CONSUMERS PURCHASING INTENTION

TOWARDS
THE ECO-FASHION

TSANG MEI YAN, YANMI

BA (HONS) SCHEME In Fashion and Textiles
(Fashion Retailing Specialism)

INSTITUTE OF TEXTILES & CLOTHING

THE HONG KONG POLYTECHNIC UNIVERRSITY
2012

CONSUMERS PURCHASING INTENTION

TOWARDS
THE ECO-FASHION

A Thesis Submitted
In Partial Fulfillment of the Requirements
For the Degree of
Bachelor of Arts (Honors)
In
Fashion & Textiles
(Fashion Retailing Specialism)
Under the Supervision of
Dr. Jason Choi
By
Yanmi, Mei Yan TSANG

Institute of Textiles & Clothing

The Hong Kong Polytechnic University
March 2012
ii

ACKNOWLEDGEMENTS
I would like to express my sincere gratitude to Dr. Jason Choi, for his constant
guidance, invaluable advice and sustained interest throughout my preparation of the
project work.

Moreover, I am deeply delightful to Jerry, my final year project tutor, for his kindly
support and guidance which encourages for helping me to finish this final year
project.

Finally, I wish to express my appreciation to my family and friends for their support
and encouragement for my project work.

CERTIFICATE OF ORIGINALITY
I hereby declare that this thesis is my own work and that, to the best of my knowledge
and belief, it reproduces no material previously published or written, nor material that
has been accepted for the award of any other degree or diploma, expect where due
acknowledgement had been made in the text.

____________________________________________________________ (Signed)
____________________________________________________ (Name of Student)

ii

ABSTRACT
Hong Kong rapid strides of development have been going along with a huge spurt in
consumption. Consequently, it has been estimated that the increased consumption may
become one of the leading offenders relating to environment pollution in the city
(Paromita, 2008). To rescue our planet from further degradation, we need innovative
ethical retailers, Eco- fashion released recently.

Environmentally-responsible consumption and production is seen as an essential part

of the strategy to improve environmental quality, reduce poverty and bring about
economic growth, with resultant improvements in health, working conditions, and
sustainability, and is todays highlighted Agenda (Joanna, 2010).

Studies have shown that consumers who are concerned about the environment and
practice eco-friendly behavior by purchasing more green products (Diamantopoulos,
2003; Zimmer, 1994). However, such environmentally responsible behavior does not
mean that the consumers have high level of concern and knowledge about the
importance of Eco-fashion to the environment.

iii

The empirical study is based on a questionnaire survey. Demographic data, consumer

attitudes and purchasing intention of Eco- fashion are going to be examined.

iv

CONTENTS

ACKNOWLEDGEMENTS

CERTIFICATE OF ORIGINALITY

ABSTRACT

LIST OF CONTENT

PAGE

CHAPTER 1 INTRODUCTION
1.1

Background of Study

1.2

Scope of Study

1.3

Methodology of study

1.3.1 Literature Review

1.3.2 Survey Method

1.4

Objectives of Study

1.5

Significance of Study

1.6

Structure of Study

CHAPTER 2 LITERATURE REVIEW

2.1 Chapter Introduction

2.2 Consumers of Generation Y

2.3 Definition of Fashion

2.4 Environmental Problems Caused by Fashion Industry

10

2.5 Definition of Eco- fashion

11

2.6 Changes in the Consumers Behavior

12

2.6.1 Ethical Consumption

13

2.6.1.1 Contextual Factors

14

2.6.1.2 Individual Factors

14

2.6.1.3 Personality Factors

16

2.7 Changes in the Structure of the Supply Chain

2.7.1 Expansion of Environmentally Conscious

17
17

Supply Chain
2.7.2 An Environmentally Conscious Supply Chain

17

2.7.3 Environmental Issues in the Supply Chain

19

2.7.3.1 Environmentally Conscious Manufacturing

19

2.7.4 Social Issues in the Supply Chain

20

2.7.5 Economic Issues in the Supply Chain

22

2.7.5.1 Economic Issues among Manufactures

22

2.7.5.2 Economic Issues among Iconic Retailers

23

2.7.5.3 Economic Issues among Fast Fashion Retailers

24

2.8 Changes in the Design of Eco- fashion

25

2.8.1 Compliance with Harmful Substance Testing

25

2.8.1.1 Organizations of Organic Certification

26

2.8.1.2 Worldwide Harmful Substance Testing

27

2.8.1.3 Oeko-Tex Standard 100

28

2.8.1.4 Fashion Enterprises Using Oeko-Tex

28

2.8.2 High Quality

29

2.8.2.1 Readiness to Pay for the Quality

30

2.8.3 Skin Compatibility

31

2.8.4 Reasonable Price

32

2.8.5 Fashionable Appearance

34

2.8.5.1 Enhancing Atmosphere of Fashion Awareness

34

2.8.5.2 Lack of Aesthetic and Fashionable Appearance

34

2.9 Changes in the Influence Exerted by Government

36

2.9.1 Efforts in Hong Kong Environment

36

2.9.2 Evaluation of Hong Kong Environment

36

2.10 Chapter Summary

37

CHAPTER 3 METHODOLOGY
3.1 Chapter Introduction

39

3.2. Research Method

39

3.2.1 Qualitative Study

39
vi

3.2.2 Quantitative Survey

40

3.2.3Research Hypothesis

40

3.3. Design of the Questionnaire

42

3.3.1 Part 1: Consumer Personal Values on

43

Fashion Clothing
3.3.2 Part 2: Consumer Knowledge on Eco-fashion

43

3.3.3 Part 3: Consumer Attitudes and Buying Intention

44

towards Eco-fashion
3.3.4 Part 4: Personal Information
3.4. Data Collection Method

45
45

3.4.1 Sampling Size

46

3.4.2 Sampling Frame

46

3.5 Data Analysis Methods

47

3.5.1 Pilot Test

47

3.5.2 Reliability Test

47

3.5.3 Graphic Descriptions

47

3.5.4 Descriptive Statistic

48

3.5.5 One Sample T-test

48

3.5.6 Linear Regression

48

CHAPTER 4 RESEARCH FINDINGS AND ANALYSIS

4.1 Chapter Introduction

49

4.2 Demographic Profile of Respondents

49

4.2.1 Gender

50

4.2.2 Age Range

52

4.2.4 Education Level

54

4.2.4 Occupation

56

4.2.5 Monthly Income

58

4.3 Consumer Personal Value on Fashion Clothing

4.3.1 Textiles Purchasing Decision
4.4 Consumer Knowledge on the Eco-fashion
4.4.1 The Awareness of Eco-fashion
vii

60
60
63
63

4.4.2 The Source of Knowing Eco-fashion

64

4.4.3 Impression between Eco-fashion and General

66

Fashion
4.4.4 The Knowledge of Eco-fashion among the

67

Respondents
4.5 Consumer Attitudes and Buying Intention towards

69

Eco-fashion
4.5.1 Buying Experience on Eco-fashion

69

4.5.2 Consumer Purchasing Intention

71

toward Eco-fashion
4.5.2.1 Respondents Interest in

71
71

Eco-fashion Consumption
4.5.2.2 Reasons for Supporting Eco- fashion

72

4.5.2.3 Against for the Eco-fashion

74

4.5.3 Buying Intention towards Eco- fashion

76

4.5.3.1 Respondents Readiness to

76

Pay More for Eco-fashion

4.5.3.2 Relationship Between Interest

77

and Willing to Buy

4.6 Reliability Test

78

4.7 Testing Hypothesis

80

4.7.1 One Sample T-Test

80

4.7.1.1 Introduction

80

4.7.1.2 Commitment to Brand which Certain Brand

81

Produce Eco-fashion
4.7.1.3 Enhancement of Consumer Social Value

83

4.7.1.4 Environmentally Friendly Supply Chain

85

4.7.1.5 Compliance with Harmful Substance Testing

87

4.7.1.6 Produces High Quality Textiles

89

4.7.1.7 Skin Compatibility

91

4.7.1.8 Fashionable Appearance

93

4.7.1.9 Reasonable Price

95

4.7.1.10 Higher Price to Purchase

97

viii

4.7.2 Linear Regression

99

4.7.2.1 Introduction

99

4.7.2.2 H1: Commitment to Brand which

100

Certain Brand Produce Eco-fashion

4.7.2.3 H2: Enhancement of Consumer Social Value
4.7.2.4 H3: Environmentally Friendly

103
106

Supply Chain
4.7.2.5 H4: Compliance with Harmful Substance

109

Testing
4.7.2.6 H5: Produces High Quality Textiles

112

4.7.2.7 H6: Skin Compatibility

115

4.7.2.8 H7: Fashionable Appearance

118

4.7.2.9 H8: Reasonable Price

121

4.8 Chapter Summary

124

CHAPTER 5 DISCUSSION AND CONCLUSION

125

5.1 Chapter Introduction

125

5.2 Summary of the Findings

125

5.2.1 Lack of Environmental Awareness

125

5.2.2 Limited Channels to Enhance Awareness

126

of Eco-fashion
5.2.3 Readiness to Pay for Eco-fashion

126

5.2.4 Against to Pay More for Eco-fashion

127

5.2.5 Hypothesis Summaries

129

5.3 Recommendations for Further Research

132

5.3.1 Education and Increased Media Reportage

132

5.3.2 Fashionable Appearance on Products

133

5.3.3 Enterprises Supports

134

5.3.4 Established and Imported the Division

135

of Eco-fashion
5.3.5 Government Support

ix

136

5.4 Implication

137

5.5 Conclusion

138

5.6 Limitation

139

APPENDIX

REFERENCE

LIST OF FIGURES

PAGE

Fig. 2.1 Relationship Map of Environmentally Conscious Supply Chain

18

Fig. 2.2 Map of Hypothesis Relationship

38

Fig. 4.1 Pie Chart on Gender

50

Fig. 4.2 Pie Chart of Age Profile on the Respondents

52

Fig. 4.3 Pie Chart of Education Profile among Respondents

54

Fig. 4.4 Pie Chart of Job Profile

56

Fig. 4.5 Profile of the Income Level among Respondents

58

Fig. 4.6 Distribution of the Three Most Purchasing Decision

60

Fig. 4.7 Profile of Knowledge of Eco-fashion among Respondents

63

Fig.4.8 Distribution of Eco-fashion Sourcing

64

Fig. 4.9 Profiles of Eco-fashion Impression among Respondents

66

Fig. 4.10 Buying Experience on Respondents

69

Fig. 4.11 Distribution of Eco-fashion Purchasing Experience

70

Fig. 4.12 Respondents Interest in Eco-fashion Consumption

71

Fig. 4.13 Respondents Readiness to Pay More

76

xi

LIST OF TABLES

PAGE

Table 4.1 Gender on Respondents

50

Table 4.2 Age Profile of the Respondents

52

Table 4.3 Education Profile among Respondents

54

Table 4.4 Job Profile of the Respondents

56

Table. 4.5 Profile of the Income Level among Respondents

58

Table 4.6 Profile of the Three Most Purchasing Decision

61

Table 4.7 The Profile of the Knowledge on Eco-fashion

67

Table 4.8 Profile of Supporting Eco-fashion among Respondents

72

Table 4.9 Profile of Against Eco-fashion

74

Table 4.10 Cross Tabulation between Interest and Willing to Buy

77

Table 4.11 Reliability Test of Interesting Attributes

78

Table 4.12.1 One Sample Statistics Table of Commitment Brands

81

Produce Eco-fashion
Table 4.12.2 One Sample Test Table of Commitment Brand

81

Produce Eco-fashion
Table 4.13.1 One Sample Statistics of Enhancement of

83

Consumers Social Value

Table 4.13.2 One Sample Test of Enhancement of Consumers

83

Social Value
85

Table 4.14.1 One Sample Statistics Table

of Environmentally Friendly Supply Chain

85

Table 4.14.2 One Sample Test Table

of Environmentally Friendly Supply Chain
Table 4.15.1 One Sample Statistics Table of Compliance

87

with Harmful Substance Testing

Table 4.15.2 One Sample Statistics Table of Compliance

87

with Harmful Substance Testing

Table 4.16.1 One Sample Statistic Table of High Quality Textiles

89

Table 4.16.2 One Sample Test Table of High Quality Textiles

89

Table 4.17.1 One Sample Statistics Table of Skin Compatibility

91

Table 4.17.2 One Sample Test Table of Skin Compatibility

91

xii

Table 4.18.1 One Sample Statistics Table of Fashionable Appearances

93

Table 4.18.2 One Sample Test Table of Fashionable Appearances

93

Table 4.19.1 One Sample Statistics Table of Reasonable Price

95

Table 4.19.2 One Sample Test Table of Reasonable Price

95

Table 4.20.1 One Sample Statistics Table of Higher Price to Purchase

97

Table 4.20.2 One Sample Test Table of Higher Price to Purchase

97

Table 4.21.1 Model Summary of H1

101

Table 4.21.2 ANOVA Table of H1

101

Table 4.21.3 Coefficients Table of H1

102

Table 4.22.1 Model Summary Table of H2

104

Table 4.22.2 ANOVA Table of H2

104

Table 4.22.3 Coefficients Table of H2

105

Table 4.23.1 Model Summary Table of H3

107

Table 4.23.2 ANOVA Table of H3

107

Table 4.23.3 Coefficients Table of H3

108

Table 4.24.1 Model Summary of H4

110

Table 4.24.2 Model Summary Table of H4

110

Table 4.24.3 Coefficients Table of H4

111

Table 4.25.1 Model Summary Table of H5

113

Table 4.25.2 ANOVA Table of H5

113

Table 4.25.3 Coefficients Table of H5

114

Table 4.26.1 Model Summary Table of H6

116

Table 4.26.2 ANOVA Table of H6

116

Table 4.26.3 Coefficients Table of H6

117

Table 4.27.1 Model Summary of H7

119

Table 4.27.2 ANOVA Table of H7

119

Table 4.27.3 Coefficient Table of H7

120

Table 4.28.1 Model Summary Table of H8

122

Table 4.28.2 ANOVA Table of H8

122

Table 4.28.3 Coefficients Table of H8

123

xiii

CHAPTER 1 INTRODUCTION

1.1

Background of Study

Retail industry in Hong Kong and Guangdong province has been highly developed for
a few decades. However, serious environmental deterioration appeared not only in the
rapidly developing cities in China, but also developing countries around the globe.
Those changes in environment render eco-clothing hot for debates today.

Therefore, this study research aims to understand consumers environmental concerns

and eco-friendly behavior, which are favorable to understand the purchasing intention
of consumers towards Eco-fashion.

However, based on the recent debates and literature, surprisingly, it is worth noting
that even there is high environmental concern, the practices of environmentally
responsible behavior are not incongruent with the level of concern and knowledge
about Eco-fashion.

Since apparel has been recognized as the most intense category changed in the
consumer products, consumers tend to always change their ethical purchasing
decision because of the price, styles, fashion trends or seasonal changes.

In the absence of the existing research, this study investigates whether consumers in
Hong Kong would be interested in clothing with eco-labels.

1.2

Scope of Study

The project aims to study of purchasing intention of Hong Kong consumers towards
todays intensive and competitive environment in retail industry.

As Roberts (1996) claimed that environmentally conscious consumer behavior

changes over time and ecologically conscious consumers of the 1990s have behaved
differently compared with their predecessors. Hence, young adults, including male
and female, (Generation Y, aged 18 -35) will be selected as research targets.

The context of this study is to analyze/look into the Gen Y consumers purchasing
intention towards Eco-clothing in fashion and clothing market in Hong Kong. The
motivations of their buying behavior will be also examined. To cater the taste of Gen
2

Y consumers, enterprises may adopt appropriate strategies to serve the markets of Gen
Y consumers.

1.3

Methodology of Study

To accomplish an eloquent research, two levels of research methods, including

primary research and secondary research are adopted.

1.3.1 Literature Review

In order to give clear directions and support to the survey carried out, literature review
will be the first stage of the study. Literatures such as books, journals, periodicals and
company websites are reviewed to provide a conceptual framework for the analysis of
the consumers purchasing attention of Eco- clothing.

1.3.2 Survey Method

Quantitative study is carried out through questionnaire survey, which aimed to collect
primary data directly from the Gen Y consumers in Hong Kong who comprise young
adults, including male and female. The finding and the subsequent discussion of the
topic is attained through scientific analysis of the collected data.

1.4

Objectives of Study
The purposes are as follows:

1.

To identify the serious pollution problem as the factor leading to the

emergence of Eco-fashion

To identify the Eco-fashion relationship between environment and enterprises in

Hong Kong

To examine the influence of ethical purchasing decision in Eco-clothing

To explore the consumers purchasing intention of Eco-clothing in Hong Kong

To investigate whether the Gen Y consumers in Hong Kong would be interested

in clothing with eco-labels or not

To identify the types of strategies which can catch close attention and attain
acceptance upon Gen Y consumers about Eco-fashion.

