Consumers in the Circular Economy: Attitude towards Products and Factors Affecting Intention to Purchase Circular Fashion Products of Generation Y (Millennials) in Bangkok
Article Sidebar
Main Article Content
Abstract
This research aimed to study the influence of personal norms, environmental knowledge, perceived government policy, and attitudes towards products that affect the intention to purchase circular fashion products of Generation Y (Millennials) in Bangkok. Quantitative research was applied in this research. Data were collected using questionnaires from Generation Y (Millennials) consumers in Bangkok. A sample size of 345 people was analyzed using descriptive statistics, and structural equation modeling (SEM) was performed to test research hypotheses. The results found that 1) the level of the personal norm, environmental knowledge, perceived government policy, attitude towards products, and intention to purchase circular fashion products are at a high level; 2) the personal norm, environmental knowledge, and perceived government policy have a positive influence on attitude towards products; 3) attitude towards products has a positive influence on the intention to purchase circular fashion products; 4) the factor that influences the intention to purchase circular fashion products is an attitude towards products. It has a direct influence equal to 0.915, while the highest indirect influence is perceived government policy equal to 0.296. 5) The structural equation model is congruent with the empirical data. All passed the acceptance criteria (c2 equal to 59.025, df equal to 53, c2/df equal to 1.114, p-value equal to 0.265, RMSEA equal to 0.018, CFI equal to 0.999, TLI equal to 0.995, and SRMR equal to 0.025), and 6) with the cooperation of both government sectors, business sectors, and consumers, the research gained new knowledge on the consumer model in the circular economy. It can promote the intention to purchase circular fashion products by developing personal norms, environmental knowledge, perceived government policy, and consumer attitudes toward products.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Administrative Strategy Division. (2022). Population Statistics in Bangkok 2022, Classified by Gender and Age. https://webportal.bangkok.go.th/pipd/page/sub/26222/
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. http://dx.doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Prentice-Hall.
Aulina, L., & Yuliati, E. (2017, November). The Effects of Green Brand Positioning, Green Brand Knowledge, and Attitude towards Green Brand on Green Products Purchase Intention. In International Conference on Business and Management Research (ICBMR 2017)
(pp. 548-557). Atlantis Press.
Bakar, M. F. A., Talukder, M., Quazi, A., & Khan, I. (2020). Adoption of Sustainable Technology in the Malaysian SMEs Sector: Does the Role of Government Matter?. Information, 11(4), 215. DOI:10.3390/info11040215
Bentler, P. M. (1990). Comparative Fit Indexes in Structural Models. Psychological Bulletin, 107(2), 238.
Best, J. W. (1982). Research in Education (4th ed.). Prentice Hall.
Carranza, R., Zollo, L., Díaz, E., & Faraoni, M. (2023). Solving the Luxury Fashion and Sustainable Development “Oxymoron”: A Cross-Cultural Analysis of Green Luxury Consumption Enablers and Disablers. Business Strategy and the Environment, 32(4), 2399-2419.
DOI: 10.1002/bse.3255
Chan, R. Y., & Lau, L. B. (2000). Antecedents of Green Purchases: A Survey in China. Journal of Consumer Marketing, 17(4), 338-357. https://doi.org/10.1108/07363760010335358
Chankhao, S. (2022, August 5). Circular Fashion Revolutionizes the Clothing Industry, Take Leftovers to the Runway. https://petromat.org/home/circular-fashion/
Chen, T. B., & Chai, L. T. (2010). Attitude towards the Environment and Green Products: Consumers' Perspective. Management Science and Engineering, 4(2), 27-39.
