Parents' Determinants Buying Intent on Environmentally Friendly Children's Clothing

  • Siti Shukhaila Shaharuddin Faculty of Creative Technology and Heritage, Universiti Malaysia Kelantan
  • Marzie Hatef Jalil Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak
Keywords: Children’s clothing, Clothing waste, Clothing disposal, Environmentally friendly clothing, Sustainable design, Buying intention


Fast-fashion products encourage parents to spend more on their children’s necessities. As a result, children’s clothing consumption is increasingly higher in a family due to child growth and change of needs. Due to the short lifespan of children’s clothes, the waste of clothing is increasing rapidly. This research aims to study the opinion of parents and the acceptance of children’s environmental-friendly clothing. The research examined parents’ buying patterns such as shopping frequency, disposal practices and the purchase of child clothing experience. This work has embraced the idea of eco-fashion design to examine the clothing needs of children and the knowledge of the parents. Hence, a quantitative analysis was applied to research among parents in January 2020 in Malaysia. This research contributes to academic results about parents’ decision-making on the children clothing subject. The findings showed that parents were aware of the idea of sustainable apparel; the cost, quality, design, and health issues were the most significant factors that influenced consumer’s decisions to purchase children’s clothing. Sustainable children’s clothing was preferred by parents as it had multiple benefits which impacted children’s health, preserves the environment as well as cost and time effective. For future research, further exploration relating to disposal and sustainable clothing design for children is suggested.


Berry, H. S., Ismail, R. K., Al-Daadi, S. E., Badr, S. I. O., Mesbah, Y. O., & Dabbagh, M. A. (2020). Measuring Saudi Mothers' Awareness of Sustainable Children's Clothing. Open Journal of Social Sciences, 8(11), 244-262.

Bezerra, G., Carvalho, M., Rocha, M., & Xu, B. (2017). Anthropometry for children's clothing: difficulties and limitations. Paper presented at the IOP Conference Series: Materials Science and Engineering (pp 1-6). United Kingdom: IOP Publishing.

Cao, H., Chang, R., Kallal, J., Manalo, G., McCord, J., Shaw, J., & Starner, H. (2014). Adaptable apparel: a sustainable design solution for excess apparel consumption problem. Journal of Fashion Marketing and Management, 18(1), 52-69.

Chong, C. T. (2007). Research on the characteristics of cartoon characters for Malaysian children (Unpublished Master Thesis). Universiti Malaysia Sarawak, Malaysia.

Cui, Y. M., Zhong, H., & Zhu, D. H. (2011). Classify Application and Development Trend of Children Clothing Material Modeling and Style. Paper presented at the Advanced Materials Research (pp 534-538). Switzerland: Trans Tech Publications Ltd.

Cunha, J., & A. Broega. (2009). Designing multifunctional textile fashion products. in AUTEX 2009: 9th World Textile Conference.

Delice, A. (2010). The sampling issues in Quantitative Research. Education Science: Theory Practice,10(4), 2001-2018.

Gam, H. J., Cao, H., Farr, C., & Kang, M. (2010). Quest for the eco‐apparel market: a study of mothers' willingness to purchase organic cotton clothing for their children. International Journal of Consumer Studies, 34(6), 648-656.

George, D. & M. Mallery. (2003). Reliability analysis. SPSS for Windows, step by step: a simple guide and reference. Boston: Allyn & Bacon.

Haluk Köksal, M. (2007). Consumer behaviour and preferences regarding children's clothing in Turkey. Journal of Fashion Marketing and Management: An International Journal, 11(1), 69-81.

Jalil, M. H., & Shaharuddin, S. S. (2019a). Adopting C2CAD Model to Eco Capsule Wardrobe Design. International Journal of Scientific & Technology Research, 8(12), 1224-1233.

Jalil, M. H., & Shaharuddin, S. S. (2019b). Consumer Purchase Behaviour of Eco-Fashion Clothes as A Trend to Reduce Clothing Waste. International Journal of Innovative Technology and Exploring Engineering, 8(12), 4224-4233.

Jalil, M. H., & Shaharuddin, S. S. (2020). Fashion Designer Behavior Toward Eco-Fashion Design. Journal of Visual Art and Design, 12(1), 1-24.

Kamis, A., Suhairom, N., Jamaluddin, R., Syamwil, R., & Ahmad Puad, F. (2018). Environmentally Sustainable Apparel: Recycle, Repairing and Reuse Apparel. The International Journal of Social Sciences and Humanities Invention, 5(1), 4249-4257.

Koo, H. S., Dunne, L., & Bye, E. (2014). Design functions in transformable garments for sustainability. International Journal of Fashion Design, Technology and Education, 7(1), 10-20.

Lindstrom, M., Seybold, P. B., & Hoyle, D. B. (2004). Brandchild: remarkable insights into the minds of today's global kids and their relationship with brands: Kogan Page Publishers.

Malaysia External Trade Development Corporation. (2016). Trade Performance: December 2016 and January-December 2016.

Rahman, O., & Gong, M. (2016). Sustainable practices and transformable fashion design-Chinese professional and consumer perspectives. International Journal of Fashion Design, Technology and Education, 9(3), 233-247.

Rhee, J. & Johnson K. K. (2019). 'The wardrobe diet': teaching sustainable consumption through experience with undergraduates in the USA. International Journal of Fashion Design, Technology and Education, 1(1), 1-10.

Sego, T. (2010). Mothers' experiences related to the disposal of children's clothing and gear: keeping Mister Clatters but tossing broken Barbie. Journal of Consumer Behaviour: An International Research Review, 9(1), 57-68.

Shaharuddin, S. S., & Jalil, M. H. (2021). Multifunctional Children Clothing Design Process Based on the Eco-Fashion Design Model. Journal of Visual Art and Design, 13(1), 35-47.

Statista. (2020). Children's Apparel.

Thompson, S. K. (2006). Targeted random walk designs. Survey Methodology, 32(1), 11-22.

Yu, L., Westland, S., Li, Z., Pan, Q., Shin, M. J., & Won, S. (2018). The role of individual colour preferences in consumer purchase decisions. Color Research & Application, 43(2), 258-267.

Zhang, L. (2018). Study on Children Product Design and Development Based on Fashion Consumption. Paper presented at the 2017 7th International Conference on Social science and Education Research (SSER2017) (pp. 194-197). Paris: Atlantis Press.

How to Cite
Siti Shukhaila Shaharuddin, & Marzie Hatef Jalil. (2021). Parents’ Determinants Buying Intent on Environmentally Friendly Children’s Clothing. International Journal of Business and Society, 22(3), 1623-1638.