Taking into consideration the complex interaction between new emerging technologies and social transformations, the importance of consumer attitudes toward fashion innovations should not be ignored. There are thousands of new patents related to nanotechnology being announced each year being undoubtedly perceived as one of the fundamental technologies of the present century. When it comes to the fashion sector, nanotechnology offers an innovative mean of processing fabrics that could change the clothing industry. Previous studies conducted in the domain of technology revealed that consumer attitude toward nanotechnology is determined by the perceived risks and benefits of applying nanotechnology and consumer’s scepticism when encountering new challenges. This research aims to analyse the determinants that affect the consumer’s knowledge toward nanotechnologies used in the fashion industry in Romania. In this respect, I applied a questionnaire in the Romanian public universities to identify individuals’ attitude toward technology and their knowledge regarding the usage of nanotechnology in this industry. The consumer’s level of knowledge regarding the nanotechnology implementation in fashion production is expected to be influenced by their attitude toward technology. Also, the consumer’s requirements regarding the labelling of nanotextile are expected to be influenced by their level of nanotechnology knowledge.
Based on the empirical results, this study is intended to provide suggestions that could contribute to the expansion of the acceptance of the innovations applied in the clothing industry.
If the inline PDF is not rendering correctly, you can download the PDF file here.
Anderson, J.C., & Gerbing, D.W. (1984). The effect of sampling error on convergence, improper solutions, and goodness-of-fit indices for maximum likelihood confirmatory factor analysis. Psychometrika, 49(2), 155–173.
Bainbridge, S. W. (2002). Public Attitudes Toward Nanotechnology. Journal of Nanoparticle Research, 4. 561-570.
Batista, L., & Ng. I. (2012). The emergence of relationship-based retailing-a perspective from the fashion sector. Oxford Retail Futures Conference - New Technologies, Business Models and Customer Experience. Retrieved from https://ueaeprints.uea.ac.uk/60849/ Accessed 05 April 2019.
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588-606.
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238-246.
Berry, L. L., Bolton, R. N., Bridges, C. H., Meyer, J., Parasuraman, A., & Seiders, K. (2010). Opportunities for innovation in the delivery of interactive retail services. Journal of Interactive Marketing, 24(2), 155-167.
Bredahl, J. L., (2001). Determinants of Consumer Attitudes and Purchase Intentions with Regard to Genetically Modified Food – Results of a Cross-National Survey. Journal of Consumer Policy. 24.
Brown, J., Fatehi, L., & Kuzma, J. (2015). Altruism and skepticism in public attitudes toward food nanotechnologies. Journal of Nanoparticle Research, 17, 122.
Capon, A., Gillespie, J., Rolfe, M., & Smith, W. (2015). Comparative analysis of the labelling of nanotechnologies across four stakeholder groups. Journal of nanoparticle research: an interdisciplinary forum for nanoscale science and technology, 17(8), 327.
Chen, M., Lin, Y., & Cheng, T. (2013). Public attitudes toward nanotechnology applications in Taiwan. Technovation, 33(s 2-3), 88–96.
Cobb, D. M. & Macoubrier, J. (2004). Public perceptions about nanotechnology: Risks, benefits and trust. Journal of Nanoparticle Research, 6, 385-405.
D’Silva, J., & Bowman, D.M (2010) To label or not to label? It’s more than a Nano-sized question. European Journal of Risk Regulation, 4, 420–427.
Nerlich, B. D., Clarke. D., & Ulph, F. (2007). Risks and benefits of nanotechnology: How young adults perceive possible advances in nanomedicine compared with conventional treatments. Health, Risk & Society, 9(2), 159-171.
R Core Team (2018). R: A language and environment for statistical computing. R Foundation for Statistical Computing, Vienna, Austria.
Srinivasan, K., Rajanikumar, K., Sheetal, B. K., Lalitha, K. B, & Murthy, C. (2018). Nanotechnology Trends in Fashion and Textile Engineering. Current Trends Fashion Technology and Textile Engineering, (3).
Tomarken, A. & Waller, G.N. (2005). Structural Equation Modelling: Strengths, Limitations, and Misconceptions. Annual review of clinical psychology. 1. 31-65.
Trott, P. (2008). Innovation Management and New Product Development. 3rd edition. Pearson Education.
Tzou, R., & Lu, H. (2009). Exploring the emotional, aesthetic, and ergonomic facets of innovative product on fashion technology acceptance model. Behaviour & Information Technology, 28(4), 311-322.