Influence of clothing attributes and knowledge of sustainable clothing benefits on customers’ purchasing behaviour

Abstract

Sustainable clothing in the South African retail market is in its infancy. Consumers’ slow response to sustainable clothing is a primary hindrance to the popularity of sustainable clothes and a factor in low production levels. In addition to consumers’ attitudes towards the environment, clothing attributes influence the purchase of sustainable clothing products. Identifying the influence of socio-environmental knowledge on customers’ purchasing behaviour is pertinent in developing and implementing strategies to raise sustainability awareness about clothes. Identifying clothing attributes that will increase South African customers’ sustainable clothing consumption is crucial for socio-environmental goal achievement. This paper explores how clothing attributes and knowledge about the benefits of sustainable clothes influence the selection of these garments.   A quantitative online survey was administered to 305 purposively selected participants aged 18 years and above. Participants were approached using social media influencers and fashion design entrepreneurs with a strong social media footprint. The collected data were analysed descriptively using Stata/SE 14.0. There were four attributes listed, and findings revealed that durability was the most valued attribute by most participants. However, the durability attribute alone was not sufficient to entice them to purchase sustainable clothes. Most of the participants across age groups expressed dissatisfaction with sustainable clothes’ designs, colours, and textures. However, the same participants reported that they were likely to purchase sustainable clothing if the look and feel resembled mainstream clothes available in major retail stores. The same participants reported that they were likely to purchase sustainable clothing if the look and feel resembled that of mainstream clothes available in major retail stores. The same participants indicated that knowledge about the benefits of sustainable clothes had a significant association with how they purchase sustainable clothing. Therefore, sustainability literacy specific to the textile and clothing industry alongside sustainable product development in the industry are catalysers for increased purchases. Continual socio-environmental civic education with all role players in the textile and clothing industry is necessary to promote the purchase of sustainable clothes. Insights from this research will help in the effective design and production of multifaceted sustainable clothes that appeal to consumers.