Fashion Designer Behavior Toward Eco-Fashion Design

https://doi.org/10.5614/j.vad.2020.12.1.1

Authors

  • Marzie Hatef Jalil University Malaysia Sarawak
  • Siti Shukhaila Shaharuddin University Malaysia Sarawak

Keywords:

Eco-Fashion Design, Designer’s Behaviour, Clothing Waste, Green Clothing.

Abstract

An important aspect of the future of fashion design is eco-fashion. The first aim of this study was to understand how personal attitude affects fashion designers in pursuing eco-fashion design in their work. Secondly, the designer's behavior toward eco-fashion design was investigated. This study applied the theory of reasoned action (TRA) as the foundation for understanding the designers' behavior. A mixed-method two-stage solution was used. Data were collected through qualitative open-ended questions distributed among eight sustainable fashion designers and 98 fashion designers who were selected as the research subjects for a survey. Direct logistic regression and MANOVA were applied for statistical analysis. The model was tested via structural equation modeling (PLS-SEM). The most important ï¬ndings of the research were that a positive attitude toward eco-fashion design could predict the designer's intention toward sustainability better than social norms. Further, the participants confirmed that environmental knowledge, perceived quality and price, perceived functional and aesthetic values, and the perceived usefulness of technology in the application of eco-fashion materials affected their attitude towards eco-fashion design. Furthermore, corresponding policies are proposed to facilitate clothing waste minimization in design through the use of eco-fashion materials, which could gain widespread attention and become a new trend in fashion.

Author Biographies

Marzie Hatef Jalil, University Malaysia Sarawak

Marzie Hatef Jalil is a PhD Candidate in the Department of Design Technology at the University of Malaysia Sarawak. She is a designer, writer, and facilitator who works primarily in the field of sustainable design practice. Her research interests include zero waste, consumer behaviour in purchasing sustainable clothes, sustainable design and development in the fashion industry.

Siti Shukhaila Shaharuddin, University Malaysia Sarawak

Siti Shukhaila Shaharuddin is a senior lecturer Candidate in the Department of Design Technology at the University of Malaysia Sarawak. She holds a Doctor of Design (PhD) in Design from Dongseo University (2014). Siti Shukhaila is an educator and experienced graphic designer

References

Joergens, C., Ethical Fashion: Myth or Future Trend, Journal of Fashion Marketing and Management: An International Journal, 10(3), pp. 360-371, 2006. DOI: 10.1108/13612020610679321

Aaijaz, N. & Ibrahim, M.D., Green Clothing and Eco-fashion: A Growing Sustainable Market for SME's, International Conference on Technology, Innovation and Industrial Management. Technology Innovation and Industrial Management, Pattaya e Thailand, pp. 102-123, 2010.

DeLong, M., Goncu-Berk, G., Bye, E. & Wu, J., Apparel Sustainability from A Local Perspective, Research Journal of Textile and Apparel, 17(1), pp. 59-69, 2013. DOI: 10.1108/rjta-17-01-2013-b006

Kuo, T.C., Hsu, C.W., Huang, S.H. & Gong, D.C., Data Sharing: A Collaborative Model for A Green Textile/Clothing Supply Chain, International Journal of Computer Integrated Manufacturing, 27(3), pp. 266-280, 2014. DOI: 10.1080/0951192x.2013.814157

Govindan, K., Soleimani, H. & Kannan, D., Reverse Logistics and Closed-loop Supply Chain: A Comprehensive Review to Explore the Future, European Journal of Operational Research, 240(3), pp. 603-626, 2015. DOI: 10.1016/j.ejor.2014.07.012

Xu, Y., Chen, Y., Burman, R. & Zhao, H., Second-hand Clothing Consumption: A Cross-cultural Comparison between American and Chinese Young Consumers, International Journal of Consumer Studies, 38(6), pp. 670-677, 2014. DOI:10.1111/ijcs.12139

Fishbein, M. & Ajzen, I., Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Massachusetts pp. 98-104, 1975.

Creswell, J.W. & Clark, V.L.P., Designing and Conducting Mixed Methods Research, Sage publications, pp. 44-46, 2017.

Zheng, Y. & Chi, T., Factors Influencing Purchase Intention towards Environmentally Friendly Apparel: An Empirical Study of US Consumers, International Journal of Fashion Design, Technology and Education, 8(2), pp. 68-77, 2015. DOI:10.1080/17543266.2014.990059

Jimenez, C., Price, Quality and Convenience as Predictors of Consumer Purchasing of Sustainable Products, Master Thesis, Family and Consumer Sciences Faculty, Texas State University, 2016.

…kermark, A.M., The crucial role of the designer in EcoDesign, PhD Dissertation, Royal Institute of Technology - KTH, Stockholm, 2005.

Jalil, M.H. & Shaharuddin, S.S., Consumer Purchase Behavior of Eco-Fashion Clothes as A Trend to Reduce Clothing Waste, International Journal of Innovative Technology and Exploring Engineering, 8(12), pp. 4224-4233, 2019. DOI:10.35940/ijitee.l2693.1081219

Lawson, B., How Designers Think: The Design Process Demystified, Routledge, pp. 86-92, 2006.

