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    Millennial consumers' purchase intention for eco-fashion apparel: a study from Southern China 

    Zhu, Bing (Bangkok : Assumption University, 2021)

    This study attempts to understand the role of value perceptions and environmental attitudes in influencing millennial consumers’ intentions to buy eco-fashion apparel in Southern China. A total of 385 questionnaire responseswere collected in Nanning via snowball sampling and convenience sampling techniques. The PLS-SEM method was applied to evaluate the data. The findings show that status value presents the strongest relationship with environmental attitude (β=.308, t=7.209, p<.01), followed by uniqueness val...