Analysis of the effects of store image, trust and perceived

quality on consumption habits of textile products in the

Covid-19 pandemic

Abstract
Consumer clothing presents behaviors defined by pre-established trends and patterns in
contemporary societies, and in general the consumption of textile products follows this trend.
However, as a result of the pandemic and the restrictions perpetuated as a consequence of it, the
consumption of textile products has been affected throughout the world. Under this premise, the
objective of this research is to analyze the effect of the image of stores, trust and perceived quality
on the habits of the textile consumer in the context of the Covid-19 pandemic, for which, first, a
review of literature was carried out regarding the variables of the habits of the textile consumer
and its relationship with the image of the stores, trust and perceived quality, for which documents
from academic search engines were taken into account. such as Scopus, Web of Science,
Researchgate and Google Scholar. On the other hand, a survey was conducted among textile
consumers in Ecuador. The measurement tool was completed by 500 participants. In this way, the
survey was conducted virtually through Google Forms and through the use of IBM SPSS
software. The sampling technique consisted of convenience sampling. For the specific case of this
investigation, it was decided to opt for the use of 500 valid questionnaires. This allowed to
propose a model of structural equations based on constructs associated with reference
investigations. The main results of this research confirmed that there is a positive impact of the
image of the trusted establishment on the product, as well as a positive impact on the general
perceived quality of consumption habits (comparison) and on the effect of the quality of perceived
service in consumption habits (planning).

Keywords
Textile industry, consumer, behavior, quality, trust.

Introduction
The textile industry represents one of the most important markets worldwide, with a growth that
has accelerated steadily over the last 150 years in the wake of the industrial revolution [1]. This
industry is among the most profitable and essential within the consumer goods sector, accounting
for more than 37% of industrial activity in Europe, and has an employment capacity of around 1.7
million people at the European level [2].
The top 5 textile producing countries are China, India, Italy, Germany and Turkey. Globally,
China is the largest exporter of textiles, making the Chinese textile industry the largest in the
world in terms of total production and exports. Followed by India, the second largest producer of
textiles. According to Kumari [3] the Indian textile industry contributed 2% of GDP, 12% of
export earnings and 5% of world trade in textiles and garments in 2018-2019. The textile industry
contributes 14% of the added value of the manufacturing sector. It is followed by the United Arab
Emirates, which has a large share of exports in the textile and clothing sector [4].
However, focusing on Ecuador, at the regional level, according to the Association of Textile
Industrialists of Ecuador (AITE), the period from 2019 to 2020 showed encouraging data for the
country, and the first half of the year closed with an increase of up to 5.8% in international sales
of textile products, representing an economic value of 48.4 million USD. Of the total exports
made that year, 64% corresponded to finished products, a category that until the previous year
was less in demand. In this way, improvements were made in aspects of added value, quality and
expansion of the commercial offer [5, 6]. On the other hand, the Ecuadorian textile industry has
substantial advantages over its potential competitors in the region, since the annual operating cost
of these industries is 18% lower than the average of other countries in the region, such as
argentina, Chile, Costa Rica and Colombia [7]. Althougt, the Covid-19 pandemic has led to a
break in the growth of the global textile industry [8]. Factories were forced to halt production and
the economic crisis resulting from the toughest restrictions forced employers in the sector to take
extreme measures to survive, including layoffs or wage reductions [9]. As Zhao, Kim [10] point
out, the pandemic has created uncertainties that force clothing and textile companies to question
their practices; and to make urgent changes to help secure their future. In Ecuador, the textile
industry currently accounts for approximately 6% of the industrial sector and contributes almost
one percentage point of the national GDP. Moreover, according to the president of the
Association of Textile Industries of Ecuador, its real importance lies in the strong
interdependencies with 33 other sectors [9], with those activities related to final sales being
precisely the ones most affected, with a 36% decrease in their operations during 2020. In this
sense, specialists and researchers state that the effects of the crisis could be prolonged [11]; for
example, those linked to consumer habits that have an impact on retailing [12], due among other
reasons to the forced overexposure to online shopping.
In the current global context of economic recession and health concerns, it is particularly
important to explore the determinants of textile consumer habits, more specifically those related
to the revival of end-consumer sales. This is especially so when retail purchases of textiles in
physical shops have declined dramatically [13]. This issue is of particular relevance in
contributing to the future revival of the activity and to the design of appropriate measures by the
stakeholders involved. Therefore, the work presented here is justified by the exceptional
circumstances experienced by companies related to the textile sector described above and
responds to the call for research carried out by Ponte et al. [14], among others, to obtain additional
empirical evidence for a comprehensive understanding of the problem. Previous works have
shown how the quality of complementary services positively impacts on trust and has positive
effects on satisfaction [15, 16], However, none of them has been conducted in a pandemic
context. This research fills this gap, and aims to analyze the relationships between store image,
trust and perceived quality with consumer habits for textile products in Ecuador.

