Understanding Chinese Consumers’ Intention to Purchase Sustainable Fashion Products: The Moderating Role of Face-Saving Orientation

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.

• Publication year

  2017

• Venue

  Sustainability

• Publication date

  2017-09-12

• Fields of study

  Sociology, Business, Economics, Environmental Science

• Identifiers
  DOI 10.3390/SU9091570
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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