6. What Factors Have Influenced the Rate of Fashion Change?

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• Published: 05 September 2019

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

Style and Textiles book 6, Article number:26 (2019) Cite this commodity

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Abstruse

Transformable apparel offers 2 or more functional and/or culling artful styles through various manipulative methods, which is considered a sustainable alternative in the fashion industry to reduce backlog clothing consumption. The study intends to identify the influences of environmental wearing apparel noesis, environmental behavior, and personal values on consumers' intention to buy transformable wearing apparel products. The theory of reasoned action (TRA) was applied as the foundation for the conceptual framework, which considered mental attitude and social factors to exist crucial factors influencing the intention. Data were collected from 306 female person higher students in the United states through an online survey. Proposed hypotheses were tested past structural equation modeling (SEM). The results confirmed the positive influences of the tendency for creative pick, ecology beliefs, environmental apparel knowledge, and attitude on female college students' intention to purchase transformable apparel products. Furthermore, applied and theoretical implications based on the results were discussed as well.

Introduction

The demand for novelty and newness has driven consumers to purchase new wearing apparel products frequently and to dispose of a various amount of garments that are underutilized. Approximately, just about 38% of immature consumers' wardrobes are regularly worn (Koo et al. 2014). More specifically, fast manner speeds up consumer's acquisition and makes it possible for consumers to obtain more styles with lower quality and at lower cost (Cao et al. 2014), which, in turn, increases landfill waste. Transformable-designed apparel products provide an alternative option to consumers wishing to change to dissimilar styles without purchasing new products (Rahman and Gong 2016). Through diverse manipulative methods, such as wrapping, twisting, folding, or gathering, transformable garments provide 2 or more than functional and/or alternative aesthetic styles. Consumers' demands have been diversifying, which makes it harder to predict due to chop-chop changing trends and fashion tastes (Kang and Park-Poaps 2010). Existence transformable allows the aesthetics and functionality of the items to be converted into multiple styles and functions to meet consumers' need for novelty and versatility (Koo et al. 2014; Rahman and Gong 2016). This trend is expected to increase the apply intensity, extend the lifespan of apparel products, and reduce disposal (Koo et al. 2014), which may be a potential solution to the trouble of excessive apparel consumption faced by the style industry today. In addition, transformable apparel can be alternative sources of revenue for the fashion industry and has been suggested as a proficient concept for the young consumer market (Rahman and Gong 2016).

The idea of existence transformable for sure apparel products, such equally wear for individuals with movement disorders, article of clothing for crumbling people, and so forth, has existed for some time. However, the transformable concept for daily-used clothes products that are designed to provide alternative aesthetic styles is a new concept and has gained more attention in the past 10 years (Kasarda et al. 2007). Though transformable dress design has drawn attention in both industry and academia, there is an overall lack of inquiry concerning the influential factors on consumers' purchase intention of transformable apparel products. A qualitative study involving female college students indicated that almost half of the participants have preferences on the idea of transformable clothing. However, no empirical studies take determined the motivations and barriers for young consumers to purchase transformable apparel products.

Current research mainly focuses on the pattern strategies of transformable dress from the designer'southward perspective and most of the studies are in qualitative format. For instance, Rahman and Gong (2016) conducted in-depth interviews to explore dissimilar transformable design methods, including zero-fabric waste material plus transformable design, the modular approach using hook and middle fasteners, and the modular approach using zippers. Cao et al. (2014) carried out two focus groups to evaluate consumers' acceptance of ii unlike adjustable pattern prototypes to decide consumers' preferences for design details of transformable apparel. Too, Koo et al. (2014) take conducted a study with a mixed research method to explore the types of changeable functions that people desire in transformable T-shirts. These researchers found similar impressions of and preferences for transformable clothes. For example, transformable apparel is expected to provide an enjoyable and piece of cake fashion to be transformed into different styles. In addition, consumers expect those garments to be easy to match with other items. The recent quantitative inquiry conducted by Vedhakshayini and Archana (2017) has found a positive acceptance rate of transformable apparel products, indicating that the majority of participants would like to accept the transformable vesture as an innovative fashion alternative. Ma and Koo (2016) have also conducted a study with female college students to examine consumers' preferences for transformable party dresses and to investigate how shopping orientations influence young female consumers' expectations and purchase intentions.

To date, no studies have been done to determine the influences of personal values and ecology cognition on the buy intention of transformable dress products. Personal values, such as way consciousness and the tendency for creative option, play essential roles in consumers' purchase decision-making process in the style market (Lertwannawit and Mandhachitara 2012; Lysonski and Durvasula 2013). In add-on, an individual's environmental beliefs and ecology clothes knowledge besides have a disquisitional impact on one's sustainable consumption behavior (Matthews and Rothenberg 2017; Zhang and Lang 2018). Therefore, the purpose of this report is to determine the influences of both personal values and environmental-related factors on the purchase intention of transformable apparel. The results regarding the motivations for consumers' to purchase transformable wearable and users' expectations for transformable vesture are expected to help fashion retailers to understand potential users' intentions amend and may let for the development of strategies to promote transformable apparel.

