Host: Japan Society of Kansei Engineering
Name : The 11th International Symposium on Affective Science and Engineering
Number : 11
Location : Online Academic Symposium, Kyoto Institute of Technology
Date : March 05, 2025 - March 07, 2025
This study investigates the role of aesthetics novelty in sustainable apparel consumption. According to McKinsey Survey in 2020, concern for environment coupled by COVID-19 pandemic has changed consumers’ attitude when it comes to fashion consumption. Consumer, especially the conscious consumers, no longer see newness, or novelty, as the most important factor in purchase decision. Through empirical study, we suggest that not only novelty is not a determining factor in purchase intention, novelty caused by aesthetic atypicality might cause suspicion for greenwashing (Perceived Greenwashing, PGW) among consumers, especially those scoring high in Green Consumption Value (GCV) and Fashion Interest (FI).
