Fashion Consumption of Naturally Dyed Products: A Cross-Cultural Study of the Consumption of Blue-Dyed Apparel Between China and Japan

Xue, Xing; Li, Li

doi:10.2478/ftee-2023-0006

Figures & Tables

Intercultural descriptive results for the TPB construct

Results of the confirmatory factor analysis for all scale items used for hypothesis testing

Latent variables	Indicators	Loadings	SMC	CR	AVE
Attitude	ATT1	0.908	0.824	0.802	0.82
	ATT2	0.902	0.814
	ATT3	0.907	0.823
	ATT4	0.905	0.819
Subjective norms	SN1	0.881	0.776	0.827	0.786
	SN2	0.889	0.79
	SN3	0.898	0.806
	SN4	0.878	0.771
PBC	PBC1	0.884	0.781	0.835	0.757
	PBC2	0.838	0.702
	PBC3	0.888	0.789
	PBC4	0.936	0.876
Intention	INT1	0.936	0.876	0.863	0.875
	INT2	0.935	0.874
	INT3	0.921	0.848
Purchase behaviour	BEH1	0.925	0.856	0.851	0.85
	BEH2	0.919	0.845
	BEH3	0.908	0.824

Discriminant validity testing results

Constructs	MEANS	SD	PBC	SN	ATT	INT	BEH
PBC	4.74	1.522	0.87
Subjective norms	4.68	1.540	0.741	0.886
Attitude	4.92	1.435	0.755	0.775	0.905
Intention	5.07	1.500	0.749	0.723	0.822	0.935
Purchase behaviour	4.80	1.534	0.785	0.661	0.713	0.794	0.921

Model fit in multi-group analysis

Model	P	CMIN/DF	GFI	AGFI	RMSEA	CFI	Model fit Bias testing
Unconstrained	***	1.58	0.951	0.933	0.022	0.991	Δ-CMIN	Δ-DF	P	Δ-GFI	Δ-AGFI	Δ-RMSEA	Δ-CFI
Measurement weights	***	1.538	0.949	0.935	0.021	0.991	22.801	24	0.532	-0.002	0.002	-0.001	0
Structural weights	***	1.627	0.944	0.931	0.023	0.99	70.924	34	***	-0.007	-0.002	0.001	-0.001
Structural co-variances	***	2.417	0.925	0.909	0.034	0.976	390.017	46	4.909	-0.026	-0.024	0.012	-0.015
Structural residuals	***	2.755	0.916	0.899	0.038	0.97	529.175	50	3.028	-0.035	-0.034	0.016	-0.021
Measurement residuals	***	2.852	0.904	0.894	0.039	0.966	663.029	84	7.914	-0.047	-0.039	0.017	-0.025

Questionnaire items

Constructs	Measurements	Item	Sources References
Attitude (Cronbach’s alpha = 0.947)	I consider that buying natural blue-dyed apparel goods is positive	ATT1	[30][34]
	I consider that buying natural blue-dyed apparel goods is beneficial	ATT2
	I consider that buying natural blue-dyed apparel goods is worthwhile	ATT3
	I consider that buying natural blue-dyed apparel goods is wise	ATT4
PBC (Cronbach’s alpha = 0.911)	I have the resources to buy natural blue-dyed apparel goods	PBC1
	I have the capacity to accept the premium from natural blue-dyed apparel goods	PBC2
	Buying natural blue-dyed apparel is easy for me	PBC3
	I have complete control over buying natural blue-dyed apparel	PBC4
Subjective norms (Cronbach’s alpha = 0.932)	I feel important people in my life want me to buy natural blue-dyed apparel	SN1
	The people who I listen to could influence me to buy natural blue-dyed apparel	SN2
	The use of natural blue-dyed garments by my family and friends will also encourage me to buy natural blue-dyed garments on my own initiative	SN3
Intention (Cronbach’s alpha = 0.955)	I’m willing to buy natural blue-dyed apparel in the coming year	INT1	[34][56]
	If prices are not significantly different from others, I may purchase natural blue-dyed apparel	INT2
	If quality is not significantly different from others, I may purchase natural blue-dyed apparel products	INT3
Behaviour (Cronbach’s alpha = 0.939)	I have bought natural blue-dyed apparel in previous years	BEH1
	I have bought natural blue-dyed apparel even paying more	BEH2
	I have bought natural blue-dyed apparel and it has the same quality compared to other apparel	BEH3

