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The effect of social norms and product knowledge on purchase of organic cotton and fair-trade apparel

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  • Tae-Im Han
  • Leslie Stoel

Abstract

This research study examined the influence of different types of social norms (injunctive and descriptive) and product knowledge (subjective and objective) on consumers’ purchase of organic cotton and fair-trade apparel to clarify our understanding in this scholarly domain. An online survey was conducted among 500 Generation Y participants to examine purchasing behaviors toward the two products. Structural equation modeling (SEM) and independent t-tests were used to test the cause–effect relationships among constructs and to compare the results between the two product groups. Injunctive norms were more effective in encouraging positive attitudes while descriptive norms had a stronger effect on increasing purchase intentions of organic cotton and fair-trade apparel. Additionally, this study confirmed the important role of knowledge in the purchase process. Both objective and subjective knowledge significantly influenced attitudes toward purchasing the products.

Suggested Citation

  • Tae-Im Han & Leslie Stoel, 2016. "The effect of social norms and product knowledge on purchase of organic cotton and fair-trade apparel," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 7(2), pages 89-102, April.
    • Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:2:p:89-102
    DOI: 10.1080/20932685.2015.1131434
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    Cited by:

    1. Sher Jahan Khan & Saeed Badghish & Puneet Kaur & Rajat Sharma & Amandeep Dhir, 2023. "What motivates the purchasing of green apparel products? A systematic review and future research agenda," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4183-4201, November.
    2. Gargi Bhaduri & Jihyun Kim-Vick & Madeline Blanken, 2023. "Millennial Heterosexual Couples’ Sustainable Consumption Choices: An Exploratory Study into Decision-Making," Sustainability, MDPI, vol. 16(1), pages 1-18, December.
    3. Jisong Kim & Chang-Sik Kim & Mina Jo, 2023. "Cross-Country Analysis of Willingness to Pay More for Fair Trade Coffee: Exploring the Moderating Effect between South Korea and Vietnam," Sustainability, MDPI, vol. 15(23), pages 1-22, November.

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