<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The overconsumption of consumers under today’s increasingly scarce natural resources has overwhelmed the textile industry in middle-income countries, such as Romania. It is becoming more and more essential to encourage sustainable clothing consumption behaviors, such as purchasing recyclable clothes. Notwithstanding, there is a limited number of studies trying to understand the intrinsic factors that motivate consumers’ purchase intention toward sustainable clothes in middle-income countries. Moreover, the effect of consumers’ environmental knowledge on determining their purchase intention of sustainable clothes remains understudied. Consequently, the purpose of this paper is to make a significant contribution to the sustainable consumption literature by providing a consolidated framework that explores the behavioral factors inclining Romanian consumers’ purchase intention towards sustainable clothes. The foundation of this study combines consumers’ altruistic value orientations and the theory of planned behavior. The partial least squares path modeling procedure was used to analyze the data of 1,018 Romanian respondents. The findings of this study show that altruistic value orientation, subjective norms, and sustainable attitudes have a positive effect on Romanian consumers’ purchase intention of sustainable clothing. Thus, these insights provide essential practical implications of advocating for the consumption of sustainable clothes along with useful guidelines for practitioners in the textile industry among middle-income countries, especially in Romania, to reduce overconsumption.</p>
</abstract>

The overconsumption of consumers under today’s increasingly scarce natural resources has overwhelmed the textile industry in middle-income countries, such as Romania. It is becoming more and more essential to encourage sustainable clothing consumption behaviors, such as purchasing recyclable clothes. Notwithstanding, there is a limited number of studies trying to understand the intrinsic factors that motivate consumers’ purchase intention toward sustainable clothes in middle-income countries. Moreover, the effect of consumers’ environmental knowledge on determining their purchase intention of sustainable clothes remains understudied. Consequently, the purpose of this paper is to make a significant contribution to the sustainable consumption literature by providing a consolidated framework that explores the behavioral factors inclining Romanian consumers’ purchase intention towards sustainable clothes. The foundation of this study combines consumers’ altruistic value orientations and the theory of planned behavior. The partial least squares path modeling procedure was used to analyze the data of 1,018 Romanian respondents. The findings of this study show that altruistic value orientation, subjective norms, and sustainable attitudes have a positive effect on Romanian consumers’ purchase intention of sustainable clothing. Thus, these insights provide essential practical implications of advocating for the consumption of sustainable clothes along with useful guidelines for practitioners in the textile industry among middle-income countries, especially in Romania, to reduce overconsumption.

Exploring Sustainable Clothing Consumption in Middle-Income Countries: A case study of Romanian consumers

Economic Cybernetics and Statistics Doctoral School

The Bucharest University of Economic Studies

Proceedings of the International Conference on Business Excellence

This work is licensed under the Creative Commons Attribution 4.0 International License.

The overconsumption of consumers under today’s increasingly scarce natural resources has overwhelmed the textile industry in middle-income countries, such as...

Exploring Sustainable Clothing Consumption in Middle-Income Countries: A case study of Romanian consumers

Published Online: Jul 03, 2024

Page range: 3095 - 3107

DOI: https://doi.org/10.2478/picbe-2024-0255

Keywords
Sustainability, Sustainable clothing consumption, Theory of planned behavior, Overconsumption, Social value orientation

© 2024 Anastasia Cosma, published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Exploring Sustainable Clothing Consumption in Middle-Income Countries: A case study of Romanian consumers

Published Online: Jul 03, 2024

Page range: 3095 - 3107

DOI: https://doi.org/10.2478/picbe-2024-0255

KeywordsSustainability, Sustainable clothing consumption, Theory of planned behavior, Overconsumption, Social value orientation

© 2024 Anastasia Cosma, published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Sustainability, Sustainable clothing consumption, Theory of planned behavior, Overconsumption, Social value orientation