Consumer Behavior
Authors: Chuanlan Liu (Louisiana State University) , Sibei Xia (Louisiana State University)
The industrial hemp market is witnessing a resurgence due to its versatile applications in textiles and clothing. Hemp fiber, renowned for its superior qualities and benefits such as UV resistance, mold resistance, and three times the tensile strength of cotton, presents a sustainable alternative in the fashion industry. With the textile and clothing industry ranking among the world's most polluting, the eco-friendly attributes of hemp position it as a promising solution. Market estimates project exponential growth, reaching $63.04 billion by 2029. However, consumer awareness and acceptance remain pivotal, influenced by historical associations with marijuana. A conceptual model explores the interplay between positive halo effects, cognitive dissonance, and consumer experiences, suggesting that education, sustainability emphasis, and positive image-building are crucial for hemp fiber products' success.
Keywords: Industrial hemp, Hemp fiber, sustainability, cognitive dissonance, hale effect, consumer acceptance, Conceptual model
How to Cite: Liu, C. & Xia, S. (2024) “Exploring the Consumer Market for Industrial Hemp Fiber Textiles and Clothing: The Development of a Conceptual Model and Research Propositions”, International Textile and Apparel Association Annual Conference Proceedings. 80(1). doi: https://doi.org/10.31274/itaa.17115
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