Green sportswear purchase intention is driven by expectation, perception, and social norms.
Consumers are more likely to buy green sportswear when they have positive expectations, perceive the product favorably, and feel social pressure to do so.
Fashion and Textiles · 2017
Key Findings
- 01Expectation, perception, subjective norm, and attitude significantly influence purchase intention for green sportswear.
- 02Differences exist between non-green and green product users regarding the influence of expectation and perceived behavior control on green sportswear purchase intention.
Application
Design takeaway
Designers and marketers should focus on building positive consumer expectations and perceptions of green sportswear, while also acknowledging and leveraging social norms to drive purchase intention.
How to apply
When developing marketing strategies for sustainable apparel, prioritize messaging that emphasizes positive outcomes and aligns with social values.
Project actions
- 01Consider surveying potential users about their expectations and perceptions of sustainable product features.
- 02Investigate how social trends or peer influence might affect the adoption of a new sustainable product.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Expands upon the theory of planned behavior by including expectation and perception.
- +Investigates differences between green and non-green product users.
Limitations
Self-reported intentions may not always translate into actual purchasing behavior.
Reliability & validity
The study used a large sample size and a structured survey, which contributes to reliability. Validity is supported by the use of an established theoretical framework (Theory of Planned Behavior) and the inclusion of relevant constructs.
Think critically
How might cultural differences impact the influence of subjective norms on the purchase of green sportswear?
Design Principles
"Consumer purchase intention for sustainable products is influenced by a combination of individual beliefs, perceived product attributes, and social factors."
Understanding these drivers allows businesses to tailor marketing messages and product development to resonate with environmentally conscious consumers. By focusing on perceived benefits and social influence, brands can effectively position their green sportswear offerings.
What This Means for Your Design
People are more likely to buy eco-friendly sports clothes if they think they will be good, if they see them as good, and if their friends or society think they should buy them.
How to use in your project
- 1.Use findings to justify design choices that appeal to consumer expectations and social norms for sustainable products.
Add to My Project
Quick Cite
(2017). Factors influencing consumers’ purchase intention of green sportswear. Fashion and Textiles. https://doi.org/10.1186/s40691-017-0091-3 Retrieved from https://designdex.org/study/ae8d8778-e4a2-426a-b7fc-b25a008b2652/green-sportswear-purchase-intention-is-driven-by-expectation-perception-and-social-norms
Paragraph starter
Research indicates that consumer purchase intention for green sportswear is significantly influenced by positive expectations, favorable perceptions, and subjective social norms. Therefore, design and marketing efforts should focus on cultivating these aspects to encourage adoption of sustainable apparel.
Source
Fashion and Textiles
Factors influencing consumers’ purchase intention of green sportswear
journal · 2017
View sourceQuestions about this research
- What does the research say about green sportswear purchase intention is driven by expectation, perception, and social norms?
- Designers and marketers should focus on building positive consumer expectations and perceptions of green sportswear, while also acknowledging and leveraging social norms to drive purchase intention. Evidence: Fashion and Textiles (2017).
- Why does "Green sportswear purchase intention is driven by expectation, perception, and social norms." matter for design?
- Understanding these drivers allows businesses to tailor marketing messages and product development to resonate with environmentally conscious consumers. By focusing on perceived benefits and social influence, brands can effectively position their green sportswear offerings.
- How can designers apply this research?
- Designers and marketers should focus on building positive consumer expectations and perceptions of green sportswear, while also acknowledging and leveraging social norms to drive purchase intention.
- What were the main findings?
- Expectation, perception, subjective norm, and attitude significantly influence purchase intention for green sportswear.. Differences exist between non-green and green product users regarding the influence of expectation and perceived behavior control on green sportswear purchase intention.
- What research method was used?
- Quantitative survey research with 542 usable responses.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2017 journal from Fashion and Textiles.
- What should I do differently in my next project?
- When developing marketing strategies for sustainable apparel, prioritize messaging that emphasizes positive outcomes and aligns with social values.
- What are the limitations?
- The study relied on self-reported data and a convenience sample, which may limit generalizability.
- Is there evidence that green sportswear affects design outcomes?
- Consumers' likelihood to buy eco-friendly sportswear is significantly boosted by their positive expectations, favorable perceptions of the product, and the influence of social norms. Furthermore, how much consumers expect from green products and their perceived ability to purchase them affects their intention different Source: Fashion and Textiles (2017).
- Where does this purchase intention research apply?
- Consumer behavior in the sportswear market It sits within innovation & markets research on designdex.org.
Related research topics
green sportswear design research · evidence on green sportswear · does green sportswear improve design outcomes · purchase intention studies for designers · green sportswear and purchase intention findings · innovation & markets research evidence