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1. Introduction
Many studies have shown a positive connection between environmental attitude and purchase intention of Eco-Apparel (e.g. Gam, 2011; Montoro Rios et al., 2006). However, stated intentions were often not the same as behaviors (Bates and Kristofek, 2008). In addition, increased environmental positive attitude may conflict with rapid style changes in fashion (Kim and Damhorst, 1998). For example, apparel style should last a long time from an environmental protection perspective, but apparel style changes based on trends is one central characteristic of fashion. Therefore, a gap may exist between consumers’ environmental attitudes and Eco-Apparel consumption behaviors. In other words, the question is whether consumers who care about the environment are willing to take more responsibility for the environment and perform Eco-Apparel consumption behaviors, or their attitudes about the environment are inconsistent with their apparel consumption behaviors (attitude-behavior gaps). Hence, this study is applied research and the purpose is to understand a practical problem (Hedrick et al., 1993): examine Eco-Apparel consumption behavior with consumers who care about the environment. The study examines: first, whether gaps between attitude and behavior exist, and the reasons behind these gaps (attitude-behavior gaps), second, if the gaps exist, what benefits are connected to Eco-Apparel purchasing behavior or consumption behavior (benefit-behavior connections); and finally, how are these attitude-behavior gaps and benefit-behavior connections reflective of consumers’ standards as customers participate in Eco-Apparel. These explorations allow for a better understanding of consumers’ standards and are involved in Eco-Apparel. Marketers can use this knowledge to develop marketing strategies to affect consumers’ positive attitudes and their actual purchase and consumption behaviors. A qualitative research technique, in-depth interview, was used to explore the detailed information of this practical problem (Boyce and Neale, 2006).
2. Literature review
2.1. Eco-Apparel, Eco-Apparel purchasing behaviors, and consumption behaviors
Eco-Apparel refers to apparel made from eco-friendly fiber or recycled materials, designed for long-time use, causing little or no environmental impact, and produced by eco-conscious companies (Fletcher, 2008). However, apparel consumption includes purchasing, storing, using, maintaining, and discarding apparel as well (Winakor, 1969). Therefore, the following are considered Eco-Apparel consumption behaviors: purchasing apparel made from eco-advantageous fibers or recycled materials; purchasing apparel only when needed; purchasing clothes from eco-conscious companies; extending the lifetime of apparel; consuming second-hand clothes; donating clothing;...