Parents' determinants buying intent on environmentally friendly children's clothing

Abstract

Fast-fashion products encourage parents to spend more on their children’s necessities. As a result, children’s clothing consumption is increasingly higher in a family due to child growth and change of needs. Due to the short lifespan of children’s clothes, the waste of clothing is increasing rapidly. This research aims to study the opinion of parents and the acceptance of children’s environmental-friendly clothing. The research examined parents’ buying patterns such as shopping frequency, disposal practices and the purchase of child clothing experience. This work has embraced the idea of eco-fashion design to examine the clothing needs of children and the knowledge of the parents. Hence, a quantitative analysis was applied to research among parents in January 2020 in Malaysia. This research contributes to academic results about parents’ decision-making on the children clothing subject. The findings showed that parents were aware of the idea of sustainable apparel; the cost, quality, design, and health issues were the most significant factors that influenced consumer’s decisions to purchase children’s clothing. Sustainable children’s clothing was preferred by parents as it had multiple benefits which impacted children’s health, preserves the environment as well as cost and time effective. For future research, further exploration relating to disposal and sustainable clothing design for children is suggested.