PERCEIVED VALUE OF SUSTAINABLE FASHION PRODUCTS AND WILLINGNESS TO DIFFUSE POSITIVE E-WOM INFORMATION
pp.1621-1622
Despite the consumer's interest in sustainable fashion and the sustainable fashion phenomenon in the fashion business being a serious issue for our society, only a limited number of studies focus on investigating the consumer's perceived value of sustainable fashion. Although eco-friendly consumption has been recognized as one of the major concerns of the fashion business, environmentally prudent consumption has not yet transformed into purchasing behavior. However, fashion companies try to offer many seasonal collections due to the fast fashion trends to meet the consumer's needs. Such trends have brought about an enormous amount of apparel waste, negative environmental impacts and serious questions about social issues. In addition, today’s fashion consumers appear to have a narrow point of view on sustainable/green fashion that focuses mainly on organic clothing, and avoids or shows no interest in the wider scope of sustainability encompassing environmental, social and economic concerns (Cervellon, Hjerth, Richard, & Carey, 2010). Increasing the consumption of sustainable fashion necessitates research into how fashion consumers make purchasing decisions. Therefore, the information and value of sustainable fashion need to be diffused by fashion consumers. Hethom and Ulasewicz (2008) stated that the consumer acts as a major stakeholder with the greatest impact on the development of a sustainable industry. Furthermore, it is necessary to examine the consumer's purchase decision-making process for sustainable fashion products in academia. According to previous studies, the awareness of sustainability issues is also growing due to the environmental impacts. However, this awareness has not yet affected apparel purchasing behavior and actual purchasing (Kim & Damhorst, 1998). In order to affect the behavior of fashion consumers and expand sustainable fashion in today's marketplace, it is essential to identify the influencing factors in purchase decision-making process for sustainable fashion products.