Literature review

1. Textile purchasing decisions

 The consumer purchase decision concerning fashion apparel has been studied. Although,
fashion always looks for novelty and uniqueness, fast and slow fashion consumers look for
products that fit their own image [17].
Mass customization is an alternative marketing technique that has been used by
manufacturers and buyers to quickly meet the needs and wants of customers, thereby influencing
their purchasing decisions. To this end, manufacturers and marketers must consider the level of
consumer involvement as it influences purchase decision making [18].
Likewise, quality has long been considered the most important element for customers in
apparel appearance. However, special attention is required by 13-year-olds, as they are profiles of
people who are in early adolescence and are an age group that overlaps with the consumer market
of the 9-13 age group [19]. suggested that early adolescent consumers do not have the experience,
knowledge and cognitive skills that allow them to realistically assess the quality of clothing
during the purchase decision. These authors suggest that early adolescent female consumers'
expectations, evaluation and satisfaction are affected not only by functionality (i.e., contributing
to comfort or sensory beauty) but also by emotional pleasure and cognitive meanings. Emotional
needs are the most important quality dimension affecting consumer satisfaction.
Continuing with different profiles, it is stated that fast fashion consumers avoid regret by
buying cheap clothes, but slow fashion consumers focus on the concept of quality over quantity.
Achieving hedonism is possible through the shopping experience, store atmosphere, social
experiences, bulk buying and product search for fast fashion shoppers. For both fast and slow
fashion consumers, clothing style aligned with their self-image results in an essential factor
influencing purchase or consumption [20].
However, fast and slow fashion consumers tend to differ in terms of utilitarianism, the
former maximizing their utility by purchasing a larger quantity of clothing at a lower price, yet
the latter do so by purchasing high quality clothing.
In this context, the stages of the consumer decision process for textile products tend to
focus on utilitarianism, hedonism, and style congruence or self-image [21].
In representative numerical terms, a consumer who is satisfied with the perceived quality
of the product will be 72 times more likely to purchase the garment than if they were dissatisfied
with the garment. A consumer who is satisfied with the design of the product will be 22 times
more likely to buy the garment than if they were not satisfied with it. If they are regular
customers, they will be 3 times more likely to buy than if they are not. For every additional year
of age that the consumer is older, the chances of purchase are multiplied by a factor of 1.02.
According to the attribute classifications discussed at the beginning, intrinsic characteristics, such
as design and quality, are positively valued by the consumer when finalizing the purchase process
[22, 21]. The company's efforts to position the brand and build customer loyalty also have an
impact on the consumer's purchase decision.
The following is an analysis of the relationship between the variables discussed above.

