Regenerated Cellulose Fibers (RCFs) for Future Apparel Sustainability: Insights from the U.S. Consumers

An increasing number of apparel companies are inventing novel green technologies to produce regenerated cellulose fibers (RCFs) out textile waste. RCF can significantly reduce virgin cotton production and decrease waste in incinerators or landfills. However, our knowledge on U.S. consumers’ willingness purchase RCF-made is still limited given its newness. To address the gap literature, this study aimed identify factors influencing intention toward apparel. Building Theory Planned Behavior (TPB), a research model including attitude, subjective norm, perceived behavioral control, consumer effectiveness, past environmental behavior as predictors was proposed investigate The primary data were collected by Qualtrics survey consumers. A total 544 eligible responses gathered for analysis hypothesis testing. multiple regression method applied determining statistical relationships. Attitude, positively affect apparel, while effects norm control insignificant. Attitude plays partial mediating role between higher level leads more positive attitude greater likelihood exhibits good explanatory power, accounting 64.8% variance