Consumer Behavior

Factors Affecting Consumers' Perceptions and Behaviors toward Apparel Products Made of Recycled Materials

Authors: Xiao Tong (The University of Alabama) , Jin Su (Univeristy of North Carolina at Greensboro)

Abstract

This study examines how product‐related and consumer-related factors (ecological consciousness, brand reputation, and product type) affect young consumers' attitudes, perceptions, and purchase intentions toward apparel products made of recycled materials. Participants were recruited from students enrolled in two large public universities in the US. One hundred ninety-six participants completed an online survey through the survey platform Qualtrics. The results suggest that consumers with high eco-consciousness have more favorable attitudes and higher value perceptions towards apparel products made of recycled materials, and they are also more willing to buy those products. We also found that a positive brand reputation can help increase consumers' perceived value and decrease their perceived risks towards apparel products with recycled content, and consumers with low eco-consciousness are more likely to purchase apparel products made of recycled materials from companies with a good reputation based on their CSR initiative.

Keywords: Ecological consciousness, brand reputation, and product type, ecological consciousness, Products Made of Recycled Materials

How to Cite: Tong, X. & Su, J. (2022) “Factors Affecting Consumers' Perceptions and Behaviors toward Apparel Products Made of Recycled Materials”, International Textile and Apparel Association Annual Conference Proceedings. 79(1). doi: https://doi.org/10.31274/itaa.15795