1.5

Significance of Study

When it comes to Eco-fashion, much of the research found that individual

environmental consciousness (EC) is known as a major factor to influence decision in
consumer behavior (Shen et al., 2005). However, environmentally responsible
behavior does not act in concert with the level of concern and knowledge of
Eco-fashion which the consumers have. Similar findings have also reported that there
is such phenomenon in certain countries like Japan (Suzuki, 2004).

Moreover, many scholars questioned whether consumers are willing to spend more
money on environmentally friendly clothing product even if there is a relatively or
much cheaper products which does not carry an eco-label. Hence, it is a vital issue to
find out if the consumers are interested in eco-clothing or the price of green clothing
from the questionnaire survey.

This research aims to find out whether Hong Kong consumers are ready for
environmentally certified clothing products or not and whether they are willing to buy
such eco-labeled clothing at a premium.

1.6

Structure of Study

After the introduction, the research enters its second stage, literature review, where a
detailed research of Hong Kong eco-fashion and the consumers purchasing intention
of Eco-clothing will be discussed

Chapter three is the methodology.

It comprises both the literature review and

questionnaire survey. The statistical analysis method will be chosen for study of the
questionnaire survey.

The research findings and the subsequent analysis are in the chapter four. This
research discusses the purchasing intention of Eco-fashion in Hong Kong. Based on
the result of consumer survey, meaningful information can be used for further
development of Eco-fashion.

Finally, the discussion and conclusion are the chapter five. The summary of findings
from consumers purchasing intention will be included. It will also make suggestions
and outline the limitation of this thesis. The expectations of future studies will be
given as well.

CHAPTER 2 LITERATURE REVIEW

2.1 Chapter Introduction

Consumers awareness of environmental issues is developed, and the eco-friendly
textiles are increasingly available in the market place (Hae Jin Gam, 2010). However,
there is heavily undeveloped in some areas of Eco-fashion, and which is cautious for
retailers (Allanna, 2009).

In 2000, global consumers spent around US$1 trillion on purchasing textiles products.
Almost one third of sales were found in Western Europe, one third was shown in
North America and a quarter in Asia respectively (Julian et al., 2006). But Eco-fashion
only got a small potion in such a huge textiles industry. There is evidence that Ecofashion constituted only 0.4 per cent in the UK Market currently (Allanna, 2009). The
Co-operative Bank also claimed that eco-products constitute less than 1% of the total
market share for most product categories in 2009 (Iain et al., 2010). To understand the
purchasing intention of consumers towards Eco-clothing, certain studies relating to
Eco- fashion are reviewed in this section.

There is lots of evidence to prove that Eco-fashion may acceptable in the Fashion
Industry caused of environmentally conscious of consumers raised. However, the
existing study researches which are related to consumers attitude of Eco- fashion in
Hong Kong market is limited. Since different subgroups have different responses
towards the expectation on Eco- clothing, it is worthy to studying the ethical
purchasing decision, providing marketers with a clear concepts and ideas. In this study,
Hong Kong young adults are the target customers to examine.

This chapter is aimed to review literature on journals, articles, books, magazines,

companys websites and related studies so as to provide a foundation of knowledge
for the surveys conducted.

2.2 Consumers of Generation Y

Generation Y makes up over 20% of today population, with those was born between
1977 and 1996 (Tibbets, 2006). They were diversified as racial and ethnical.
Moreover, they were always grateful to their overindulgent parents; they had a sense
of security and felt optimistic about their future (Mark, 2005).

The oldest part of generation Y were entered in the workforce, and spent over $150
billion annually. Thus, they were characterized as shopaholic and fashion addicts.
Generation Y were perceived as extremely independent and autonomy. It is because of
the increasing situation of divorce, single parents, latchkey child, and the fast
technological changing (Longley, et, al, 2006).

Roberts (1996) predicted that environmentally conscious consumers would be

changed their behavior over times. Especially, ecologically conscious consumers who
were born in the 90s were different from their predecessors totally.

2.3 Definition of Fashion

Fashion is defined as the prevalent image or habit, as in clothing or behavior (Carter,
2003). Hills (2004) claimed that fashion is also denominated symbolic production. It
is a production which related to the protectively and functionally physical desires. In
addition, fashion not only meets the needs emotion, but also is the expression of the
internally personality.

In a business view, fashion is a big business which it has influenced all consumers in
the world. It used by marketing people to evolve products which are matched with
consumer recent tastes in order to enrich sales (Solomon & Rabolt, 2004).

2.4 Environmental Problems Caused by Fashion Industry

The environment is become as the crucial business issues in few decades (Carson &
Moulden, 1991). Based on the Climate Change (IPCC) Report which published by
United states (2007), there was a 90% of high possibility between human-being
activities and global warming, compared with the probability of 66 - 90% marked in
2001. Recently, increasing human activities damaged our planet materials and
resources seriously. Especially, Fashion industry is one of the global issues since it
was inherently unsustainable (Paromita, 2008).

According to Textile Outlook International (2007), explained the increasing

consumption of pollution, shortages of water, petroleum and raw material. It also
described the climate change at all stages of supply chains and the expanded
consumption in textiles production. One of the urban pollution examples in the UK
market caused by fashion industry generated two million tons of waste every year,
31,000 tons of carbon dioxide and 700,000 tons of wastewater (Shepard, 2010). The
10

ecological footprint of mankind exceeded 25 % of the Earth's biological capacity

(Living Planet Report, 2006).

The garment industry contained a wide variety of environmentally and toxicologically

serious impacts of the contamination, and has been condemnation as one of the worst
criminals in the Earth (Walters et al., 2005; International Centre for Creativity
Innovation Sustainability, 2008). Hence, enhancement of brand awareness should be
concentrated, aimed to reduce the environmental problems (Paromita, 2010).

2.5 Definition of Eco-fashion

In fact, Eco-fashion is not a recent phenomenon (Markkula, 2008; Niinimki 2010)

explained that Eco-friendly apparel is clothing which is long durable and stylish
design. Thus, Eco- fashion was generated in an environmentally friendly production,
possibly in local.

Governing authorizes have already defined the world-wide requirements of the

Eco-fashion materials. For instances, The Global Organic Textile Standards (GOTS)
and the Organic Trade Association(OTA) adhered the organics certification of
clothing, from cropping the raw materials, via the social and environmental
11

responsibly fashion industry, to get a eco-label which accepted by the organization, to

the end consumer (Global Organic Textile Standard, 2010). Eco-fashion has produced
little or even none of environmental consequences, and utilized the eco-labeled or
recycled materials (Joergens, 2006; Fletcher, 2008).

Furthermore, Eco- fashion not only focused on materials, known that there are
environment criteria, norms, values and beliefs beginning to clarify Eco-fashion
claims (Caruana, 2007; Irwin & Baron, 2001). The eco-products should be increased
concerns and feeling of responsibility for the global society (Hunt & Dorfman, 2009).
The nonprofit Sustainable Technology Education Project (STEP, 2002) also stated that
Eco-fashion should be perceived as environmentally friendly, healthy clothing. The
consideration of working labor should be also conducted in Eco-fashion.

2.6 Changes in the Consumers Behavior

More and more consumers are committed to ethical awareness and social
responsibility, or they knew that the operation of companies ethically. They were
willing to pay more on purchasing organic products (Kim & Damhorst, 1998).
Legoeul (2006) indicated that Eco-fashion and sustainable fashion focused on the
issue of purchase intentions among consumers and the manufacturing of garments
with the environment.
12

2.6.1 Ethical Consumption

Ethical consumption defined as decision-making, purchases and other consumption
experiences that were affected by the consumers ethical concerns (Mason 2000).
Through ethical consumption, consumers are translated their concerns or attitudes
towards society or the environment into expressing buying behavior (De Pelsmacker,
et al. 2005). Still, Ethical Consumptions were in complicated interplay which did not
have regular standards on morality and aesthetics (Niinimaki, 2010).

Vlosky (1999) found that environmental consciousness; the involvement of

environmental certification, importance of certification and the willingness to pay has
the positive relationships for Eco-fashion.

According to Haanpaa (2007), Ethical consumption comprised of three types of

constituent components, which are contextual factors, individual factors and
personality factors.

13

2.6.1.1 Contextual Factors

Contextual factors represented the components of the social, cultural and economic.
Jalas (2004) found that in developed countries, consumers were more concern on
environmental problems in the manufacture of current production and consumer
behavior today. Especially in the Western countries which have a greater awareness
and demand on eco-fashion clothing (Michiel, 2006). A consumer behavior research
firm TNS Worldpanel revealed that in 2008, more than 70 percent of consumers in
England thought that Eco-fashion are important, up from 59 percent in 2007 (Allanna,
2009)

2.6.1.2 Individual Factors

Individual factors included the factors of socio-demographic, or options and habits.
The environmentally conscious consumers and consumerism symbolized the style and
appearance of a person (Moisander and Pesonen, 2002). Consumer choice of brand
was an example to reflect ethical consumption. Phau and Prendergast (2000) stated
that the perceptions of favorite brands are varied because of lifestyles, tastes and
classes. A favorite brand considered as a desirable brand by one consumer may not be
considered as a desirable brand by another consumer (Qin Bian, 2010).

14

Hansen & Hem (2004) noted if the affective commitment of consumers to a brand is
high, it could be motivated them to continue with the relationship between the brand
and themselves. Therefore, Lippa (2001) reported that the brand influences intention
of repurchasing. Morwitz (2002) provided evidence suggesting that a response to an
intent question can increase access to existing attitudes and subsequently affect brand
loyalty and consumer behavior.

Since the worldwide growth of environmental awareness and sustainability among

urban consumers, who are increasingly wanted to portray their consideration on
environmental and social issues (Tukker, 2008). Eventually, the brands are actually
required and excellent progress on the environment, social and governance (JEM &
Anthony, 2007). Consumers are expected excellence in these rules, as expected in all
aspects of their favorite brand (Jem & Anthony, 2007). Anthony and Julio (2005) also
indicated that consumers are brand-conscious who are willing to purchase high quality
at a reasonable price, but integrated into the social and environmental performance.
Consequently, the hypothesis is stated the following:

H1. Commitment to brand which certain brands produce Eco-fashion implies a

higher intention of the consumers to purchase products of Eco-fashion.
15

2.6.1.3 Personality Factors

Personality factors were attitudes, intentions and values. Qin Bian (2010) stated that
attitudes towards positive products, increasing the accessibility of this approach
should be increased. It is likely that consumers are engaged in behaviors consistent
with attitudes.

Intention of a person's behavior is determined by the individual's attitude (Lippa,

2001). The reasons for the intention of buying Eco-fashion caused of the high social
values and acceptance by their reference group (Li & Su, 2007).
As a result, the social value is expected to be one of the strongest determinants of
purchase intention of consumers towards eco-fashion.

Social values helped people to develop and maintain relationships (Joy, 2001). This is
the reason why consumers are motivated to ethical consumption due to gain more and
retain the social approval. Thus, consumers can buy fashion Eco-textiles, as it
reflected to the core values and beliefs, or reflected to the image consumers wanted to
transmit or both (Wilcox et al., 2009). Therefore, one hypothesis is set forth below
H2. Enhancement of consumers social value implies a higher intention of the
consumers to purchase products of Eco-fashion.
16

2.7 Changes in the Structure of the Supply Chain

2.7.1 Expansion of Environmentally Conscious Supply Chain

Enterprises went over themselves to be an environmental conscious supply chain. It is
because environmentally and socially responsible management could be increased one
brands of image and reputation (Coddington, 1993; Welford, 2000; Welford et al.,
2003).

2.7.2 An Environmentally Conscious Supply Chain

Fengfei Zhou (2009) defined the environmentally conscious supply chain as
consideration of environment comprehensively. Thus, it also named green supply
chain (Sarbjit, 2010). Zhou depicted that it is related to the efficiency of utilizing
resources and implementation of supply china management in the industrial
operations.

17

Moreover, Lillywhite (2003) stated that environmentally conscious supply chain is

described the integration of environmental, social, and economic consideration into
the supply chain. Environmental issues in the supply chain involved using less
material and energy, reducing carbon and green house gas emissions, cleaner
production etc. Social issues considered of the basic human rights, safety and fair
working environment, and exploitation of migrant workers etc. Besides, economic
issues are taken into considerations of the economic impacts in the procurement
strategy on the supply chain (Joanna, 2010). The relationship of environmentally
conscious supply chain is shown in Fig. 2.1.

Fig. 2.1 Relationship Map of Environmentally Conscious Supply Chain

Social Issues

Environmnetal
Issues

Economic
Issues

Environmnetally
Conscious
Supply Chain

18

2.7.3 Environmental Issues in the Supply Chain

2.7.3.1 Environmentally Conscious Manufacturing

The reduction of energy and material usage should be conducted to improve the
processes and systems of the manufacturing industry (Caruana, 2007).One of the
representative evidences is Wal-Mart, the worlds largest retail giant, agreed to work
with their Chinese textiles manufactures to embrace better industry techniques and the
huge environmental footprint (Frances, 2010). Moreover, Greenpeace, a non-profit
environmentally organization, verified recently that H&M will promise to eliminate
all hazardous chemical discharge from their supply chain until 2020 (H&M, 2010).

These environmental issues began with natural endeavors reducing the cost of
ownership in any methods to process (Lillywhite, 2003). Using exceptionally
expensive materials (solid, liquid and gas) in production, either chemical or cleaning
processes and control (Allwood, 2006). However, environmental, health and safety
programs were very aggressive to develop by the manufacturing industry to be an
asset.

19

2.7.4 Social Issues in the Supply Chain

There are difficulties of social issues in the supply chain, which led the consideration
on working hours, safety problems and using the child labor. Many enterprises have
not adopted a management system for basic labor rights within their own
wholly-owned operations (Jen & Anthony, 2007). Adidas, Nike, Puma, who were the
Olympic sponsors of casual wear, discovered their workers are beaten, insulted,
overworked in Bangladesh factories (Frances, 2010). There is frequently found
problems of working conditions and labor standards in the textile supply chain.

In order to decline operating costs, labor is one of the mainly deciding factors on
supply chain and choosing manufacturing location, some entrepreneurs employed the
cheap labors. It is very common that people worked seven days a week, 14 or 15
hours a day with low wages. Under the title Slave labor (2007), indicated that 50
factory workers of Top Shop were lived in 20 feet- 30 feet dormitories and worked
more than 70 hours every week but only gained for $ 25 (Lillywhite, 2003).

20

Moreover, workers did not have security of employment; women were discriminated
against and harassed (Michiel, 2006). Particularly, child labors were common in India
According to estimate from the International Labor Organization (ILO) published in
2006; there were 218 million child labors that aged 5-17 years in 2004.

As a trend of Eco- fashion, more and more worldwide associations tried to

comprehensively consider the social issues in the fashion industry. For instance,
increasing unionization and eliminating weakening dollars, to ensure that labor
standards and legislation are respected by all employers at all levels (Lillywhite,
2003). Moreover, The US based Fair Labor Association (FLA) inhibited to employ at
an age younger than 15 years old (Michiel, 2006).

21

2.7.5 Economic Issues in the Supply Chain

No matter manufactures, enterprises were willing to adopt such expensive green
options to create sustainable economy (Dickson, 2001). Since consumers are
increasingly attracted by the emotional aspects of brands, Eco-fashion increased brand
reputation and trust from the consumers. In addition, Eco-fashion related to voluntary
associations and networks of intelligence that created new markets and facilitate
access to new markets. Consequently, it attracted investors to make a large investment
in such environmentally friendly textiles (Dana, 2008).

2.7.5.1 Economic Issues among Manufacturers

Competitive companies today are turned to lean and green manufacturing techniques
to improve their financial state (Dickson, 2001). Investors promoted green
manufacturing in order to became more competitive. For example, Alok Industries
Ltd., a manufacturer based in Mumbai, decided to enhance its production of organic
cotton 5% in 2007-2008 to 15% in 2008-2009 (Mehta, 2008). In addition, M & S,
converted 10 percent of all cotton fabrics to use for organic or production plants in
fair trade (Shepard, 2010

22

2.7.5.2 Economic Issues among Iconic Retailers

Impacts of the luxury marketplace have affected major brands, media and consumer
behavior is too obvious (Allanna, 2009). Iconic brands promoted themselves and the
luxury concept into new global markets. It is an opportunity to promote the
sustainable concepts (Jen & Anthony, 2007). Iconic brands such as Channel, Dior,
Prada and Cartier influence the belief and behavior of billions of people. In order to
persuade celebrities donated money, LV sold out luxury handbags, scarves, suitcases,
and sunglasses yearly, which are worth of $5 billions, aiming at supporting the
Climate Projects (Dana, 2008). Still, Gucci give a high investment to form a corporate
social responsibility department called Gucci Group. Mimma Viglezio (2009).
Gucci Group sponsored a PhD scholarship for two London schools, which contributed
to the faculty of sustainable fashion and textiles (WWD, 2009). Sponsorship is an
innovative ways for investment, which can enhance their work sustainably.

23

2.7.5.3. Economic Issues among Fast Fashion Retailers

Not only for luxury brands, but also included in high street retailers. The concept of
fast fashion is reduced lead time to receive products from principle to customers
(Barnes & Lea-Greenwood, 2006; Sull & Turconi, 2008). In other words, it is
renewed and updated merchandises continuously, and delivered to the store in short a
lead time (Barnes, 2010).

