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Sustainability 2017, 9(9), 1570; doi:10.3390/su9091570

Understanding Chinese Consumers’ Intention to Purchase Sustainable Fashion Products: The Moderating Role of Face-Saving Orientation

Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong, China
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Received: 19 July 2017 / Revised: 13 August 2017 / Accepted: 30 August 2017 / Published: 12 September 2017
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
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Abstract

In a culture where collectivism is pervasive such as China, social norms can be one of the most powerful tools to influence consumers’ behavior. Individuals are driven to meet social expectations and fulfill social roles in collectivist cultures. Therefore, this study was designed to investigate how Chinese consumers’ concern with saving face affects sustainable fashion product purchase intention and how it also moderates consumers’ commitment to sustainable fashion. An empirical data set of 469 undergraduate students in Beijing and Shanghai was used to test our hypotheses. Results confirmed that face-saving is an important motivation for Chinese consumers’ purchase of sustainable fashion items, and it also attenuated the effect of general product value while enhancing the effect of products’ green value in predicting purchasing trends. The findings contribute to the knowledge of sustainable consumption in Confucian culture, and thus their managerial implications were also discussed. View Full-Text
Keywords: face-saving; Chinese consumers; perceived value; green value; sustainable consumption face-saving; Chinese consumers; perceived value; green value; sustainable consumption
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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. (CC BY 4.0).

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Wei, X.; Jung, S. Understanding Chinese Consumers’ Intention to Purchase Sustainable Fashion Products: The Moderating Role of Face-Saving Orientation. Sustainability 2017, 9, 1570.

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