The effects of perceived value, environmental concern and attitude on recycled fashion consumption

Abstract

PurposeThis study aims to determine the effects of consumers' perceptions of value and environmental concerns toward recycled content clothing on consumers' attitudes and purchase intentions toward these products.Design/methodology/approachThe research methodology consisted of consumer survey. Female consumers registered in the labor market in the province of Konya in Turkey constituted the sample of the study. A total of 296 female consumers selected by a simple random sampling method, and taking into account time, cost and accessibility criteria, constituted the sample of the study.FindingsPerceived customer values and environmental concerns were found to be much more effective on purchase intentions, although they were weak in positively affecting customers' attitudes toward recycled content clothing. Findings show that emotional, epistemic and conditional values and environmental concerns positively affect purchase intentions.Research limitations/implicationsThe sample in this study consisted of just female consumers with income in the city of Konya, Turkey. The results might be different in different demographic groups and different cities of Turkey.Practical implicationsConsumers have positive attitude toward the idea of using recycled fibers in their clothes.Originality/valueThe literature generally includes research examining consumers' behavior toward sustainable fashion. This research focuses on the value perceptions and attitudes of Turkish consumers toward recycled content clothing – a market and topic that have not been studied much before.