As the rapid economic growth and over-consumption within the largest population worldwide has resulted in harmful environment deterioration, a shift to more sustainable consumption behaviors is required in China. Although public interests in sustainability have increased and consumers’ attitudes are positive, their behavioral intentions are not consistent with attitudes. This study aims to uncover psychological drivers and barriers (consumption values, social norms, and attitudes to sustainable apparel products) of Chinese consumers’ behavioral intentions toward sustainable apparel products (SAP) by exploring the attitude–behavioral intention gap. Online survey data were used to examine the moderating impacts of consumption values and social norms on relationship between Chinese consumers’ attitudes and behavioral intentions toward SAP. Results from moderating regression analysis suggest that (1) Chinese consumers’ SAP attitudes had a strong positive effect on the purchase intention toward SAP, (2) aesthetic values positively moderated the relationship between the SAP attitude and purchase intention, whereas conspicuous values negatively moderated the relationship, and (3) utility values and social norms did not show any significant moderating influences on the relationship between the SAP attitude and purchase intention. Our study validates the attitude–behavior gap model in sustainable consumer behavior and discusses how the current findings can assist researchers and practitioners in the Clothing and Textiles field alike to fine-tune sustainable programs and marketing strategies in China.

This study focuses on fashion retailers’ as the gatekeepers’ role of encouraging eco-friendly consumption culture, that is, consumption of green products. The purpose of this study is to propose and test a green retailing effect model involving different persuasion routes among green private brand (PB), green marketing campaigns, green consciousness and behavior, and to explore the moderating effect of marketing communication involvement (MCI). The research shows that perception of green PBs has positive impact on consumers’ green behavior. Perception of green campaigns has a significant influence on consumers' green consciousness and indirect impact on consumers’ green behavior. The relationship between consumers’ perception of green campaign and green consciousness is stronger in the low MCI group. The model is helpful in understanding the positive impact of fashion retailers’ green retailing activities on green consumption culture. The result also provides strategic guidelines for retailers about their sustainable retail activities.

2016년 이세돌 구단이 알파고와의 네 번째 대국에서 승리하던 순간을 많은 사람들은 반복해서 시청했다. 스마트폰, 태블릿PC 등 스마트 기기들이 보급되며 시간과 장소에 구애받지 않고 영상 콘텐츠를 즐길 수 있는 미디어 환경이 조성되면서 짧은 동영상을 반복적으로 시청하는 새로운 시형 형태가 등장했다. 본 연구에서는 길이가 짧은 동영상을 반복해서 시청하는 것을 루프워칭(Loop watching)으로 명명했다. 루프워칭은 미디어 이용자가 이전에 느꼈던 만족을 또다시 느끼기 위해 콘텐츠를 반복 이용하는 것을 말한다. 본 연구에서는 미디어 이용자가 짧은 동영상을 시청하면서 몰입을 하게 되면, 등장인물에게 동일시를 하게 되고, 이러한 동일시가 대리 만족으로 이어지면 반복 시청을 하는 것으로 나타났다. 이때, 동일시만 하고 대리 만족을 느끼지 않는 경우 반복 시청으로 이어지지 않았다. 이는 대리 만족을 느끼는 것이, 즉 이세돌이 대국에서 승리할 때, 함께 성취감을 느끼는 경우, 반복 시청을 한 것으로 나타난 것이다. 본 연구에서는 루프워칭의 유형과 이론적인 모델에 대해서 심층적인 논의를 하였다.