The knowledge, attitude, and practice of the adoption of green fashion innovation

Environmental pollution from garment manufacturing is a major concern due to its widely-felt impact on climate change. Consequently, the researchers set about assessing KAP (Knowledge, Attitude and Practice) and its relationship with, and impact on, green fashion innovation adoption among Jordanian...

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Bibliographic Details
Published in:Journal of open innovation 2020-12, Vol.6 (4), p.1-20, Article 107
Main Authors: Ahmad, Alaeddin Mohammad Khalaf, Madi, Yasmeen, Abuhashesh, Mohammad, Nusairat, Nawras M, Masa'deh, Ra'ed
Format: Article
Language:English
Subjects:
attitude and practice (KAP Model)
Attitudes
Dependent variables
Design
garment industry
Garments
green fashion innovation
Independent variables
Innovations
knowledge
Marketing
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Summary:Environmental pollution from garment manufacturing is a major concern due to its widely-felt impact on climate change. Consequently, the researchers set about assessing KAP (Knowledge, Attitude and Practice) and its relationship with, and impact on, green fashion innovation adoption among Jordanian companies. This work examined the relationship between the independent variables, represented by KAP, and the dependent variable, which was Green Fashion Innovation Adoption in Jordan. A quantitative approach utilized a cross-sectional survey to gather primary data from upper and middle-level management in Jordanian garment companies. The sample size was 257 valid questionnaires. The results showed a statistically significant impact of knowledge and attitude toward green fashion innovation adoption, but failed to identify a statistically significant impact of practice on the same. This research contributes positively to the diffusion of awareness about going green in innovative methods and systems in Jordan's garment industry, and provides suggestions to practitioners.
ISSN:2199-8531
2199-8531
DOI:10.3390/joitmc6040107