When faced with an extremist, you have two choices: counter the extremist mind-set with your own or reject that mind-set and double down on pragmatism.
Therefore, the current study focuses on the dimension of tendency for creative choice counter-conformity (TCCC).
Tendency for creative choice counter-conformity influences their intention to purchase redesigned clothing because this particular behavior is different from usual consumption behavior.
According to the findings, tendency for creative choice counter-conformity (TCCC) has a positive influence on the intention to adopt all five sustainable apparel retail models.
The findings reveal that consumers' tendency for creative choice counter-conformity has a positive influence on adopting the above mentioned sustainable retail methods.
This study proposes and explores a variety of new potential sustainable retail models and how individual consumers' tendency for creative choice counter-conformity (TCCC), may be satisfied with less material throughput facilitated by sustainable retail models.
In the fashion consumption context, creative choice counter-conformity refers to consumers buying original, novel, or unique fashion clothing, or putting clothing and accessories into different ensembles to reflect their unique identity and personal styles.
One of the approaches is to provide fashion products through different potential sustainable retail models to satisfy individual consumers' needs for uniqueness via creative choice counter-conformity (Tian et al. 2001).
Lang, Armstrong, and Liu address the role of the consumer in: "Creativity and sustainable apparel retail models: Does consumers' tendency for creative choice counter-conformity matter in sustainability?" As part of their research, the authors present several potential product-service retail models as a means for promoting sustainable apparel practices among consumers.
The purpose of this study is to identify the relationships between consumer's tendency for creative choice counter-conformity (TCCC) with the acceptance of new sustainable apparel retail models, including sale of redesigned clothing, clothing repair/alteration, renting, swapping, and style consultancy services, in addition to determining the role of demographics in the relationships.