Julian (2006) claimed that the trend of fast fashion is leading the global fashion
industry, but the garment disposals are increased at the same time. Thus, Ines &
Sabine (2010) described a large number of Fast fashion retailers were invested the
new line of Organic Cotton Clothing. Companies or brands of C&A, H&M, Otto
Versand and Zara were operated in this field (Ines & Sabine, 2010). Moreover, Tesco
even invested 25 million to launch an in house eco-label to the recycled fabrics,
which were cooperated with fashion designers (Shepard, 2010).

Niinimaki (2010) explained that plenty of manufacturers are existed in Asia producing
low cost garments with unethical process. This is one of the barriers of market
expansion in Eco-fashion. Hence, to improve these situations, environmentally
friendly supply chain should be released. A hypothesis is shown below:
H3. Environmentally friendly supply chain implies a higher intention of the
consumers to purchase products of Eco-fashion.

24

2.8 Changes in the Design of Eco-fashion

A design and development of product played a key role in the design and production
toward Eco-fashion (Paromita, 2008). Marileena and Markus (2009) stated that over
80% of the environmental and social influenced of a product which were affected by
the decision making during the product design and development process.

Moreover, in the whole life cycle, the use and handling of the product are influenced
by the decision making of materials, quality, forms, price, and the designers who also
affect the patterns of consumption sustainably (Mason, 2000).

2.8.1 Compliance with Harmful Substance Testing

Based on the textiles appearances, it is hard to determine whether they made use of
harmful substance, or made from organic cotton or conventional cotton (Allwood et
al., 2006). Chen & Burns (2006) also claimed that it is hard to distinguish the product
manufacturing process or production of fiber, were all in organic, even the occasions
of product making, and the lifetime of products use eventually. Hence, a series of
requirements on compliance with harmful substance testing are innovated, so that
enterprises must be achieved that before they are identified their textiles products as
green" (Allwood et al., 2006).
25

2.8.1.1 Organizations of Organic Certification

Green credential varied from country to country. Many advocates believed that
organic certification standards should be consistent, strict and precise (Mason, 2000).
Hence, there is not only having national organizations to test the Eco- products, but
also the third party organizations.

There is an example of United States. United States Department of Agriculture

(USDA) and National Organic Program (NOP) were two major certificated
organizations for qualifying the organic cotton fibers.

Moreover, the third regulators such as the Global Organic Textile Standard (GOTS),
was recognized as leading standard in textile processing of organic fibers in the globe.
GOTS provided a uniform set of criteria on the textile supply chain, no matter what
the producer is all over the world (Marileena & Markus, 2009).

The consistency of criteria ensured that a qualified part of the world would be
recognized as the same thing elsewhere in the world (Dickson, 2001). Hence, the
elimination of gray areas those often came with certification in different countries
with different criteria.
26

2.8.1.2 Worldwide Harmful Substance Testing

Harmful Substance Testing is worthy (Paromita, 2008). A recent research in Australia
found that customers may be enhanced the acceptance of garments which proved by
harmful substance tasting as time went on (Phau & Ong, 2007).

Harmful substance testing were generally produced either by supported enterprises

and government once is certified which the textiles candidate should be met the
criteria of harmful component testing and green manufacturing process which issued
by them (Hyvrine, 1999).

Cradle-to-Grave approach is followed when issued compliance with harmful;

substance certification on textiles products (Paromita, 2008). In order words, the
standard developed on analyzing the product beginning with raw materials extractions,
and the processing via the stages of production, distribution, utilization and removal
after use in the entire life cycle (3TS, 2008). Specifically, Eco-labels must be
enhanced its credibility and acceptability in the market place, which same as any other
products. (Knowledge Bank IIMM, 2008).

27

2.8.1.3 Oeko-Tex Standard 100

Oeko-Tex is one of global leading examples of harmful substance testing; millions
of garments have conferred 20,000 certifications in the large quantity of garments
(Centexbel.be, 2008). Oeko-Tex Standard 100 is an authentication mark label of
Confidence in textiles, which has prevailed in testing harmful substance,
Meanwhile, this Oeko-label has been achieving a broad impact worldwide (Ines &
Sabine, 2010).

2.8.1.4 Fashion Enterprises Using Oeko-Tex

Porter & van der Linde (1995) portrayed that green credentials brought to competitive
and innovation benefits. There is strong evidence that fashion enterprises took huge
efforts to perceive as eco-friendly characteristics (Nimon & Beghin, 1999). It is not
only found in western countries, but also appeared in Hong Kong fashion industry.
Esquel Group, had its two factories in GaoMing, Guangdong province (China), which
were the socially responsible and eco-friendly production locations certifying under
the Oeko-Tex

Standard 1000 (Oeko-Tex , 2010). Still, two ready-to-wear

manufacturers in Asia, Shandong Lawrence Textiles Co. Ltd. and Suzhou Deylon
Textile Co. Ltd were the first one in their regions whose products are issued the
Oeko-Tex Standard 100 plus label (Oeko-Tex , 2008).
28

Therefore, the hypothesis of this study is proposed the following:

H4. Compliance with harmful substance testing implies a higher intention of the
consumers to purchase products of Eco-fashion.

2.8.2 High Quality

Eco-fashion is generally produced better quality and it is not mass-produced in
countries with inhumane labor practices. Thus, the eco- products has attracted plenty
of attentions to the quality, such as avoiding number of insecticides and synthetic
fertilizers would be used to raise the fiber (Michiel, 2006).

Compared with conventional garments, Hae Jin Gam (2010) stated that eco-fashion
has a strict control on the production. Organic materials are made from crops that are
not treated with harmful pesticides. Also, sustainable clothing is generally higher
quality and therefore they are more durable, ease of careful; comfortable than
conventional clothing.

29

2.8.2.1 Readiness to Pay for the Quality

Niinimaki(2010) mentioned that ethical purchasing will only appear if there are no
higher price, no quality reduce or no influence on shopping convenience. Also,
suitability, color, and quality are also important factors while shopping for clothes
according to this study (Marileena & Markus, 2009). It showed that quality is crucial
in purchasing decisions.

Surprisingly, consumers were even willing to pay more for quality (Datamonitor,
2009). China, Angelica Cheung, reported increasing Chinese consumers were ready to
spend more on quality and styles (Jen & Anthony, 2007). Beard (2008).also claimed
that consumers will be used the clothes longer if they are expensive, especially if they
are made of high quality materials. On the basis of the previous findings, the study is
concluded the following hypothesis:

H5: A higher level of quality of textiles implies a higher intention of the

consumers to purchase products of Eco-fashion.

30

2.8.3 Skin Compatibility

Harmful chemicals were widely used in cotton cropping and used these in every
manufacturing step, including pretreatment, dyeing and printing (Allwood, 2006).
Harmful metals and chemicals such as lead, chromium, formaldehyde, and
pentachlorophenol have an adverse effect on human health. For example, Chinese
garments of wool and cotton was found in formaldehyde at levels 100 times higher
than deemed safe by the World Health Organization (Sheard, 2010).

With the growing concerns on health care and environmental protection more and
more, recent decades, customers are preferred to purchase non- toxic, skin friendly PH
and harmless textiles.

Organic cotton produced throughout the world and increased 152% in 2007-08 to
145,872 metric tons. Organic cotton counted for 0.5% of cotton grown and spent in
2008. Thus, Eco-fashion is symbolized as "gold standard" for future sustainable
clothing alongside a more conventional clothing (Carrigan and Attala, 2001).

31

Still, Joergens (2006) also highlighted that consumers are willing to buy Eco-fashion
if there is no inconvenience caused. For instance, they do not interest in
uncomfortable fabrics. Hence, hypothesis is that:

H6: A higher level of skin compatibility implies a higher intention of the

consumers to purchase products of Eco-fashion.

2.8.4 Reasonable Price

In reality, there is a contradiction in environmental friendly consumption. Consumers
always have to balance between social benefits and personal desires (Jackson, 2008).
According (Niinimaki, 2010), one of the factors of contradiction in purchasing
decision was that consumers wanted to satisfy their present desires even their future
needs.

Consumers bought environmentally friendly clothing in a lower price were showed in

Mintel report in 2009 (Mick, 2001). Meyer (2001) also depicted that consumers will
be reluctant to buy Eco-fashion as they need to spend more

32

However, consumers did not prepared to pay more to buy Eco-textiles fashion, but
they perceived those elements as a part of brand packaging (Niinimaki, 2010). True
indeed, consumers did not trust ethical fashion in a cheaper price. The evidence of
Sainsbury' basic t-shirts was that they were sold in the same price as conventional
shirts. But consumers did not trust these shirts were organic cotton made. By contrast,
Tesco applied the same strategy of supply in the previous year, but he put his 50p
higher sales price, and received only positive response from customers (Mick, 2001).

It is difficult to have an efficient production and marketing system, easily fulfilled

needs at a low price (Niinimaki, 2010). Particularly, wasted volumes from the high
and growing fast fashion prevented the progress in achieving the green ideal (Allwood
et al., 2006). However, it is time to return the purchasing behavior back, to the stage
that bought a little, good quality but in reasonable price. Accordingly, the following
hypothesis is established:

H7. Reasonable price implies a higher intention of the consumers to purchase

products of Eco-fashion.

33

2.8.5 Fashionable Appearance

2.8.5.1. Enhancing Atmosphere of Fashion Awareness

The significant growth of Media and the availability of the magazines have been made
a contribution to enhance the consumers in fashion awareness (Barnes et al., 2007;
Doyle et al., 2006). Therefore, fashion savvy consumers were increased, who
interested in appearance (Bruce & Daly, 2006 Mintel, 2009). Consumers expected to
see latest outfits and new items when they go shopping (Barnes, 2008).

Still, they had more confident in their fashion, increased demand for new fashion
products and changed their styles continuously; especially in UK fashion consumers
(Bruce and Daly, 2006; Barnes, 2008).

2.8.5.2 Lack of Aesthetic and Fashionable Appearance

In fashion industry, purchasing decision of consumers was led by fashion and trends
(Solomon & Rabolt, 2004). Price and style were key factors while consumers
purchased garments with fashionable appearance. In the USA in 2004, a large
numbers of consumers agreed that environmental issue is crucial and considered
themselves as environmentalists. However, consumers neglected the clothing
34

sustainability and values when they made purchase decisions (Solomon & Rabolt,
2004).

Joergens (2006) illustrated that consumers didnt obtain an opportunity to choose the
Eco-fashion. There is lack of fashionable designs and appearances, or the unattractive
clothes did not satisfy the actual needs and their personal styles. Eco-fashion has
disadvantages in aesthetics and function, consumers also didnt have of information
on them, even they were unsure those factual advantages to the environment.
Therefore, the combination of good design and fashionable appearance became
competitive advantages in the future to produce a more environmentally-friendly
garments (Niinimaki, 2010). Conversely, the eco-clothing is still an introduction
market because they didnt satisfy a wide range of preferences of consumers (Beard,
2008). Thus, this lack of fashionable appearance is led to the following Hypothesis:

H8: A higher level of Fashionable appearance implies a higher intention of the

consumers to purchase products of Eco-fashion.

35

2.9 Changes in the Influence Exerted by Government.

2.9.1 Efforts in Hong Kong Environment

Richard & Peter (2006) demonstrated that environmental policies have a relatively
short history in Hong Kong. But Hong Kong tried its best in solving environmental
issues (Richard & Peter, 2006). Hong Kong Government adopted a series of policies
that broadly reflected the key components of ecological modernization, though the
term itself has only recently found its way into the discourse of the local environment
(Hills, 2004; Hills & Roberts, 2001; Hills & Welford, 2002).

2.9.2 Evaluation of Hong Kong Environment

So far, Hong Kong has no direct strategies which focus on sustainable development
on Eco-fashion, and did not adopted Agenda 21 as a foundation for local sustainability
ambitions (Richard & Peter, 2006). Moreover, Adams (2001) argued capitalist only
invested in improving techniques and technologies in production. Richard & Peter
(2006) also portrayed that lots of enterprises in Hong Kong are not supported to
compliance-plus environmental activities.

36

In other words, enterprises met regulatory requirements as they are related to pollution
control, but did not extend their environmental compliance to the future (Adams,
2001).

In comparison with Europe, America and Japan, many enterprises have adopted a
progressively sophisticated comprehensive responds on environmental issues. It has
led them far beyond the compliance requirements of local or global regulation
(Richard & Peter, 2006).

Hence, it is necessary to go beyond that if Hong Kong keeps maintaining its

competitive edge and reputation for quality of materials and good business (Roome,
1993; Vandermerwe, 1990; Welford, 2000).

2.10 Chapter Summary

According to the objective of this research, objectives 1-3 were portrayed in the
literature review. Previous researches were found that serious pollution was led to
Eco-fashion released. Still, the Eco-fashion efforts between government and
enterprises were also conducted.

37

Moreover, previous researches were depicted the relationship between consumers

purchasing behaviors and supply chain, product design, and government support.
Based on Fig. 2.2, the linkage between hypothesis and purchasing intention to
Eco-fashion products are established.

With regard to following chapter, those relationships will be further examined and
applied in Hong Kong fashion industry among Generation Y.

Fig. 2.2 Map of Hypothesis Relationship

H3:
Environmentanlly
Friendlly Supply
Chain

H4: Compliance
with Harmful
Substance Testing

H5: High Quality

H6: Skin
Compaitibility

H2: Enhancement
of Consumer's
Social Value

H1: Commitment to
brand which certain
brands produce Ecofashion

H7: Fashionable
Appearance

Implies a Higher
Intention of the
Conusmers to
Purchase Products
of Eco-fashion

38

H8: Reasonable
Price

CHAPTER 3 METHODOLOGY
3.1. Chapter Introduction
Chapter three clarifies detailed methodology in the dissertation. All the research
procedures are portrayed in this chapter clearly. To achieve a comprehensive research,
the qualitative study and quantitative survey were comprised.

Qualitative research was investigated empirically how consumers attitudes on

Eco-fashion around the globe. To extend the evidence to Generation Y consumers in
Hong Kong, quantitative primary research was more specifically examined the buying
intention and attitudes towards Eco- fashion.

3.2. Research Method

3.2. 1 Qualitative Study
Literature review gave the conceptual framework on the understanding of Ecofashion in a worldwide basis. Based on a wide range of books, journals, newspapers
and magazines, and internet resources, literature review provided a clear direction and
concept on Eco- fashion. Moreover, those trustworthy literature reviews can be also
supported the following quantitative primary research.

39

3.2.2 Quantitative Survey

As started earlier, the aims of the survey was mainly examined the consumer attitudes
and buying intention towards Eco-fashion among the Generation Y in Hong Kong.
The second focus was investigated whether buying preference of consumers affected
the buying intention of Eco-fashion.

Quantitative research will be included consumer questionnaires which aim at

investigating consumers opinions of Eco- fashion in a structured way. In order to
ensure the data is authentic, a large numbers and representative sample of target
populations were provided.

3.2.3. Research Hypothesis

The framework of this research suggested that the consumers were willing to purchase
Eco-fashion in a higher price. Eight hypotheses would be guided by the questionnaire
to prove the relationship between key variables. The eight hypotheses are formulated
as follows,

40

H1. Commitment to brand which certain brands produce Eco-fashion implies a

higher intention of the consumers to purchase products of Eco-fashion.

H2. Enhancement of consumers social value implies a higher intention of the

consumers to purchase products of Eco-fashion.

H3: Environmentally friendly supply chain implies a higher intention of the

consumers to purchase products of Eco-fashion.

H4: Compliance with harmful substance testing implies a higher intention of the
consumers to purchase products of Eco-fashion.

H5: A Higher level of quality of textiles implies a higher intention of the

consumers to purchase products of Eco-fashion.

H6: A higher level of skin compatibility implies a higher intention of the

consumers to purchase products of Eco-fashion.

41

H7: A higher level of Fashionable appearance implies a higher intention of the

consumers to purchase products of Eco-fashion.

H8. Reasonable price implies a higher intention of the consumers to purchase

products of Eco-fashion.

3.3. Design of the Questionnaire

The aims of the survey lied in investigating the shopping orientation of the consumers,
knowledge and purchase intention on Eco- fashion. Questionnaire design and analysis
were according to the several research hypotheses. The idea of this questionnaire was
come from a sort of literature reviews and personal thinking.

The questionnaire had 10 questions were related to the attitudes and buying intention
of Eco-fashion. Other 7 questions were about the personal values and habit of
purchasing behaviors of the Gen Y consumers.

The questionnaire instrument included four parts and 17 questions. They were set for
achieving the objectives of this research, (1) Consumer Personal Values on Fashion
Clothing, (2) Consumer Knowledge on Eco-fashion, (3) Consumer Attitudes and
42

Buying Intentions towards Eco-fashion, (4) Personal Information. In order to provide

a clear insight of Eco-fashion, the definition was provided. As a remark, the
questionnaire used a 7 point Likert scale in which 7 represented absolutely agree
and 1 represented absolutely disagree.

