Sustainability and Social Responsibility

Going Green or Green Sheen: Investigating Consumer Perceptions Towards Apparel Made From Recycled Polyester Fabric

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Abstract

This study explores consumer attitudes and purchase intentions toward apparel made from recycled polyester fabric, examining how need for uniqueness, fashion consciousness, environmental consciousness, and age moderate sustainable fashion choices. Grounded in Homer and Kahle’s (1988) Value-Attitude-Behavior (VAB) model, it investigates how functional, economic, emotional, and social values influence consumer attitudes, which then influence purchase intentions. Using Constructive Controversy (2020), the study captures both favorable and opposing perspectives on sustainable fashion. Data were collected from 285 participants through an online survey with quota sampling for age representation. Findings reveal that functional, economic, and emotional values significantly enhance consumer attitudes, while social value does not, and attitude strongly predicts purchase intention. Additionally, all personal traits except age moderated the attitude-purchase intention relationship. These insights refine the VAB model, suggesting that marketers should emphasize key benefits and tailor strategies to individual traits to increase adoption of apparel made from recycled polyester fabric. 

Keywords: Recycled Polyester, Constructive Controversy, Sustainable Fashion, Sustainability, Recycling, Value-Attitude-Behavior (VAB) model

How to Cite:

AL-AMIN, F. & Sadachar, A., (2025) “Going Green or Green Sheen: Investigating Consumer Perceptions Towards Apparel Made From Recycled Polyester Fabric”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21926