Investigating young consumers' acceptance of hemp fiber textiles and apparel: an analysis of Partial Least Squares Structural Equation Modeling

Purpose - Concerns over environmental degradation, alongside the global legalization of hemp cultivation, have prompted applications of hemp-derived textile products. However, research examining consumers' acceptance of such products is lacking. It is critical to understand how young consumers adopt these products as they prioritize sustainability and lead the future purchasing power. Thus, this study aims to investigate young consumers' perceptions, attitudes, and purchase intentions regarding hemp fiber textiles and clothing based on the Theory of Consumption Value and the Spiral of Silence Theory. Design/methodology/approach - A US-based research company was hired to recruit survey participants, yielding 314 valid data. Data analysis, including Exploratory Factor Analysis and Partial Least Squares Structural Equation Modeling, was conducted using the R programming language and RStudio software. Findings - Purchase intentions of hemp-based clothing and textiles among young consumers are influenced by attitude, perceived social value and future trend perception. Perceived social value also impacts attitude and future trend perception. High environmental involvement correlates with positive attitudes. Consumers' subjective knowledge of hemp and objective knowledge regarding hemp fiber impact their perceptions of future trends in such products. Originality/value - This research represents a seminal consumer study focusing on the resurgence of industrial hemp fiber textiles and clothing. This study empirically validates the significant role of social factors in young consumer acceptance of such products at both personal and societal levels. This study expands current knowledge and provides actionable insights for practitioners.