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Fashion Consumption of Naturally Dyed Products: A Cross-Cultural Study of the Consumption of Blue-Dyed Apparel Between China and Japan

Xing Xue
Xing Xue
 und 
Li Li
Li Li
   | 19. Apr. 2023
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Article Category: Research Article
Online veröffentlicht: 19. Apr. 2023
Seitenbereich: 52 - 65
DOI: https://doi.org/10.2478/ftee-2023-0006
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© 2023 Łukasiewicz Research Network-Łódź Institute of Technology, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Fig. 1.

TPB for pooled data model
TPB for pooled data model

Fig. 2.

Intercultural descriptive results for the TPB construct
Intercultural descriptive results for the TPB construct

Fig. 3.

Model for CHI and JAP
Model for CHI and JAP

Results of the confirmatory factor analysis for all scale items used for hypothesis testing

Latent variables Indicators Loadings SMC CR AVE
Attitude ATT1 0.908 0.824 0.802 0.82
ATT2 0.902 0.814
ATT3 0.907 0.823
ATT4 0.905 0.819
Subjective norms SN1 0.881 0.776 0.827 0.786
SN2 0.889 0.79
SN3 0.898 0.806
SN4 0.878 0.771
PBC PBC1 0.884 0.781 0.835 0.757
PBC2 0.838 0.702
PBC3 0.888 0.789
PBC4 0.936 0.876
Intention INT1 0.936 0.876 0.863 0.875
INT2 0.935 0.874
INT3 0.921 0.848
Purchase behaviour BEH1 0.925 0.856 0.851 0.85
BEH2 0.919 0.845
BEH3 0.908 0.824

Discriminant validity testing results

Constructs MEANS SD PBC SN ATT INT BEH
PBC 4.74 1.522 0.87
Subjective norms 4.68 1.540 0.741 0.886
Attitude 4.92 1.435 0.755 0.775 0.905
Intention 5.07 1.500 0.749 0.723 0.822 0.935
Purchase behaviour 4.80 1.534 0.785 0.661 0.713 0.794 0.921

Model fit in multi-group analysis

Model P CMIN/DF GFI AGFI RMSEA CFI Model fit Bias testing
Unconstrained *** 1.58 0.951 0.933 0.022 0.991 Δ-CMIN Δ-DF P Δ-GFI Δ-AGFI Δ-RMSEA Δ-CFI
Measurement weights *** 1.538 0.949 0.935 0.021 0.991 22.801 24 0.532 -0.002 0.002 -0.001 0
Structural weights *** 1.627 0.944 0.931 0.023 0.99 70.924 34 *** -0.007 -0.002 0.001 -0.001
Structural co-variances *** 2.417 0.925 0.909 0.034 0.976 390.017 46 4.909 -0.026 -0.024 0.012 -0.015
Structural residuals *** 2.755 0.916 0.899 0.038 0.97 529.175 50 3.028 -0.035 -0.034 0.016 -0.021
Measurement residuals *** 2.852 0.904 0.894 0.039 0.966 663.029 84 7.914 -0.047 -0.039 0.017 -0.025

Questionnaire items

Constructs Measurements Item Sources References
Attitude (Cronbach’s alpha = 0.947) I consider that buying natural blue-dyed apparel goods is positive ATT1 [30][34]
I consider that buying natural blue-dyed apparel goods is beneficial ATT2
I consider that buying natural blue-dyed apparel goods is worthwhile ATT3
I consider that buying natural blue-dyed apparel goods is wise ATT4
PBC (Cronbach’s alpha = 0.911) I have the resources to buy natural blue-dyed apparel goods PBC1
I have the capacity to accept the premium from natural blue-dyed apparel goods PBC2
Buying natural blue-dyed apparel is easy for me PBC3
I have complete control over buying natural blue-dyed apparel PBC4
Subjective norms (Cronbach’s alpha = 0.932) I feel important people in my life want me to buy natural blue-dyed apparel SN1
The people who I listen to could influence me to buy natural blue-dyed apparel SN2
The use of natural blue-dyed garments by my family and friends will also encourage me to buy natural blue-dyed garments on my own initiative SN3
Intention (Cronbach’s alpha = 0.955) I’m willing to buy natural blue-dyed apparel in the coming year INT1 [34][56]
If prices are not significantly different from others, I may purchase natural blue-dyed apparel INT2
If quality is not significantly different from others, I may purchase natural blue-dyed apparel products INT3
Behaviour (Cronbach’s alpha = 0.939) I have bought natural blue-dyed apparel in previous years BEH1
I have bought natural blue-dyed apparel even paying more BEH2
I have bought natural blue-dyed apparel and it has the same quality compared to other apparel BEH3

