M. (2021). Consumers’ choice behaviour toward green clothing.

BikrantKesari, S. (2016). Satisfaction of mall shoppers. Journal of Retailing and Consumer Services, 22-31.

BikrantKesari, S. (july2016). Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values. Journal of Retailing and Consumer Services, 22-31.

Birte Freudenreich, S. S. (2020). Developing sufficiency-oriented offerings for clothing users: Business approaches to support consumption reduction. Journal of Cleaner Production, 62-81.

Boardman, R., & McCormick, H. (2018). Shopping channel preference and usage motivations: Exploring differences amongst a 50-year age span. Journal of Fashion Marketing and Management: An International Journal.

BrahimChekimaa, S. A., WafaSyed Khalid, WafaaOswald , AisatIgau, SohaibChekima,Stephen Laison, SondohJr. (2016). Examining green consumerism motivational drivers: . Journal of Cleaner Production, 3436-3450.

Cowan, K., & Kinley, T. (2014). Green spirit: Consumer empathies for green apparel. International Journal of Consumer Studies, 38(5), 493-499.

Dooyoung Choi, K. K. P. J. (2019). Influences of environmental and hedonic motivations on intention to purchase green products. Sustainable Production and Consumption, 1-11.

Dr. Guddi Singh, M. M., 3Ms. AnkitaNihlani. (2022). A Review Paper on Development of Green Marketing. JOURNAL OF ALGEBRAIC STATISTICS, 225-2230.

ElHaffar, G., Durif, F., & Dubé, L. (2020). Towards closing the attitude-intention-behavior gap in green consumption:. Journal of Cleaner Production, 275.

FelixKatt, O. (2020). Food waste prevention behavior in the context of hedonic and utilitarian shopping value. Journal of Cleaner Production.

Fletcher, K. (2010). Slow fashion: An invitation for systems change. . Research Journal of Apparel, 259-265.

Fletcher, K. a. W., D. (2013). "Fashion Education in Sustainability in Practice",. Journal of Textile and apparel, 81-88.

Freudenreich, B., & Schaltegger, S. (2020). Developing sufficiency-oriented offerings for clothing users: Business approaches to support consumption reduction. Journal of cleaner Production, 202-232.

Ghina ElHaffar, F. D., Laurette Dubé. (2020). Towards closing the attitude-intention-behavior gap in green consumption:. Journal of Cleaner Production, 122-556.

GhinaEl, H., Fabien,Durifa,Laurette Dubéb. (2020). Towards closing the attitude-intention-behavior gap in green consumption: A narrative review of the literature and an overview of future research directions. Journal of Cleaner Production, 1-53.

Gilboa, S., & Mitchell, V. (2020). The role of culture and purchasing power parity in shaping mall-shoppers’ profiles. Journal of retailing and consumer services, 52, 101951.

Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3-8.

Haroon Qasim 1, Liang Yan 1,*, Rui Guo 1. (March2019). The Defining Role of Environmental Self-Identity. International Journal of Environmental Health, 1106.

Haroon Qasim, L. C., Xiaofen Ji,Francisca Margarita Ocran. (2019). The Defining Role of Environmental Self-Identity among Consumption Values and Behavioral Intention. International Journal of Environmental Research and Public Health, 117-138.

Hilal Özen, N. K. (2015). Utilitarian or Hedonic. Development in MArketing Science, 234-239.

Hoornweg, D., Bhada-Tata, P., & Kennedy, C. (2013). (2013). Waste production must peak this century. 613-617.

Hustvedt, G., & Dickson, M. A. (2009). Consumer likelihood of purchasing organic cotton apparel: Influence of attitudes and self‐identity. Journal of Fashion Marketing and Management: An International Journal, 13(1), 49-65.

Imran Khan1, F. B., Rashid Ahmad3, Muhammad Ayub. (2021). Shopping Motivation and green Consumption. IRASD Journal of Management, 233-242.

Jagdish N. Sheth, B. I. N. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 159-170.

Jebarajakirthy, C., Balaji, M. S., Yadav, R., & Gupta, M. (2019). (2019). Sustainable and Responsible Consumption. International Journal Of Non Profit and Voluntry Sector Marketing, 1669.

Joshi, Y., & Rahman, Z. (2019). Consumers' sustainable purchase behaviour: Modeling the impact of psychological factors. Ecological economics, 159, 235-243.

