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Over the past decade,sustainability has begun to matter in fashion.The fashion industry is the second-largest polluter in the world.An estimated 93 billion m~3 of water is used by the industry,which equates to support for 5 million people to survive every year.Fiber production reached 100million tones.Land that is suitable for food is being used for fiber production for the fashion industry.About 20%to 35%of all micro-plastics found in the ocean are fibers from the use of clothing made from synthetic materials.Understanding the current conditions of the fashion industry,is useful for the analysis and contribution solutions for the problems for both theoretical and practical.There are little studies about sustainability which focus on sustainable fashion and consumer purchase intention.And prior literatures mostly conduct in developed countries.There is a lack empirical research on consumer behavior regarding to their purchase intention towards sustainable fashion,particularly in developing countries.For almost two decades,researchers have focused on companies’motive for adopting and investing in eco-innovation for sustainability,however less research has been done on the subject of green consumerism.Numerous studies have focused on firms’sustainable orientation,but not on consumers’sustainable orientation.Fashion companies are introduced the sustainable products,but there has been little research on consumer perceptions and behaviors regarding the sustainability of fashion products.This study seeks to explore the effect of perception of fashion sustainability on consumers’purchase intention based on the moderating effect of price consciousness in Cambodia.A questionnaire survey has been conducted to analyze the consumer behavior from age 18 years old to 40 years old.The study has received 321 respond through questionnaire surveys online and offline based in Cambodia.Primary data have been collected through survey questionnaire to analyze using statistical tool such as descriptive statistic,correlations and regression analysis to fulfil the objective of this study.The results show that the economic,environmental and social dimension of sustainability has a positive effect on consumer purchase intention.And,price consciousness is significant moderate the relationship between the sustainability and consumer purchase intention.This study extends academic understanding of sustainable fashion in customer perspective which provides important perspective for consumer understanding on their apparel consumption.This research paper has added to previous researches by showing empirical study on consumer purchase intention toward sustainable fashion,as it is one of few studies on determine sustainable consumption in apparel industry with the concern the effect of price consciousness.Furthermore,this study can serve as an introduction to a new movement in Cambodia’s apparel industry which foster Cambodia domestic apparel manufacturing and small business.It also serves as a starting point for developing consumer education program and government policies.