Doctor of Philosophy / Department of Apparel, Textiles, and Interior Design / Melody L. A. LeHew / The relationship between knowledge, attitudes and behavior has been a subject of interest for researchers for several decades in various fields of study. However, an inconsistency has been found from one study to another with literature showing inconclusive and inconsistent results regarding the relationship between knowledge, attitudes and behavior in general and purchase of eco-conscious apparel in particular. Literature also found perceived characteristics of innovation (PCI) to significantly influencing innovation adoption. However, research investigating the influence of eco-conscious apparel knowledge (EAK) and eco-conscious apparel attitudes (EAA) on intention to purchase eco-conscious apparel (IPEA) that includes PCI has not been conducted in any previously published studies. Therefore, the purpose of this study was to investigate the influential relationship between EAK-EAA-IPEA to understand if including PCI strengthens the inconsistent link between knowledge, attitudes and behavior as well as enhances the predictability of IPEA. The model of stages in the innovation-decision process developed by Roger’s (1983) in the diffusion of innovation theory was used as a theoretical framework for developing the model of innovation-decision process for eco-conscious apparel. Specifically, the three product characteristics used in this current study were based on the PCI (i.e., complexity, compatibility and relative advantage) explained by Rogers (1983) in his model. Two objectives were developed and tested using six research questions and pertinent hypotheses. The research relied on quantitative analysis of responses from 592 respondents to an online survey with eco-conscious knowledge, attitude and behavior questions pertaining eco-conscious apparel products. Hierarchical regression analysis, t-test and correlation analysis reveal that, inclusion of PCI significantly strengthened relationship between EAK-EAA-IPEA and also enhanced the predictability of IPEA; the ability to predict IPEA as well as strength of the link between EAK-EAA-IPEA was greater when more information was provided about eco-conscious apparel than less information; respondents have limited EAK; EAK was not a good predictor of IPEA; EAA was found to significantly predict IPEA; highly innovative respondents perceive eco-conscious apparel less complex and highly compatible and are more likely to purchase eco-conscious apparel; all three PCI were found to significantly predict IPEA; demographic variables were found to be related to only certain variables in this study.

Purpose – This thesis aims to contribute to the understanding of the Chinese customers’ perception and acceptance of eco-conscious apparel (ECA) based on the theory of planned behavior (TPB). The thesis further examines whether people would like to pay more for ECA and how the factor of willingness to pay a premium is influenced by TPB variables. Design/methodology/approach – The research design is based on quantitative methodology. The data were collected via a web-based survey, a total of 315 responses from Chinese consumers were analyzed with application of the structural equation modeling. Findings – Both attitude toward ECA and perceived behavioral control over ECA acquisition have positive influence on ECA purchasing intention. Willingness to pay a premium for ECA is only positively affected by subjective norm. There is no correlation between ECA purchasing intention and willingness to pay a premium for ECA. Implications – To raise Chinese customers’ purchasing intention, fashion company should focus their actions on disseminating environmental information and knowledge, and offer affordable ECA options with the properties close to traditional apparel. To evoke the willingness to pay a premium for ECA, fashion company can apply celebrity endorsement to add perceived social value into its ECA series. Such actions will contribute to formation of positive social norm and hence positive perception towards ECA. Meanwhile, the government can put more efforts into educating Chinese people about sustainability issues in fashion industry, formulating and implementing policies in favor of ECA consumption, so that a positive social atmosphere for ECA consumption could be created. Originality/value – This study is novel in applying TPB for examining the consumer purchasing of apparel containing recycled fiber in China. The thesis provides useful information to corporate practitioners on how to formulate ECA marketing strategies in China. Research findings are also of relevance for Chinese government by providing recommendations for formulating relevant policies to favor the ECA consumption.