Do Apparel Students Displaying Fashion Innovativeness and Fashion Mavenism Traits Engage in Environmentally Responsible Apparel Consumption Behavior?
The purpose of the present study was to investigate the relationships of fashion innovativeness and fashion mavenism with fashion students' sustainable apparel consumption utilizing the Construal Level Theory (CLT) framework (Eyal, Liberman, & Trope, 2009). Data were collected through a paper based survey administered in fashion course offered in a Southeastern United States University. The paper based survey consisted of 7-point Likert-type scale measuring: fashion innovativeness (Manning, Bearden & Madden, 1995), fashion mavenism (Feick & Price, 1987), and environmentally responsible apparel consumption behavior (Kim & Damhorst, 1998). A total of 56 useable responses were collected. The majority of the respondents (96%) were female. The Cronbach's Î± for three constructs ranged from .86 to .95 satisfying the required internal consistency. The results from the linear regression showed that fashion innovativeness and mavenism were not significant predictors of the sustainable consumption (F2, 54 = 1.44, p = .246, R2 = 5.2%).