Hypotheses testing using the conceptual model

Hypotheses Variable relationship Estimate S.E. CR P Result
H1 ATT→INT 0.585 0.053 10.970 *** Accepted
H2 SN→INT 0.114 0.048 2.384 0.017 Accepted
H3 PBC→INT 0.267 0.047 5.696 *** Accepted
H4 PBC→BEH 0.486 0.044 11.049 *** Accepted
H5 INT→BEH 0.465 0.046 10.005 *** Accepted

Cross-cultural differences

Hypothesis Path Estimate P Z-score Results
JAP CHI JAP CHI
H8a (JAP>CHI) ATT→INT 0.393 0.405 *** *** 11.038 Rejected
H8b(CHI>JAP) SN→INT 0.27 0.071 0.008 0.284 2.375 Rejected
H8c (JAP>CHI) PBC→INT 0.303 0.187 0.007 0.004 5.681 Accepted
PBC→BEH 0.505 0.35 *** *** 11.045
/ INT→BEH 0.484 0.378 *** *** 10.68

Direct, indirect and total effects of the hypothesised model

Hypotheses Point estimate Product of coefficients Bootstrapping (95% CI) Two-tailed significance Result
SE Z
H6(a)ATT→BEH Total effects 0.23 0.088 2.614 0.05–0.392 0.015 Accepted
Indirect effects 0.213 0.052 4.096 -0.175–0.176 0.001
Direct effects 0.017 0.088 0.193 -0.037–0.59 0.804
H6(b)SN→BEH Total effects 0.033 0.08 0.413 0.183–0.494 0.232 Rejected
Indirect effects 0.037 0.026 1.423 -0.009–0.099 0.108
Direct effects 0.096 0.07 1.371 0.172–0.444 0.102
H6(c)PBC→BEH Total effects 0.411 0.076 5.408 0.257–0.57 0.002 Accepted
Indirect effects 0.103 0.03 3.433 0.072–0.423 0.001
Direct effects 0.308 0.069 4.464 0.175–0.449 0.002

Common method bias analysis

Constructs Indicator Substantive factor loading (R1) R12 Method factor loading (R2) R22 P
Attitude(VIF = 4.399) ATT1 0.897 0.805 0.153 0.023 0.402
ATT2 0.882 0.778 0.165 0.027 0.368
ATT3 0.891 0.794 0.178 0.032 0.326
ATT4 0.889 0.790 0.134 0.018 0.469
PBC(VIF = 3.696) PBC1 0.898 0.806 0.319 0.102 0.094
PBC2 0.853 0.728 0.273 0.075 0.166
PBC3 0.845 0.714 0.239 0.057 0.229
PBC4 0.811 0.658 0.069 0.005 0.736
Subjective norms(VIF = 3.453) SN1 0.895 0.801 0.304 0.092 0.080
SN2 0.839 0.704 0.163 0.027 0.356
SN3 0.843 0.711 0.128 0.016 0.491
Intention(VIF = 6.045) INT1 0.931 0.867 -0.043 0.002 0.829
INT2 0.932 0.869 -0.130 0.017 0.525
INT3 0.932 0.869 -0.127 0.016 0.535
Behaviour(VIF = 4.601) BEH1 0.894 0.799 0.222 0.049 0.224
BEH2 0.895 0.801 0.220 0.048 0.234
BEH3 0.884 0.781 0.189 0.036 0.306
Average 0.883 0.781 0.144 0.038 0.402
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