Environmental knowledge level and consumer behavior regarding green fashion: a moderated mediation model
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 1 November 2023
Issue publication date: 9 April 2024
Abstract
Purpose
Based on the knowledge-attitude-behavior model, this study is aimed at investigating the influential mechanism underlying the purchase of green clothing by dividing this clothing category into green home-in wear and home-out wear within the context of green consumption. The mediating effects of perceived greenwashing (PG), perceived value (PV) and expected moral benefit (EMB) and the moderating effect of green clothing type (GCT) were examined.
Design/methodology/approach
The data for this study were collected from 366 valid samples through a between-subject design survey administered in China. Moderation analysis and mediation analysis using SPSS/PROCESS macro were applied to test the proposed hypotheses.
Findings
The results indicate that consumers' level of environmental knowledge (EKL) not only has a direct effect on purchase intention (PI) but also has an indirect effect through perceived value and expected moral benefit. However, perceived greenwashing did not play a mediating role in this relationship.
Originality/value
The study's findings show a moderating effect of green clothing type (green home-in wear vs green home-out wear). That is, compared to green home-out wear, the relationship between expected moral benefit and perceived greenwashing for green home-in wear had a weaker negative effect on purchase intentions.
Keywords
Acknowledgements
This work was supported by the Fundamental Research Funds for the Central Universities [grant number: YJ202251]. The first two authors, Gaopeng Zhang and Linfan Wang contributed equally to this work and should be considered co-first authors. In addition, the authors thank the anonymous reviewers very much for their constructive comments to enhance the paper's quality.
Citation
Zhang, G., Wang, L. and Meng, H. (2024), "Environmental knowledge level and consumer behavior regarding green fashion: a moderated mediation model", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 4, pp. 977-992. https://doi.org/10.1108/APJML-07-2023-0637
Publisher
:Emerald Publishing Limited
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