Exploring Sustainability Attributes of Perception among Different Consumer Groups for Green Sportswear
This study aims to explore consumers' perceptions for the use of green sportswear, by examining the role of 11 sustainability attribute of perception among different consumer groups (G1 non-green product users, G2 general green product users, G3 green sportswear users). An online survey was conducted with a nationwide convenience sample of U.S. consumers and a total of 542 usable responses were used for data analyses. The results of this study provide practical implications for green sportswear providers to focus more on product tangibility (e.g., eco-label) as well as product reliability (e.g., functional performance, durability) when developing new green apparel products. Green sportswear manufacturers need to educate non-green product consumers for the sustainability practices apparel companies perform in a visible way. Further research is suggested to examine differences in sustainability attributes of perception among the variety of green products and their relationships with demographic variables.