Fashion designers' attitude-behaviour inconsistencies towards a sustainable business model: a neutralisation theory perspective
Purpose Fashion designers in South Africa remain ambivalent in embracing sustainable fashion. This study examines the role of neutralisation techniques on attitude towards sustainable fashion. The study was conducted in South Africa, an emerging market known for water scarcity and pollution emanati...
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| Format: | Article |
| Language: | English |
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Emerald
2022
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| Online Access: | https://doi.org/10.1108/JFMM-05-2021-0128 http://hdl.handle.net/11408/4662 |
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| _version_ | 1779905332982579200 |
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| author | Muposhi, Asphat Nyagadza, Brighton Mafini, Chengedzai |
| author_facet | Muposhi, Asphat Nyagadza, Brighton Mafini, Chengedzai |
| author_sort | Muposhi, Asphat |
| collection | DSpace |
| description | Purpose
Fashion designers in South Africa remain ambivalent in embracing sustainable fashion. This study examines the role of neutralisation techniques on attitude towards sustainable fashion. The study was conducted in South Africa, an emerging market known for water scarcity and pollution emanating from the textile industry.
Design/methodology/approach
A structured questionnaire was used to collect cross-sectional data from a sample of 590 fashion designers using a web-based online survey. Study constructs were drawn from the neutralisation theory and theory of planned behaviour.
Findings
Standard multiple regression analysis results identified denial of injury, appeal to higher loyalties and external locus of control as the major rationalisation techniques influencing South African designers' negative attitudes towards sustainable fashion.
Research limitations/implications
Research was conducted in South Africa where the concept of sustainable fashion is still at developmental stages. The generalisation of the study findings may be enhanced by extending the study to other markets with a fully developed market for sustainable fashion.
Practical implications
The study results underscore the necessity of reducing social, structural and institutional barriers associated with the adoption of sustainable fashion. This study provides input towards efforts to develop attitude change strategies to stimulate designers to embrace sustainable fashion.
Originality/value
The research study contributes to theory, practice and future research. |
| format | Article |
| id | ir-11408-4662 |
| institution | My University |
| language | English |
| publishDate | 2022 |
| publisher | Emerald |
| record_format | dspace |
| spelling | ir-11408-46622022-06-27T13:49:06Z Fashion designers' attitude-behaviour inconsistencies towards a sustainable business model: a neutralisation theory perspective Muposhi, Asphat Nyagadza, Brighton Mafini, Chengedzai Sustainable fashion Neutralisation techniques Fashion designers Sustainable fashion behaviour Purpose Fashion designers in South Africa remain ambivalent in embracing sustainable fashion. This study examines the role of neutralisation techniques on attitude towards sustainable fashion. The study was conducted in South Africa, an emerging market known for water scarcity and pollution emanating from the textile industry. Design/methodology/approach A structured questionnaire was used to collect cross-sectional data from a sample of 590 fashion designers using a web-based online survey. Study constructs were drawn from the neutralisation theory and theory of planned behaviour. Findings Standard multiple regression analysis results identified denial of injury, appeal to higher loyalties and external locus of control as the major rationalisation techniques influencing South African designers' negative attitudes towards sustainable fashion. Research limitations/implications Research was conducted in South Africa where the concept of sustainable fashion is still at developmental stages. The generalisation of the study findings may be enhanced by extending the study to other markets with a fully developed market for sustainable fashion. Practical implications The study results underscore the necessity of reducing social, structural and institutional barriers associated with the adoption of sustainable fashion. This study provides input towards efforts to develop attitude change strategies to stimulate designers to embrace sustainable fashion. Originality/value The research study contributes to theory, practice and future research. 2022-01-25T09:55:32Z 2022-01-25T09:55:32Z 2021 Article 1361-2026 https://doi.org/10.1108/JFMM-05-2021-0128 http://hdl.handle.net/11408/4662 en Journal of Fashion Marketing and Management; open Emerald |
| spellingShingle | Sustainable fashion Neutralisation techniques Fashion designers Sustainable fashion behaviour Muposhi, Asphat Nyagadza, Brighton Mafini, Chengedzai Fashion designers' attitude-behaviour inconsistencies towards a sustainable business model: a neutralisation theory perspective |
| title | Fashion designers' attitude-behaviour inconsistencies towards a sustainable business model: a neutralisation theory perspective |
| title_full | Fashion designers' attitude-behaviour inconsistencies towards a sustainable business model: a neutralisation theory perspective |
| title_fullStr | Fashion designers' attitude-behaviour inconsistencies towards a sustainable business model: a neutralisation theory perspective |
| title_full_unstemmed | Fashion designers' attitude-behaviour inconsistencies towards a sustainable business model: a neutralisation theory perspective |
| title_short | Fashion designers' attitude-behaviour inconsistencies towards a sustainable business model: a neutralisation theory perspective |
| title_sort | fashion designers' attitude-behaviour inconsistencies towards a sustainable business model: a neutralisation theory perspective |
| topic | Sustainable fashion Neutralisation techniques Fashion designers Sustainable fashion behaviour |
| url | https://doi.org/10.1108/JFMM-05-2021-0128 http://hdl.handle.net/11408/4662 |
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