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Male eco‐fashion: a market reality
Author(s) -
D'Souza Clare,
Gilmore Andrew J.,
Hartmann Patrick,
Apaolaza Ibáñez Vanessa,
SullivanMort Gillian
Publication year - 2015
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/ijcs.12148
Subject(s) - clothing , marketing , sample (material) , sustainable products , product (mathematics) , business , fast fashion , exploratory research , order (exchange) , conceptual model , sustainability , advertising , sociology , political science , mathematics , computer science , database , anthropology , ecology , chemistry , geometry , finance , chromatography , law , biology
With the fashion industry striving for competitive advantage, eco‐fashions provide an opportunity to distinguish environmentally friendly products from other fashion products. However, the viability of these eco‐fashion brands is questionable. An exploratory study is conducted to explain men's differences, particularly, as clothing styles vary for men and women. The research examines if men's purchase intent would make a difference to the eco‐fashion industry. A random sample is collected to examine men's purchase intentions for eco‐clothing by product attributes, environmental concerns and sustainable behaviour. Partial least squares is used to empirically test the sample. A conceptual model is developed. It was found that there are four significant exogenous variables, environmental concern, sustainable pricing, sustainable behaviour and sustainable branding with a moderately strong, negatively signed coefficient path. Perceived consumer effectiveness and faith in others are not found to be significant moderators. This defined male segment makes several theoretical contributions as well as generating useful recommendations for marketing practitioners.