Predicting Behavioral Intentions toward Sustainable Fashion Consumption: A Comparison
of Attitude-Behavior and Value-Behavior Consistency Models
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
Sustainable consumption is defined as use of goods and services that caters to one’s basic needs and to enhance quality of life while minimizing resources used, such that future generations’ needs are not jeopardized (Dolan, 2002). Sustainable consumption has received great attentions in the fashion industry; given the substantial impact apparel production has on environmental pollution (Claudio, 2007). For example, Claudio (2007) cited the Environmental Protection Agency Office of Solid Waste report, which suggested that on average an American discards 68 pounds of textile and clothing every year. The present study is an effort to understand consumers’ behavioral intention toward sustainable fashion consumption utilizing attitudebehavior and value-behavior consistency models. In particular, the predictive power of these models in the context of sustainable fashion consumption is analyzed, individually as well as in combination.