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Investigating the Link between Consumer Attitudes and Behaviour in the Context of Sustainable Clothing: The Role of Social Norms

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  • Jūratė Banytė

    (School of Economics and Business, Kaunas University of Technology, LT-44249 Kaunas, Lithuania)

  • Šarūnė Vaidelinskaitė

    (School of Economics and Business, Kaunas University of Technology, LT-44249 Kaunas, Lithuania)

  • Laura Šalčiuvienė

    (School of Economics and Business, Kaunas University of Technology, LT-44249 Kaunas, Lithuania)

Abstract

This study investigates the sustainable clothing consumer attitude–behaviour link and identifies the role of social norms in this relationship. A total of 218 responses were collected in an online survey in one small European country. Findings reveal that sustainable clothing purchase behaviour is influenced by consumer attitudes towards sustainable clothing and sustainable clothing purchase intention, which acts as a mediator between consumer attitudes towards sustainable clothing and purchase behaviour. The findings uncover three types of social norms that could be represented among individuals in Lithuania, but no moderating effects were found. Unexpected results reveal that one type of social norms, that is, social order/commandment norms, influences both consumer attitudes towards sustainable clothing and their intention to purchase sustainable clothing. These findings attempt to contribute to the sustainable clothing consumer behaviour field development. Managerial implications of how to induce a change in consumer attitude and sustainable clothing purchase intentions for business leaders and public policy makers have been offered.

Suggested Citation

  • Jūratė Banytė & Šarūnė Vaidelinskaitė & Laura Šalčiuvienė, 2023. "Investigating the Link between Consumer Attitudes and Behaviour in the Context of Sustainable Clothing: The Role of Social Norms," Sustainability, MDPI, vol. 15(24), pages 1-24, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:24:p:16800-:d:1299403
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    References listed on IDEAS

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    1. Paulius Yamin & Maria Fei & Saadi Lahlou & Sara Levy, 2019. "Using Social Norms to Change Behavior and Increase Sustainability in the Real World: a Systematic Review of the Literature," Sustainability, MDPI, vol. 11(20), pages 1-41, October.
    2. Hye Jung Jung & Yun Jung Choi & Kyung Wha Oh, 2020. "Influencing Factors of Chinese Consumers’ Purchase Intention to Sustainable Apparel Products: Exploring Consumer “Attitude–Behavioral Intention” Gap," Sustainability, MDPI, vol. 12(5), pages 1-14, February.
    3. Hyun Min Kong & Eunju Ko & Heeju Chae & Pekka Mattila, 2016. "Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 7(2), pages 103-119, April.
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    1. Natalie Hogh & Joshua Braun & Lara Watermann & Simone Kubowitsch, 2025. "I Don’t Buy It! A Critical Review of the Research on Factors Influencing Sustainable Fashion Buying Behavior," Sustainability, MDPI, vol. 17(9), pages 1-25, April.

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