Ecological footprint of your denim jeans: production knowledge and green consumerism

Every pair of denim jeans produced contributes 33.4 kg CO2 into the atmosphere, consumes 3781 L water, and occupies 12 m2 land to support its production. The consumption patterns behaviour consumers are both vital determinants their environmental performance impact. This paper examines concerns, production knowledge, related cognitive measures by mapping intentions in process buying jeans. Consumers mainland China were taken as a sample achieve our research objective. Specifically, 1392 respondents quantitatively investigated. empirical results indicate that ascription responsibility, attitude, personal norms dominant factors explaining consumers' when purchasing Furthermore, we find relationship between is mediated affordability. study highlights immediate need measure industry's ecological footprint (during phase) communicate this critical industry stakeholders (i.e. macro-level forces, environmentalists, current potential consumers). intention redefine future