What Are Consumers Afraid of? Understanding Perceived Risk toward the Consumption of Environmentally Sustainable Apparel

摘要: The purpose was to gain an in-depth understanding of the risks that young consumers perceive with respect consuming apparel products are environmentally sustainable. Two studies were conducted, using a total three sets samples from South Korea and United States. As result Study 1, exploratory measure developed validated for perceived risk specifically associated consumption sustainable apparel. This also took into account multidimensional nature risk. 2, structural model tested, illustrating effects each dimension had on attitudes behavioral intentions. These resulted in identification four primary risks, including financial, performance, psychological, social keep deciding purchase results demonstrated significance effect size different dimensions. Also, indicated can act as mediator between should help practitioners become more effective persuading make better choices minimize environmental impact their consumption. could be used encourage cultivation development