Date of Award


Document Type


Degree Name

Master of Business Administration (MBA)

First Advisor

Gary GH Hunter


This study investigates the influence of materialism and sustainability as fashion on sustainable clothing consumption in the context of the theory of planned behavior (TPB). Data have been collected through the distribution of a structured questionnaire through mass emailing to the faculty, students, and staff of Illinois State University (ISU) in the United States. Six hundred and three responses have been collected for further analysis. Structural equation modeling has been conducted to test the hypotheses of the study. The results show that the components of the TPB framework have significant effect on the intention to purchase sustainable clothing. The most significant predictor is perceived behavioral control (PBC) followed by attitude and subjective norms. Materialism has no significant effect on the attitude toward sustainable clothing. Materialism also has no significant moderating impact on the relationship between attitude and intention. Sustainability as fashion has a significant effect on the attitude toward sustainable clothing. The relationship between sustainability as fashion and intention has been partially mediated by attitude toward purchasing sustainable clothing. Theoretical and managerial implications are proposed after the discussion of the findings.


Imported from Hasan_ilstu_0092N_12228.pdf


Page Count