Joshi, Y. a. S., A.P. (2020). "Examining the effects of CE and BE on consumers’ purchase intention toward green apparels", Young Consumers. Emerlad Publication Journals, 255-272.

K.J. Glitz, U. R., W. Gorges,A. Witzki,C. Piekarski,D. Leyk. (2015). Reducing heat stress under thermal insulation in protective clothing: microclimate cooling by a ‘physiological’ method. Journals of taylor & francis, 1461-1469.

Kader, M. R., M. & Huang, X. & Kim, S. (2022). Influences of Utilitarian and Hedonic Motivations on Purchase Intention via Green Delivery: Through the Lens of the Environmental Theory of Planned Behavior. sustainability and Social Responsibility, 1-22.

Kao, T.-F., & Tu, Y.-C. (2015). Effect of green consumption values on behavior: The influence of consumption attitude. International Journal of Arts & Sciences, 8(8), 119.

Karolina Bielawska, M. G.-K. (2021). Consumers’ Choice Behaviour Toward Green Clothing. European Research Studies Journal, 238-256.

Kashi, A. N. (2019). Green purchase intention. Journal of Islamic Marketing.

Kate Fletcher, D. W. (2013). Fashion Education in Sustainability in Practice. Journal of Fashion and Apperal, 167-195.

Kautish, A. K. a. P. (2021). Antecedents to green apparel purchase behavior of Indian JOURNAL OF GLOBAL SCHOLARS OF MARKETING SCIENCE, 51-68.

Kesari, B., & Atulkar, S. (2016). Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values. Journal of retailing and consumer services, 31, 22-31.

Khan, I., Bashir, F., Ahmad, R., & Ayub, M. (2021). Shopping Motivation and Green Consumption: A Study about Green Buying Behavior of Pakistani Consumers. iRASD Journal of Management, 3(3), 233-242.

Khare, A. (2019). Green apparel buying: Role of past behavior, knowledge and peer influence in the assessment of green apparel perceived benefits. Journal of International Consumer Marketing, 1-17.

Khare, A., & Kautish, P. (2021). Cosmopolitanism, self-identity, online communities and green apparel perception. Marketing Intelligence & Planning, 39(1), 91-108.

Khare, A., & Sadachar, A. (2017). Green apparel buying behaviour: A study on I ndian youth. International Journal of Consumer Studies, 41(5), 558-569.

Kumar, A., & Kashyap, A. K. (2018). Leveraging utilitarian perspective of online shopping to motivate online shoppers. International Journal of Retail & Distribution Management, 46(3), 247-263.

Kumar, S., & Sadarangani, P. (2018). An Empirical Study on Shopping motivation. JOurnal of cleaner production, 1-17.

Kumar, S., & Sadarangani, P. (2021). An empirical study on shopping motivation among generation Y Indian. Global Business Review, 22(2), 500-516.

Kumar, S., & Yadav, R. (2021). The impact of shopping motivation on sustainable consumption: A study in the context of green apparel. Journal of Cleaner Production, 295, 126239.

Lee, Y.-C., Lin, W.-C., Cherng, F.-Y., Wang, H.-C., Sung, C.-Y., & King, J.-T. (2015). Using time-anchored peer comments to enhance social interaction in online educational videos. Paper presented at the Proceedings of the 33rd annual ACM conference on human factors in computing systems.

Liang, J., Li, J., & Lei, Q. (2022). Exploring the influence of environmental values on green consumption behavior of apparel: A chain multiple mediation model among Chinese Generation Z. Sustainability, 14(19), 12850.

Mackenzie, N., & Knipe, S. (2006). Research dilemmas: Paradigms, methods and methodology. Issues in educational research, 16(2), 193-205.

Marie Wiederhold, L. F. M. (2018a). the attitude-behaviour gap in the green apparel industry. International Journal of Consumer Studies, 419-429.

Marie Wiederhold, L. F. M. (2018b). the attitude-behaviour gap in the green apparel industry. the international journal of consumer studies, 419-429.

Mark J.Arnold, a. E. R. (2003). Hedonic shopping motivations. Journal of Retailing, 77-95.

Mark Yi-Cheon Yim, S.-C. Y., Paul L. Sauer & Joo Hwan Seo. (2013). Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores. Journal of Acadmy of marketing science, 528-544.

