Skip to main content
SpringerLink
Log in

Application of Motivation-Opportunity-Ability Theory in the Consumption of Eco-fashion Products: Were Chinese Consumers Underestimated?

  • Chapter
  • First Online:
Chinese Consumers and the Fashion Market

Part of the book series: Springer Series in Fashion Business ((SSFB))

Abstract

Fueled by increased affluence and modernization process, China is experiencing dramatic changes in its culture, social value, and consumption values. For Chinese people, the satisfaction of functional needs has been taken place by social, emotional, and experiential needs in apparel consumption. This transformation indicates that Chinese consumers’ attitude and products selection are moving toward health, happiness, and self-satisfaction. In general, Chinese have a stronger financial incentive to live sustainably and they have more flexibility to change. Therefore, the purpose of the study is to determine the factors that influence Chinese consumers’ intention to pursue eco-fashion consumption. The Motivation-Opportunity-Ability theory was applied as the theoretical foundation in this study. The data were collected in China through an online survey. Participants (n = 410) were recruited through email survey link and the social media app (WeChat). The SEM analysis results indicated that self-identity, environment consciousness, environmental apparel knowledge, and attitude significantly determine Chinese consumers’ intention to pursue eco-fashion consumption. In addition, the perceived opportunity was found to have a direct effect on the intention toward eco-fashion consumption, as well as mediate the relationship between perceived ability and intention toward eco-fashion consumption.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 149.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 199.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 199.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychooigical Bulletin, 103(3), 411–423.

    Article  Google Scholar 

  • Argote, L., McEvily, B., & Reagans, R. (2003). Managing knowledge in organizations: An integrative framework and review of emerging rhemes. Management Science, 49(4), 571–582.

    Article  Google Scholar 

  • Barbarossa, C., Beckmann, S. C., de Pelsmacker, P., Moons, I., & Gwozdz, W. (2015). A self-identity based model of electric car adoption intention: A cross-cultural comparative study. Journal of Environmental Psychology, 42, 149–160.

    Article  Google Scholar 

  • Brodwin, D. (March 15, 2015). Unsustainable America. Retrieved from http://www.usnews.com/opinion/economic-intelligence/2015/03/23/china-and-india-ready-to-lead-in-consumer-sustainability.

  • Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer—do ethics matter in purchase behaviour? Journal of Consumer Marketing, 18(7), 560–578.

    Article  Google Scholar 

  • Chan, R. Y. K. (1999). Environmental attitudes and behavior of consumers in China: Survey findings and implications. Journal of International Consumer Marketing, 11(4), 25–51.

    Article  Google Scholar 

  • Chan, R. Y. K. (2000). An emerging green market in China: Myth or reality? Business Horizons, 2, 55–60.

    Article  Google Scholar 

  • Chan, R. Y. K., & Lau, L. B. Y. (2002). Explaining green purchasing behavior: A cross-cultural study on American and Chinese consumers. Journal of International Consumer Marketing, 14(2/3), 9–41.

    Article  Google Scholar 

  • Chan, T. Y., & Wong, C. W. Y. (2012). The consumption side of sustainable fashion supply chain Understanding fashion consumer eco-fashion consumption decision. Journal of Fashion Marketing and Management, 16(2), 193–215.

    Article  Google Scholar 

  • Chan, R. Y. K., Wong, Y. H., & Leung, T. K. P. (2008). Applying ethical concepts to the study of “green” consumer behavior: An analysis of Chinese consumers’ intentions to bring their own shopping bags. Journal of Business Ethics, 79(4), 469–481.

    Article  Google Scholar 

  • Chang, C.-T. (2012). Are guilt appeals a panacea in green advertising? The right formula of issue proximity and enviornmental consciousness. International Journal of Advertising, 31(4), 741–771.

    Article  Google Scholar 

  • Claudio, L. (2007). Waste couture: Environmental impact of the clothing industry. Environmental Health Perspectives, 115(9), 449–454.