3.3.1. Part 1: Consumer Personal Values on Fashion Clothing

Participants clothing purchasing behaviors were collected in the first part. The
questionnaire would like to be asked the participants clothing purchasing preference.
For instance, the important attributes affecting the purchase decision, in order to find
out the consumer personal values on the fashion clothing.

3.3.2. Part 2. Consumer Knowledge on Eco- fashion

The second part of the questionnaire was Consumer Knowledge on Eco fashion.
There were 4 questions in this part, particularly question 6 contained 6 statements for
respondents to choose the degree of agreement through 7 point Likert scale, with
ranges from 1 indicating absolutely agree through 7 indicating absolutely disagree.
The purpose of which was measured whether the Gen Y consumes have the basic
knowledge on Eco-fashion or not, such as asked the major benefits they thought
among higher quality, skin compatibility, fashionable appearance, harmful
43

substance testing, enhancement of social values and environmentally- friendly

supply chain.

3.3.3. Part 3: Consumer Attitudes and Buying Intention towards Eco- fashion
The third part included items to measure buying intention of Gen Y consumers. The
objective in this part was carried out whether participants interested and willing to
purchase the Eco- fashion textiles or not. Six questions would be answered,
particularly question 10 and question 12 were also measured by 7 point Likert scale
which ranged from 1 representing absolutely agree through 7 representing absolutely
disagree.

According to the nine variables, including higher quality textiles, skin

compatibility, fashionable appearance, harmful substance testing, enhancement
of social values, environmentally- friendly supply chain, reasonable price,
favorite brands and higher intention to purchase, the more scores in this section,
the more consumers are willing to purchase the Eco- fashion.

Q11 was the open-ended question where it explored the participants to provide a
suggestion of the price of Eco-fashion textiles.
44

Finally, the purpose of Q.12 is carried out the reason of the participants who do not
consider Eco-fashion textiles, which helped the further improvements and suggestions
on strategies about Eco-fashion promotions. Each of these was measured on 7 point
Likert scale.

3.3.4. Part 4. Personal Information

Consumers demographic information would be found in profile consumer in Part 4.
The answers were measured by five multiple choices questions, which is mainly for
finding out the usable and potential customers. Gen Y customers between 18 -35
years old from various social economic and cultural backgrounds would be looking
for.

3.4. Data Collection Method

There are three data collection methods. The first one is collected by face to face
interview to friends, colleagues, and family. The second method is via email to friends.
And the third one was collected the questionnaires by my3q.com website and invited
the public to do it.

45

3.4.1. Sampling Size

264 questionnaires in total were distributed from 1st Feb to 5th March. 24
questionnaires have to be rejected due to incomplete data or non Gen Y customers.
Thus, sample size was 240 in total for this study. The sample of the survey responded
from Gen Y consumers who aged 16-35. Those who are not Gen Y consumers will not
be interviewed.

3.4.2. Sampling Frame

As for the sampling, because of the constraints of time and financial resources,
random sampling is too costly and unnecessary. For the sake of the constraint of
resources, the respondents were recruited by convenience sampling and snowball
sampling. The survey instrument is mixed with 7 point Likert Scale questions and
open-ended questions. The respondents were allowed to answer about Buying
intention, Eco-fashion, Interest without imposing particular conceptual frames
on those words.

46

3.5. Data Analysis Methods

3.5.1 Pilot Test
In order to assess whether the research protocol is realistic and workable, a specific
pre-testing of Pilot test is used. 20 questionnaires were collected by face to face or
e-mail, those respondents are similar to the target population. 15 questionnaires were
returned with comments and suggestions which contributed to improve those
wordings, formats and mistakes. Conducting a pilot test does not mean success in the
research, but it could enhance the likelihood.

3.5.2 Reliability Test

Conducting reliability test is important to identify the internal consistency of the
questions, fining if there are scoring errors or other reasons. Cronbachs Alpha would
be used in the study. George & Mallery (2003) stated the standard if the scores of
Cronbachs Alpha greater than 0.7 is acceptable, 0.8 is good, and 0.9 is excellent.

3.5.3 Graphical Descriptions

To produce an easy to read visual representation of data, graphical description will be
used in the research. Based on the simple graphical presentations of Pie chart and Bar
charts, a clear situation can be presented effectively.
47

3.5.4 Descriptive Statistics

A statistic program of SPSS is capable of understanding and summarizing information
about the data in the consumer survey. Descriptive statistics are used to describe the
averages and variance of each variable, so that the basic features of the research will
be shown. Those descriptive and calculation results will be used for further analysis.

3.5.5 One Sample T-test

Due to prove the previous 8 hypotheses, one sample t-test will be allowed to find out
whether a sample median differs significantly from a hypothesized value. A
significant difference is proved by the significant level was lower than of 0.05 in the
p-value. In other words, hypothesis is accepted by the P value which is less than
significant level 0.05.

3.5.6 Linear Regression

Linear regression would be used to prove if there is a linear relationship between a
dependent variable and one or more independent variables by a statistical data
analysis technique of SPSS. In order to have a well explained of the research, the
closer to 1.0 the R square is, the better explanation of the research is.

48

CHAPTER 4 RESEARCH FINDINGS AND ANALYSIS

4.1. Chapter Introduction

The study was carried out the survey result by SPSS. The total numbers of
respondents are 264, which 24 questionnaires had to be rejected due to incomplete
data and non- Gen Y consumers. 240 usable questionnaires got a response rate of
90.9%. The demographic profiles were described first. The differences in consumers
personal values and the awareness of Eco- fashion were explored later by graphical
descriptions and descriptive statistics. Eventually, buying intention was conducted to
prove the previous hypothesis.

4.2 Demographic Profile of Respondents

Five questions are conducted to demonstrate the respondents statistics for the
questionnaire. The questions examine the gender, age range, education level,
occupation, and monthly income for use as comparatives.

49

4.2.1 Gender

Fig. 4.1 Pie Chart on Gender

Table 4.1 Gender on Respondents

Gender
Cumulative
Frequency Percent

Valid Percent Percent

106

14.7

44.2

44.2

Female 134

18.6

55.8

100.0

Total

240

33.4

100.0

Missing System 479

66.6

Total

100.0

Valid

Male

719

50

Both Fig.4.1 and Table 4.1 portrayed the gender distribution for the sample. 134
female respondents (55.8%) were more than 106 male respondents (44.2%). Female
respondents made up more than half of the total number of respondents.

51

4.2.2 Age Range

Fig. 4.2 Pie Chart of Age Profile on the Respondents

Table 4.2 Age profile of the Respondents

Age Range
Frequency Percent

Cumulative
Valid Percent Percent

16-20

10

1.4

4.2

4.2

21-25

174

24.2

72.5

76.7

26-30

48

6.7

20.0

96.7

31-35

1.1

3.3

100.0

Total

240

33.4

100.0

Missing System 479

66.6

Total

100.0

Valid

719

52

The above figure and table demonstrated age statistics on respondents. Based on the
Fig. 4.2, four main clusters of Gen Y consumers are classified, including 16-20, 21-25,
26-30 and 31-35. Strikingly, table 4.2 found that the majority of the respondents are
aged 21-25, which made up more than the 70 per cent. 26-30 accounts for 20 per cent
which is the second largest group. The 16-20 and 31-35 age groups occupy 4.2 per
cent and 3.3 per cent respectively, which are relatively low.

53

4.2.3 Education Level

Fig. 4.3 Pie Chart of Education Profile among Respondents

Table 4.3 Education Profile among Respondents

Education Level
Cumulative

Valid

Frequency Percent

Valid Percent Percent

Primary School

.1

.4

.4

Secondary School

27

3.8

11.3

11.7

or 60

8.3

25.0

36.7

100.0

Associate Degree
Higher Diploma
Bachelor

152

21.1

63.3

Total

240

33.4

100.0

Missing System

479

66.6

Total

719

100.0
54

Above figures depicted the distribution of education level among respondents. Fig.4.3
claimed that bachelor level is the main distribution. Table 4.3 showed that almost half
of them belongs to tertiary education (63.3%) comprising the majority respondents. A
quarter of respondents are graduated of associate degree or higher diploma (25%),
which made up the second largest group. Still, there are relatively low proportion in
secondary education and elementary educations, occupied 11.3 per cent and 0.4 per
cent severally.

55

4.2.4 Occupation

Fig. 4.4 Pie Chart of Job Profile

Table 4.4 Job Profile of the Respondents

Occupation
Frequency Percent
Valid

Business/
Personnel

Service 67

Cumulative
Valid Percent Percent

9.3

27.9

27.9

Unemployed

.1

.4

28.3

Student

162

22.5

67.5

95.8

Others

10

1.4

4.2

100.0

Total

240

33.4

100.0

Missing System

479

66.6

Total

719

100.0

56

Both figure and table displayed the situation of employment on respondents. Figure
showed that the largest group of occupation is students (67.5 %), who are occupied
more than half of the respondents. Still, business or service respondents (27.9 %) are
the second largest group. Unemployed respondents and others each averagely made
up 0.5 to 4 per cent, which are relatively low participants in this survey.

57

4.2.5 Monthly Income

Fig. 4.5 Profile of the Income Level among Respondents

Fig. 4.5 Profile of the Income Level among Respondents

DQ34MonthlyIncome
Frequency Percent

Cumulative
Valid Percent Percent

$50,00 or less

154

21.4

64.2

64.2

$5,001-10,000

23

3.2

9.6

73.8

$10,001-15,000 28

3.9

11.7

85.4

$15,001-20,000 18

2.5

7.5

92.9

$20,001-25,000 15

2.1

6.3

99.2

$30,001 or more 2

.3

.8

100.0

Total

240

33.4

100.0

Missing System

479

66.6

Total

719

100.0

Valid

58

Both tables presented the income level among respondents. Strikingly, the majority
group belonged to below $5,000 per month, 64.2% respondents comprising the largest
group. However, income of $10,001-15,000 (11.7%) made up the second largest
group. There are big differences between the largest and the second largest group,
which are more than 50 per cent. Still, others such as $30,001 or more,
$20,001-25,000, $15,001-20,000, as well as $5,001-10,000 each averagely made up
around 1 to 10 per cent.

59

4.3 Consumer Personal Values on Fashion Clothing

4.3.1 Textiles Purchasing Decision

Fig. 4.6 Distribution of the Three Most Purchasing Decision

60

Table 4.6 Profile of the Three Most Purchasing Decision

Three most important purchasing preferences
Frequency Percent

Cumulative
Valid Percent Percent

181

25.2

25.2

25.2

Fashionable Design

153

21.3

21.3

46.5

Brand

71

9.9

9.9

56.3

Enhance
Consumer 16
Social Values

2.2

2.2

58.6

Environmentallyfriendly industry

11

1.5

1.5

60.1

Reasonable Price

182

25.3

25.3

85.4

Real Need

99

13.8

13.8

99.2

Country of Origin

.8

.8

100.0

Total

719

100.0

100.0

Valid High Product Quality

The overall purchasing preferences of Gen Y consumers are shown in Fig. 4.6 and
table 4.6. 7 key attributes of purchase preferences can be extracted from the bar chart
(Fig. 4.6) above, included high product quality, fashionable design, brand, enhance
consumer social values, environmentally- friendly industry, reasonable price, real
need and country of origin. It obviously found that the three most important attributes
affecting the clothing purchasing decision are reasonable price (25.3%), high product
quality (25.2%) and fashionable design (21.3%) respectively. Generally, each of them
occupied a quarter of votes, which are quite averagely distributed.

61

The fourth and fifth purchasing decisions are real need (13.8%) and brand (9.9%).
However, nearly no more than 2 percent respondents concerned about the
environmentally- friendly manufacturing (1.5%), enhance the social values (2.2%)
and the country origin (0.8%). This result reflected weakness attitudes and buying
intentions towards Eco- fashion in respondents mind.

62

4.4 Consumer Knowledge on Eco-fashion

4.4.1 The Awareness of Eco- fashion

Fig. 4.7 Profile of Knowledge of Eco-fashion among Respondents

Fig. 4.7 demonstrated the knowledge in Eco-fashion among participants. 121

respondents (50.4%) are heard of Eco-fashion, but 119 respondents not (49.5%).
Thats means respondents are divided half and half between heard before and
never heard of Eco-fashion approximately. A close relationship was shown in the
result.

63

4.4.2 The Source of Knowing Eco-fashion

Fig.4.8 Distribution of Eco-fashion Sourcing

The graph showed the source of knowing of Eco-fashion, illustrating where the
respondents heard of Eco-fashion. Probably 30 per cent of respondents obtained
Eco-fashion form Newspaper & magazines and the Internet. There is evidence that the
channel of knowing the Eco fashion is too limited and narrow.

64

Both TV programs (14.8%) and Friends, Colleagues, Family (19%) are distributed
around one sixth of respondents. Only few respondents obtained the information of
Eco-fashion form outdoor and transit advertising (8.9%) or others options (2.1%).
Still, other options depicted the secondary schools or academic books, which stated by
the respondents.

65

4.4.3 Impression between Eco-fashion and General Fashion

Fig. 4.9 Profiles of Eco-fashion Impression among Respondents

Fig. 4.9 highlighted the impression of Eco-fashion among respondents. The majority
of the respondents (68.8%) thought that there is a difference between Eco-fashion and
general fashion. Only approximately one third of respondents (31.3%) were
misunderstanding that there is no difference between Eco-fashion and general fashion.

66

4.4.4 The Knowledge of Eco- fashion among the Respondents

Table 4.7 The Profile of the Knowledge on Eco-fashion
Descriptive Statistics
Minimu
m
Maximum Mean

Std. Deviation

high 188

5.02

.817

Eco-fashion textiles are skin 188

compatibility.

4.89

.970

Eco-fashion
textiles
have 188
fashionable appearances.

4.02

1.087

Eco-fashion
textiles
are 188
complied
with
harmful
substance testing.

5.37

.980

Eco

4.48

1.121

4.97

1.057

N
Eco-fashion produces
quality textiles.

fashion

can

enhance 188

consumers social values.

Eco-fashion
environmentallyindustry.
Valid N (list wise)

is

an 188
friendly
188

Descriptive statistics used to identify the respondents perception of Eco-fashion. 6

major benefits are conducted to respondents who heard of Eco- fashion before. This
part also used the 7-point Liker scales, with ranged from 1 indicating strongly
disagree through 7 indicating strongly agree.

67

Based on table 4.7, complied with harmful substance testing (5.37) and high
quality textiles (5.02) also got the highest votes, which means respondents agree
with these two major benefits. Still. environmentally friendly industry (4.97), skin
compatibility (4.89) and enhance consumer social values(4.48) are very close to
agree, which means respondents had positive attitudes on these three benefits.
Nonetheless, the mean score of fashionable appearance only got 4.02, which means
neither agree nor disagree. Therefore, respondents stayed natural in this benefit.

68

4.5 Consumer Attitudes and Buying Intention towards Eco-fashion

4.5.1 Buying Experience on Eco-fashion

Fig. 4.10 Buying Experience on Respondents

Both Fig. 4.10 and Fig.4.11 depicted the buying experiences among the respondents.
Based on Fig. 4.10, more than 193 respondents (80.4%) did not have preference on
purchasing Eco-fashion, which is a relatively low among the Gen Y consumers. Only
a nearly quarter of respondents (19.5%) purchased Eco-fashion experience before.

69

Fig. 4.11 Distribution of Eco-fashion Purchasing Experience

The categories of Eco-fashion textiles which purchased from respondents are

distributed in Fig. 4.11. More than half of respondents (54.1 %) purchased the
Garment tops before, which are occupied the largest group. The second largest group
is garment bottoms; there are approximately a quarter of respondents (27%) purchased
them before. Obviously, garment top and bottom are popular items in Eco-fashion.

Still, only few respondents purchased the intimate, sweaters, Jackets, Coats and others
items, each of them occupied around 6 per cent. For the other options, bags and Ecoaccessories are responded by the participants.
70

4.5.2 Consumer Attitudes toward Eco-fashion

4.5.2.1 Respondents Interest in Eco-fashion Consumption

Fig. 4.12 Respondents Interest in Eco-fashion Consumption

Fig. 4.12 portrayed the respondents attitudes on Eco fashion. More than half of
respondents (58.8%) interested in shopping for Eco-fashion. It is favorable for further
development on Eco-fashion in Hong Kong. Yet, 99 respondents (41.3%) did not have
interest on Eco-fashion.

71

4.5.2.2 Reasons for Supporting Eco-fashion

Table 4.8 Profile of Supporting Eco-fashion among Respondents

Descriptive Statistics
Minimum Maximum Mean

Std.
Deviation

Eco-fashion produces 141

high quality textiles.

4.40

1.076

Eco-fashion textiles are 141

skin compatibility.

4.31

1.202

Eco-fashion
textiles 141
have
fashionable
appearances

4.44

1.078

Eco-fashion

4.48

1.025

Eco-fashion
can 141
enhance
consumers
social values.

3.77

.966

Eco-fashion
is
environmentallyfriendly industry

an 141

4.21

1.086

Eco-fashion
textiles 141
have reasonable price.