Colasante, A., & D'Adamo, I. (2021). The Circular Economy and Bioeconomy in the Fashion Sector: Emergence of a “Sustainability Bias”. Journal of Cleaner Production, 329, 129774. https://doi.org/10.1016/j.jclepro.2021.129774
Effendi, I., Ginting, P., Lubis, A. N., & Fachruddin, K. A. (2015). Analysis of Consumer Behavior of Organic Food in North Sumatra Province, Indonesia. Journal of Business and Management, 4(1), 44-58. DOI: 10.12735/jbm.v4i1p44
Fang, W. T., Chiang, Y. T., Ng, E., & Lo, J. C. (2019). Using the Norm Activation Model to Predict the Pro-Environmental Behaviors of Public Servants at the Central and Local Governments in Taiwan. Sustainability, 11(13), 3712. DOI:10.3390/su11133712
Fang, W. T., Ng, E., Wang, C. M., & Hsu, M. L. (2017). Normative Beliefs, Attitudes, and Social Norms: People Reduce Waste as an Index of Social Relationships when Spending Leisure Time. Sustainability, 9(10), 1696. DOI:10.3390/su9101696
Flamm, B. (2009). The Impacts of Environmental Knowledge and Attitudes on Vehicle Ownership and Use. Transportation Research Part D: Transport and Environment, 14(4), 272-279. https://doi.org/10.1016/j.trd.2009.02.003
Gao, C., Shi, D., & Maydeu-Olivares, A. (2020). Estimating the Maximum Likelihood Root Mean Square Error of Approximation (RMSEA) with Non-Normal Data: A Monte-Carlo Study. Structural Equation Modeling: A Multidisciplinary Journal, 27(2), 192-201.
Gaur, J., Pandey, I., & Hungund, S. (2021). Adoption of Circular Economy: Data-Driven Strategies Based on Empirical Evidence from Indian Consumers. Journal of Strategic Marketing, 1-19. DOI: 10.1080/0965254X.2021.1989014
Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2019). Multivariate Data Analysis (8th ed.). Cengage.
Han, Y., & Hansen, H. (2012). Determinants of Sustainable Food Consumption: A Meta-Analysis Using a Traditional and a Structural Equation Modelling Approach. International Journal of Psychological Studies, 4(1), 22-45.
Harland, P., Staats, H., & Wilke, H. A. (2007). Situational and Personality Factors as Direct or Personal Norm Mediated Predictors of Pro-Environmental Behavior: Questions Derived from Norm-Activation Theory. Basic and Applied Social Psychology, 29(4), 323-334.
Kim, I., Jung, H. J., & Lee, Y. (2021). Consumers’ Value and Risk Perceptions of Circular Fashion: Comparison Between Secondhand, Upcycled, and Recycled Clothing. Sustainability, 13(3), 1208. https://doi.org/10.3390/su13031208
Koszewska, M. (2018). Circular Economy—Challenges for The Textile and Clothing Industry. Autex Research Journal, 18(4), 337-347. DOI: 10.1515/aut-2018-0023
Kurniawan, M., Mahrinasari, M. S., & Bangsawan, S. (2023). Tax Payment Compliance Behavior of the Motor Vehicle: The Moderating Role of Tax Amnesty and Patriotism. Cuadernos de Economía, 46(130), 191-206. https://doi.org/10.32826/cude.v1i130.1019
Leclercq-Machado, L., Alvarez-Risco, A., Gómez-Prado, R., Cuya-Velásquez, B. B., Esquerre-Botton, S., Morales-Ríos, F., ... & Yáñez, J. A. (2022). Sustainable Fashion and Consumption Patterns in Peru: An Environmental-Attitude-Intention-Behavior Analysis. Sustainability, 14(16), 9965. https://doi.org/10.3390/su14169965
Li, Y., Siddik, A. B., Masukujjaman, M., & Wei, X. (2021). Bridging Green Gaps: The Buying Intention of Energy Efficient Home Appliances and Moderation of Green Self-Identity. Applied Sciences, 11(21), 9878. https://doi.org/10.3390/app11219878
Mahaphonprajak, T. (2019, July 30). Circular Economy, A Solution to Environmental Problems. https://www.bot.or.th/th/research-and-publications/articles-and-publications/articles/Article_30Jul2019.html
MGR Online. (2020, June 25). Penetrate Consumers. “Consciouslites” “Market-Social-Environmental Plan”. https://mgronline.com/business/detail/9630000065289
Moshood, T. D., Adeleke, A. Q., Nawanir, G., Bamgbade, J. A., & Ajibike, W. A. (2020). Does Government Policy Matter? Factors Influencing Contractors’ Risk Attitudes in the Malaysian Construction Industry: A Structural Equation Modelling Analysis. Int. J. Constr. Supply Chain Manage, 1, 1-29. DOI: 10.14424/ijcscm100120-01-29
Patwa, N., Sivarajah, U., Seetharaman, A., Sarkar, S., Maiti, K., & Hingorani, K. (2021). Towards a Circular Economy: An Emerging Economies Context. Journal of Business Research, 122, 725-735. https://doi.org/10.1016/j.jbusres.2020.05.015
Prachachat Online. (2021, August 4). “Circular Fashion” Is Gaining Strength Following the Concept of Circular Economy. https://www.prachachat.net/economy/news-731039
Program Management Unit for Competitiveness (PMUC). (2022, May 9). First in the World! Declaring “Circular Mark” as Official Environmental Label for Circular Products. https://pmuc.or.th/en/first-in-the-world-declaring-circular-mark-as-official-environmental -label-for-circular-products/
Roos, D., & Hahn, R. (2017). Does Shared Consumption Affect Consumers' Values, Attitudes, and Norms? A Panel Study. Journal of Business Research, 77, 113-123.
