Environmental awareness on bamboo product purchase intentions: Do consumption values impact green consumption?

Jeong Ju Yoo, Lorynn Divita, Hye Young Kim

Research output: Contribution to journalArticlepeer-review

16 Scopus citations

Abstract

The objective of this study is to identify the factors influencing bamboo textile and apparel purchase intentions. The theory of consumption value is used as a theoretical background to explain the mechanism of bamboo product purchase decisions in relation to consumer environmental awareness (i.e. perceived consumer effectiveness, environmental concern and clothing environmental attitudes). A total of 122 mostly female college students participated in this study via an online Qualtrics-created survey. A hierarchical regression analysis was used to test the hypotheses. The results revealed that promotion-effort products should clearly deliver economic, epistemic and emotional values, whereas social and functional values are not significant. In addition, environmental consumer awareness overall is a significant factor in determining bamboo textile and apparel purchase intentions. Further marketing implications are suggested.

Original languageEnglish (US)
Pages (from-to)27-34
Number of pages8
JournalInternational Journal of Fashion Design, Technology and Education
Volume6
Issue number1
DOIs
StatePublished - Mar 1 2013

Keywords

  • bamboo
  • consumption value
  • environment

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