4.24

1.183

I will be interested if my 141

favorite brand produces
Eco-fashion textiles.

3.87

1.013

Eco-fashion is valuable 141

using a higher price to
purchase.

4.59

1.089

are 141

complied with harmful

substance testing

Valid N (list wise)

141

72

The reasons for interesting to purchase Eco- fashion are shown in table 4.8. It has
been done by 141 respondents who are interested in Eco-fashion. Again, 9 statements
is used by Liker 7-points scale ranging from absolutely disagree (1) to and absolutely
agree (7).

The highest mean score of higher price to purchase is 4.59. Still, there are very
close mean scores between complied with harmful substance testing (4.48),
fashionable appearance (4.44), high quality (4.40), skin compatibility (4.31),
reasonable price (4.24), environmentally friendly industry (4.24). Both of
supporting reasons are between neither agree nor disagree and agree, which
means that respondents still think positively in those reasons.

Yet, vague expressions are found in answering favorite brand (3.87) and social
value (3.77), since their mean scores are between neither agree nor disagree or
disagree. Thus, there is no evidence that respondents interested in Eco-fashion
because of these two reasons.

73

4.5.2.3 Against for the Eco-fashion

Table 4.9 Profile of against Eco-fashion

Descriptive Statistics
Minimum Maximum Mean

Std.
Deviation

Eco- fashion textiles 103

have
imperceptible
quality

4.00

.929

Eco fashion textiles 102

have high retail price.

5.11

.819

I
dont
think 102
Eco-fashion textiles are
necessary for me.

4.58

.710

Eco- fashion textiles 102

lack of fashionable
appearances

5.04

.933

I dont know where I 101

can buy Eco-fashion
textiles in Hong Kong

5.11

.847

I do not think any 102

difference between Ecofashion and general

4.58

.917

Fashion.
Valid N (list wise)

101

74

Table 4.9 is the profile to recognize the reasons of respondents do not consider the
Eco- fashion. 6 statements are voted by 99 respondents who are not interested in
Eco-fashion. This part also used the 7-point Liker scale.

Respondents agreed that Eco-fashion is high retail price (5.11) and didnt know where
to buy (5.11), which got the highest mean scores. The third highest mean score is
lack of fashion appearance (5.04), which means participants also agree Eco-fashion
is not fashionable.

Still, respondents still agreed Eco-fashion is unnecessary (4.58) for them and they
cannot differentiate the difference between Eco-fashion and General (4.58), which are
very close to agree. Yet, participants stay natural of imperceptible quality of
Eco-fashion, as the mean score only got 4.

75

4.5.3 Buying Intention towards Eco-fashion

4.5.3.1 Respondents Readiness to Pay More for Eco-fashion

Fig. 4.13 Respondents Readiness to Pay More

The above Fig. 4.13 is a further response if the Eco-fashion price increased. More
than half respondents (53.3%) are not interested to purchase Eco-fashion textiles if the
retail price increased. That means Gen Y consumers did not willing to pay more, even
they felt interest in Eco-fashion. Yet, nearly half of the respondents (46.6%) still
supported the Eco fashion.
76

4.5.3.2 Relationship between Interests and Willing to Buy

Table 4.10 Cross Tabulation between Interest and Willing to Buy

Interested in Eco-fashion textiles * willing to buy if the retail price
increase Crosstabulation
Count
Willing to buy in a higher
retail price
Yes

No

Total

Interested
in Yes
Eco-fashion Textiles
No

102

39

141

10

89

99

Total

112

128

240

Table 4.10 demonstrated the relationship between the respondents who are interested
in Eco-fashion and purchased it if the price is increased. Regarding the result of Cross
tabulation, the majority respondents (102 respondents) still supported the Eco-fashion.
However, around a quarter of respondents (39 respondents) interested in Eco-fashion
but they did not willing to purchase if the price is increased.

77

4.6 Reliability Test

Table 4.11 Reliability Test of Interesting Attributes
Item-Total Statistics
Corrected
Scale Mean if Scale Variance Item-Total
Item Deleted if Item Deleted Correlation
Eco-fashion produces 33.88

Squared
Cronbach's
Multiple
Alpha if Item
Correlation Deleted

39.050

.883

.848

.868

Eco-fashion textiles 33.97

are skin compatibility.

38.756

.793

.700

.875

Eco-fashion textiles 33.84

have
fashionable
appearances.

39.604

.833

.796

.872

Eco-fashion textiles 33.84

comply with harmful

39.623

.884

.851

.869

Eco-fashion
can 34.51
enhance consumers
social values

47.737

.255

.266

.913

Eco-fashion is
environmentallyfriendly industry.

an 34.08

41.687

.657

.549

.886

textiles 34.04

39.570

.747

.648

.879

I will be interested if 34.41

my favorite brand
produces
Eco-fashion textiles.

47.844

.229

.287

.916

Eco-fashion
valuable
using
higher
price
purchase.

41.199

.693

.647

.883

high quality textiles.

substance testing.

Eco-fashion

have reasonable price.

is 33.70
a
to

78

Reliability Statistics
Cronbach's
Alpha

Cronbach's Alpha Based on Standardized Items N of Items

.897

.894

A reliability test is employed to measure the internal consistency of the factors.

According to Paromita (2008), the scores of Cronbachs alpha in the different scales
suggested that one variable should be deleted in the involvement in certification scale,
so that obtained an acceptable score in the reliability. Still, the alpha of scales should
be greater than 0.70 for items to be used together as a scale (Nunnelly, 1978). Based
on the above table 4.11, the values of Cronbach's alpha in each factor ranged from
0.86 to 0.91. As those values are above 0.7, which means the reliability levels are
enough to be examined the factors.

79

4.7 Testing Hypothesis

4.7.1 One Sample T- test

4.7.1.1 Introduction

In order to test the 8 hypotheses, one sample t-test was used. One-sample t-test aimed
at testing whether a population mean has a significantly different from some
hypothesized value. In order words, it is one of the statistical procedures which aimed
at examining the mean of difference between the sample and the known value in the
population mean. In this research, the average mean score differs significantly from 4.

The formula of one sample T-test as follows:

Where,
t= one sample t-test value
= population mean
X=sample mean
S= standard deviation
n=number of observations in sample

80

4.7.1.2 Commitment to Brand which Certain Brands Produce Eco-fashion

H0: There is no significance difference between the populations mean and the mean
of commitment to Brand which Certain Brands Produce Eco-fashion.

H1: There is a significant difference between the population mean and the mean of
commitment to Brand which Certain Brands Produce Eco-fashion.

Table 4.12.1 One Sample Statistics Table of Commitment Brand Produces

Eco-fashion

One-Sample Statistics

N
BQ22Commitmnet 141
Brands produces
Eco-fashion

Mean

Std.
Deviation

Std.
Mean

3.87

1.013

.085

Error

Table 4.12.2 One Sample Test Table of Commitment Brand Produces Eco-fashion
One-Sample Test
Test Value = 4

t
BQ22Commitmnet -1.496
Brands produces
Eco-fashion

df

Sig.
(2-tailed)

Mean
Difference

140

.137

-.128

81

95% Confidence Interval of

the Difference
Lower

Upper

-.30

.04

The mean of the group of commitment to brand which certain brands produce
Eco-fashion textiles is 3.87 and the standard deviation is 1.013. The mean difference
is -0.128. It does not have a significantly higher mean than the population mean of 4.
The observed t-statistic and p-value are t (140) = -1.496, p=0.137, which is higher
than the significant level 0.05. Therefore, rejected the alternation hypothesis, accepted
there is no significance difference between the populations mean and the mean of
commitment to Brand which Certain Brands Produce Eco-fashion.

82

4.7.1.3 Enhancement of Consumers Social Value

H0: There is no significance difference between the population mean and the mean of
enhancement of consumers Social Value

H1: There is a significant difference between the population mean and the mean of
enhancement of consumers Social Value

Table 4.13.1 One Sample Statistics of Enhancement of Consumers Social Value

One-Sample Statistics

BQ19socialvalue
s

Mean

Std.
Deviation

141

3.77

.966

Std. Error
Mean
.081

Table 4.13.2 One Sample Test of Enhancement of Consumers Social Value

One-Sample Test
Test Value = 4

BQ19socialvalue
s

df

Sig.
(2-tailed)

-2.789

140

.006

83

Mean
Difference
-.227

95% Confidence Interval of

the Difference
Lower

Upper

-.39

-.07

The mean of the group of enhancement of consumers social value is 3.77 and the
standard deviation is 0.966. The mean difference is -0.227. So it has not a
significantly higher mean than 4. However, the observed t-statistic and p-value are t
(140) =-2.789, p=0.006, which is lower than the significant level 0.05. Thus, it still
has a significant level of enhancement of consumers social value.

84

4.7.1.4 Environmentally Friendly Supply Chain

H0: There is no significance difference between the population mean and the mean of
environmentally friendly supply chain

H1: There is a significant difference between the population mean and the mean of
environmentally friendly supply chain

Table 4.14.1 One Sample Statistics Table of Environmentally Friendly Supply Chain
One-Sample Statistics

BQ20environmnetfrie
nd

Mean

Std.
Deviation

141

4.21

1.086

Std. Error
Mean
.091

Table 4.14.2 One Sample Test Table of Environmentally Friendly Supply Chain
One-Sample Test
Test Value = 4

t
BQ20environmnetfrie 2.249
nd

df

Sig.
(2-tailed)

Mean
Difference

140

.026

.206

85

95% Confidence Interval of

the Difference
Lower

Upper

.02

.39

The mean of the group of environmentally friendly supply chain is 4.21 and the
standard deviation is 1.086, which has a significantly higher mean than the population
mean of 4. The mean difference is 0.206. The observed t-statistic and p-value are t
(140) = 2.249, p=0.026, which is lower than the significant level 0.05. Thus, rejected
the null hypothesis and accept the significant difference between the population mean
and the mean of environmentally friendly supply chain

86

4.7.1.5 Compliance with Harmful Substance Testing

H0: There is no significance difference between the population mean and the mean of
compliance with harmful substance testing.

H1: There is a significant difference between the population mean and the mean of
compliance with harmful substance testing.

Table 4.15.1 One Sample Statistics Table of Compliance with Harmful Substance
Testing
One-Sample Statistics
N
BQ18
141
harmfulsubstancetesting

Mean

Std.
Deviation

Std. Error
Mean

4.45

1.024

.086

Table 4.15.2 One Sample Statistics Table of Compliance with Harmful Substance
Testing
One-Sample Test
Test Value = 4

BQ18
harmfulsubstancetesting

df

Sig.
(2-tailed)

5.180

140

.000

87

Mean
Difference
.447

95% Confidence Interval of

the Difference
Lower

Upper

.28

.62

The mean of the group of compliance with harmful substance testing is 4.45 and the
standard deviation is 1.024, which has a significantly higher mean than the population
mean of 4. The mean difference is 4.447. The observed t-statistic and p-value are t
(140) = 5.180, p=0.000, which is lower than the significant level 0.05. Hence, the null
hypothesis is rejected. There is the significant difference between the population mean
and the mean of comply with harmful substance testing

88

4.7.1.6 Produces High Quality Textiles

H0: There are no significance differences between the population mean and the mean
of produces high quality textiles.

H1: There is a significant difference between the population mean and the mean of
produces high quality textiles.

Table 4.16.1 One Sample Statistic Table of High Quality Textiles

One-Sample Statistics
N
BQ15highqualit 141
y

Mean

Std.
Deviation

Std.
Mean

4.40

1.076

.091

Error

Table 4.16.2 One Sample Test Table of High Quality Textiles

One-Sample Test
Test Value = 4

t
BQ15highqualit 4.463
y

df

Mean
Sig. (2-tailed) Difference

140

.000

.404

89

95% Confidence Interval of

the Difference
Lower

Upper

.23

.58

The mean of the group of high quality textiles is 4.40 and the standard deviation is
1.076, which has a significantly higher mean than the population mean of 4. The mean
difference is 0.404. The observed t-statistic and p-value are t (140) = 4.463, p=0.000,
which is lower than the significant level 0.05. Thus, null hypothesis is rejected; there
is a significant difference on the higher quality on Eco-fashion.

90

4.7.1.7 Skin Compatibility

H0: There are no significance differences between the population mean and the mean
of skin compatibility.

H1: There is a significant difference between the population mean and the mean of
skin compatibility.

Table 4.17.1 One Sample Statistics Table of Skin Compatibility

One-Sample Statistics

Skin
Compatibility

Mean

Std.
Deviation

141

4.31

1.202

Std. Error
Mean
.101

Table 4.17.2 One Sample Test Table of Skin Compatibility

One-Sample Test
Test Value = 4

Skin
Compatibility

df

Sig.
(2-tailed)

3.083

140

.002

91

Mean
Difference
.312

95% Confidence Interval of

the Difference
Lower

Upper

.11

.51

The mean of the group of skin compatibility is 4.31 and the standard deviation is
1.202. The mean difference is 4.312.There is a significantly higher mean than the
population mean of 4. The observed t-statistic and p-value are t (140) = 3.083,
p=0.002, which is lower than the significant level 0.05. In this case, null hypothesis is
rejected. The alternative hypothesis of skin compatibility is accepted.

92

4.7.1.8 Fashionable Appearances

H0: There are no significance differences between the population mean and the mean
of fashionable appearances

H1: There is a significant difference between the population mean and the mean of
fashionable appearances.

Table 4.18.1 One Sample Statistics Table of Fashionable Appearances

One-Sample Statistics

BQ17fashionable

Mean

Std.
Deviation

141

4.44

1.078

Std. Error
Mean
.091

Table 4.18.2 One Sample Test Table of Fashionable Appearances

One-Sample Test
Test Value = 4

BQ17fashionabl
e

df

Sig.
(2-tailed)

4.843

140

.000

93

Mean
Difference
.440

95% Confidence Interval of

the Difference
Lower

Upper

.26

.62

The mean of the group of fashionable appearances is 4.44 and the standard deviation
is 1.078, which has a significantly higher mean than the population mean of 4.The
mean difference is 0.440. Still, the observed t-statistic and p-value are t (140) = 4.843,
p=0.000, which is lower than the significant level 0.05. Thus, rejected the null
hypothesis and accepted the significant difference between the population mean and
the mean of fashionable appearances.

94

4.7.1.9 Reasonable Price

H0: There is no significance difference between the population mean and the mean of
reasonable price

H1: There is a significant difference between the population mean and the mean of
reasonable price

Table 4.19.1 One Sample Statistics Table of Reasonable Price

One-Sample Statistics
N
BQ21resonablepric 141
e

Mean

Std.
Deviation

Std.
Mean

4.24

1.183

.100

Error

Table 4.19.2 One Sample Test Table of Reasonable Price

One-Sample Test
Test Value = 4

BQ21resonablepric
e

df

Sig.
(2-tailed)

2.421

140

.017

95

Mean
Difference
.241

95% Confidence Interval of

the Difference
Lower

Upper

.04

.44

The mean of the group of reasonable price is 4.24 and the standard deviation is 1.183,
which has a significantly higher mean than the population mean of 4. The mean
difference is 0.241. The observed t-statistic and p-value are t (140) = 2.421, p=0.017,
which is lower than the significant level 0.05. Thus, the null hypothesis is rejected.
The significant difference between the population mean and the mean of reasonable
price is accepted.

96

4.7.1.10 Higher Price to Purchase Eco-fashion

H0: There is no significance difference between the populations mean and the mean
of higher price to purchase eco-fashion

H1: There is a significant difference between the population mean and the mean of
higher price to purchase eco-fashion

Table 4.20.1 One Sample Statistics Table of Higher Price to Purchase

One-Sample Statistics
N
BQwill 141

Mean

Std.
Deviation

Std.
Mean

4.59

1.089

.092

Error

Table 4.20.2 One Sample Test Table of Higher Price to Purchase

One-Sample Test
Test Value = 4

t
BQwill 6.416

df

Mean
Sig. (2-tailed) Difference

140

.000

.589

97

95% Confidence Interval of

the Difference
Lower

Upper

.41

.77

The mean of the group of higher price to purchase is 4.59 and the standard deviation
is 1.089, which has a significantly higher mean than the population mean of 4. The
mean difference is 0.589. The observed t-statistic and p-value are t (140) = 50.017,
p=0.000, which is lower than the significant level 0.05. Hence, rejected the null
hypothesis and accepted the significant difference between the population mean and
the mean of higher price to purchase Eco-fashion.

98

4.7.2 Linear Regression

4.7.2.1 Introduction
As for proving the previous 8 hypotheses, simple linear regression will be used.
Simple Linear Regression is one of the statistics techniques which aimed at observing
data relating to the dependent variable (Y) to one independent variable (X) with the
description and prediction.

The statistics formula of simple linear regression as follows:

Which,
Y: the dependent variable
X: the independent variable
0: the intercept (a constant)
1: the slope (a constant)
j: the random error for given Xj

99

4.7.2.2 Hypothesis 1: Commitment to Brand which Certain Brands Produce

Eco-fashion

H0: Commitment to brand which certain brands produce Eco-fashion cannot implies a
higher intention of the consumers to purchase products of Eco-fashion.