Schwartz, S. H. (1977). Normative Influences on Altruism. In Advances in Experimental Social Psychology (Vol. 10, pp. 221-279). Academic Press. https://doi.org/10.1016/S0065-2601(08)60358-5
Setiawan, B. (2021). Personal Norm and Pro-Environmental Consumer Behavior: An Application of Norm Activation Theory. ASEAN Marketing Journal, 13(1), 40-49.
Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A Value-Belief-Norm Theory of Support for Social Movements: The Case of Environmentalism. Human Ecology Review, 6(2), 81-97.
Tanner, C., & Wölfing Kast, S. (2003). Promoting Sustainable Consumption: Determinants of Green Purchases by Swiss Consumers. Psychology & Marketing, 20(10), 883-902. DOI: 10.1002/mar.10101
Taufique, K. M. R., Siwar, C., Chamhuri, N., & Sarah, F. H. (2016). Integrating General Environmental Knowledge and Eco-Label Knowledge in Understanding Ecologically Conscious Consumer Behavior. Procedia Economics and Finance, 37, 39-45.
DOI: 10.1016/S2212-5671(16)30090-9
Thairath Online. (2023, October 2). “Circular Fashion” Changes the Fast-Moving Fashion Trend into “Circulating Fashion”. https://www.thairath.co.th/news/sustainable/2729521
Wang, B., Li, J., Sun, A., Wang, Y., & Wu, D. (2019). Residents’ Green Purchasing Intentions in a Developing-Country Context: Integrating PLS-SEM and MGA Methods. Sustainability, 12(1), 30. DOI:10.3390/su12010030
Wang, H., Li, J., Mangmeechai, A., & Su, J. (2021). Linking Perceived Policy Effectiveness and Proenvironmental Behavior: The Influence of Attitude, Implementation Intention, and Knowledge. International Journal of Environmental Research and Public Health, 18(6), 2910. https://doi.org/10.3390/ ijerph18062910
Wasserstein, R. L., & Lazar, N. A. (2016). The ASA Statement on P-Values: Context, Process, and Purpose. The American Statistician, 70(2), 129-133. https://doi.org/10.1080/00031305.2016.1154108
Westland, J. C. (2019). Full-Information Covariance SEM: Structural Equation Models. Springer.
Xu, L., Ling, M., Lu, Y., & Shen, M. (2017). Understanding Household Waste Separation Behaviour: Testing the Roles of Moral, Past Experience, and Perceived Policy Effectiveness Within the Theory of Planned Behaviour. Sustainability, 9(4), 625. DOI:10.3390/su9040625
Zhang, K., Guo, H., Yao, G., Li, C., Zhang, Y., & Wang, W. (2018). Modeling Acceptance of Electric Vehicle Sharing Based on Theory of Planned Behavior. Sustainability, 10(12), 4686. DOI:10.3390/su10124686
Zhao, H. H., Gao, Q., Wu, Y. P., Wang, Y., & Zhu, X. D. (2014). What Affects Green Consumer Behavior in China? A Case Study from Qingdao. Journal of Cleaner Production, 63, 143-151. https://doi.org/10. 1016/j.jclepro.2013.05.021
Zsóka, Á., Szerényi, Z. M., Széchy, A., & Kocsis, T. (2013). Greening Due to Environmental Education? Environmental Knowledge, Attitudes, Consumer Behavior and Everyday Pro-Environmental Activities of Hungarian High School and University Students. Journal of Cleaner Production, 48, 126-138. http://dx.doi.org/10.1016/j.jclepro.2012.11.030