    Article  Google Scholar 

  • Cordano, M., Welcomer, S. A., & Scherer, R. F. (2003). An analysis of the predictive validity of the new ecological paradigm scale. Journal of Environmental Education, 34(3), 22–28.

    Article  Google Scholar 

  • Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications. Journal of Applied Psychology, 78(1), 98–104.

    Article  Google Scholar 

  • Cummings, L. L., & Schwab, D. P. (1973). Performance in organizations: Determinants & Appraisal. Glenview, III: Scott, Foresman.

    Google Scholar 

  • Dunlap, R., Van Liere, K., Mertig, A., & Jones, R. E. (2000). Measuring endorsement of the new ecological paradigm: A revised NEP scale. Journal of Social Issues, 56, 425–442.

    Article  Google Scholar 

  • Dunlap, R. E., & Jones, R. E. (2002). Environmental concern: Conceptual and measurement issues. CT: Greenwood Press.

    Google Scholar 

  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

    Article  Google Scholar 

  • Gam, H. J. (2011). Are fashion-conscious consumers more likely to adopt eco-friendly clothing? Journal of Fashion Marketing and Management, 15(2), 78–193.

    Google Scholar 

  • Graberg, D., & Holmberg, S. (1990). The intention-behavior relationship among U.S. and Swedish Voters. Social Psychology Quarterly, 53(1), 44–54.

    Article  Google Scholar 

  • Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449–456.

    Article  Google Scholar 

  • Harris, P. G. (2006). Environmental perspectives and behavior in China. Environment and behavior, 38(1), 5–21.

    Article  Google Scholar 

  • Hiller Connell, K. Y., & Kozar, J. M. (2012). Social normative influence: An exploratory study investigating its effectiveness in increasing engagement in sustainable apparel-purchasing behaviors. Journal of Global Fashion Market, 3(4), 172–179.

    Article  Google Scholar 

  • Hoyer, W. D., & MacInnis, D. J. (1997). Consumer behavior. Boston: Houghton Mifflin Company.

    Google Scholar 

  • Hu, L.-T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–31.

    Article  Google Scholar 

  • Hunt, S. D., & Vitell, S. (1986). A general theory of marketing ethics. Journal of Macromarketing, 6(1), 5–16.

    Article  Google Scholar 

  • Hustvedt, G., & Dickson, M. A. (2009). Consumer likelihood of purchasing organic cotton apparel: Influences of attitudes and self-identity. Journal of Fashion Marketing and Management, 13(1), 49–65.

    Article  Google Scholar 

  • Jackson, D. L., Gillaspy, J. A. J., & Purc-Stephenson, R. (2009). Reporting practices in confirmatory factor analysis: An overview and some recommendations. Psychological Methods, 14(1), 6–23.

    Article  Google Scholar 

  • Joergens, C. (2006). Ethical fashion: Myth or future trend? Journal of Fashion Marketing and Management, 10, 360–371.

    Article  Google Scholar 

  • Johe, M. H., & Bhullar, N. (2016). To buy or not to buy: The roles of self-identity, attitudes, perceived behavioral control and norms in organic consumerism. Ecological Economics, 128, 99–105.

    Article  Google Scholar 

  • Kang, J., Liu, C., & Kim, S.-H. (2013). Environmentally sustainable textile and apparel consumption: The role of consumer knowledge, percieved consumer effectiveness and perceived personal relevance. International Journal of Consumer Studies, 37, 442–452.

    Article  Google Scholar 

  • Kim, H.-S., & Damhorst, M. L. (1998). Environmental concern and apparel consumption. Clothing and Textiles Research Journal, 16(3), 126–133.

    Article  Google Scholar 

  • Kim, H.-S., & Damhorst, M. L. (1999). Environmental attitude and commitment in relation to ad message credibility. Journal of Fashion Marketing and Management, 3(1), 18–30.

    Article  Google Scholar 

  • Kim, S., Littrell, M. A., & Paff Ogle, J. L. (1999). The relative important of social responsibility as a predictor of purchase intentions for clothing. Journal of Fashion Marketing and Management, 3(3), 207–218.