H1. Commitment to brand which certain brands produce Eco-fashion implies a higher
intention of the consumers to purchase products of Eco-fashion.

simple

linear

regression

model

is

given

by

Which,
Y: Higher price to purchase
X: Commitment to Brand which Certain Brands Produce Eco-fashion
0: the intercept (a constant)
1: the slope (a constant)
j: the random error for given Xj

100

this

equation,

Table 4.21.1 Model Summary of H1

Model Summary
Adjusted
R Square Square

Model R
1

.023a

.001

-.007

R Std. Error of
the Estimate
1.093

a. Predictors: (Constant), BQ22Commitment to Brand

which Certain Brands Produce Eco-fashion
Model Summary table showed the coefficient of determination r-square is 0.001. Thus,
0.1 per cent of the variation in the commitment to brand which certain brands
produced eco-fashion can be explained by the variable of higher price to purchase.

Table 4.21.2 ANOVA Table of H1

ANOVAb
Sum
Squares

Model
1

of
df

Mean Square F

Sig.

Regression .090

.090

.784a

Residual

166.052

139

1.195

Total

166.142

140

.075

a. Predictors: (Constant), BQ22 Commitment to Brand which Certain Brands

Produce Eco-fashion
b. Dependent Variable: higher price to purchase
ANOVA (Analysis of Variance) table found the change is significant F (1,139) = 0.75,
p = 0.784. As the p-value of F test is larger than 0.05, rejected the alternatives
hypothesis, so the regression model did not have a significant linear relationship at a
significant level of 0.05.

101

Table 4.21.3 Coefficients Table of H1

Coefficientsa
Unstandardized
Coefficients

Standardized
Coefficients

Std. Error

Beta

(Constant)

4.492

.365

BQ22

.025

.091

Model
1

.023

Sig.

12.311

.000

.274

.784

CommitmenttoBra
ndwhichCertainBr
andsProduceEco-fa
shion
a. Dependent Variable: higher price to purchase
Coefficients table showed that commitment to brand which certain brands produce
eco-fashion increases by 1 unit, higher price to purchase will increase by 0.025
units. The p-value of t-test for each regression coefficients are 0.784. Hence,
commitment to brand which certain brands produce eco-fashion is larger than 0.05,
which has not a significant linear relationship with high price to purchase at a
significance level of 0.05.

H1. Commitment to brand which certain brands produce Eco-fashion implies a

higher intention of the consumers to purchase products of Eco-fashion
(Rejected).

102

4.7.2.3 Hypothesis 2: Enhancement of Consumers Social Value

H0: Enhancement of consumers social value cannot imply a higher intention of the
consumers to purchase products of Eco-fashion.
H2: Enhancement of consumers social value implies a higher intention of the
consumers to purchase products of Eco-fashion.

The simple linear regression equation provides an estimate of the population

regression line:

Which,
Y: Higher price to purchase
X: Consumer Social Value
0: the intercept (a constant)
1: the slope (a constant)
j: the random error for given Xj

103

Table 4.22.1 Model Summary Table of H2

Model Summary
Adjusted
R Square Square

Model R
1

.121a

.015

R Std. Error of
the Estimate

.008

1.085

a. Predictors: (Constant), BQ19consumerssocialvalue

The Model Summary table of SPSS reflected the coefficient of determination r-square
is 0.15. This means that 1.5 per cent of the variation in the consumers social value
can be explained by the variable of higher price to purchase.

Table 4.22.2 ANOVA Table of H2

ANOVAb
Sum
Squares

Model
1

of
df

Mean Square F

Sig.

Regression 2.434

2.434

.153a

Residual

163.708

139

1.178

Total

166.142

140

2.066

a. Predictors: (Constant), BQ19consumerssocialvalue

b. Dependent Variable: higher price to purchase

From Coefficients table of SPSS, the change is significant F (1,139) = 2.066, p-value
is 0.156, which is greater than 0.05. Thus, rejected the alternative hypothesis, the
social value does not have a significant linear relationship with higher price to
purchase at a significance level of 0.05.
104

Table 4.22.3 Coefficients Table of H2

Coefficientsa

Model
1

(Constant)

Unstandardized
Coefficients

Standardized
Coefficients

Std. Error

Beta

4.074

.370

BQ19consumerss .136

.095

.121

Sig.

11.023

.000

1.437

.153

ocialvalue
a. Dependent Variable: higher price to purchase

From Coefficients table of SPSS, as enhancement of consumers social value

increases by 1 unit, higher price to purchase will increase by 0.136 units. The
p-value of t-test for each regression coefficients are 0.153. Thus, enhancement of
consumers social value is greater than 0.05, which has not a significant linear
relationship with high price to purchase at a significance level of 0.05.

H2. Enhancement of consumers social value implies a higher intention of the

consumers to purchase products of Eco-fashion (Rejected).

105

4.7.2.4 Hypothesis 3: Environmentally Friendly Supply Chain

H0: Environmentally friendly supply chain cannot imply a higher intention of the
consumers to purchase products of Eco-fashion.

H3: Environmentally friendly supply chain implies a higher intention of the

consumers to purchase products of Eco-fashion.

The simple linear regression equation provides an estimate of the population

regression line:

Which,
Y: Higher price to purchase
X: Environmentally Friendly Industry
0: the intercept (a constant)
1: the slope (a constant)
j: the random error for given Xj

106

Table 4.23.1 Model Summary Table of H3

Model Summary
Model R
1

.531a

Adjusted
R Square Square
.282

.277

R Std. Error of
the Estimate
.926

a.
Predictors:
BQ20environmentallyfriendlyindustry

(Constant),

Based on the Model Summary table of SPSS, the coefficient of determination r-square
is 0.282 per cent. This means that 28.2 per cent of the variation in the
environmentally friendly industry can be explained by the variable of higher price
to purchase.

Table 4.23.2 ANOVA Table of H3

ANOVAb
Sum
Squares

Model
1

of
df

Mean Square F

Sig.

Regression 46.848

46.848

.000a

Residual

119.294

139

.858

Total

166.142

140

54.586

a. Predictors: (Constant), BQ20environmentallyfriendlyindustry

b. Dependent Variable: higher price to purchase
From the ANOVA (Analysis of Variance) table of SPSS, the p-value of the F test is
less than 0.05, the change is significant F (1,139) = 54.586, rejected the H0 that all
regression coefficients are zeros. Therefore, the regression model does not have a
significant linear relationship at a significant level of 0.05.
107

Table 4.23.3 Coefficients Table of H3

Coefficientsa

Model
1

(Constant)

Unstandardized
Coefficients

Standardized
Coefficients

Std. Error

Beta

2.348

.313

BQ20environmentally .533

.072

.531

Sig.

7.498

.000

7.388

.000

friendly industry
a. Dependent Variable: higher price to purchase

Coefficients table found that when environmentally- friendly industry increases by

1 unit, higher price to purchase will increase by 0.533 units. The p-value of t-test
for each regression coefficients are 0.000. Thus, environmentally- friendly industry
are less than 0.05, which has a significant linear relationship with high price to
purchase at a significance level of 0.05.

H3: Environmentally friendly supply chain implies a higher intention of the

consumers to purchase products of Eco-fashion. (Accepted)

108

4.7.2.5 Hypothesis 4: Compliance with Harmful Substance Testing

H0: Compliance with harmful substance testing cannot imply a higher intention of the
consumers to purchase products of Eco-fashion.

H4: Compliance with harmful substance testing implies a higher intention of the
consumers to purchase products of Eco-fashion.

The simple linear regression equation provides an estimate of the population

regression line:

Which,
Y: Higher price to purchase
X: Comply with harmful substance testing
0: the intercept (a constant)
1: the slope (a constant)
j: the random error for given Xj

109

Table 4.24.1 Model Summary of H4

Model Summary
Model R
1

.761a

Adjusted
R Square Square
.580

R Std. Error of
the Estimate

.577

.709

a. Predictors: (Constant), BQ18 harmfulsubstancetesting

Based on the table of Model Summary, the coefficient of determination r-square is
0.580. This means that 58 per cent of the variation in the harmful substance testing
can be explained by the variable of higher price to purchase.

Table 4.24.2 Model Summary Table of H4

ANOVAb
Sum
Squares

Model
1

of
df

Mean Square F

Regression 96.293

96.293

Residual

69.849

139

.503

Total

166.142

140

Sig.

191.625 .000a

a. Predictors: (Constant), BQ18 harmfulsubstancetesting

b. Dependent Variable: higher price to purchase

The ANOVA table portrayed that the change is significant F (1,139) =191.625,
p<0.05. As p-value of the F test is less than 0.05. Therefore, rejected the null
hypothesis, the regression model has a significant linear relationship at a significant
level of 0.05.

110

Table 4.24.3 Coefficients Table of H4

Coefficientsa
Unstandardized
Coefficients

Standardized
Coefficients

Std. Error

Beta

(Constant)

.988

.267

BQ18

.810

.058

Model
1

.761

Sig.

3.701

.000

13.843

.000

harmfulsubstancetesting
a. Dependent Variable: higher price to purchase

In the table of Coefficients table, if Eco-fashion textiles comply with harmful

substance testing increase by 1 unit, higher price to purchase will increase by
0.810. The p-value of t-test for each regression coefficients is 0.000. Thus,
Eco-fashion textiles comply with harmful substance testing is less than 0.05, which
has a significant linear relationship with high price to purchase at a significance level
of 0.05.

H4: Compliance with harmful substance testing implies a higher intention of the
consumers to purchase products of Eco-fashion. (Accepted)

111

4.7.2.6 Hypothesis 5: Produces High Quality Textiles

H0: A Higher level of quality of textiles cannot imply a higher intention of the
consumers to purchase products of Eco-fashion.

H5: A Higher level of quality of textiles implies a higher intention of the consumers to
purchase products of Eco-fashion.

A simple linear regression model is given by the equation as follows:

Which,
Y: Higher price to purchase
X: High quality textiles
0: the intercept (a constant)
1: the slope (a constant)
j: the random error for given Xj

112

Table 4.25.1 Model Summary Table of H5

Model Summary
Model R
1

.734a

Adjusted
R Square Square
.539

.536

R Std. Error of
the Estimate
.742

a. Predictors: (Constant), BQ15highqualitytextiles

The table of Model Summary showed that the coefficient of determination r-square is
0.539. This means that 53.9 per cent of the variation in the high quality textiles can
be explained by the variable of higher price to purchase.

Table 4.25.2 ANOVA Table of H5

ANOVAb
Sum
Squares

Model
1

of
df

Mean Square F

Regression 89.576

89.576

Residual

76.566

139

.551

Total

166.142

140

Sig.

162.617 .000a

a. Predictors: (Constant), BQ15highqualitytextiles

b. Dependent Variable: higher price to purchase
The table of ANOVA (Analysis of Variance) found that the change is significant F
(1,139) = 162.617, p<0.05. As the p-value of the F test is less than 0.05; rejected the
H0 which all regression coefficients are zeros. Therefore, the regression model has a
significant linear relationship at a significant level of 0.05.

113

Table 4.25.3 Coefficients Table of H5

Coefficientsa

Model
1

(Constant)

Unstandardized
Coefficients

Standardized
Coefficients

Std. Error

Beta

1.313

.264

BQ15highqualit .744

.058

.734

Sig.

4.968

.000

12.752

.000

ytextiles
a. Dependent Variable: higher price to purchase

The table of Coefficients table depicted that when high quality textiles increases by
1 unit, higher price to purchase will increase by 0.744 units. The p-value of t-test
for each regression coefficients are 0.000. Thus, high quality textiles are less than 0.05,
which has a significant linear relationship with high price to purchase at a significance
level of 0.05.

H5: A Higher level of quality of textiles implies a higher intention of the

consumers to purchase products of Eco-fashion. (Accepted)

114

4.7.2.7 Hypothesis 6: Skin Compatibility

H0: A higher level of skin compatibility cannot imply a higher intention of the
consumers to purchase products of Eco-fashion.

H6: A higher level of skin compatibility implies a higher intention of the consumers to
purchase products of Eco-fashion.

The simple linear regression equation provides an estimate of the population

regression line:

Which,
Y: Higher price to purchase
X: Skin Compatibility
0: the intercept (a constant)
1: the slope (a constant)
j: the random error for given Xj

115

Table 4.26.1 Model Summary Table of H6

Model Summary
Model R
1

.677a

Adjusted
R Square Square
.458

.454

R Std. Error of
the Estimate
.805

a. Predictors: (Constant), BQ16 Skin Compatibility

It required of strong evidence the Model Summary table of SPSS; the coefficient of
determination r-square is 0.458, so 45.8 per cent of the variation in the skin
compatibility can be explained by the variable of higher price to purchase.

Table 4.26.2 ANOVA Table of H6

ANOVAb
Sum
Squares

Model
1

of
df

Mean Square F

Regression 76.139

76.139

Residual

90.003

139

.648

Total

166.142

140

Sig.

117.589 .000a

a. Predictors: (Constant), BQ16 Skin Compatibility

b. Dependent Variable: higher price to purchase

The table of ANOVA (Analysis of Variance) reflected the p-value of the F test. The
change is significant F (1,139) = 117.589, p-value is less than 0.05; rejected the H0
that all regression coefficients are zeros. Thus, the regression model has a significant
linear relationship at a significant level of 0.05.
116

Table 4.26.3 Coefficients Table of H6

Coefficientsa
Unstandardized
Coefficients

Standardized
Coefficients

Std. Error

Beta

(Constant)

1.943

.253

BQ16Skin

.614

.057

Model
1

.677

Sig.

7.674

.000

10.844

.000

Compatibility
a. Dependent Variable: higher price to purchase
In light of Coefficients table of SPSS, as skin compatibility increases by 1unit,
higher price to purchase will increase by 0.614 units. The p-value for each
regression coefficients is 0.000. Thus, skin compatibility is less than 0.05, which has a
significant linear relationship with higher price to purchase at a significance level of
0.05.

H6: A higher level of skin compatibility implies a higher intention of the

consumers to purchase products of Eco-fashion (Accepted).

117

4.7.2.8 Hypothesis 7: Fashionable Appearance

H0: A higher level of Fashionable appearance cannot imply a higher intention of the
consumers to purchase products of Eco-fashion.

H7: A higher level of Fashionable appearance implies a higher intention of the

consumers to purchase products of Eco-fashion.

The simple linear regression equation provides an estimate of the population

regression line:

Which,
Y: Higher price to purchase
X: Fashionable Appearance
0: the intercept (a constant)
1: the slope (a constant)
j: the random error for given Xj

118

Table 4.27.1 Model Summary of H7

Model Summary
Model R
1

.672a

Adjusted
R Square Square
.452

.448

R Std. Error of
the Estimate
.810

a. Predictors: (Constant), BQ17fashionableappearances

Based on the table of Model Summary, the coefficient of determination r-square is
0.452. Thus, 45.2 per cent of the variation in the fashionable appearances can be
explained by the variable of higher price to purchase.

Table 4.27.2 ANOVA Table of H7

ANOVAb
Sum
Squares

Model
1

of
df

Mean Square F

Regression 75.035

75.035

Residual

91.107

139

.655

Total

166.142

140

Sig.

114.480 .000a

a. Predictors: (Constant), BQ17fashionableappearances

b. Dependent Variable: higher price to purchase
The ANOVA (Analysis of Variance) table showed the p-value of the F test is less than
0.000, the change of significant F (1,139) = 114.480, p<0.05; rejected the H0 that all
regression coefficients are zeros. Thus, the regression model has a significant linear
relationship at a significant level of 0.05.

119

Table 4.27.3 Coefficient Table of H7

Coefficientsa

Model
1

(Constant)

Unstandardized
Coefficients

Standardized
Coefficients

Std. Error

Beta

1.574

.290

BQ17fashionable .679

.063

.672

Sig.

5.429

.000

10.700

.000

appearances
a. Dependent Variable: higher price to purchase
Based on Coefficients table, since fashionable appearance enhances by 1 unit,
higher price to purchase will enhance by 0.679. Still, the p-value of t-test for each
regression coefficients is 0.000. Therefore, fashionable appearance is less than 0.05,
which has a significant linear relationship with high price to purchase at a significance
level of 0.05.

H7: A higher level of Fashionable appearance implies a higher intention of the

consumers to purchase products of Eco-fashion. (Accepted)

120

4.7.2.9 Hypothesis 8: Reasonable Price

H0. Reasonable price cannot imply a higher intention of the consumers to purchase
products of Eco-fashion.
.
H8. Reasonable price implies a higher intention of the consumers to purchase
products of Eco-fashion.

The simple linear regression equation provides an estimate of the population

regression line:

Which,
Y: Higher price to purchase
X: Reasonable Price
0: the intercept (a constant)
1: the slope (a constant)
j: the random error for given Xj

121

Table 4.28.1 Model Summary Table of H8

Model Summary
Model R
1

.527a

Adjusted
R Square Square
.277

.272

R Std. Error of
the Estimate
.929

a. Predictors: (Constant), BQ21reasonableprice

According to Model Summary table, the coefficient of determination r-square is 0.277.
This means that 27.7 per cent of the variation in the reasonable price can be
explained by the variable of higher price to purchase.

