Luxury, Fashion, and Idols - Applying an extended theory of planned behavior to examine barriers toward sustainable fashion consumption in Japan
Abstract
Purpose: This study aimed to apply an extended theory of planned behavior (TPB) to
sustainable fashion consumption (SFC) in Japan, and test the importance of sociocultural
barriers to purchase intentions.
Methodology: As only a few studies have examined SFC in Japan and have not used the TPB
framework, this study adds to the body of literature, and proposes luxury orientation, fashion
involvement, and idol attachment as barriers toward sustainable fashion (SF) purchase
intentions in Japan. To assess this model, a survey among 166 Japanese private university
students was carried out, and a multiple linear regression analysis was used to test the
hypotheses.
Findings: Our results confirm the importance of attitudes and perceived behavior control in
predicting SF purchase intentions, however not subjective norms, contradicting previous
findings and theoretical assumptions. This was interpreted by a missing SF discourse in Japan
and a lesser influence of norms on the younger generation. Luxury orientation, fashion
involvement, and idol attachment could not be confirmed as barriers to SF purchase
intentions, which was explained by the connecting aspects of luxury, fashionability, and
sustainability.
Originality/Value: This research contributes to previous literature studying SFC and bridges
the gap of investigating SF intentions in the context of Japan using an extended TPB model,
adding factors that have not yet been applied. Our findings provide knowledge for sustainable
fashion brands aiming to build strategies to establish themselves successfully in the Japanese
market.
Degree
Master 2-years
Other description
MSc in Marketing and Consumption
Collections
View/ Open
Date
2023-07-03Author
Gold, Florian Konstantin
Terner, Allegra-Scarlett Nefertari Verena Irmgard Marie
Keywords
Fashion
Luxury
Idols
Japan
Consumption
Sustainability
Theory of Planned Behavior
Barriers
Sustainable Fashion
Series/Report no.
2023:128
Language
eng