ABSTRACT

Despite the vital role Hispanic consumers play in the U.S. apparel market, research on their sustainable apparel consumption behavior is limited. This study investigated the influence of normative expectations on young Hispanic consumers’ organic apparel purchasing behavior. A self-administered online survey was used to collect data from a population of Hispanic college students. The proposed conceptual model was tested using structural equation modeling (SEM). The study results revealed that social norms did not directly influence organic apparel purchase behavior of Hispanic consumers. Instead, social norms determined personal norms and organic apparel knowledge, which then affected the purchase behavior. Perceived health benefits also significantly affected young Hispanic consumers’ purchase behavior of organic apparel. We also found that organic apparel knowledge significantly affected the perceived quality and health benefits of organic apparel. This study contributed to the literature by 1) understanding the complex relationships of social norms with personal norms, organic apparel knowledge, and organic apparel purchase behavior of Hispanic consumers, and 2) incorporating perceived product value into the conceptual model. Findings of this study can help sustainable apparel manufacturers and retailers to develop effective marketing strategies for targeting Hispanic consumers in the US apparel markets.

摘要

尽管西班牙裔消费者在美国服装市场中发挥着至关重要的作用，但对其可持续服装消费行为的研究仍然有限。本研究调查了规范期望对西班牙裔年轻消费者有机服装购买行为的影响。一项自我管理的在线调查用于从西班牙裔大学生群体中收集数据。所提出的概念模型使用结构方程模型 (SEM) 进行了测试。研究结果表明，社会规范并未直接影响西班牙裔消费者的有机服装购买行为。相反，社会规范决定了个人规范和有机服装知识，进而影响了购买行为。感知到的健康益处也显着影响了西班牙裔年轻消费者对有机服装的购买行为。我们还发现有机服装知识显着影响了有机服装的感知质量和健康益处。本研究通过 1) 理解社会规范与西班牙裔消费者的个人规范、有机服装知识和有机服装购买行为之间的复杂关系，以及 2) 将感知到的产品价值纳入概念模型，从而为文献做出了贡献。这项研究的结果可以帮助可持续服装制造商和零售商制定有效的营销策略，以针对美国服装市场的西班牙裔消费者。和西班牙裔消费者的有机服装购买行为，以及 2) 将感知产品价值纳入概念模型。这项研究的结果可以帮助可持续服装制造商和零售商制定有效的营销策略，以针对美国服装市场的西班牙裔消费者。和西班牙裔消费者的有机服装购买行为，以及 2) 将感知产品价值纳入概念模型。这项研究的结果可以帮助可持续服装制造商和零售商制定有效的营销策略，以针对美国服装市场的西班牙裔消费者。