Table 4.28.2 ANOVA Table of H8

ANOVAb
Sum
Squares

Model
1

of
df

Mean Square F

Sig.

Regression 46.079

46.079

.000a

Residual

120.063

139

.864

Total

166.142

140

53.347

a. Predictors: (Constant), BQ21reasonableprice

b. Dependent Variable: higher price to purchase

In the table of ANOVA (Analysis of Variance), the change is significant F (1,139) =

53.347, p<0.05. As the p-value of the F test is less than 0.05; rejected the H0 which all
regression coefficients are zeros. Therefore, the regression model has a significant
linear relationship at a significant level of 0.05.

122

Table 4.28.3 Coefficients Table of H8

Coefficientsa

Model
1

(Constant)

Unstandardized
Coefficients

Standardized
Coefficients

Std. Error

Beta

2.531

.292

BQ21reasonablepri .485

.066

.527

Sig.

8.658

.000

7.304

.000

ce
a. Dependent Variable: higher price to purchase

According to Coefficients table of SPSS, as reasonable price increases by 1 unit,

higher price to purchase will increase by 0.485 units. The p-value of t-test for each
regression coefficients are 0.000. Thus, reasonable price is less than 0.05, which has a
significant linear relationship with high price to purchase at a significance level of
0.05.

H8. Reasonable price implies a higher intention of the consumers to purchase

products of Eco-fashion. (Accepted)

123

4.8 Chapter Summary

In this chapter, useful information was provided by 217 respondents. It is important to
investigate the Gen Y consumer attitudes and buying intention towards Eco- fashion.
Based on the SPSS system, supportive data and statistics were conducted.

124

CHAPTER 5 DISCUSSION AND CONCLUSION

5.1 Chapter Introduction
This chapter concludes the study into four sections. Some findings are related to the
research will be conducted in first part, Recommendation and conclusion will be
stated in next section. Further recommendations will be suggested at last.

5.2 Summary of the Findings

By doing this research, some meanings can be interpreted, which is the aim of the
research and understand the current situation towards Hong Kong.

5.2.1 Lack of Environmental Awareness

According to the table 4.6, it was found that the distributions of the three most
purchasing preferences, Gen Y consumers mainly concerned reasonable price,
high product quality and fashionable design about their purchasing decisions.

On the contrary, only 1.5% of respondents cared of the environmentally-friendly

industry. Thus, majority of respondents did not think environmental issues as their
crucial factors of buying decisions. Besides, Consumers had limited understandings
towards Eco-fashion, which is under expectation.
125

More than a half of respondents havent heard the term of Eco-fashion. There is
evidence that Gen Y consumers have limited awareness on Eco-fashion. Thus,
Eco-fashion is still on the developing stage.

5.2.2 Limited Channels to Enhance Awareness of Eco-fashion

While research of the source to know Eco-fashion, Newspaper and Magazines (27 %)
and the Internet (27%) occupied the large percentage of votes from Gen Y
respondents.

Still, around 9 per cent of respondents obtained Eco-fashion from outdoor and transit
advertising. Result showed the promotional channels of Eco-fashion are too narrow

5.2.3 Readiness to Pay for Eco-fashion

Fortunately, the half of respondents (59%) interested in Eco-fashion and willing to
pay more (47%) in Eco-fashion. These results provided a positive attitude, which
means Hong Kong still has a welcome environment to explore Eco-fashion. The
respondents who are interested in Eco-fashion are believed that Eco- fashion textiles
compiled with harmful substance testing (4.48) and Valuable using s higher price
to purchase (4.59), which were the two highest factors in the questions.
126

Still, based on the open end question 11, respondents were willing to pay more
20%-30% on Eco-fashion textiles. Hence, the result found that some Gen Y
consumers support the Eco-fashion, and did mind to pay more money to purchase.

5.2.4 Against to Pay More for Eco-fashion

Despite half of respondents willing to buy Eco-fashion, the result also found that half
of them (53%) still did not willing to purchase Eco-fashion. This result is also under
expectation. Still, Refer to Fig. 4.10; more than 190 respondents (80.4%) didnt have
experience on purchasing Eco-fashion.

Such results are explained by the limited knowledge in respondents mind. Compared
with question 3 and question 5, as more than 80 respondents were never heard of
Eco-fashion, but they knew the difference between the General fashion and
Eco-fashion. There is no evidence they really knew what Eco-fashion is, and what
benefits on them.

127

Besides, the result also found the reasons against Eco-fashion which responded by
neither respondent who were nor interest in Eco-fashion. High retail price (5.11)
and did not know why they buy (5.11) were the highest group. Moreover, lack of
fashionable appearance (5.04) was also the crucial factors.

128

5.2.5 Hypothesis Summaries

With regard to previous objectives of this research, objective 4-5 were reflected in the
chapter of findings. The purchasing intention on Eco-fashion among Gen Y
consumers was conducted. Based on data analysis before, 6 of 8 hypotheses were
accepted.

H1. Commitment to brand which certain brands produce Eco-fashion implies a

higher intention of the consumers to purchase products of Eco-fashion
(Rejected).

H2. Enhancement of consumers social value implies a higher intention of the

consumers to purchase products of Eco-fashion (Rejected).

H3: Environmentally friendly supply chain implies a higher intention of the

consumers to purchase products of Eco-fashion (Accepted).

H4: Compliance with harmful substance testing implies a higher intention of the
consumers to purchase products of Eco-fashion (Accepted).

129

H5: A Higher level of quality of textiles implies a higher intention of the

consumers to purchase products of Eco-fashion (Accepted).

H6: A higher level of skin compatibility implies a higher intention of the

consumers to purchase products of Eco-fashion (Accepted).

H7: A higher level of Fashionable appearance implies a higher intention of the

consumers to purchase products of Eco-fashion (Accepted).

H8. Reasonable price implies a higher intention of the consumers to purchase

products of Eco-fashion (Accepted).

130

Result found that the majority of hypotheses are related to the previous literature
review, excepted H1 and H2.

H3 to H8 have been proven by the One Sample T-test and Linear Regression.
Environmentally- friendly Supply Chain , Compliance with Harmful Substance
Testing, High Quality, Skin Compatibility, Fashionable Appearance and
Reasonable Price have significant correlated relationship with high price to
purchase

H1 have not been proven by linear regression and one sample t-test, thus there is no
correlated relationship between commitment to Brand which Certain Brands Produce
Eco-fashion and higher intention to purchase Eco-fashion products.

Still, though H2 has been proven by one sample t-test, its p-value is larger than 0.05 in
one sample t-test. Hence there is also no significant evidence to show that social
value and higher intention to purchase Eco-fashion products has a correlated
relationship.

131

5.3 Recommendations for Further Research

As indicated above, there is under expectation in consumer attitudes towards
Eco-fashion. The awareness is relatively low in Gen Y consumers mind. Still, the
trend of Eco- fashion is not as high as western countries where mentioned in the
literature review before. Thus, Hong Kong fashion industry should take more efforts
in further development. The recommendation included the improvement of innovated
material and process, production designs, media and government support.

5.3.1 Education and Increased Media Reportage

The problems of low awareness towards Eco-fashion, consumers should take the
responsibility. There is no denying that consumer had limited knowledge on ethical
issues and environmental problems. It would affect their buying intention since they
did not know what the benefits and importance were.

In addition, as the hypothesis of H2 enhancement of consumers social value is

rejected, the different result between literature review and the consumer survey may
relate to lack of environmentally friendly awareness. Thus, they did not have well
understandings of benefits and values of Eco-fashion. The media should take a role to
increase reportages of Eco-fashion. Also, the ethical issues should also report. For
132

instance, child labor and environmental pollution caused by fashion industries. Media
reportages should educate what the Eco-fashion is among the Gen Y consumers. A
successful case could be found in BBCs Bloods, a documentary series of Sweated
Fashion Industry and T-shirts (2008), so that enhances the sensitivity towards ethical
practices. Compared with Hong Kong, there is no denying that more efforts should be
taken.

5.3.2 Fashionable Appearance on Products

As the consumer survey mentioned before, respondents who did not interested in
Eco-fashion because they were lack of fashionable appearance. Moreover, the H8:A
higher level of Fashionable appearance implies a higher intention of the consumers to
purchase products of Eco-fashion were accepted. In order words, fashionable
appearance affected the buyer purchasing intention. However, consumers did not
think that Eco-fashion products have fashionable appearance.

According to Allanna (2009), she also claimed that the majority of retailers only sold
the great design of eco and organic ranges. Chris Arnold, an author of Ethical
Marketing & the New Consumer, also pointed put the challenge of textiles industry
were design and aesthetics came the first criteria, and ethics came to be the second.
133

Thus, in order to excite more consumers to purchase Eco-fashion, it has to be more

desirable and beautiful way.

5.3.3 Enterprises Support

Fast fashion has a huge market in Hong Kong; this is the reason why Eco-fashion was
slow expansion. Primark and New Look are fast fashion retailers claimed as
Low-priced were beneficiaries of the recession particularly and the increasing of the
throwaway garments atmosphere Joanna (2010). For customer, fast fashion brought a
wide range of clothes in few weeks with a lower price.

However, fast fashion brought the tons of wastes pollution for the environments.
There is no denying that the fashion culture should be changed. Also, Hypothesis 3 of
environmentally friendly supply chain implies a higher intention of the consumers to
purchase products of Eco-fashion was accepted. Thus, the economically, socially and
environmentally sustainable supply chain should be workable in Hong Kong.

Enterprises have responsibility to support the ethical practice. Elimination of

employing child labor and protection of labor working condition should be the
stepping stones to be an environmentally friendly enterprise.
134

5.3.4 Established and Imported the Division of Eco-fashion

In Hong Kong, Eco- fashion is not as high as western countries, due to the trend of
environmental protection is not popularized (Nonis, 2001). It is not as familiar as
western countries that Hong Kong retail stores are sold environmentally friendly
clothing. Moreover, some of the foreign retails stores established the green division in
their countries, such as fast fashion retailers of H&M and ZARA, but those green
divisions have not imported to Hong Kong. This may be one of the reasons why the
hypothesis of commitment to brand which certain brands produces Eco-fashion is
rejected, since consumers are lack of chances to know and choose the Eco-fashion

Results also found that Gen Y consumers (Mean=5.11) did not know the where they
can buy the Eco-products. With regard to these findings, enterprises and retailers
should try to establish a division of Eco-fashion or import more organic textile for
Hong Kong consumers. It is time for enterprises imported Eco- divisions to give an
opportunity to understand and more choice to purchased Eco-fashion in Hong Kong.

135

5.3.5 Government Support

Based on the consumer survey, one of the reasons against Eco-fashion was a high
retail price. The reasons of high retail price were the Eco-fashion were made in
compliance with different kind of organic agricultural standards, also they were set a
strict criteria on using chemicals in the whole beginning to end production process in
organic fabrics (Mehta, 2008). High cost of productions and raw material would be
made in the Eco- fashion industry. Especially, Eco-fashion was introduction stage in
Hong Kong, operation cost was high indeed.

There is no denying that a conflict was shown in environmental protection and the
growth of economic, but they may support each other mutually. In order to support
such ethical industry, Hong Kong Government should realign with broader policy to
support Eco-fashion. For instance, reduce tax and provide subsidies for the green
industry would be the effective ways to improve operating cost so that the retail price
decline.

136

5.4 Implication

Based on the intensive research of Eco-fashion, it is a remarkable progress to develop

an e environmentally friendly and sustainability supply chain. A green operation
management should be also established (Paromita, 2008).

There is no denying that Eco- fashion is more popular in western countries (Noris,
2001). Across Hong Kong, despite consumers have limited awareness, the
Eco-fashion market is one the rise. Zhenggrong Shi, a Chinese richest man,
established a solar power firm and estimated it was valued $2.2 billion (Sharif, 2011).
Hence, Eco-fashion is acceptable to explore the market in Asia, including Hong Kong.

Also, this research should be evidence that Eco-fashion is potential market in Hong
Kong. Based on the western experience, Eco-fashion would follow steps to explore
Eco-fashion (Sharif, 2011). In 2007, Cosmopolitan Hong Kong magazine reference
the western fashion magazine Vogue, established 25 pages of Eco-fashion (Sarbjit,
2010). It was aimed to enhance the awareness and importance of Eco-fashion to
educate Hong Kong consumers. Based on the western experience, Eco-fashion would
follow steps to explore Eco-fashion.
137

5.5 Conclusion
Despite the fact of hearing the terms of eco-fashion or organic textiles often,
many consumers were still wondered what they are (Dickson, 2001). As stated of
objectives in Chapter 1, the aim of this research would like to enhance the awareness
of Eco-fashion and investigate the consumer purchasing intention towards
Eco-clothing. In reviewing all the former chapters, the findings from the research
generally were matched with our hypothesis and expectation in a large extent.

Also, the findings proved the previous literature reviews valid as similar result were
found. The findings were once again proved that the majority of consumer more cared
about the fashionable design, nice quality and reasonable price. However, eco- fashion
stayed in introduction stage, since low awareness of Eco-fashion and the concepts of
sustainability were found in the consumer survey. It is time to enhance the awareness
of Eco-fashion among the Hong Kong consumers.

On the other hand, the Hong Kong government should take efforts in success of
Eco-fashion development. There is no denying that the government did not have
adequate strategies to help Eco- fashion industry. The role of government was crucial
in promoting and speeding up the growth of Eco- fashion.
138

Eco-fashion is a win-win situation for everyone (Dickson, 2001). Environmentally

responsible enterprises would get more profits on Eco-fashion, as the same time,
manufacturers produced a high quality Eco-products. Eco-fashion is aslo supported by
customers. It is time to give back to the environment, and get a balance to the
environment and economic.

5.6 Limitation
As we all know, every survey has its shortcomings since recourses were limited,
sometimes human being were irrational and contained bias. The anticipated
drawbacks of the research would be pointed out as follows.

First of all, the sample size of population which involved in the questionnaire was
limited and too narrow. 240 usable questionnaires were a small portion to represent all
the Gen Y consumers in Hong Kong. Since the respondents were mainly from
Bachelor degree or higher diploma and aged 21-25, the inaccurate and insincere result
would be affected by their low purchasing power.

139

On top of that, opened-end questions are limited in the questionnaire. Open-ended

questions were one of the effective ways to evaluate and predict the thinking and
mindset of the interviewees (Robert, 1996). However, only few of open-ended
questions were set in this questionnaire. Hence, the opportunity was missed to know
more about respondents, which was an incredibility of the whole research.