    Article  Google Scholar 

  • Kline, R. B. (2010). Principles and practice of structural equation modeling (3rd ed.). New York: The Guilford Press.

    Google Scholar 

  • Kluckhohn, F. R., & Strodtbeck, F. L. (1961). Variations in value orientations. Evanston, Illinois: Row, Peterson.

    Google Scholar 

  • Kozar, J. M., & Hiller Connell, K. Y. (2013). Socially and environmentally responsible apparel consumption: Knowledge, attitudes, and behaviors. Social Responsibility Journal, 9(2). 1747-1117.

    Google Scholar 

  • Lin, Y.-C., & Chang, C. A. (2012). Double standard: The role of environmental consciousness in green product usage. Journal of Marketing, 76, 125–134.

    Article  Google Scholar 

  • MacInnis, D. J., & Jaworski, B. (1989). Information processing from advertisements: Toward an integrative framework. Journal of Marketing, 53, 1–23.

    Article  Google Scholar 

  • MacInnis, D. J., Moorman, C., & Jaworski, B. J. (1991). Enhancing and measuring consumers’ motivation, opportunity, and ability to process brand information from ads. Journal of Marketing, 55(4), 32–53.

    Article  Google Scholar 

  • Mannetti, L., Pierro, A., & Livi, S. (2004). Recycling: Planned and self-expressive behaviour. Journal of Environmental Psychology, 24, 227–236.

    Article  Google Scholar 

  • Niinimäki, K. (2010). Eco-clothing, consumer identity, and ideology. Journal of Sustainable Development, 18(3), 150–162.

    Article  Google Scholar 

  • Oliver, J. D., & Lee, S. H. (2010). Hybrid car purchase intentions: A cross-cultural analysis. Journal of Consumer Marketing, 27(2), 96–103.

    Article  Google Scholar 

  • Ochoa, L. M. C. (2011). Will ‘eco-fashion’ take off? A survey of potential customers of organic cotton clothes in London. Retrieved from http://publicaciones.eafit.edu.co/index.php/administer/article/view/188#.U5JZMdhmSbU.

  • Park, C. W., & Mittal, B. (1985). A theory of involvement in consumer behavior: Problems and issues. In J. N. Seth (Ed.), Research in consumer behavior (Vol. 1, pp. 201–231). Greenwich: JAI Press.

    Google Scholar 

  • Philippe, A., & Ngobo, P. V. (1999). Assessment of consumer knowledge and its consequences: A multi-component approach. Advances in Consumer Research, 26, 569–575.

    Google Scholar 

  • Ramasamy, B., & Yeung, M. (2009). Chinese consumers’ perception of corporate social responsibility (CSR). Journal of Business Ethics, 88(1), 119–132.

    Article  Google Scholar 

  • Robinson, R., & Smith, C. (2002). Psychosocial and demographic variables associated with consumer intention to purchase sustainably produced foods as defined by the Midwest food alliance. Journal of Nutrition Education and Behavior, 34(6), 316–325.

    Article  Google Scholar 

  • Schlegelmilch, B. B., Bohlen, G. M., & Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30(5), 35–55. https://doi.org/10.1108/03090569610118740.

    Article  Google Scholar 

  • Siemsen, E., Roth, A. V., & Balasubramanian, S. (2008). How motivation, opportunity, and ability drive knowledge sharing: The constraining-factor model. Journal of Operations Management, 26(3), 426–445.

    Article  Google Scholar 

  • Stets, J. E., & Biga, C. F. (2003). Bringing identity theory into environmental sociology. Sociological Theory, 21(4), 398–423.

    Article  Google Scholar 

  • Sirgy, M. J. (1986). Self-Congruity: Toward a Theory of Personality and Cybernetics. Oraeger Publisher: Greenwood Publishing Group.

    Google Scholar 

  • Shaw, D., Shiu, E., & Clarke, I. (2000). The contribution of ethical obligation and self-identity to the theory of planned behavior: An exploration of ethical consumers. Journal of Marketing Management, 16(8), 879–894.

