The Influence of Sustainable Fashion Product Beliefs on Purchase Intention: An Application of the Theory of Planned Behavior

The Influence of Sustainable Fashion Product Beliefs on Purchase Intention: An Application of the Theory of Planned Behavior | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article The Influence of Sustainable Fashion Product Beliefs on Purchase Intention: An Application of the Theory of Planned Behavior Yifei Wu, Zijun Li This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-8072508/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract The research was carried out based on the Theory of Planned Behavior (TPB) as the novelty of this study explores the factors that predict purchase intention towards sustainable fashion in 860 university students located in Shanghai, China. As the sustainability issues associated with the fashion sector were increasing, we chose to generate a practical theoretical model encompassing normative beliefs (individual norms, Interpersonal influence), attitudinal beliefs (Environmental knowledge, Environmental concern, Perceived value), and control beliefs (channel convenience, financial accessibility, label credibility). This model has been utilized to examine the processes by which the three fundamental TPB variables, including subjective norms, attitudes, and perceived behavioral control, can affect the purchase intention. Data were examined through SPSS 26.0 and Amos 26.0 by utilizing reliability and validity tests, factor analysis and with structural equation modeling, databases that were gathered using questionnaire surveys. The findings suggest that all the variables of the belief, except those of environmental concern and channel convenience (significant outcome of neither), and personal norms (significant outcome of none) had considerable positive effects on the core TPB variables. Moreover, subjective norms, attitudes as well as perceived behavioral control were found to boost purchase intention to a great extent. The direct and significant positive effect on purchase intention was also observed among the three groups of belief variables. This study confirms the relevance of TPB model to the issue of sustainable fashion consumption and provides both theoretical and practical advice to corporate product placement and marketing strategy formulation. Sustainable Fashion Normative Beliefs Attitudinal Beliefs Control Beliefs Theory of Planned Behavior Purchase Intention Full Text Additional Declarations No competing interests reported. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-8072508","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":549566500,"identity":"ec5021fa-51c8-4829-9637-f7a5c4893f40","order_by":0,"name":"Yifei Wu","email":"","orcid":"","institution":"Guangdong Ocean University","correspondingAuthor":false,"prefix":"","firstName":"Yifei","middleName":"","lastName":"Wu","suffix":""},{"id":549566501,"identity":"5bae0357-2be0-4ed8-bb00-b28d02ce7e7b","order_by":1,"name":"Zijun 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