140

APPENDIX
APPENDIX 1A Questionnaire on Consumer Purchasing Intention (English Version)
APPENDIX 1B

REFERENCE

Questionnaire on Consumer Attitudes (Chinese Version)

APPENDIX 1A- Questionnaire on Consumer Purchasing Intention (English Version)

Consumer Purchasing Intention
Towards Eco- fashion among Gen Y on Hong Kong Survey
I am a final year student studying BA (Hons) Textile and Clothing Fashion Retailing
at The Hong Kong Polytechnic University. I am now conducting a survey to
investigate the consumer purchasing intention towards Eco-Fashion among
Generation Y (1977-1994) in Hong Kong. It would be appreciated if you could spend
approximately 5 minutes to complete the following questionnaire. All information
collected is used for academic purpose only and will be kept confidentially. Thank
you for your kindly help.
Definition of Eco-fashion:
Eco-fashion can be defined as clothing that causes little or no environmental impact
and it makes use of eco-labeled or recycled materials. The garments which take into
account the environment, the health of consumers and the working conditions of
people in the fashion industry.
Part 1: Consumer Personal Values on Fashion Clothing
1. Where do you get information (e.g. trend forecast Events & promotions, new
arrivals) about fashion clothing? (You can choose more than one answer.)
Newspaper & Magazines
TV Programs
Friends, Colleagues, Family
Outdoor & Transit Advertisings (Billboards, public transportation)
Internet
Others: ________________
2. What are the Three most important attributes affecting the clothing purchasing
decision?
High Product Quality
Fashionable Design
Brand
Enhance Consumer Social Values
Environmentally friendly industry
Reasonable Price
Real Need
Country of Origin

Part 2: Consumer Knowledge on Eco-fashion

3. Have you ever heard of Eco-fashion?
Yes
No (to Q.5)
4. Where did you hear about Eco-fashion? (You can choose more than one answer.)
Newspaper & Magazines
TV Programs
Friends, Colleagues, Family
Outdoor & Transit Advertising (Billboards, public transportation)
Internet
Others: ________________
5. Do you think there is any difference between General Fashion and Eco-fashion?
Yes
No (to Q.7)
6. What are the major benefits of Eco-fashion?
Please choose the appropriate box below that best reflect your thoughts.
(1= absolutely disagree, 7= absolutely agree)
1

6.1. Eco-fashion produces high quality textiles.

6.2. Eco-fashion textiles are skin compatibility.
6.3. Eco-fashion textiles have fashionable appearances.
6.4. Eco-fashion textiles are complied with harmful substance
testing.
6.5. Eco fashion can enhance consumers social values.
6.6. Eco-fashion is an environmentally- friendly industry.
Part 3: Consumer Attitudes and Buying Intention towards Eco-fashion
7. Did you purchase Eco-fashion clothing before?
Yes
No (to Q. 9)

8. Please specify what kind of Eco- fashion textiles you have purchased before.
(You can choose more than one answer.)
Garment top
Garment bottom
Intimate
Socks
Sweater, Jackets, Coats
Others: ____________________
9. Would you be interested in shopping for Eco-fashion textiles?
Yes (to Q.10- 11)
No (to Q. 11- 12)
10. What are the reasons that you are interested to buy Eco- fashion textiles?
Please choose the appropriate box below that best reflect your thoughts.
(1= absolutely disagree, 7= absolutely agree)
1

10.1. Eco-fashion produces high quality textiles.

10.2. Eco-fashion textiles are skin compatibility.
10.3. Eco-fashion textiles have fashionable appearances.
10.4. Eco-fashion textiles are complied with harmful substance
testing.
10.5. Eco-fashion can enhance consumers social values.
10.6. Eco-fashion is an environmentally- friendly industry.
10.7. Eco-fashion textiles have reasonable price.
10.8. Eco-fashion is valuable using a higher price to purchase.
10.9. I will be interested if my favorite brand produces
Eco-fashion textiles.
11. Eco-fashion has its own benefits, however, the retail price will be increased, are
you willing to do so? If yes, how much more would you be ready to pay for
Eco-fashion textiles?
Yes, I am willing to pay more ____________% of Eco-fashion textiles.
No

12. What are the reasons that you do not consider the Eco- fashion textiles?
Please choose the appropriate box below that best reflect your thoughts.
(1= absolutely disagree, 7= absolutely agree)
1

12.1. Eco- fashion textiles have imperceptible quality.

12.2. Eco fashion textiles have high retail price.
12.3. I dont think Eco-fashion textiles are necessary for me.
12.4. Eco- fashion textiles lack of fashionable appearances.
12.5. I dont know where I can buy Eco-fashion textiles in
Hong Kong.
12.6. I do not think any difference between Eco- fashion and
general Fashion.
Part 4. Personal Information
13. Gender
Male
Female
14. Age Range
Below 16
16-20
21-25
26-30
31-35
36-40
Above 40
15. Education Level
Primary School
Associate Degree or Higher Diploma
Master or above
16. Occupation
Business/ Service Personnel
Housewife
Student
17. Monthly Income
$5,000 or less
$10,001-15,000
$20,001-25,000

Secondary School
Bachelor

Blue- Collar Worker

Unemployed
Others

$5,001-10,000
$15,001-20,000
$25,001-30,000

$30,001 or more
This is the end of the questionnaire. Thank You for Your Kindly Help.

Appendix 1B- Questionnaire on Consumer Attitudes (Chinese Version)

(),
Y (1977-1996)
,

1. ? ()
()





(): ________________
2.


3.

( 5 )
4.

()

() ________________
5.

( 7 )
6.
( 1= ,7=
)
1
2
3
4 5 6 7
6.1.
6.2.
6.3.
6.4.
6.5.
6.6.

7.

( 9 )
8. ()





() ________________

9.
( 10 11 )
12 )

( 11

10.
( 1= ,7=
)
1

10.1.
10.2.
10.3.
10.4.
10.5.
10.6.

6 7

10.7.
10.8.
10.9.
11. ,
()
____________%

12.
( 1= ,7=
)
1
12.1.
12.2.
12.3.
12.4.
12.5.
12.6.

 4
13.

14.
16
21-25
31-35
40
15.



16.
/


17.
$5,000
$10,001-15,000
$20,001-25,000
$30,001

16-20
26-30
36-40

$5,001-10,000
$15,001-20,000
$25,001-30,000

REFERENCES
Adams, W. M. (2001). Green development: Environment and sustainability in the
third world. Vol. 2. London and New York: Routledge.
Allanna, M. (2009). The international value chain of ethical fashion. International
Trade Center.
Allwood, J.M., Laursen, S.E., Rodrguez, C.M. & Bocken, N.M.P. (2006). The present
and future sustainability of clothing and textiles in the United Kingdom. University of
Cambridge Institute for Manufacturing.
Anthony, K & Jules, P. (2005). Let them eat cake. WWF.
Barnes, L. & Lea-Greenwood, G. (2006). Fast fashioning the supply chain: shaping
the research agenda. Journal of Fashion Marketing and Management, Vol. 10, pp.
259-71.
Barnes, L. (2008). Fast consumers. The 86th Textile Institute World. Hong Kong: The
Textile Institute.
Barnes, L. (2010). Fast fashion in the retail store environment. Manchester
Metropolitan University, Manchester.
Beard, N. (2008). The branding of ethical fashion and the consumer: A luxury niche or
mass-market reality? Fashion Theory, Vol. 12, pp. 447-468.
Carrigan, M. & Attalla, A. (2001). The myth of the ethical consumer - do ethics matter
in purchase behaviour? Journal of Consumer Marketing, Vol. 18, pp. 550-577.
Carson, P. & Moulden, J. (1991). Green is gold: Business talking to business about the
environmental revolution. Toronto: Harper Business.
Carter, M. (2003). Flugel and the nude future. Fashion Theory, Vol. 7, pp. 97-102.
Caruana, R. (2007). A sociological perspective of consumption morality. Journal of
Consumer Behavior, Vol. 6, pp. 287-304.

Centexbel.be. (2010). Oeko-Tex textiles and human ecology. Retrieved Dec 2011,
from http://www.centexbel.be/Eng/product_service_certif._oekotex.htm
Chen, H.L. & Burns, L.D. (2006). Environmental analysis of textile products. The
Clothing and Textile Research Journal, Vol. 24, pp. 248-261.
Clavin, B. & Lewis, A. (2005). Focus groups on consumers' ethical beliefs. The
Ethical Consumer, Vol. 1, pp. 173-188. London.
Coddington, W. (1993). Positive strategies for reaching the green consumer.
Environmental Marketing. Maidenhead.
Dana, T. (2008). Luxury fashion companies tout the eco-friendly look - but their
business model is still unsustainable.
De Pelsmacker, P. (2005). Do consumer care about ethics? Journal of Consumer
Affairs, Vol. 39, pp. 363-385.
Diamantopoulos, A. (2003). Can socio-demographic still play a role in profiling green
consumer? Journal of Business Research, Vol. 56, pp. 465-80.
Dickson, M.A. (2001). Utility of no sweat labels for apparel consumers:profiling label
users and predicting their purchases. Journal of Consumer Affairs, 35, pp. 96-119.
Fletcher K. (2008). Sustainable fashion and clothing. Design Journeys. Earthscan.
Frances, B. (2010). Walmart and H&M commit to greening their textile supply chain.
BBC NEWS .
George, D., & Mallery, P. (2003). SPSS for windows step by step: A simple guide and
reference. Allyn & Bacon.
Global Orgainic Textile Standard. (2010). International working group on global
orgainic
textile
standard.
Retrieved
Nov
2011,
from
http://www.global-standard.org/the-standard.html
H&M. (2010). H&M conscious ations subsatinable report.

Haanpaa, L. (2007). Consumers' green commitment: indication of a post-modern

lifestyle? International Journal of Consumer Studies, Vol. 31, pp. 478-486.
Hae Jin Gam. (2010). Are fashion-conscious consumers more likely to adopt
eco-friendly clothing? Journal of Fashion Marketing and Mangement. Department of
Family and Consumer Sciences.
Hansen, H. & Hem, L.E. (2004). Brand extension evaluations: effects of affective
commitment, involvemnet, price consciousness and preference of of bundling in the
extended category. Advances in Consumer Research, Vol. 31, pp. 375-391.
Hills, P. & Roberts, P. (2001). Political integration, transboundary pollution and
sustainability: Challenges for environmental policy in the pearl river delta region.
Journal of Environmental Planning and Management
Hills, P. & Welford, J. (2002). Ecological modernisation as a weak form of sustainable
development in Hong Kong. International Journal of Sustainable Development and
World Ecology, Vol. 9, pp. 315-31.
Hills, P. (2004). Administrative rationalism, sustainable development and the politics
of environmental discourse in Hong Kong. Sustainable Development in Hong Kong.
Hong Kong: University of Hong Kong Press.
Hunt, N., & Dorfman, B. (2009). How green is my wallet? Organic food growth slows.
Reuters.
Hyvrinen, A. (1999). Eco-labeling and environmentally friendly products and
production methods affecting the international trade in textiles.
Iain, A., Zoe, L., & Ine, A. (2010). Do consumers care about ethical-luxury? Springer
Science Business Media.
Ines, W. & Sabine, W. (2010). Ecology and fashion: Development lines and prospects.
International Association for Research and Testing in the Field of Textile Ecology.
(2008). Oeko-Tex Standard 100.
International Association for Research and Testing in the Field of Textile Ecology.

(2010). Oeko-Tex Standard 100., Edition 06/2010. Zurich.

International Centre for Creativity Innovation Sustainability. (2008). Sustainable
textiles.
IPCC Report. (2007). Global warming is man-made. Times of India.
Irwin, J. R., & Baron, J. (2001). Response mode effects and moral values.
Organizational Behavior and Human Decision Processes, Vol. 84, pp. 177-197.
Jackson, T. (2008). The challenge of sustainable lifestyles. Innovations for the
Sustainable Economy. New York: Worldwatch Institute.
Jalas M. (2004). Consumers as subjects and participants of environmental
management. Environment and Business: Everyday Practices and Critical Questions,
Tampere, pp. 211-226.
Jamal, F. (2009). Green supply chain managemnt: A literature review.
Jen, B. & Anthony, K. (2007). Deeper luxury. UK: WWF.
Joanna, J. (2010). Responsible supply chain management. Business In The
Community.
Joergens, C. (2006). Ethical fashion: Myth or future trend? Journal of Fashion
Marketing and Management, Vol. 10, pp. 360-371.
Joy, A. (2001). Gift giving in Hong Kong and the continuum of social ties. Journal of
Consumer Research, Vol. 28, pp. 239-256.
Julian, M., Soren, L., Cecilia , R., & Nancy, P. (2006). Well dressed? University of
Cambridge Institute for Manufacturing.
Knowledge Bank IIMM. (2008). Competitive labeling vs. regulatory eco-label .
Legoeul, A. (2006). Ethical fashion wins over the whole retailing. Journal du Textile,
Vol. 43, pp. 22-23.

Li, J.J. & Su, C. (2007). How face influences consumption: A comparative study of
american and chinese consumers. International Journal of Market Research, Vol. 49,
pp. 237-256.
Lippa, R. (2001). Expressive control and the leakage of dispositional
introversion-extraversion during role-played teaching. Vol.44, pp. 541-559. Journal of
Personality.
Living Planet Report. (2006). Assessing India' s forest footprint. Retrieved Feb 2012,
from http://www.wwfindia.org/about_wwf/what_we_do/forests/forestprint/index.cfm
Longley, P., Webber. R., & Li, C. (2006). The UK geography of the e-society: A
national classification. London: University College London.
Marileena, K. & Markus, V. (2009). Future of the consumer society. Finland.
Mark, M. (2005). Understanding generation Y. Australia: The Australian Leadership
Foundation.Markkula, A. Meanings of ethical consumption in fashion and clothing
markets. In 2008. Finland: School of Economics.
Mason, T. (2000). The importance of being ethical. Marketing, Vol. 6, p. 27.
Mazar, N. & Zhong, B. C. (2009). Do green products make us better people?
University of Toronto.
Mehta, S. (2008). Eco-friendly textile now pet project for exporters. The Economic
Times. Kolkata edition.
Menkes, S. (2006). Eco- friendly: Why green is the new black. Moral Fibre, A
Beginner's Guide to the UK Market.
Meyer, A. (2001). What' s in it for the customers? Successfully marketing green
clothes. Business Strategy and the Environment, Vol. 10, pp. 317-30.
Michiel, Y. (2006). Corporate social responsibility in the textile industry. International
Overview CSR In The Textiles Industry.

Mick, B. (2001). Ethical consumers and ethical trade: A review of current literature.
The University of Greenwich.
Moisander J, Pesonen S. (2002). Narratives of sustainable ways of living: constructing
the self and others as a green consumer. Management Decision, Vol. 40, pp. 329 - 342.
Morwitz. (2002). Why does measuring intention change actual behavior? New York
University.
Niinimki, K. (2010). Eco-clothing, consumer identity and ideology. Finland: Aalto
University.
Nimon, W. & Beghin, J. (1999). Are eco-labels valuable? Evidence from the apparel
industry. American Journal of Agricultural Economics, Vol. 81, pp. 801-811.
Nonis, S. C. (2001). Personal value profiles and ethical business decisions.
Nunnally, J. C. (1978). Psychometric theory. Vol. 2. New York: McGraw-Hill.
Oecotextiles.com. (2008). Textile industry poses environmental hazards. Retrieved
Feb 2012, from http://www.oecotextiles.com/PDF/textile_industry_hazards.pdf
Organic
Trade
Association.
http://www.ota.com/index.html

(1985).

Retrieved

Nov

2011,

from

Paromita, G. (2008). Is the urban Indian consumer ready for clothing with eco-labels?
India: Department of Marketing.
Phau, I. & Ong, D. (2007). An investigation of the effects of environmental claims in
promotional messages for clothing brands. Marketing Intelligence & Planning, Vol. 25,
pp. 772-788.
Practiacl Action. (2002). Substainable technology education project. Retrieved Nov
2011, from http://www.stepin.org/
Qin Bian. (2010). Examining U.S. and Chinese students' purchase intention formation
for luxury brands. Auburn University.

Richard, P. & Peter, H. (2006). Environmental reform, technology policy and

transboundary Pollution in Hong Kong. Hong Kong: Centre of Urban Planning and
Environmental Management.
Roberts, J. A. (1996). Will the real socially responsible consumer please step forward?
Business Horizons
Roome, N. (1993). Developing environmental management strategies. Business
Strategy and the Environment, Vol.1, pp. 11-24.
Sarbjit, S. (2010). Study of green supply chain management practices in the Indian
manufacturing industries. Department of Industrial & Production Engineering.
Sharif, N. (2011). Innovation strategy, firm survival and relocation: The case of Hong
Kong-owned manufacturing in Guangdong Province, China.
Shen, J., Sakata, Y. & Yoshizo Hashimoto, Y. (2005). Is individual environmental
consciousness one of the determinants in transport mode choice? Osaka University.
Shepard, A. (2010). Every girl's new must-buy? Eco-logical fashion. In How Green
Are My Wellies? Eden Project Books .
Slave labor. (2007). Factories supplying the retail empire of sir philip green. Sunday
Times .
Solomon, M. & Rabolt, N. (2004). Consumer behaviour in fashion. New Jersey:
Pretice Hall.
Sull, D. and Turconi, S. (2008). Fast fashion lessons. Business Strategy Review, Vol.
19, pp. 4-11.
Suzuki, K., Futagami, T., Ogura, S., Hara, M., Ohkawa, T. & Yasui, I. (2004). Change
in environmental consciousness and behavior led by information. Poster Session of
the 6th International Conference on EcoBalance. Japan.
Textile Outlook International. (2007). Green textiles and apparel: environmental
impact and strategies for improvement.

Textile Testing and Technical Services (3TS). (2008). What is ecolabeling of textiles?
Thomas, D. (2008). Luxury fashion companies tout the eco-friendly lookbut their
business model is still unsustainable.
Three, B. (Director). (2008). Blood, sweat and t-shirts [Motion Picture].
Tibbets, G. (2006). Generation Y: the millennials. NAS.
Tukker, A. (2008). Sustainable consumption and production. A Framework for Action.
Vandermerwe, J. (1990). Customers drive corporations green. Long Range Planning,
Vol. 23, pp. 10-16.
Viglezio, M. (2009, Feb 9th). Gucci to fund eco-fashion scholarship. (M. Socha,
Interviewer)
Vlosky, R.P., Ozanne, L.K. & Fontenot, R.J. (1999). A conceptual model of US
consumer willingness-to-pay for environmentally certified wood products. Journal of
Consumer Marketing, Vol. 1, pp. 122-140.
Walters, A., Santillo, D. & Johnston, P. (2005). An overview of textiles processing and
related environmental concerns. Technical Note Greenpeace Research Laboratories.
University of Exeter.
Welford, R. J. (2003). Beyond systems: A vision for corporate environmental
management for the future. International Journal of Environment and Sustainable
Development, Vol. 2, pp. 162-73.
Welford, R. J. (2000). Towards sustainable development. Corporate environmental
management 3. London.
Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do consumers buy counterfeit luxury
brands? Journal of Marketing Research.
WWD: Women's Wear Daily. (2009). Gucci to fund eco-fashion scholarship. Conde
Nast Publications.

ZhouFengfei. (2009). Study on the implementation of green supply chain

management in textile enterprises.
Zimmer, M.R., Stafford, T.F. and Stafford, M.R. (1994). Green issues: dimensions of
environmental concern. Journal of Business Research, Vol. 30, pp. 63-74.