Payne, A., The Life Cycle of the Fashion Garment and the Role of Australian Mass Market Designers, The International Journal of Environmental, Cultural, Economic and Social Sustainability, 7(3), pp. 237-246, 2011. DOI:10.18848/1832-2077/cgp/v07i03/54938

Li, J., Tam, V.W., Zuo, J. & Zhu, J., Designers' Attitude and Behavior towards Construction Waste Minimization by Design: A Study in Shenzhen, China, Resources, Conservation and Recycling, 105(1), pp. 29-35, 2015. DOI:10.1016/j.resconrec.2015.10.009

Murtagh, N., Roberts, A. & Hind, R., The Relationship between Motivations of Architectural Designers and Environmentally Sustainable Construction Design, Construction Management and Economics, 34(1), pp. 61-75, 2016. DOI:10.1080/01446193.2016.1178392

Haug, A., Educating Ethical Designers, International Journal of Technology and Design Education, 27(4), pp. 655-665, 2017. DOI:10.1007/s10798-016-9367-y

Ramsey, C.E. & Rickson, R.E., Environmental Knowledge and Attitudes, The Journal of Environmental Education, 8(1), pp. 10-18, 1976.

Ohtomo, S. & Hirose, Y., The Dual Process of Reactive and Intentional Decision-making Involved in Eco-friendly Behavior, Journal of Environmental Psychology, 27(2), pp. 117-125, 2007. DOI:10.1016/j. jenvp.2007.01.005

Gam, H.J. & Banning, J., Addressing Sustainable Apparel Design Challenges with Problem-based Learning, Clothing and Textiles Research Journal, 29(3), pp. 202-215, 2011. DOI:10.1177/0887302x 11414874

Zeithaml, V.A., Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence, The Journal of Marketing, 1(1), p. 2-22, 1988. DOI:10.2307/1251446

Cheng-Ping, L.D., Effects of Brand Image, Perceived Price, Perceived Quality, and Perceived Value on The Purchase Intention Towards Sports and Tourism Products of the 2016 Taichung International Travel Fair. Journal of International Management Studies, 12(2), pp. 97-107, 2017.

Wagner, M., Curteza, A., Thomassey, S. & Zeng, X., The Appearance of Sustainable Fashion Products, Current Trends in Fashion Technology & Textile Engineering, 2(5), pp. 95-96, 2018. DOI:10.19080/ctftte.2018.02. 555599

Gam, J.H., Are Fashion-conscious Consumers More Likely to Adopt Eco-friendly Clothing?, Journal of Fashion Marketing and Management: An International Journal, 15(2), pp. 178-193, 2011. DOI:10.1108/136120211 11132627

Ma, Y.J., Gam, H.J. & Banning, J., Perceived Ease of Use and Usefulness of Sustainability Labels on Apparel Products: Application of the Technology Acceptance Model, Fashion and Textiles, 4(1), pp. 3, 2017. DOI:10.1186/s40691-017-0093-1

Jaiswal, D. & Kant, R., Green Purchasing Behaviour: A Conceptual Framework and Empirical Investigation of Indian Consumers, Journal of Retailing and Consumer Services, 41(1), pp. 60-69, 2018. DOI:10.1016/ j.jretconser.2017.11.008

Glaser, B.G., Strauss, A.L. & Strutzel, E., The Discovery of Grounded Theory; Strategies for Qualitative Research, Nursing research, 17(4), p. 364, 1968. DOI:10.4324/9780203793206-1

Gam, J.H., Cao, H., Farr, C. & Heine, L., C2CAD: A Sustainable Apparel Design and Production Model, International Journal of Clothing Science and Technology, 21(4), pp. 166-179, 2009. DOI:10.1108/0955622091095 9954

McKelvey, K. & Munslow, J., Fashion Design: Process, Innovation and Practice, John Wiley & Sons, pp. 190-192, 2011.

Sinclair, R., Textiles & Fashion: Materials, Design and Technology, Elsevier, pp. 128-132, 2014.

Reim, W., Parida, V. & -rtqvist, D., Product-Service Systems (PSS) Business Models and Tactics-A Systematic Literature Review, Journal of Cleaner Production, 97(1), pp. 61-75, 2015. DOI:10.1016/j.jclepro.2014. 07.003

Cruz-Cardenas, J., Arevalo-Chavez, P. & Guadalupe, J., Consumer Expenditures on Clothing and Footwear: A Mixed Methods Study, Journal of Fashion Marketing and Management: An International Journal, 22(1), pp. 99-113, 2018. DOI:10.1108/jfmm-12-2016-0121

Elo, S. & Kyngas, H., The Qualitative Content Analysis Process, Journal of Advanced Nursing, 62(1), pp. 107-115, 2008.

