How Does Chinese Consumers' Face-saving Affect Sustainable Fashion Consumption?
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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
given that social norms were found to be more powerful in determining consumers' behavior in cultures where collectivism is pervasive such as in China (Jin & Kang, 2010), we posited that Chinese consumers' orientation to save face (i.e., face-saving) may underlie their propensity towards sustainable fashion consumption. This study investigated three types of product value which are generally related to product (i.e., general product value) as well as green value, which is specifically related to sustainable products. We thus posed the following questions: (1) which value increases commitment to sustainable fashion, and (2) how Chinese consumers' face-saving orientation moderates the effect of each value on this commitment.