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The effect of perceived value on sustainable fashion consumption in the era of Covid-19: A proposed conceptual framework

The outbreak of 2019 Coronavirus Disease (COVID-19) has not only adversely affected the human health, but it has also put a halt to all trades and economy activities. The sustainable fashion business has also been experiencing a similar problem with worldwide quarantine and self-isolation bringing a...

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Main Authors: Hasbullah, Nornajihah Nadia, Sulaiman, Zuraidah, Mas’od, Adaviah
Format: Article
Language:English
Published: Human Resource Management Academic Research Society (HRMARS) 2020
Subjects:
HB615-715 Entrepreneurship. Risk and uncertainty. Property
Online Access:http://eprints.utm.my/id/eprint/93230/1/ZuraidahSulaiman2020_TheEffectofPerceivedValueonSustainableFashion.pdf
http://eprints.utm.my/id/eprint/93230/
http://dx.doi.org/10.1007/978-3-030-60839-2_8
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id my.utm.93230
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spelling my.utm.932302021-11-19T03:23:30Z http://eprints.utm.my/id/eprint/93230/ The effect of perceived value on sustainable fashion consumption in the era of Covid-19: A proposed conceptual framework Hasbullah, Nornajihah Nadia Sulaiman, Zuraidah Mas’od, Adaviah HB615-715 Entrepreneurship. Risk and uncertainty. Property The outbreak of 2019 Coronavirus Disease (COVID-19) has not only adversely affected the human health, but it has also put a halt to all trades and economy activities. The sustainable fashion business has also been experiencing a similar problem with worldwide quarantine and self-isolation bringing a pause to its production. Nevertheless, COVID-19 is not an excuse to back off from sustainability. On the contrary, this pandemic may add the fuel to the fire and cause the change amongst companies, apart from highlighting the core values both these companies and the products they place before the world. Having that said, this study examined the antecedent of perceived value that is bound to give impact on sustainable fashion consumption. Theoretically, researchers have applied the theory of consumption value to shed light on this positive product after the COVID-19 pandemic has subsided. This theory is composed of five consumption values which include social value, functional value, epistemic value, emotional value and conditional value. Data will be collected from 200 millennial consumers in Malaysia via online survey technique and analysed by using IBM SPSS and SEM PLS. As far as the authors are concerned, this present study is one of the early attempts to incorporate the antecedent of perceived value that will give impact on sustainable fashion consumption within the Malaysian context in surviving after COVID-19. The expected findings of this present study could help marketers and businesses in parts of targeting, segmenting and positioning sustainable fashion products. Human Resource Management Academic Research Society (HRMARS) 2020 Article PeerReviewed application/pdf en http://eprints.utm.my/id/eprint/93230/1/ZuraidahSulaiman2020_TheEffectofPerceivedValueonSustainableFashion.pdf Hasbullah, Nornajihah Nadia and Sulaiman, Zuraidah and Mas’od, Adaviah (2020) The effect of perceived value on sustainable fashion consumption in the era of Covid-19: A proposed conceptual framework. International Journal Of Academic Research In Business And Social Sciences, 10 (8). pp. 895-906. ISSN 2222-6990 http://dx.doi.org/10.1007/978-3-030-60839-2_8
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
language English
topic HB615-715 Entrepreneurship. Risk and uncertainty. Property
spellingShingle HB615-715 Entrepreneurship. Risk and uncertainty. Property
Hasbullah, Nornajihah Nadia
Sulaiman, Zuraidah
Mas’od, Adaviah
The effect of perceived value on sustainable fashion consumption in the era of Covid-19: A proposed conceptual framework
description The outbreak of 2019 Coronavirus Disease (COVID-19) has not only adversely affected the human health, but it has also put a halt to all trades and economy activities. The sustainable fashion business has also been experiencing a similar problem with worldwide quarantine and self-isolation bringing a pause to its production. Nevertheless, COVID-19 is not an excuse to back off from sustainability. On the contrary, this pandemic may add the fuel to the fire and cause the change amongst companies, apart from highlighting the core values both these companies and the products they place before the world. Having that said, this study examined the antecedent of perceived value that is bound to give impact on sustainable fashion consumption. Theoretically, researchers have applied the theory of consumption value to shed light on this positive product after the COVID-19 pandemic has subsided. This theory is composed of five consumption values which include social value, functional value, epistemic value, emotional value and conditional value. Data will be collected from 200 millennial consumers in Malaysia via online survey technique and analysed by using IBM SPSS and SEM PLS. As far as the authors are concerned, this present study is one of the early attempts to incorporate the antecedent of perceived value that will give impact on sustainable fashion consumption within the Malaysian context in surviving after COVID-19. The expected findings of this present study could help marketers and businesses in parts of targeting, segmenting and positioning sustainable fashion products.
format Article
author Hasbullah, Nornajihah Nadia
Sulaiman, Zuraidah
Mas’od, Adaviah
author_facet Hasbullah, Nornajihah Nadia
Sulaiman, Zuraidah
Mas’od, Adaviah
author_sort Hasbullah, Nornajihah Nadia
title The effect of perceived value on sustainable fashion consumption in the era of Covid-19: A proposed conceptual framework
title_short The effect of perceived value on sustainable fashion consumption in the era of Covid-19: A proposed conceptual framework
title_full The effect of perceived value on sustainable fashion consumption in the era of Covid-19: A proposed conceptual framework
title_fullStr The effect of perceived value on sustainable fashion consumption in the era of Covid-19: A proposed conceptual framework
title_full_unstemmed The effect of perceived value on sustainable fashion consumption in the era of Covid-19: A proposed conceptual framework
title_sort effect of perceived value on sustainable fashion consumption in the era of covid-19: a proposed conceptual framework
publisher Human Resource Management Academic Research Society (HRMARS)
publishDate 2020
url http://eprints.utm.my/id/eprint/93230/1/ZuraidahSulaiman2020_TheEffectofPerceivedValueonSustainableFashion.pdf
http://eprints.utm.my/id/eprint/93230/
http://dx.doi.org/10.1007/978-3-030-60839-2_8
_version_ 1717093439040913408
score 13.211869

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