Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Comparing consumer intention to purchase ethical fashion cross-culturally

Published: May 24, 2023


Andrea Pérez, University of Cantabria; Jesús Collado Agudo, University of Cantabria; Ting Chi LIU, University of Macau, Faculty of Business Administration


We base on the theory of planned behaviour (TPB), construal-level theory (CLT) and social identity theory (SIT) to hypothesize that significant differences may exist in the way that consumer intention to purchase ethical fashion is crafted based on whether the person lives in a fashion producing or consuming country. We use data collected from 245 and 450 consumers in China and Spain. Consumers in China perceive greater pressure to purchase ethical fashion and behavioural control than consumers in Spain. Nonetheless, the TPB model is only accepted fully for the Spanish sample. In China, perceived behavioural control does not have a major influence on the intention to purchase. Subjective norm is the most powerful determinant of intention to purchase, although the strength of its effects is significantly higher in China.