Hypotheses testing using the conceptual model

Hypotheses	Variable relationship	Estimate	S.E.	CR	P	Result
H1	ATT→INT	0.585	0.053	10.970	***	Accepted
H2	SN→INT	0.114	0.048	2.384	0.017	Accepted
H3	PBC→INT	0.267	0.047	5.696	***	Accepted
H4	PBC→BEH	0.486	0.044	11.049	***	Accepted
H5	INT→BEH	0.465	0.046	10.005	***	Accepted

Cross-cultural differences

Hypothesis	Path	Estimate		P		Z-score	Results
Hypothesis	Path	JAP	CHI	JAP	CHI	Z-score	Results
H8a (JAP>CHI)	ATT→INT	0.393	0.405	***	***	11.038	Rejected
H8b(CHI>JAP)	SN→INT	0.27	0.071	0.008	0.284	2.375	Rejected
H8c (JAP>CHI)	PBC→INT	0.303	0.187	0.007	0.004	5.681	Accepted
H8c (JAP>CHI)	PBC→BEH	0.505	0.35	***	***	11.045	Accepted
/	INT→BEH	0.484	0.378	***	***	10.68

Direct, indirect and total effects of the hypothesised model

Hypotheses		Point estimate	Product of coefficients		Bootstrapping (95% CI)	Two-tailed significance	Result
Hypotheses		Point estimate	SE	Z	Bootstrapping (95% CI)	Two-tailed significance	Result
H6(a)ATT→BEH	Total effects	0.23	0.088	2.614	0.05–0.392	0.015	Accepted
	Indirect effects	0.213	0.052	4.096	-0.175–0.176	0.001
	Direct effects	0.017	0.088	0.193	-0.037–0.59	0.804
H6(b)SN→BEH	Total effects	0.033	0.08	0.413	0.183–0.494	0.232	Rejected
	Indirect effects	0.037	0.026	1.423	-0.009–0.099	0.108
	Direct effects	0.096	0.07	1.371	0.172–0.444	0.102
H6(c)PBC→BEH	Total effects	0.411	0.076	5.408	0.257–0.57	0.002	Accepted
	Indirect effects	0.103	0.03	3.433	0.072–0.423	0.001
	Direct effects	0.308	0.069	4.464	0.175–0.449	0.002

Common method bias analysis

Constructs	Indicator	Substantive factor loading (R1)	R1²	Method factor loading (R2)	R2²	P
Attitude(VIF = 4.399)	ATT1	0.897	0.805	0.153	0.023	0.402
	ATT2	0.882	0.778	0.165	0.027	0.368
	ATT3	0.891	0.794	0.178	0.032	0.326
	ATT4	0.889	0.790	0.134	0.018	0.469
PBC(VIF = 3.696)	PBC1	0.898	0.806	0.319	0.102	0.094
	PBC2	0.853	0.728	0.273	0.075	0.166
	PBC3	0.845	0.714	0.239	0.057	0.229
	PBC4	0.811	0.658	0.069	0.005	0.736
Subjective norms(VIF = 3.453)	SN1	0.895	0.801	0.304	0.092	0.080
	SN2	0.839	0.704	0.163	0.027	0.356
	SN3	0.843	0.711	0.128	0.016	0.491
Intention(VIF = 6.045)	INT1	0.931	0.867	-0.043	0.002	0.829
	INT2	0.932	0.869	-0.130	0.017	0.525
	INT3	0.932	0.869	-0.127	0.016	0.535
Behaviour(VIF = 4.601)	BEH1	0.894	0.799	0.222	0.049	0.224
	BEH2	0.895	0.801	0.220	0.048	0.234
	BEH3	0.884	0.781	0.189	0.036	0.306
Average		0.883	0.781	0.144	0.038	0.402

Fashion Consumption of Naturally Dyed Products: A Cross-Cultural Study of the Consumption of Blue-Dyed Apparel Between China and Japan

Figures & Tables

Fig. 1.

Fig. 2.

Fig. 3.

Results of the confirmatory factor analysis for all scale items used for hypothesis testing

Discriminant validity testing results

Model fit in multi-group analysis

Questionnaire items

Hypotheses testing using the conceptual model

Cross-cultural differences

Direct, indirect and total effects of the hypothesised model

Common method bias analysis

Paradigm

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