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The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects

Sustainability, 2021-04, Vol.13 (8), p.4238 [Peer Reviewed Journal]

2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2071-1050 ;EISSN: 2071-1050 ;DOI: 10.3390/su13084238

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  • Title:
    The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects
  • Author: Chen, Lihong ; Qie, Kexin ; Memon, Hafeezullah ; Yesuf, Hanur Meku
  • Subjects: Clean technology ; Clothing industry ; Consumers ; Economic development ; Empirical analysis ; Environmental impact ; Environmental protection ; Fashion ; Green marketing ; Green procurement ; Green products ; Hypotheses ; Innovations ; Multivariate statistical analysis ; Perceptions ; Pollution effects ; Sustainability ; Willingness to pay
  • Is Part Of: Sustainability, 2021-04, Vol.13 (8), p.4238
  • Description: Aiming at the problems of pollution and waste in the clothing industry, the concept of the green innovation of clothing brands is put forward here and analyzed in terms of five dimensions: green product innovation, green technology innovation, green image innovation, green service innovation, and marketing green innovation. Based on the theory of perceived value, in this study we analyzed the mechanism of clothing brand green innovation with regard to consumers’ purchase intention and, on this basis, investigated the mediating role of perceived value and the moderating role of consumer innovation. Simultaneously, we designed a measurement scale for clothing brand green innovation and used the structural equation model to test the research hypothesis. The results showed that clothing brand green innovation can effectively promote green purchase intention and behavior, that consumers produce purchase intention and behavior through the perception of novelty, usefulness, and greenness, and that highly innovative consumers are more likely to perceive novelty and are more willing to buy. This study provides new ideas and references for clothing brand green innovation.
  • Publisher: Basel: MDPI AG
  • Language: English
  • Identifier: ISSN: 2071-1050
    EISSN: 2071-1050
    DOI: 10.3390/su13084238
  • Source: GFMER Free Medical Journals
    ROAD: Directory of Open Access Scholarly Resources
    ProQuest Central
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