Sustainable Consumption Intention and Behavior of Chinese Consumers on Children’s Apparel: A Behavioral Reasoning Theory Perspective

Sammanfattning: The thesis aimed to explore what factors influenced Chinese consumers’ sustainable consumption intention and behavior with regard to children’s apparel. Regarding sustainable consumption, numerous previous studies found consumers were becoming more environmentally conscious and showing positive attitudes towards sustainable consumption. However, affected by various factors, consumers had failed to transform their sustainable consumption intentions into behaviors namely an intention-behavior gap existed. In this study, by utilizing Behavioral Reasoning Theory and conducting in-depth semi-structured interviews with eight interviewees living in Beijing to explore consumers perception regarding sustainability, their reasons for engaging in or not engaging in children's apparel sustainable consumption behaviors, the empirical findings suggested first consumers limited knowledge of clothing sustainability led to their lower commitment to clothing sustainable consumption and impeded them to perform more clothing sustainable consumption behaviors. Second, consumers’ engagement in sustainable consumption behaviors was not all driven by pro-environmental beliefs and values. Consumers recycled clothes for the sake of environmental protection. While they purchasing eco-friendly children’s apparel was for health considerations and they reusing clothes was motivated by saving cost and habitude. Third, consumers sustainable consumption intention-behavior gap existed due to various external constraints, which was consistent with numerous previous research findings.