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The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects

Author

Listed:
  • Lihong Chen

    (School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China
    Shanghai International Fashion Innovation Center, Donghua University, Shanghai 200051, China)

  • Kexin Qie

    (School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China)

  • Hafeezullah Memon

    (International Institute of Silk, College of Textile Science and Engineering, Zhejiang Sci-Tech University, Hangzhou 310018, China)

  • Hanur Meku Yesuf

    (College of Textiles, Donghua University, Shanghai 201620, China
    Ethiopian Institute of Textile and Fashion Technology, Bair Dar University, Bahir Dar P.O. Box 79, Ethiopia)

Abstract

Aiming at the problems of pollution and waste in the clothing industry, the concept of the green innovation of clothing brands is put forward here and analyzed in terms of five dimensions: green product innovation, green technology innovation, green image innovation, green service innovation, and marketing green innovation. Based on the theory of perceived value, in this study we analyzed the mechanism of clothing brand green innovation with regard to consumers’ purchase intention and, on this basis, investigated the mediating role of perceived value and the moderating role of consumer innovation. Simultaneously, we designed a measurement scale for clothing brand green innovation and used the structural equation model to test the research hypothesis. The results showed that clothing brand green innovation can effectively promote green purchase intention and behavior, that consumers produce purchase intention and behavior through the perception of novelty, usefulness, and greenness, and that highly innovative consumers are more likely to perceive novelty and are more willing to buy. This study provides new ideas and references for clothing brand green innovation.

Suggested Citation

  • Lihong Chen & Kexin Qie & Hafeezullah Memon & Hanur Meku Yesuf, 2021. "The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects," Sustainability, MDPI, vol. 13(8), pages 1-17, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:8:p:4238-:d:533938
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    References listed on IDEAS

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    7. Ting Chi & Jessica Ganak & Lauren Summers & Olabisi Adesanya & Lindsay McCoy & Hang Liu & Yining Tai, 2021. "Understanding Perceived Value and Purchase Intention toward Eco-Friendly Athleisure Apparel: Insights from U.S. Millennials," Sustainability, MDPI, vol. 13(14), pages 1-17, July.
    8. Irshad Hussain Sarki & Raheela Haque & Asif Mahmood & Muhammad Noman Yaseen & Muhammad Sufyan Khawar & Asad Qayoom & Saif Ur Rehman, 2023. "Factors Influencing Green Purchase Intention: A Mediation Moderation Study," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 652-664.
    9. Donato Morea & Marcelo Gattermann Perin & Camila Kolling & Janine Fleith de Medeiros & Jose Luis Duarte Ribeiro, 2023. "Environmental Product Innovation and Perceived Brand Value: The Mediating Role of Ethical-Related Aspects," Sustainability, MDPI, vol. 15(14), pages 1-17, July.
    10. Lihong Chen & Habiba Halepoto & Chunhong Liu & Xinfeng Yan & Lijun Qiu, 2022. "Research on Influencing Mechanism of Fashion Brand Image Value Creation Based on Consumer Value Co-Creation and Experiential Value Perception Theory," Sustainability, MDPI, vol. 14(13), pages 1-21, June.
    11. Ziyuan Tian & Xixiang Sun & Jianguo Wang & Weihuan Su & Gen Li, 2022. "Factors Affecting Green Purchase Intention: A Perspective of Ethical Decision Making," IJERPH, MDPI, vol. 19(18), pages 1-16, September.
    12. Saddam A. Hazaea & Ebrahim Mohammed Al-Matari & Khaled Zedan & Saleh F. A. Khatib & Jinyu Zhu & Hamzeh Al Amosh, 2022. "Green Purchasing: Past, Present and Future," Sustainability, MDPI, vol. 14(9), pages 1-28, April.
    13. Elizabeth Emperatriz García-Salirrosas & Ángel Acevedo-Duque & Viviana Marin Chaves & Paula Andrea Mejía Henao & Juan Carlos Olaya Molano, 2022. "Purchase Intention and Satisfaction of Online Shop Users in Developing Countries during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(10), pages 1-14, May.
    14. Kurniawati, 2023. "Sustainable Textile Practices by Integrated Viscose Rayon and Yarn Producers: An Empirical Study," GATR Journals jfbr210, Global Academy of Training and Research (GATR) Enterprise.
    15. Husam Wahdan & Zeng Rui Tian, 2022. "Assessing the Efficiency of Venture Capital Functioning in the Transforming Economy in UAE and China by a Mathematical Model," SAGE Open, , vol. 12(1), pages 21582440211, January.
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