In improver, by applying Fishbein and Ajzen's (1975) theory of reasoned activity (TRA), this study considers that the factors engaging in the intention are not only an individual'southward attitude but also social values, such as subjective norms. Specifically, personal values and behavioral beliefs are considered to be external variables and assumed to influence intention indirectly (Ajzen and Fishbein 1980). In that, the specific objectives of this study include:

1. one.

   To decide the impact of attitude and social factors on the buy intention of transformable dress products by applying the theory of reasoned activity (TRA) as the foundation for the conceptual framework.

2. 2.

   To identify the direct influences of environmental apparel noesis, environmental beliefs, and personal values on consumers' intention to purchase transformable clothes products.

Literature review and hypotheses development

Transformable clothes

Transformable apparel is divers every bit, "those garments that offering two or more than functional and/or aesthetic alternative styles through various manipulative methods, such as wrapping, binding, rolling, twisting, tying, folding, and gathering" (Rahman and Gong 2016, p. 234). The transformable design concept is considered several things all in one; it is a type of sustainable design (Rahman and Gong 2016), a reaction to ecology crises and an indicator of the rapid growth of economic activity and human needs (Kasarda et al. 2007). Transformable garments can exist converted into at to the lowest degree 2 or more different looks that share certain characteristics and functions with the original clothing (Gam 2011), which will provide the wearer with more functional and/or aesthetic styles without unnecessary purchases. Transformable clothes are expected to increase the production use frequency and extend the products' life cycle every bit they can be repeatedly transformed into different styles or looks; ultimately reducing textile waste and decreasing total product volumes.

Both consumers and retailers benefit from transformable garments. For instance, transformable garments provide an alternative option to consumers who wish to change to dissimilar styles or functions without purchasing new products. Due to the product being transformable, the consumer can modify the existing garment to achieve various desired or required styles instead of buying new products for unlike occasions. In add-on, the transformable design also provides benefits to retailers. Due to convertibility, a production tin be more competitive in the market place. Transformable apparel has been suggested as a strategy for retailers to satisfy consumers' need for novelty and versatility and it may exist a potential acquirement source for the industry.

Currently, some fashion retailers in the marketplace first providing transformable clothing. For example, 180DEGREES by Maria Prastakou designs and sells transformable apparel that can be transformed into two or more looks. JOLiER, another transformable and sustainable mode brand from Finland provides consumers with apparel products that possess innovative multi-uses that can be either transformable or reversible, based on the core value of transformability, size adaptability, and sustainable design. Ximena Valero Corporation, an international fashion brand located in Los Angeles, California also provides consumers with convertible clothing items that can be used in various means and perform different functions. WORKHALL studio, a Canadian fashion visitor, commits to transformable and purposeful wearable and sells transformable garments in its online store. Y-dress?, a habiliment brand located in Europe, too provides convertible, multifunctional, transformable, and reversible clothes in the market. HipKnoTies offers pregnant females with convertible maternity dresses that can be worn throughout the entire pregnancy. Ultimately for the consumer, transformable clothing offers more flexibility and options to clothing different styles of garments while saving them coin and time spent on shopping.

Though the concept of transformable design is an emerging trend and may offering possibilities for fashion consumption to be more sustainable, the agreement of consumers' perception of this concept is lacking. Existing inquiry mainly focuses on the design strategies of transformable apparel from the designer's perspective. More data is required to understand whether consumers appreciate this type of garments and what factors may motivate consumers to buy transformable garments.

Theory of reasoned action (TRA)

A multifariousness of studies in regards to sustainable consumption (Coleman 2011; Hamari et al. 2016; Johnson et al. 2016; Paul et al. 2016; Xu et al. 2014) has used the theory of reasoned activeness developed by Fishbein and Ajzen (1975). This theory indicates that people's willingness to behave a item beliefs is causeless to be impacted by the combination of both personal and social factors. Specifically, attitude toward the behavior is taken as the personal cistron, and the subjective norm is suggested as the social factor (Ajzen 1991). The beliefs that performing a specific behavior may atomic number 82 to detail consequences play a crucial function in deciding whether to accept activeness. When an individual develops a positive view on a given behavior in question, they will be more willing to participate in the practise.

A number of previous studies have confirmed the positive furnishings of attitude on the intention of a variety of sustainable consumption behaviors. For case, Johnson et al. (2016) take confirmed that attitude positively influences consumers' intention to participate in collaborative consumption. Lang (2018) establish positive effects of mental attitude on consumers' intention to participate in manner renting also. In addition, attitude also positively influences the buy intention of customized apparel products (Lang et al. 2018). When consumers develop a positive mental attitude toward transformable habiliment, they are more probable to make the buy.

Different from attitude, subjective norms refer to the perception of the social pressures placed on an individual to perform a given behavior. The opinions in regards to certain behavior from those who act every bit valuable references for an individual play a disquisitional role in his/her reactions to the beliefs (Salazar et al. 2013). A number of previous studies have verified the positive effect of subjective norms on the intention toward various sustainable consumption behaviors, such as second-hand clothing purchases (Xu et al. 2014), fashion renting (Hamari et al. 2016; Johnson et al. 2016), and environmentally friendly products consumption (Paul et al. 2016). Being transformable provides consumers with more than one means to article of clothing the garment, which would encourage consumers to utilize the products for longer periods, thus reducing backlog consumption due to being tired of existing garments. To this end, consumers would take transformable clothes to be an culling option that is more sustainable when feeling the pressure from their surround to be more environmentally friendly. Furthermore, the intention specifies the level of endeavor an individual is willing to brand in order to behave in a detail style. In general, the higher the level of intention that people indicate to get involved in a given behavior, the more than probable they will perform in that way. Hence, the two hypotheses were developed every bit follows.

H1

Mental attitude toward transformable apparel is positively related to the behavioral intention to purchase transformable apparel products.

H2

Subjective norms concerning sustainable consumption are positively associated with the behavioral intention to buy transformable wearing apparel products.

Fashion consciousness

Nam et al. (2006) point that fashion consciousness refers to the level or degree to which an individual is engaged in the latest upwardly-to-appointment styles or manner trends. Although fashion consciousness is similar to fashion leadership in that both emphasize the desire for the newest fashion styles (Lertwannawit and Mandhachitara 2012), differences do exist. Way leadership signifies the inner characteristic or feature of individuals who adopt to be the get-go accepting a new style and play a leading part in the improvidence of new trends (Kang and Park-Poaps 2010), while style consciousness solely indicates way involvement and the want for upward-to-date fashion styles (Lertwannawit and Mandhachitara 2012). In the fashion market, the value of mode consciousness significantly influences consumers' decision-making process (Lertwannawit and Mandhachitara 2012; Lysonski and Durvasula 2013). Young consumers usually find it more important to follow the latest trends and purchase more oft (Farsang et al. 2014).

Also, a previous report (Gam 2011) has confirmed the positive result of fashion consciousness on the adoption of eco-friendly clothing products. Moreover, the evidence has likewise indicated that manner consciousness influences attitude (Casidy et al. 2015). Consumers having a sense of way consciousness are more likely to purchase clothing that reflects their style or to express their individuality (Cho et al. 2015). Transformable-designed clothes, which enables consumers to create different styles from 1 outfit for daily use, is a new trend in the marketplace (Kasarda et al. 2007). This new style of fashion might depict the attention of mode-witting consumers and will develop positive attitudes amidst consumers toward transformable garments. Therefore, the hypotheses were proposed as below:

H3

Fashion consciousness is positively associated with (a) attitude toward transformable apparel; and (b) intention to buy transformable apparel products.

The tendency for creative selection

In the style industry, the tendency for creative pick indicates the preference for creating a unique personal style and identity through purchasing or creating innovative, original, or exclusive fashion items (Roach-Higgins and Eicher 1992). The tendency for creative choice is one cistron of demand for uniqueness (Tian et al. 2001). This inclination for unique and creative choices might motivate an individual to utilize bachelor resources creatively in order to differentiate themselves from others. Individuals who desire creative choices are more likely to perform in an approach permitting them to leap out of the crowd (Tian et al. 2001). Innovatively wearing article of clothing or choosing unique clothing items are often taken every bit a non-verbal but noticeable means to demonstrate the private uniqueness (Workman and Kidd 2000).

Apparel consumption is highly related to the establishment of an individual's notions and personality. To convey one's individuality and unique character, the wearable way people choose is essential. Transformable apparel, in itself, provides consumers with creative and innovative approaches to demonstrate their individuality; meanwhile, information technology is likewise able to meet consumers' constant fashion demand while not necessarily requiring more than purchases. Therefore, they may have a more positive attitude toward transformable wearing apparel. This feature of transformable apparel would appeal to those consumers who wish to obtain unique and artistic manner styles without relying on frequent purchases of new items. Thus, the hypotheses were proposed below:

H4

Tendency for creative selection is positively associated with (a) attitude toward transformable apparel; and (b) intention to purchase transformable dress products.

Environmental behavior

Environmental beliefs indicate individuals' point of view concerning the relationships betwixt homo beings and their natural surroundings (Scott and Willits 1994). Environmental behavior are related to ecology concern, values or attitudes (Lee et al. 2014) and are identified as indirect predictors of specific environmental consumption behaviors (Corral-Verdugo et al. 2003), such as purchasing environmentally friendly products, extending the lifespan of existing products, reusing or recycling old items. People having ecology behavior are aware of the importance of taking activeness to preserve the environment, and they tend to experience pressure to participate in more sustainable beliefs. Therefore, they would be more than likely to make decisions that they believe will generate environmental benefits. Evidence suggests the positive relationships between environmental beliefs and subjective norms and attitudes of consumers' sustainable behaviors (Davari and Strutton 2014; Gadenne et al. 2011), which influence their environmental behaviors accordingly.

In add-on, Farsang et al. (2014) have found that consumers who accept more concerns nigh the environs are more probable to choose unique and less mainstream clothing to limited their individuality. Transformable apparel is considered a sustainable alternative in the fashion manufacture (Rahman and Gong 2016). Information technology gives consumers more than options to make unlike looks from ane outfit, which provides opportunities to people to eat less, save more and it may appeal to those consumers who intend to contribute for a better environs. Previous studies accept suggested the positive relationship betwixt environmental behavior and environmental oriented purchasing behavior (Pickett-Baker and Ozaki 2008; Sharma et al. 2017). Therefore, the hypotheses were adult as follows:

H5

Environmental belief is positively related to (a) attitude toward transformable clothes; (b) subjective norms apropos sustainable consumption; and (c) intention to purchase transformable apparel products.

Environmental apparel knowledge

Environmental dress noesis refers to an private's knowledge about the wearing apparel products in related to the environment and sensation of the impact that consumption of dress products has on the surround (Kim and Damhorst 1998). The knowledge in regards to the current environmental issues and problems has been identified as a critical cistron and is associated with developing attitudes and behaviors reflecting environmental concerns (Kang et al. 2013). Individuals with environmental noesis tend to have more concerns nigh the environment and consider the environment during the process of making purchase decisions (Kim and Damhorst 1998). For case, individuals who have more noesis and know more than about environmental issues related to apparel products are more likely to purchase second-mitt wearing apparel or apparel products fabricated of recycled materials (Kim and Damhorst 1998).

Hustvedt and Dickson (2009) affirmed that the awareness of ecology apparel knowledge has a significantly positive effect on the consumption of apparel products. Those individuals possessing environmental apparel cognition are inclined to consider the environmental impacts of their consumption before making the buying conclusion. Researchers have also confirmed the positive association between consumer attitude towards wearing apparel sustainability and environmental apparel cognition (Kozar and Hiller Connell 2013; Maichum et al. 2016; Oh and Abraham 2016). In add-on, previous studies accept besides confirmed the positive human relationship betwixt consumer knowledge and subjective norms (Kang et al. 2013; Maichum et al. 2016). Transformable apparel tin be repeatedly transformed into unlike styles or looks, which is a sustainable alternative to reduce over-consumption of vesture products and would appeal to those consumers who have environmental knowledge regarding dress. Therefore, the hypotheses were adult beneath:

H6

Environmental apparel knowledge is positively related to (a) attitude toward transformable clothes; (b) subjective norms concerning sustainable consumption; and (c) intention to purchase transformable apparel products.

Method

Transformable apparel sample making

To create a more visualized idea about transformable clothing, four groups of transformable-designed wearing apparel products were designed and utilized in this study. Ane female college student was invited to wear the samples. Photos were taken exhibiting the front of each garment worn past the student. The concept of transformable garments is based on clarifying potential target users' both psychological and concrete needs. Specifically, the process of designing and making the transformable apparel sample included iv phases. Showtime, ascertain the target market and narrow downwardly the blueprint problem pertaining to transformable-designed garments. 2nd, the ideat, where the researcher sought inspiration, sketched, and implemented transformational methods that met potential target users' needs. Tertiary, the epitome, where the researcher tested designs that were selected in the ideating stage. Finally, build the collection where the researcher made apparel patterns and sewed garments (Lamb and Kallal 1992; Leonard and Rayport 1997).

Defining

The target market of the 4 sets of transformable garments was defined as college students who characterized themselves psychically or mentally equally females, 20 to 25 years quondam, having a disposable income of $200 to $400 per month, and living in a higher town in the Midwest. Some other common theme among the target market was she cares about environmental problems and tries to live sustainably, for instance, taking notes direct on their estimator instead of printing on paper, knowing how to classify recycled and non-recycled garbage, and fugitive the use of excessive heat or air conditioning in her dwelling house.

Ideating

The second step of the creative process was to seek inspiration, develop a theme, sketch, and implement transformational methods. A moving picture from a book chosen Fashionable Selby (Selby 2014) inspired the inspirational spark. Bunches of buttons were placed scattered on the material, and each button could exist moved easily from the fabric. Generally, the push button cannot be moved in one case the button is sewn onto the fabric or the garment; therefore, the "moveable" push inspired the researchers to think outside the box. The researchers generated the idea of separating each piece of the clothing. That is, instead of sewing each piece of the garment together, each office could be attached past using buttons. When the button could be moved easily from the cloth, each part of the clothing could be considered separable. For example, the collar or the sleeve could be separated from the top. By applying this concept of transformational design, the whole garment could be worn in different ways based on the target users' styling preferences.

Prototyping

4 transformational methods were first experimented by making prototypes to exam which transformational methods would work the best. Each method was explored past creating an 8″ × 8″ material swatch of 100% cotton wool muslin. Muslin is an essential fabric widely used to make garment samples (Conway 1997). The four transformable methods were tested past the ease of employ, manner options, durability, aesthetics, and uniqueness. Two target consumers were invited to try the sample garment and requested to provide feedback. According to the test result and two target users' feedback, ane transformable method was selected to make the final 4 groups of transformable garments.

Edifice

Ane of the researchers made the paper pattern, sewed the showtime sample, fit the model, fabricated adjustments, and sewed the garments. The final four garments are displayed in Fig. one. Eyelets were employed as the transformed method in the 4 prototypes. The eyelets were located forth with the construction lines of the garments, for example, along with the neckline, the armhole or the hem. A 100% cotton cord passed through one eyelet on the upper piece of the garment, then i on the lower part then on until the end of the row. Each set up of garments could be transformed into dissimilar styles by re-lacing the string.

Fig. 1

Four groups of transformable garments. Instead of sewing each piece of the garment together, eyelets and cord were employed on the construction line of the garment, for example, waistline, neckline, and armhole. The researchers used a cord to connect each piece of the garment by passing the cotton fiber cord over and through the eyelets. By re-lacing the cord, each fashion could be transformed and worn as dissimilar looks as depicted in this figure

Full size image

Style 1 was equanimous of three primary pieces including the shoulder with two sleeves, the middle part of the top and the pants. Three rows of eyelets were applied on the waistline of the pants of which the length could exist changed by re-lacing the string. Manner 2 was a one-piece dress. By passing a cord through the eyelets, the ruffle could be fastened on the hem or the neckline of the original dress. Way iii was composed of three chief pieces: a top, two sleeves, and a skirt. The sleeves connected with the acme past lacing up a cord through the eyelets and the tiptop attached with the skirt by passing a cord through the eyelets. By joining different pieces with the cord, Style 3 could be transformed into different looks, for example, a sleeveless dress and a sleeveless peak. Fashion 4 was vertically divided into five pieces. By re-lacing the string, the length of Way 4 could be adapted based on the potential target users' preferences. In addition, the iv prototypes could be transformed internally. For instance, the brim in manner 4 could be connected with the summit in way i by re-lacing the cord through the eyelets to create a new look. The transformation tin can be achieved past converting a simple, practical style to a romantic fashionable style. In add-on, some skirts and sleeves (style 3 and 4) could exist transformed into numberless to extend the end use of the detail.

Sampling and data collection

Young consumers are perceived as having loftier potential regarding innovation and the ability to serve as catalysts for leading the transition towards sustainability (Farsang et al. 2014). Female are unremarkably more engaged in fashion consumption (O'Cass 2004). Too, because that the samples of transformable garments are all female wear, young female consumers were targeted as our research population. A purposive sampling strategy with an online survey in Qualtrics was utilized to collect data. The survey link was sent to female college students in one public university in the Central United States. The researchers obtained the email addresses of college students from the Academy registrar office. Totally, 3000 emails with the survey link were sent to female college students from May 1st to May 8th, 2018. Data cleaning, including removing incomplete and invalid samples generated 306 usable responses, achieving a response charge per unit of 10.ii%.

Several procedures were applied to mitigate the common method bias during data collection as recommended past Podsakoff et al. (2012). First, a description of how to transform the garment from one way to another was provided post-obit the image of each group of garments. This was done to help respondents improve empathize the transformable procedure and to increase the probability that respondents provide accurate answers. 2nd, each variable was measured by five items or fewer, and each item was kept curt and easy to empathise to increase respondents' motivation to provide accurate answers by reducing the level of impatience in the process of completing the survey. Finally, all items were worded in a positive way, and there were no reversed coded items involved in the measurement to decrease the difficulty of understanding each particular for respondents.

Instrument development

The questionnaire was adult into three sections. In the first department, multi-items were developed to measure all the independent variables. Participants were asked to evaluate the level of agreement on each statement with i = "strongly disagree" to 7 = "strongly concur." Specifically, Fashion consciousness was measured by v items adjusted from Matthews and Rothenberg (2017) and Parker et al. (2004). Ecology beliefs were evaluated by 4 items modified from Matthews and Rothenberg (2017). Five items borrowed from Tian et al. (2001) were used to measure out the tendency for artistic choice. A v-item scale suggested by Kim and Damhorst (1999) was utilized to measure ecology apparel cognition. In add-on, mental attitude was measured by a semantic differential scale (Ajzen 2002). Specifically, five groups of semantic differential adjectives were developed, following an incomplete statement in regards to transformable-designed wearing apparel products. Later on reading the statement, participants were asked to select the adjective from each group that amend reflects their stance regarding transformable-designed apparel production to complete the statement. Lastly, iii items modified from Ajzen (2002) were applied to evaluate subjective norms.

In the 2nd department, participants were requested to looking at 4 groups of transformable-designed apparel products. Post-obit each grouping of garments, a short paragraph was provided explaining how each garment can be transformed into another through wrapping, binding, twisting or folding, or removing a detail part from one identify to another. Subsequently seeing the photos of each grouping of transformable garments and reading the description, participants were requested to evaluate their willingness to purchase each group of a transformable-designed garment by responding to the statement "I would like to buy transformable vesture like this if they are available in the marketplace." Final, an overall question was asked after viewing all the four groups of transformable-designed garments by evaluating the argument "Overall, I would like to purchase transformable wear in the time to come." The demographic information of the participants was collected in the concluding section.

Results

Contour of participants

Of 306 usable responses included in the concluding data analysis, the majority of respondents were eighteen–25 years old, accounted for 90.five% of the whole sample, followed past six.eight% of participants whose age were from 26 to 30 years old. Apropos the education, in that location were 38.7% of participants reported that they were seniors, 22.8% were Junior, Freshman and Sophomore were 19.7% and 12% respectively, there were also 6.8% of respondents stated that they were in the graduate level. As for ethnicity, 83.5% of participants were Caucasian/white; there were also 7.1% of them were Asian or Pacific Islander, followed past 3.4% Hispanic. There were threescore.1% of participants reported that they were working every bit part-time and 8.5% of them piece of work total time. Regarding the annual household income, 47.three% of participants reported having $80,000 or over and 38.2% having a yearly income between $40,000 and $79,999; others were lower than $39,999.

Measurement model

Firstly, exploratory factor analysis (EFA) was employed with the Varimax rotation to verify each construct. The model of seven factors with 32 items was confirmed. The factor loading of each item for EFA was from 0.644 to 0.881. The eigenvalue of each factor ranges from i.317 to 9.515, indicating that these factors tin be retained and used for farther assay (Courtney 2013). These seven factors explained 77% of the total variance, and KMO measure of sampling adequacy indicated 0.900. All communalities ranged from 0.664 to 0.845.

So, the results of confirmatory cistron assay (CFA) illustrated a good model fit (χ² _{(df = 443)} = 952.749, p < 0.001, χ^two/df = 2.15; RMSEA = 0.057; CFI = 0.940; TLI = 0.933; SRMR = 0.045) (Hu and Bentler 1999; Kline 2010). The CFA loadings for each item all exceeded 0.v, which supported the convergent validity of the construct (Kline 2010). Besides, all AVEs autumn into the range between 0.667 and 0.727 exceeding squared correlations between the constructs, which suggested the confirmation of discriminant validity (Fornell and Larcker 1981). Furthermore, the reliability of each construct was also established every bit all Cronbach's alpha estimates were greater than 0.7 (Cortina 1993). Tables 1 and two present the analysis results of the measurement.

Table 1 Measurement model results

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Table 2 Correlation matrix of measurement

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Hypotheses exam

A structural equation model (SEM), the multivariate statistical analysis technique that is widely used to analyze proposed structural relationships in the behavioral sciences (Hox and Bechger 1998), was and so conducted to evaluate the proposed hypotheses. The statistic results reported an acceptable model fit (χ² _{(df = 444)} = 953.321, p < 0.001, χ^two/df = 2.14; RMSEA = 0.057; CFI = 0.941; TLI = 0.933; SRMR = 0.045).

The results indicated that respondents who reported higher positive attitude towards transformable indicated stronger intention to buy those garments (β = 0.336, p < 0.001), supporting H1. However, the effect of subjective norm on the intention to purchase transformable apparel was non meaning (β = 0.077, p = 0.247). Thus, H2 was not supported. Not as predicted, Fashion consciousness was constitute to accept no significant relationship with attitude toward transformable dress (β = 0. 027, p = 0.575), but the influence of fashion consciousness on the intention to purchase transformable dress products was found to be pregnant (β = 0.138, p < 0.027). Therefore, H3a was not supported, but H3b was supported. As predicted, the positive relationship between the trend for artistic choice and the intention to purchase transformable dress products was confirmed (β = 0.159, p < 0.016), simply no meaning association was found between the tendency for creative pick and attitude toward transformable clothes (β = 0.072, p = 0.142). Thus, H4b was supported, merely H4a was not supported. Also, the positive effects of environmental beliefs on attitude (β = 0.281, p < 0.001), subjective norm (β = 0.479, p < 0.001) and the intention to purchase transformable clothes (β = 0.233, p < 0.028) were all meaning. Therefore, H5 was supported. Finally, environmental apparel knowledge was institute to be positively related to both subjective norms concerning sustainable consumption (β = 0.187, p < 0.010) and the intention to buy transformable apparel products (β = 0.206, p < 0.007), only not attitude (β = 0.074, p = 0.295). Thus, H6b and H6c were supported, simply H6a was non supported. Figure 2 illustrates the results of hypotheses.

Fig. 2

Results of hypotheses testing (***p < 0.001, **p < 0.01, *p < 0.05; standardized estimates with standard errors in parentheses; the dotted line indicates non-pregnant relationship)

Full size prototype

Discussion and implication

This study intends to place the factors that have influences on immature consumers' purchase intention of transformable apparel products by applying the theory of reasoned action (TRA) as the theoretical foundation. The results of the structural equation estimation confirmed the positive influences of the tendency for creative option, environmental beliefs, environmental apparel knowledge, and attitude on female higher students' intention to buy transformable apparel products.

The influence of personal values

Not as predicted, mode consciousness has no impact on attitude, but its effects on intention to purchase transformable clothes was confirmed to exist meaning in a positive way. The results are different from Ma and Koo (2016) who plant that in that location is no departure betwixt a high and low level of manner consciousness consumers in purchase intention for a transformable clothes. Fashion-conscious consumers usually concord a high caste of interest in, and awareness of the latest fashions (Cho et al. 2015) and they want to identify unique styles for self-expression and individuality (Lertwannawit and Mandhachitara 2012). Commonly, transformable dress is a unique option for some consumers, and the available styles may fulfill consumers' need for modern trends. Therefore, highlighting that transformable apparel, in itself, is a new trend and stylish may stimulate interests among consumers. Besides, the result is consequent with previous research that has indicated the positive influence of fashion consciousness on eco-friendly consumption (Gam 2011). To some participants, purchasing transformable apparel can be considered sustainable consumption behavior and this feature would encourage them to buy transformable garments.

As for the hypotheses of the tendency for creative choice leading to the intention to purchase transformable apparel, the results point that the need for creative pick significantly influences consumers' purchase intention. The critical characteristic of individuals with the tendency for creative selection is the preference to differentiate themselves from others through the purchase and utilize of innovative and unique habiliment items (Roach-Higgins and Eicher 1992). Although the fashion of transformable clothes may non be of the latest fashion items, the characteristic of i outfit being able to exist worn in dissimilar means would be attractive to those consumers who want to differentiate themselves from others. That is, when fashion retailers promote transformable apparel to young consumers, they should highlight the features of uniqueness and creativity of transformable garment. Besides, the idea of involving users in the styling process while transforming the item may besides be attractive to those consumers who prefer artistic choices.

The influence of environmental beliefs and noesis

As expected, the results of this study pointed out the positive touch on of ecology beliefs on the intention to buy transformable apparel, which falls in line with the findings from the previous enquiry conducted by Corral-Verdugo et al. (2003). Furthermore, the results likewise indicated the pregnant influence of environmental beliefs on attitude toward transformable apparel and subjective norms concerning sustainable consumption behavior. People with strong environmental beliefs are enlightened of the importance of taking actions to preserve the environment, and they tend to make decisions that they believe volition lead to environmental benefits. The report results confirmed that environmental beliefs draw the subjective norms and attitudes of consumers (Davari and Strutton 2014), and therefore, lead to sustainable consumption activities. Although purchasing transformable apparel does not emphasize pro-environmental attitudes, knowing that i outfit tin can be transformed into unlike looks may encourage consumers to display their beliefs in reducing levels of consumption as alternative ways to preserve the environment. To promote new collections and to expand the marketplace, designers or mode retailers who provide transformable apparel could highlight the environmental benefits to those consumers who care about environmental sustainability. For example, the transformable garment tin can be converted into different styles, which will increase the utilise of frequency and reduce excessive purchases and ownership brunt.

Equally predicted, the results indicated that ecology dress noesis has positive influences on both subjective norms and the intention to purchase transformable apparel. This positive influence on subjective norms concurs with a previous study conducted by Kang et al. (2013); notwithstanding, no studies have been washed to examine the bear upon of environmental apparel cognition on purchase intention of transformable apparel. Environmental knowledge is considered a disquisitional gene in influencing consumers' behavior. People knowing the environmental touch on of apparel products tend to have more concerns almost the surroundings (Kim and Damhorst 1998), and they will exist more likely to have actions to preserve the environment, such as reducing the consumption of dress items. More knowledge in regards to the environmental impacts of the manner products may be able to bulldoze the interest of transformable dress amidst consumers. For example, retailers tin offering workshops to innovate the influence of manner on the environment. Not equally predicted, environmental apparel knowledge was found not to influence attitude. This result is dissimilar from the previous research (Kozar and Hiller Connell 2013; Oh and Abraham 2016). This difference in results may be because the measurement of attitude in this study is more than specific, with a direction toward transformable dress products, whereas in previous research, the attitude was directed toward sustainable consumption, in general.

The theory of reasoned activeness

Specifically, equally with the previous research in regards to collaborative consumption (Johnson et al. 2016), the attitude was found to influence the buy intention positively. This result contributes to the current literature in that there were no previous studies done in regards to the influence of attitude on the intention to purchase transformable apparel. Attitude has been confirmed to be a very of import factor influencing consumers' intention toward various behaviors in the field of sustainable consumption, such as fashion renting (Johnson et al. 2016), the purchase of customized wearing apparel products (Lang et al. 2018), collaborative consumption (Hamari et al. 2016), and green purchasing consumption (Paul et al. 2016). This positive human relationship betwixt attitude and intention affirms previous enquiry and suggests that to decide whether purchase transformable clothes is a process in which consumers accept their beliefs well-nigh these types of products into consideration.

Contrarily, the results did not observe a pregnant human relationship between subjective norms and the intention to buy transformable wearing apparel products. This consequence falls in line with the conclusion from a previous study conducted past Paul et al. (2016) on sustainable consumption behaviors but is dissimilar from a prior study past Johnson et al. (2016). This difference may exist because an private'due south controlling process is complicated and influenced past unlike factors. For instance, participants may not link the consumption of transformable apparel to a sustainable consumption action. In add-on, the different styles shown to participants in the survey may also influence their impression of the transformable garment, for instance, when they don't similar the styles provided. Some other explanation of this consequence may lay in the fact that participants were from an individualistic culture (Hofstede 1980) where people put more emphasis on personal preferences instead of social influences in their shopping behaviors.

The results of this study successfully extended the TRA model by indicating ecology beliefs equally an external cistron in this model. Through structural equation estimation, ecology beliefs were proved to play an essential part in the evolution of consumer attitude and subjective norms, thereby influence young female consumers' intention to purchase transformable clothes products. Though the positive influence of environmental wearing apparel knowledge on subjective norms was confirmed, the touch of subjective norms on intention was non significant, which does not back up the mediated event of subjective norms in the relationship. Besides, the external impacts of fashion consciousness and the trend for creative choice in the TRA were not supported due to the outcome that neither factor had a significant impact on attitude.

Conclusion and limitations

This written report identifies that both personal features and environmental-related factors foster the purchase intention of transformable apparel products amid young American consumers. By taking the two private personal values and environmental-related elements equally external factors, this study extended the TRA model. It is the starting time time that these personal values and factors have been investigated apropos the purchase intention of transformable apparel in the fashion industry. The study provides researchers with a foundation to rationalize examining farther motivations in hereafter studies.

Several limitations exist in this written report, which allow further investigation in hereafter research. First, the method of a cocky-administered online survey may limit the generalization of the results. Moreover, only young college female students were included in the study; thus the results cannot be generalized to a broad population. 2nd, simply four groups of transformable apparel products were provided in the survey. Participants were requested to review the 4 groups of pictures first before evaluating their purchase intention, which might influence their response to the intention to purchase transformable clothing in general. Third, participants were not asked if they are actual users of transformable apparel and whether or non they have knowledge of transformable wearable. The future study comparing how users differ from non-users would make further contributions to the literature. Besides, non having actual experiences of purchasing and wearing transformable wearing apparel may limit their evaluation of transformable apparel. Furthermore, the items used to measure ecology wearing apparel knowledge were borrowed from a previous study directly, which are full general and elemental. Future studies may adapt the items to exist more specific towards the topic in question. Additionally, the study utilized a 7-point scale with 1 = "strongly disagree" to seven = "strongly agree," for which participants may concur rather than disagree. Future studies may adopt dissimilar measurement methods to avoid acquiescence bias. Finally, the results of this study are related to consumers' intention, instead of actual behavior. Hereafter research considering by consumption beliefs would provide more than benefits to the literature.

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Authors' contributions

CL designed and conducted the research, analyzed the information and drafted the manuscript. BW designed and made the transformable garment, nerveless data and drafted the garment sample making process. Both authors read and approved the terminal manuscript.

Acknowledgements

The sample garments were designed and made by the 2d author under the supervision of Dr. Mary Ruppert-Stroescu, Associate Professor from Washington University in St. Louis.

Article Production Price of publishing the paper in Fashion and Textiles was fully supported by the Korean Society of Clothing and Textiles (KSCT).

Competing interests

The authors declare that they have no competing interests.

Availability of data and materials

The datasets used in the current written report are available from the corresponding writer on reasonable request.

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No funding was provided in the pattern of the study and drove, assay, and estimation of data and in writing the manuscript.

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Affiliations

1. Assistant Professor, Department of Textiles, Apparel Design, & Merchandising, College of Agriculture, Louisiana State University, 143 Human Ecology, Billy Rouge, LA, 70803, Us

   Chunmin Lang

2. Graduate Researcher, Department of Apparel, Events, and Hospitality Management, Iowa State University, Ames, IA, 50011-1078, The states

   Bingyue Wei

Corresponding author

Correspondence to Chunmin Lang.

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Lang, C., Wei, B. Catechumen one outfit to more looks: factors influencing immature female college consumers' intention to purchase transformable clothes. Fash Text 6, 26 (2019). https://doi.org/10.1186/s40691-019-0182-four

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• Received: 21 Nov 2018

• Accepted: 09 April 2019

• Published: 05 September 2019

• DOI : https://doi.org/ten.1186/s40691-019-0182-4

Keywords

• Transformable apparel
• Attitude
• Fashion consciousness
• The tendency for creative choice
• Ecology beliefs
• Environmental dress knowledge

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