Understanding the Barriers to Consumer Purchasing of Zero-Waste Products

This study uses innovation resistance theory (IRT) to investigate why consumers are hesitant to purchase zero-waste products. Most of the existing IRT application studies have been conducted on innovation resistance to technology or devices. This study focuses on consumer innovation resistance to zero-waste products, extending the theoretical application of IRT to the field of sustainability research. We further broaden this theory by exploring the moderating role of perceived environmental responsibility (PER). Data were collected from 400 consumers through an online survey. To verify the hypothesis, structural equation modeling (SEM) was carried out using AMOS software, and the moderating effect was verified using SPSS Process Macro Model 1. The results of the study suggest that usage, value, risk and tradition barriers significantly affect the adoption of zero-waste products. Furthermore, consumer PER shows antagonistic interactions with the barriers (usage, value, risk and tradition) and zero-waste product purchase intentions; as consumer PER increases, the impacts of the barriers on zero-waste product purchase intentions also increase. These results are expected to provide a theoretical framework for future IRT research and to enable fashion brands to implement effective zero-waste practices and to manage government and corporate barriers (image, usage, value, risk and tradition) with respect to zero-waste products, thereby reaping greater profits.