    Article  Google Scholar 

  • Shaw, D., & Shiu, E. (2003). Ethics in consumer choice: A multivariate modeling approach. European Journal of Marketing, 37(10), 1485–1498.

    Article  Google Scholar 

  • Shen, B., Wang, Y., Lo, C. K. Y., & Shum, M. (2012). The impact of ethical fashion on consumer purchase behavior. Journal of Fashion Marketing and Management, 16(2), 234–245.

    Article  Google Scholar 

  • Sparks, P., & Guthrie, C. A. (1998). Self-identify and the theory of planned behavior: A useful addition or A unhelp artifice. Journal of Applied Social Psychology, 28(15), 1393–1410.

    Article  Google Scholar 

  • Sparks, P., & Shepherd, R. (1992). Self-identity and the theory of planned behavior: Assessing the role of identification with “green consumerism”. Social Psychology Quarterly, 55, 388–399.

    Article  Google Scholar 

  • Whitmarsh, L., & O’Neill, S. (2010). Green identity, green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviors. Journal of Environmental Psychology, 30(4), 335–344.

    Google Scholar 

  • Xiao, G., & Kim, J.-O. (2009). The investigation of Chinese consumer values, consumption values, life satisfaction, and consumption behaviors. Psychology & Marketing, 26(7), 610–624. https://doi.org/10.1002/mar.20291.

    Article  Google Scholar 

  • Xue, H. Y., Zhang, X. J., & Wang, Y. Q. (2014). Research on the disposal strategy of waste textiles. Applied Mechanics and Materials, 522, 817–820.

    Article  Google Scholar 

  • Yau, O. H. M. (1988). Chinese cultural values: Their dimensions and marketing implications. European Journal of Marketing, 22(5), 44–57.

    Article  Google Scholar 

  • Ye, Q. (2000). Green marketing. Wuhan: Hubei People’s Publication.

    Google Scholar 

  • Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: Green consumer behavior when purchasing products. Sustainable Development, 18(1), 20–31.

    Google Scholar 

  • Zelezny, L. C., & Schultz, P. W. (2000). Promoting environmentalism. Journal of Social Issues, 56(3), 365–371.

    Article  Google Scholar 

  • Zhang, R. (2014). Sustainable apparel consumption: Scale development and validation (Unpublished doctoral dissertation). Oregon State University, Corvallis, OR.

    Google Scholar 

  • Zheng, Y. (2010). Association analysis on pro-environmental behaviors and environmental consciousness in main cities of East Asia. Behaviormetrika, 37(1), 55–69.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Fashion Design and Retailing, Framingham State University, 234A Hemenway Annex, Framingham, MA, 01701, USA

    Ruirui Zhang

  2. Department of Textiles, Apparel Design, & Merchandising, College of Agriculture, Louisiana State University, 143 Human Ecology, Baton Rouge, LA, 70803, USA

    Chunmin Lang

Authors
  1. Ruirui Zhang
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Chunmin Lang
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Ruirui Zhang .

Editor information

Editors and Affiliations

  1. North Carolina State University, Raleigh, North Carolina, USA

    Yingjiao Xu

  2. Washington State University, Pullman, Washington, USA

    Ting Chi

  3. The University of North Carolina, Greensboro, North Carolina, USA

    Jin Su

Rights and permissions

Reprints and permissions

Copyright information

© 2018 Springer Nature Singapore Pte Ltd.

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Zhang, R., Lang, C. (2018). Application of Motivation-Opportunity-Ability Theory in the Consumption of Eco-fashion Products: Were Chinese Consumers Underestimated?. In: Xu, Y., Chi, T., Su, J. (eds) Chinese Consumers and the Fashion Market. Springer Series in Fashion Business. Springer, Singapore. https://doi.org/10.1007/978-981-10-8429-4_6

Download citation

Publish with us

Policies and ethics

Search

Navigation