Mehta et al. (2019). A Study of Consumer Behavior and Visit. Journal of Marketing, 54-63.

Mehta, R., & Dahl, D. W. (2019). Creativity: Past, present, and future. Consumer Psychology Review, 2(1), 30-49.

Mirani, R. B. S. a. I. A. (2020). Exploring the green purchasing Behaviour of Young Generation. Journal of Innovation and Entrepreneurship, 280-320.

Morris B. Holbrook, E. C. H. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 132-140.

Mutum, D. S., Ghazali, E. M., & Wei‐Pin, W. (2021). Parallel mediation effect of consumption values and the moderation effect of innovativeness, in predicting the influence of identity on green purchasing behavior. Journal of Consumer Behaviour, 20(3), 827-844.

Naman Sreena, Shankar Purbey,Pradip Sadarangani. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of Retailing and Consumer Services, 177-189.

Nautiya, V. T. (Febrauary 2020). GREEN MARKETING A NEW DIMENSION FOR CLOTHING AND TEXTILESECTOR. journal of Marketing and Production, 502.

Nia Budi Puspitasari, D. I. R., Hery Suliantoro,Bayu Dwi Sutrisno. (2018). The Effect of Green Purchase Intention Factors on The. JOurnal of EDP Sciences.

Peattie, K., & Crane, A. (2005). Green marketing: legend, myth, farce or prophesy? Qualitative market research: an international journal, 8(4), 357-370.

Rani, M. K. a. T. (2021). CUSTOMERS' ATTITUDE TOWARDS GREEN PACKAGING:. Journal of Marketing Strategies.

Richey, A. K. (2021). The Green Gap: How Consumers Value Sustainable Fashion. Behavioral Economics, 1-24.

Rosy Boardman, H. M. (2018). Shopping channel preference and usage motivations. Journal of fashion Marketing and management, 1-36.

Shahbaz Abbas, L. H. C. H., Kuaanan Techato, Jantakan Taweekun. (2019). Sustainable Production using a Resource–Energy–Water Nexus for Journal Pre-proo, 59-80.

Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of retailing and consumer services, 41, 177-189.

Sreen, N., Purbey, S., & Sadarangani,. (2018). Impact of culture, behavior and gender on green purchase intention. . Journal of Retailing and consumer services, 177-189.

Sushant Kumar a. (2021). The impact of shopping motivation on sustainable consumption: . journal of cleaner Production, 295.

Sushant Kumar, P. H. S. (2018). Study of Shopping Motivation and Buying Behavior. Journal of Global Business, 341-350.

Sushant Kumar, R. Y. (2021). The impact of shopping motivation on sustainable consumption: A. Journal of cleaner production, 22-36.

T.T. Muthukumarana, H. P. K., H.K.G. Punchihewa, M.M.I.D.Manthilake, K.N. Hewage. (2017). Life cycle environmental impacts of the apparel industry in Sri Lanka: Analysis of energy sources. Journal of Cleaner Production, 1-35.

Tanrikulu, C. (2021). Theory of consumption values in consumer behaviour research: A review and future research agenda. International Journal of Consumer Studies, 45(6), 1176-1197.

Tauber, E. M. (1972). Marketing notes and communications: Why do people shop?. Journal of marketing, 46-49.

Wasim Ahmad, Q. Z. (2020). Green purchase intention: Effects of electronic service quality and customer green psychology. Journal of Cleaner Production.

Westbrook, R. A., & Black, W. C. (1985). A motivation-based shopper typology. Journal of retailing.

Xiao, G., & Kim, J. O. (2009). The investigation of Chinese consumer values, consumption values, life satisfaction, and consumption behaviors. Psychology & marketing, 26(7), 610-624.

Yatish Joshi, Z. R. (2019). Consumers' Sustainable Purchase Behaviour: Modeling the Impact of Psychological Factors. Ecological Economics, 235-243.

Downloads

Published

2023-06-30

How to Cite

Durrani, S., Sohail, M., & Rana, M. W. (2023). The Influence of Shopping Motivation On Sustainable Consumption: A Study Related To Eco-Friendly Apparel. Journal of Social Sciences Review, 3(2), 248–268. https://doi.org/10.54183/jssr.v3i2.179