Table 2 Results of the final measurement model.
From: Environmentally sustainable fashion and conspicuous behavior
Constructs/items | Factor loading | AVE | CR | α |
|---|---|---|---|---|
Environmental beliefs | ||||
Purchasing eco-friendly products helps to fulfill my social responsibility | 0.692 | 0.534 | 0.773 | 0.771 |
Using eco-friendly products prevents resource depletion | 0.756 | |||
Helpful to solve environmental problems with little effort in environmental improvement | 0.740 | |||
Environmental norms | ||||
Companies should reduce their emission even though they slow down their economic growth. | 0.726 | 0.519 | 0.764 | 0.763 |
Sense of guilt about using eco-friendly products | 0.692 | |||
Sense of personal obligation to buy eco-friendly products | 0.743 | |||
Fashion trend conspicuousness | ||||
Fashionable styling is very important to me | 0.783 | 0.717 | 0.884 | 0.881 |
One or more outfits of the new style | 0.900 | |||
My wardrobe up-to-date with the changing fashions | 0.854 | |||
Social-awaken conspicuousness | ||||
Buy sustainable products because it shows me something about my sustainable consumption | 0.848 | 0.740 | 0.895 | 0.911 |
Wear/display sustainable brands, so people know I am a good person | 0.888 | |||
I like to show people for my sustainable consumption | 0.844 | |||
Sustainable brands because they make me look cool | 0.814 | |||
Word of mouth | ||||
Due to its environmental image, this sustainable product is highly recommended by others | 0.884 | 0.790 | 0.883 | 0.882 |
Due to its environmental functionality, this green product is positively recommended by others | 0.894 | |||
Self-brand connection | ||||
The brand of this sustainable product reflects who I am | 0.894 | 0.776 | 0.933 | 0.933 |
I can identify with the brand of these sustainable products | 0.912 | |||
I can use the brand of these sustainable products to communicate who I am to other people | 0.851 | |||
I consider the brand of this sustainable product to be ‘me’ | 0.865 | |||