Hill, H. & Lynchehaun, F., Organic Milk: Attitudes and Consumption Patterns, British Food Journal, 104(7), p. 526-542, 2002. DOI:10.1108/ 00070700210434570

Mostafa, M.M., A Hierarchical Analysis of the Green Consciousness of the Egyptian Consumer, Psychology & Marketing, 24(5), pp. 445-473, 2007. DOI:10.1002/mar.20168

Kj¦rheim, K.M., The Exploration of A Sustainable Design Method Targeting the Conceptual and Creative Design Stage, Faculty of Industrial Engineering, University of Iceland, Master Thesis, 2013.

Niinimaki, K., Eco-clothing, Consumer Identity and Ideology, Sustainable Development, 18(3), pp. 150-162, 2010. DOI:10.1002/sd.455

Gwozdz, W., Gupta, S. & Gentry. J.W., "Fashion Sustainability" Inverstigated: Does Fashion or Style Generate More Life Satisfaction?, Annual Macromarketing Conference, pp. 24-29, 2015.

Jalil, M.H. & Shaharuddin, S.S., Adopting C2cad Model to Eco Capsule Wardrobe Design, International Journal of Scientific & Technology Research, 8(12), pp. 1224-1233, 2019.

Kozlowski, A., Searcy, C. & Bardecki, M., The reDesign Canvas: Fashion Design as A Tool for Sustainability. Journal of Cleaner Production, 183(1), pp. 194-207, 2018. DOI:10.1016/j.jclepro.2018. 02.014

Vanderploeg, A., Lee, S.E. & Mamp, M., The Application of 3D Printing Technology in the Fashion Industry, International Journal of Fashion Design, Technology and Education, 10(2), pp. 170-179, 2017. DOI:10.1080/17543266.2016.1223355

Parsons, J.L. & Campbell, J., Digital Apparel Design Process: Placing A New Technology into A Framework for the Creative Design Process, Clothing and Textiles Research Journal, 22(1-2), pp. 88-98, 2004. DOI:10.1177/0887302x0402200111

Lee, Y., Hwang, C. & Baytar, F., Exploring Apparel Design and Fit for Older Women: A Technology Intervention, International Journal of Fashion Design, Technology and Education, 12(1), pp. 86-95, 2019. DOI:10.1080/17543266.2018.1496482

Chan, L. & Bishop, B., A Moral Basis for Recycling: Extending the Theory of Planned Behaviour, Journal of Environmental Psychology, 36(1), pp. 96-102, 2013. DOI:10.1016/j.jenvp.2013.07.010

Biel, A. & Th",gersen, J., Activation of Social Norms in Social Dilemmas: A Review of The Evidence and Reflections on the Implications for Environmental Behaviour, Journal of Economic Psychology, 28(1), pp. 93-112, 2007. DOI:10.1016/j.joep.2006.03.003

Tu, J.C. & Hu, C.L., A Study on the Factors Affecting Consumers' Willingness to Accept Clothing Rentals, Sustainability, 10(11), pp. 4139, 2018. DOI:10.3390/su10114139

Kumar, B., Manrai, A.K. & Manrai, L.A., Purchasing Behavior for Environmentally Sustainable Products: A Conceptual Framework and Empirical Study, Journal of Retailing and Consumer Services, 34(1), pp. 1-9, 2017. DOI:10.1016/j.jretconser.2016.09.004

Podsakoff, P.M., MacKenzie, S.B., Lee, J.Y. & Podsakoff, N.P., Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies, Journal of Applied Psychology, 88(5), p. 879, 2003. DOI:10.1037/0021-9010.88.5.879

Warde, W.D., Sampling Methods, Department of Statistics, Oklahoma State University, Stillwater, Oklahoma, pp. 84-88, 1990.

George, D. & Mallery, M., Using SPSS for Windows Step by Step: A Simple Guide and Reference, Boston University, pp. 58-66, 2003.

O'Reilly, S. & Kumar, A., Closing the Loop: An Exploratory Study of Reverse Ready-made Garment Supply Chains in Delhi NCR, The International Journal of Logistics Management, 27(2), pp. 486-510, 2016. DOI:10.1108/ijlm-03-2015-0050

Li, S., Shi, L., Feng, X. & Li, K., Reverse Channel Design: The Impacts of Differential Pricing and Extended Producer Responsibility, International Journal of Shipping and Transport Logistics 4, 4(4), pp. 357-375, 2012. DOI:10.1504/ijstl.2012.049310

Niinimaki, K., Sustainable Fashion: New Approaches, Aalto University, pp. 38-44, 2013.

Hamidi, F., Ghorbandordinejad, F., Rezaee, M. & Jafari, M., A Comparison of the Use of Educational Technology in the Developed/developing Countries, Procedia Computer Science, 3(1), pp. 374-377, 2011. DOI:10.1016/j.procs.2010.12.063

Lee, E., Allen, A. & Kim, B., Interior Design Practitioner Motivations for Specifying Sustainable Materials: Applying the Theory of Planned Behavior to Residential Design, Journal of Interior Design, 38(4), pp. 1-16, 2013. DOI:10.1111/joid.12017

Ramayah, T., Lee, J.W.C. & Lim, S., Sustaining the Environment through Recycling: An Empirical Study, Journal of Environmental Management, 102(1), pp. 141-147, 2012. DOI:10.1016/j.jenvman. 2012.02.025

Published

2020-07-06