Convert one outfit to more looks: factors influencing young female college consumers’ intention to purchase transformable apparel

Abstract

Transformable apparel offers two or more functional and/or alternative aesthetic styles through various manipulative methods, which is considered a sustainable alternative in the fashion industry to reduce excess clothing consumption. The study intends to identify the influences of environmental apparel knowledge, environmental beliefs, and personal values on consumers’ intention to purchase transformable apparel products. The theory of reasoned action (TRA) was applied as the foundation for the conceptual framework, which considered attitude and social factors to be crucial factors influencing the intention. Data were collected from 306 female college students in the United States through an online survey. Proposed hypotheses were tested by structural equation modeling (SEM). The results confirmed the positive influences of the tendency for creative choice, environmental beliefs, environmental apparel knowledge, and attitude on female college students’ intention to purchase transformable apparel products. Furthermore, practical and theoretical implications based on the results were discussed as well.