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http://hdl.handle.net/10397/75918
Title: | Understanding Chinese consumers' intention to purchase sustainable fashion products : the moderating role of face-saving orientation | Authors: | Wei, XY Jung, SJ |
Issue Date: | 2017 | Source: | Sustainability, Sep. 2017, v. 9, no. 9, 1570 | Abstract: | In a culture where collectivism is pervasive such as China, social norms can be one of the most powerful tools to influence consumers' behavior. Individuals are driven to meet social expectations and fulfill social roles in collectivist cultures. Therefore, this study was designed to investigate how Chinese consumers' concern with saving face affects sustainable fashion product purchase intention and how it also moderates consumers' commitment to sustainable fashion. An empirical data set of 469 undergraduate students in Beijing and Shanghai was used to test our hypotheses. Results confirmed that face-saving is an important motivation for Chinese consumers' purchase of sustainable fashion items, and it also attenuated the effect of general product value while enhancing the effect of products' green value in predicting purchasing trends. The findings contribute to the knowledge of sustainable consumption in Confucian culture, and thus their managerial implications were also discussed. | Keywords: | Face-saving Chinese consumers Perceived value Green value Sustainable consumption |
Publisher: | Molecular Diversity Preservation International (MDPI) | Journal: | Sustainability | ISSN: | 2071-1050 | EISSN: | 2071-1050 | DOI: | 10.3390/su9091570 | Rights: | © 2017 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/). The following publication Wei, X.; Jung, S. Understanding Chinese Consumers’ Intention to Purchase Sustainable Fashion Products: The Moderating Role of Face-Saving Orientation. Sustainability 2017, 9, 1570, 1-15 is available at https://dx.doi.org/10.3390/su9091570 |
Appears in Collections: | Journal/Magazine Article |
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