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The Effects of Chinese Consumers’ Brand Green Stereotypes on Purchasing Intention toward Upcycled Clothing

Author

Listed:
  • Chen Pang

    (School of International Education, Zhejiang Sci-Tech University, Hangzhou 310018, China)

  • Jie Zhou

    (School of Fashion Design and Engineering, Zhejiang Sci-Tech University, Hangzhou 310018, China)

  • Xiaofen Ji

    (School of International Education, Zhejiang Sci-Tech University, Hangzhou 310018, China)

Abstract

Due to environmental concerns, an increasing number of Chinese consumers have begun to resist fast fashion, promoting cheap and lower quality materials with a short lifetime. A shift from a linear economic model to a circular fashion has become an urgent issue for the industry. To examine how brand stereotype affects consumers’ purchasing intention toward upcycled fabric clothing, this study adopted a grounded theory approach to develop the dimensions of brand stereotypes, including product, manufacturing process, service, and communication. Furthermore, a theoretical model was constructed incorporating brand stereotypes, brand green trust, fashion consciousness, and green consciousness. Results from structural equation model analysis indicated that (1) each dimension of brand stereotypes had a significantly positive impact on behavior intention, and especially product and service image have the most influence; (2) brand green trust mediated the relationship between brand stereotypes and buying intention, and (3) green consciousness positively moderated the relationship between brand stereotype and trust, whereas brand warmth in communication and trust was moderated negatively by fashion consciousness. The findings offer implications for the implementation of the green branding strategy, brand positioning, and cultivating consumers’ green awareness to improve market acceptance of upcycled fabric clothing.

Suggested Citation

  • Chen Pang & Jie Zhou & Xiaofen Ji, 2022. "The Effects of Chinese Consumers’ Brand Green Stereotypes on Purchasing Intention toward Upcycled Clothing," Sustainability, MDPI, vol. 14(24), pages 1-18, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:24:p:16826-:d:1004086
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    Cited by:

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    2. Heejun Cho & Donghyuk Jo & Hyojung Kim, 2024. "Understanding Consumer Perception towards Sustainable Apparel: A Parallel Mediation Analysis on Satisfaction and Trust," Sustainability, MDPI, vol. 16(16), pages 1-24, August.
    3. Bing Xu, 2025. "The driving effects of non-functional requirements and psychological ownership of the environment on consumers’ green apparel purchase intention," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-13, December.
    4. Hong Chen & Haowen Zhu & Tianchen Sun & Xiangyu Chen & Tao Wang & Wenhong Li, 2023. "Does Environmental Regulation Promote Corporate Green Innovation? Empirical Evidence from Chinese Carbon Capture Companies," Sustainability, MDPI, vol. 15(2), pages 1-24, January.
    5. Kajul Bharti & Richa Agarwal, 2026. "Consumers adoption of healthy lifestyle: Understanding the influence of upcycling drivers on LOHAS consumer behavior," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 31(1), pages 1-19, March.

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