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Sustainable Apparel Consumption: Personal Norms, CSR Expectations, and Hedonic vs. Utilitarian Shopping Value

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  • Carolyn A. Lin

    (Department of Communication, University of Connecticut, Storrs, CT 06269, USA)

  • Xihui Wang

    (Department of Communication, University of Connecticut, Storrs, CT 06269, USA)

  • Yukyung Yang

    (Department of Communication, University of Connecticut, Storrs, CT 06269, USA)

Abstract

The sustainable consumption trend is gaining popularity among Gen Z. Guided by the environmental awareness construct, Norm Activation Model, corporate social responsibility paradigm, and shopping value perspective, this study aims to assess how environmental awareness is connected to consumer evaluations of their personal consumption behavior and corporate social responsibility to help explain their sustainable apparel purchase intention, in conjunction with consumer shopping motivation. An online survey was conducted with a group of Gen Z consumers (N = 192). The results from testing the conceptual model indicated that environmental awareness was positively linked to personal norms and CSR expectations, both of which were similarly related to green purchase intentions. While hedonic and utilitarian shopping value was positively associated with CSR expectations, they were both negative predictors of green purchase intentions. This study is the first to integrate environmental ethics, personal ethics, expectations of corporate ethics, and hedonic vs. utilitarian consumption value to better understand the attitude–behavior gap in sustainable apparel purchase decision-making.

Suggested Citation

  • Carolyn A. Lin & Xihui Wang & Yukyung Yang, 2023. "Sustainable Apparel Consumption: Personal Norms, CSR Expectations, and Hedonic vs. Utilitarian Shopping Value," Sustainability, MDPI, vol. 15(11), pages 1-16, June.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:11:p:9116-:d:1164302
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    References listed on IDEAS

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    Cited by:

    1. Piotr Zaborek & Anna Kurzak Mabrouk, 2025. "The Role of Social and Environmental CSR in Shaping Purchase Intentions: Experimental Evidence from the Cosmetics Market," Sustainability, MDPI, vol. 17(5), pages 1-23, February.
    2. Ryutaro Sueda & Yuna Seo, 2024. "Understanding Consumer Perception of Sustainable Fashion in Japan: Insights Based on Recycled and Secondhand Clothing," Sustainability, MDPI, vol. 16(23), pages 1-15, November.
    3. Sertaç Ercan & Burak Yaprak & Mehmet Zahid Ecevit & Orhan Duman, 2025. "Sustainable but Disgusting? A Psychological Model of Consumer Reactions to Human-Hair-Derived Textiles," Sustainability, MDPI, vol. 17(17), pages 1-19, August.
    4. Bilal Afzal & Xiao Wen & Ahad Nazir & Danish Junaid & Leidy Johanna Olarte Silva, 2024. "Analyzing the Impact of Social Media Influencers on Consumer Shopping Behavior: Empirical Evidence from Pakistan," Sustainability, MDPI, vol. 16(14), pages 1-23, July.
    5. Coulibalyaicha Massaran & Jingli Liu, 2024. "ESG Impact on Green Purchases: Côte d’Ivoire’s Retail Sector in the Digital Age," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(7), pages 1419-1450, July.
    6. Inayat ul Haq Subhani & Jun Fan & Muhammad Ashar Asdullah & Waqas Ahmad Watto & Fareeha Nigar, 2024. "The relationship between dimensions of corporate social responsibility and consumer’s buying intentions in a cross-cultural context," Future Business Journal, Springer, vol. 10(1), pages 1-22, December.

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