基于计划行为理论的环保服装购买意愿与行为差距的影响因素.

The global fashion industry influenced by fast fashion trends has led to severe ecological issues and resource depletion. Despite growing consumer awareness of sustainable and environmentally friendly clothing this awareness often fails to translate into actual purchasing behavior. This study aims to explore the factors influencing the gap between the intention to purchase environmentally friendly clothing and actual purchasing behavior using the theory of planned behavior TPB . Understanding and addressing this gap can help develop more effective strategies to promote sustainable fashion consumption so as to reduce the environmental impact of the fashion industry. A comprehensive survey was conducted with 414 consumers to collect data on their attitudes subjective norms perceived behavioral control environmental knowledge perceived aesthetic risk and the availability of environmentally friendly clothing. The TPB framework was extended by incorporating these additional variables. Structural equation modeling was used to analyze the relationships among these factors and their influence on purchase intention and behavior. Additionally moderation analysis was performed to understand how perceived aesthetic risk and the availability of environmentally friendly clothing affect the intention-behavior relationship. The research innovatively extends the TPB framework by including environmental knowledge and exploring the moderating roles of perceived aesthetic risk and the availability of environmentally friendly clothing. It provides a comprehensive understanding of the factors bridging the gap between consumers' intentions and their actual purchasing behaviors regarding environmentally friendly clothing. The inclusion of environmental knowledge as a predictor variable and the exploration of aesthetic concerns and product availability as moderating factors add significant depth to the traditional TPB model. Additionally this study addresses a critical gap in existing literature by focusing on the barriers preventing consumers from translating their positive environmental attitudes and intentions into actual purchasing behaviors. The findings indicate that environmental knowledge positively affects attitudes towards environmentally friendly clothing. Attitudes subjective norms and perceived behavioral control significantly influence purchase intentions. Specifically higher environmental knowledge enhances positive attitudes towards purchasing environmentally friendly clothing. Subjective norms reflecting social pressures and expectations significantly impact consumers' intentions to buy such products. Perceived behavioral control indicating the ease or difficulty of performing the behavior also positively affects purchase intentions. However perceived aesthetic risk negatively moderates the relationship between purchase intentions and actual behavior suggesting that concerns about the fashionability and style of environmentally friendly clothing can deter actual purchases. Conversely the availability of environmentally friendly clothing positively moderates this relationship indicating that making such products more accessible can facilitate the conversion of purchase intentions into actual behavior. The study' s insights suggest several strategic recommendations for environmentally friendly clothing companies. Enhancing consumers' environmental knowledge through education and awareness campaigns can foster more positive attitudes towards sustainable fashion. Addressing aesthetic concerns by improving the design and style of environmentally friendly clothing can reduce perceived aesthetic risk and encourage purchases. Increasing the availability of environmentally friendly clothing through wider distribution and better visibility in retail spaces can make it easier for consumers to act on their purchase intentions. By addressing these factors companies can better align consumer intentions with their purchasing actions promoting sustainable fashion development. This alignment is crucial not only for reducing the environmental footprint of the fashion industry but also for meeting the growing consumer demand for environmentally friendly clothing. Future research should investigate additional factors influencing the intention-behavior gap such as social influences situational factors and personal values. Expanding the sample size and conducting cross-cultural studies could provide a more comprehensive understanding of consumer behavior in sustainable fashion contexts. Moreover longitudinal studies could track changes in consumer behavior over time and provide insights into the long-term effects of various interventions. Understanding the psychological and cultural aspects that influence purchasing behavior can also offer deeper insights into consumer motivations. Additionally exploring the impact of technological advancements such as virtual fitting rooms and augmented reality on the purchasing decisions of environmentally friendly clothing can provide new avenues for encouraging sustainable consumption. The research contributes to promoting sustainable fashion by identifying key strategies to bridge the gap between consumer intentions and behaviors ultimately supporting the broader goal of environmental sustainability. [ABSTRACT FROM AUTHOR]