The roles of values, environment self-identity, and social norms on personal norms and eco-friendly apparel purchasing behavior
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
This study empirically investigated relationships among values, identity, and personal norms. In addition, we analyzed the roles of environmental self-identity as a mediator between values and personal norms. The theory of normative suggests that descriptive and injunctive norms, that influence an individual's belief and behavior differently. Thus, we hypothesized that descriptive norms and injunctive norms are positively related to consumers' eco-friendly apparel purchasing behavior. Results of three regression analyses using a total of 292 US adult participants showed that bio-altruistic values and egoistic values are related to environmental self-identity. Moreover, we found that the relationship between bio-altruistic values and personal norm and between egoistic values and personal norms were fully mediated by environmental self-identity. This suggests that values need to be linked to self in order to be influential in apparel choices made by US consumers. Also, descriptive norms influenced personal norm, which in turn influenced eco-friendly apparel purchasing behavior.