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The purpose of this study is to identify the relationships between consumer’s tendency for creative choice counter-conformity (TCCC) with the acceptance of new sustainable apparel retail models, including sale of redesigned clothing, clothing repair/alteration, renting, swapping, and style consultancy services, in addition to determining the role of demographics in the relationships. Three major hypotheses were developed to address these relationships. An online survey was conducted with 431 females in the United States. A series of multiple regression analyses and multi-group Chi square difference tests were employed to test the proposed hypotheses. The results indicate TCCC has a positive influence on the intention to adopt all five of the sustainable retail models, and the demographics, including age, income and education significantly moderate the relationships between TCCC and the adoption of new sustainable retail models. The study emphasizes the role of creative expression in potential sustainable apparel purchasing behavior and provides strategies used to promote retailing models that are requisite to sustainability.

Creativity and sustainable apparel retail models: does consumers’ tendency for creative choice counter-conformity matter in sustainability?