INVESTIGATING THE RELATIONSHIP OF SUSTAINABILITY CONSCIOUSNESS TO CHOICE INTENTION OF COLLEGE STUDENTS' FUTURE SUSTAINABLE HANDMADE WEDDING DRESS

Abstract

<p>The research aims were to determine: 1) What are college students' perception of handmade wedding dresses for the future? 2) Does college students' sustainability consciousness relate to their choice intention of sustainable handmade wedding dress for the future? and 3) Do hedonic/utilitarian attitudes mediate the relationship between college students' sustainability consciousness and their choice intention of sustainable handmade wedding dress for the future? A total of 116 undergraduate and graduate students' responses were used to analyze data. The top three reasons they need a handmade wedding dress for the future include emotional attachment, preference of unique design (stylish), and feeling happy. The significant structural relationship of sustainability consciousness to choice intention of sustainable handmade wedding dress was found. Sustainability consciousness was positively related to hedonic/utilitarian attitudes. Also, hedonic/utilitarian attitudes were positively related to choice intention. These findings provide fashion educators with useful information as they discuss this sustainable apparel consumption behavior with their fashion students.</p>