“How Generation Differs”: An Empirical Analysis on Chinese Fast Fashion Consumption. (2023). In Journal of Marketing and Consumer Research. International Institute for Science, Technology and Education. https://doi.org/10.7176/jmcr/88-03
“How Generation Differs”: An Empirical Analysis on Chinese Fast Fashion Consumption. (2023). In Journal of Marketing and Consumer Research. International Institute for Science, Technology and Education. https://doi.org/10.7176/jmcr/88-03
“How Generation Differs”: An Empirical Analysis on Chinese Fast Fashion Consumption. (2023). In Journal of Marketing and Consumer Research. International Institute for Science, Technology and Education. https://doi.org/10.7176/jmcr/88-03
“How Generation Differs”: An Empirical Analysis on Chinese Fast Fashion Consumption. (2023). In Journal of Marketing and Consumer Research. International Institute for Science, Technology and Education. https://doi.org/10.7176/jmcr/88-03
Abstract
Previous studies implied the different behavioral intention formation of a specific object for individuals in different age groups, but few research to Chinese consumers’ sustainable fast fashion behaviour were found considering the enormous amount of consumption and waste of fast fashion products in China. Meanwhile, as a fast developing country, it might be insufficient to conduct research ignoring the consequences of differenteducation level and growing environment among different generations. Thus, to generate in-depth and heuristic Chinese consumers information, this study developed proposed theoretical framework (TORA) based on research by Fishbein and Ajzen (1975), while the validity among Chinese consumers was tested as well. Following the TORA model, this study aims to investigate if consumers’ age will moderate the relationship between attitude and intention, and the relationship between subjective norms to behavioral intention. Through structural equation modelling in AMOS, it was found that the model has a well fit to large sample of Chinese consumers, while the moderation effect of age was not significant in the whole sample. Further hierarchical regression analysis conducted in SPSS and Process was able to locate the moderation effect of if divide the consumers into groups by age. Which is, age is significantly and positively moderating the path subjective norms to intention in younger generation (18-25), but significantly positive moderating attitude to intention in consumers aged 26-39. Implications in marketing and to policy makers are discussed at the end of this research.
Keywords
Sustainable consumption; consumer behaviour; fast fashion; millennial; theory of reasoned actions
Subject
Business, Economics and Management, Marketing
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
