Theory of planned behavior, ethics and intention of conscious consumption in Slow Fashion Consumption
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 10 January 2022
Issue publication date: 9 December 2022
Abstract
Purpose
This study seeks to investigate the influence of the theory of planned behavior (TPB), of the conscious consumption intention and of the consumer ethical considerations, on Slow Fashion Consumption in the region known as Agreste Pernambucano, in Brazil, which is known for being an apparel manufacturing area.
Design/methodology/approach
To achieve this purpose, descriptive quantitative research using non-probabilistic sampling was conducted. Data were collected through an online survey and distributed through the snowball technique. The sample consists of 486 respondents and relies on structural equation modeling for data analysis.
Findings
The results highlight that the Slow Fashion Consumption, in the scope of Local Productive Arrangement (LPA) of clothing manufacturing in the Agreste region, is influenced by the intention of conscious consumption, the ethical considerations in consumer behavior and the perceived behavioral control. Moreover, the results highlight the role of the influence of subjective norms both in the attitudes of consumers and the intention of conscious consumption.
Originality/value
The primary contribution of this study is to demonstrate that perceived behavioral control is positively associated with Slow Fashion Consumption, which, in turn, shows that respondents believe they have control over their sustainable actions.
Keywords
Acknowledgements
This study was partly funded by the Coordination for the Improvement of Higher Education Personnel (Coordenação de Aperfeiçoamento de Pessoal de Nível Superior – CAPES), Brazil – Finance Code 001.
Citation
Lira, J.S.d. and Costa, M.F.d. (2022), "Theory of planned behavior, ethics and intention of conscious consumption in Slow Fashion Consumption", Journal of Fashion Marketing and Management, Vol. 26 No. 5, pp. 905-925. https://doi.org/10.1108/JFMM-03-2021-0071
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited