Using The Theory of  Planned Behavior to Predict Kuwaiti Consumers’ Intention to Buy Sustainable Apparel

Mohammad Jafar, Muna; Ibrahim  Albloushy, Hayat

doi:10.21608/mjaf.2023.220721.3135

Using The Theory of Planned Behavior to Predict Kuwaiti Consumers’ Intention to Buy Sustainable Apparel

Document Type : Original Article

Authors

¹ * Assistant Professor of Textile Design, Department of Home Economics, College of Basic Education, Public Authority for Applied Education and Training, Kuwait

² Assistant Professor of Textiles and Clothing Department of Home Economics, College of Basic Education

10.21608/mjaf.2023.220721.3135

Abstract

The current research aims at using the theory of planned behavior (TPB) to examine the influence of man-nature orientation, environmental knowledge, attitudes, subjective norms, perceived internal and exrternal control on Kuwaiti consumers’ intention to buy sustainable apparel. The study is based on a questionnaire that was used to target a random sample of 459 consumers in Kuwait. Using Partial Least Squares – Structural Equation Modeling (PLS-SEM) techniques, results show that there was a positive and significant relationsip between man-nature orientation and attitudes toward buying sustainable apparel. There was also a positive and significant relationship between environmental knowledge and both attitudes and perceived internal control. Finally, results show that there was a positive and significant influence of attitudes, subjective norms, and perceived internal control on Kuwaiti consumers’ intention to buy sustainable apparel.Research indicates that about 70% of consumers consider environmental issues in some way in their purchasing decisions (Mostafa, 2006). Studies also indicate a growing segment of consumers who buy environmentally friendly clothing (Jang et al., 2012).environmental conservation, using and extending the Theory of Planned Behavior (TPB).suggested by (Ajzen, 1991). This theory holds that behavior is based on attitudes, perceived subjective norms, and intention. The theory suggested that there are two types of self-control, internal self-control and external self-control

. Internal self-control refers to a person's awareness of his or her ability to control internal personal resources such as skills, confidence, ability, and adequate planning to perform behavior (Armitage and Conner, 1999). As for external self-control, it refers to a person’s mastery of external resources such as time, money, and other resources necessary to perform the behavior (Kock and Lynn, 2012).

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