Authors : Najdah Abd Aziz, Marhana Mohamad Anuar, Khatijah Omar and Shafiek Mokhlis
Abstract: Environmental problem is not a new issue currently but some of us unconsciously ignore about that. There have a lot of factors that contribute towards this problem and one of them is from the fashion consumption among the consumers. With the rise of globalization, the increasing in products usage occurs at the same time people are educated to become more aware on the importance of environmental protection. Ethical fashion consumption is one of the environmental systems that need to be considered in Malaysia. The study on the ethical fashion consumption is comprised of a few factors that drive consumers to be more ethical such as individual benefits, emotional benefits, self-identity, motivation and so on. Some consumers would willing to purchase as long as the product met other important criteria (price, quality and style). Some are claiming they would boycott a company if they were made aware that it was using unethical practices, particularly if child labor or animal cruelty were involved. However, not only focusing on consumption but disposing of fashion should also pay attention as it increases at a rapid rate. Textile will impact on the landfill spaces caused by the synthetic material used which are difficult to compose under landfill condition. Thus, the objective of this study is to investigate the antecedents of ethical fashion consumption focusing on consumer values, beliefs and norms. An online survey will be conducted among 384 consumers in Malaysia. Convenience sampling will be used in this study. Data will be analyzed using Structural Equation Modelling using Partial least Squares (SEM PLS).
Najdah Abd Aziz, Marhana Mohamad Anuar, Khatijah Omar and Shafiek Mokhlis, 2017. Fashion and Environment: Antecedents of Ethical Consumer Behavior. International Business Management, 11: 25-32.