Young Brazilians' purchase intention towards jeans made of Tencel fibers

Andréia Lionço; Ivano Ribeiro; Jerry Adriani Johann; Geysler Rogis Flor Bertolini

doi:10.5585/remark.v18i3.16370

Autores/as

Andréia Lionço Universidade Estadual do Oeste do Paraná
Ivano Ribeiro Universidade Estadual do Oeste do Paraná
Jerry Adriani Johann Universidade Estadual do Oeste do Paraná
Geysler Rogis Flor Bertolini Universidade Estadual do Oeste do Paraná

DOI:

https://doi.org/10.5585/remark.v18i3.16370

Palabras clave:

Environmentally sustainable apparel and textiles, Purchase intention, Theory of planned behavior

Resumen

Purpose: This study aims to investigate the attitudes, perceptions and behavioral intentions of young Brazilian customers regarding the purchase of clothing made of environmentally sustainable fabrics, particularly denim produced with cotton and the addition of Tencel® in its composition.

Method: A self-administered questionnaire was supplied to 252 undergraduate students of the course Applied Social Sciences from two universities. The data were analyzed using the statistical method of structural equation modeling.

Findings: The results showed that the consumer knowledge, perceived effectiveness and personal relevance affect the attitude and subjective norm, to a greater or lesser degree. However, they do not affect the perceived behavioral control.

Originality/value: The study shows a synthesis of elements that can assist academic researchers and marketing practitioners in decoding the factors that influence young Brazilian consumers towards the purchase of environmentally sustainable apparel and textiles.

Theoretical contributions: This study contributes to understanding the complex relations among the variables such as consumer knowledge, perceived consumer effectiveness and perceived personal relevance and, according to the TPB, the three independent determinants of behavioral intention, namely attitude, subjective norm and perceived behavioral control.

Practical contributions: These results point out that, in addition to the investment in environmental education made by educators and institutions, producers should invest in better communication strategies in order to enable these consumers to improve their knowledge of ecologically sustainable clothing options and thus increase their purchase intentions of such products, contributing to the preservation and improvement of the environment.

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Biografía del autor/a

Andréia Lionço, Universidade Estadual do Oeste do Paraná

Mestre em Administração pelo Programa de Mestrado Profissional em Administração da Universidade Estadual do Oeste do Paraná - UNIOESTE (2017)

Ivano Ribeiro, Universidade Estadual do Oeste do Paraná

Doutor em Administração pela Universidade Nove de Julho - Uninove / SP (2016). Professor do Centro de Ciências Sociais Aplicadas e da linha de Estratégia e Competitividade do Programa de Pós-graduação Stricto Sensu em Administração da Universidade Estadual do Oeste do Paraná.

Jerry Adriani Johann, Universidade Estadual do Oeste do Paraná

Doutor em Engenharia Agrícola (Planejamento e Desenvolvimento rural sustentável - Sensoriamento remoto) pela UNICAMP - Universidade Estadual de Campinas (2011). B) Professor adjunto da Universidade Estadual do Oeste do Paraná (UNIOESTE) atuando na graduação em Engenharia Agrícola e na pós-graduação no mestrado/doutorado em Engenharia Agrícola (PGEAGRI). Coordenador do Laboratório de Estatística Aplicada (LEA) e representante da Comissão de Bolsas do PGEAGRI.

Geysler Rogis Flor Bertolini, Universidade Estadual do Oeste do Paraná

Doutor em Engenharia de Produção pela Universidade Federal de Santa Catarina (2009). Docente do Doutorado em Desenvolvimento Rural Sustentável, do Mestrado Profissional em Administração, do Mestrado em Contabilidade e do curso de Graduação em Administração da Universidade Estadual do Oeste do Paraná.