2. Relationship between image and perceived quality

 Brands are constantly evaluating consumer requirements since they constitute an opportunity to
meet the needs and expectations of the customer. In the case of the textile industry, fashion is
permanently updated and, as such, the consumer requires avant-garde garments, but that at the
same time those which satisfy other needs associated with comfort and cost [23, 24].
From the perspective of both users and creators, significant contributions are generated for
decision making and, consequently, to achieve customer satisfaction. However, when comparing
the requirements of the designer-users, the needs of the consumer identified by the designer, the
purposes of design and the relationships between necessities and design, it was determined that
users are more interested in accessible, fashionable and pleasant clothing. It was also established
that designers consider that the most important consumer needs are functionality, absence of
technical problems and accessibility [25].
In terms of design purposes, these focused on function and technical problem solving.
Furthermore, it was determined that, while designers understood some of the users' needs, their
design purposes did not always meet these consumer requirements [25, 26]. Consequently, gaps
are reported between user needs, consumer necessities identified by the designer and design
purposes, which evidently suggests that the textile industry must rethink its interrelation processes
between designers and consumers.
Currently, textile industries have focused on imperatively understanding consumer behavior,
covering in this field the relationship between image and perceived quality [27].
Wydyanto, Hamdan [28] report that, in order to achieve the sustainability of brands in the
textile industry, multiple aspects of service quality must be covered with excellence. However, it
is evident that factors such as product image can influence the quality perception of consumers
and potential customers.
In addition, Dagogo-Jack et al., [29] points out that if the image projected by a product
does not respect the criteria of sustainability, fair trade, social and environmental responsibility,
this could have a negative impact on the quality perceived by consumers and a consequent search
for emerging markets that meet these needs.
Multiple studies agree that color has a great impact on product marketing. It was found
that color influences consumer behavior in different fields of design products. Indeed, Motoki et
al. [30] and Roggeveen et al. [31] have studied this behavior in terms of psychophysical reactions
between color and consumer decisions, so that it was possible to establish that colors can be used
as an effective marketing tool to impact customers' appetite, mood, and perception of waiting
time, among others [32]
The corporate image is perceived as the very quality of the products or services offered, so
its constitution affects the perceived quality in categories related to the influence of trends that
raise consumer expectations regarding a certain product or service [33, 34, 35]. In this context,
image has a positive and significant effect on perceived quality.
The perception of quality in an organization may vary depending on the approach, so that
it may refer to global aspects involving the entire business organization or specifically to aspects
inherent to the service received by the consumer. Consequently, the following hypotheses are put
forward:
Hypothesis 1a: Image has a direct and positive influence on overall perceived quality.
Hypothesis 1b: Image has a direct and positive influence on the perceived quality of customer
service.

3. Relationship between image and consumer confidence

The image of companies in the textile sector is determined by the actions of the organization,
such as the way it treats its employees, customers and society, while its effects are associated with
consumer trust [36]. Likewise, Lin, Lu [37] have determined that corporate image has a
significantly positive influence on trust, revealing the need for and importance of a company to
continuously improve corporate image, in order that the image of a company or business sector is
based on the impressions and perceptions that stakeholders have about the organization [38].
The results obtained by Flavián et al. [39] show that in distribution through traditional
channels there are no significant differences in the intensity of the effect of image on trust. It
should be noted that, based on the theory of consumer behavior, it is proposed that corporate
image has a significant but indirect impact on customer loyalty and trust in textile products.
In addition, Chen, Tseng [40] conducted a study in which they were able to find out users'
perception of the brand value of an airline in Taiwan, demonstrating that image has an indirect
effect on brand value and, consequently, on the trust that the consumer reflects concerning a
certain product or brand.
It has also been determined that the image of textile organizations plays an important role
in purchasing behavior habits, and brand trust also turned out to have a mediating role, although
not entirely significant, in the relationship between image and purchasing behavior [41].
In addition, customer confidence can be associated with various parameters such as the product,
including its qualities and advantages for the consumer, as well as the service provided by
employees.
In view of the above, the following hypotheses are proposed:
Hypothesis 2a: Image has a direct and positive influence on trust toward the product.
Hypothesis 2b: Image has a direct and positive influence on trust toward employees.

4. Relationship between image and consumption habits

The image of a brand encompasses variables such as product quality, price perception and
promotion that considerably affect consumption habits. Under this approach, Rodriguez-Colomo
[42] denotes that this relationship can be negative if the company's image does not correspond to
contemporary social standards, an idea verrified by authors such as Ziyad et al. [43], stating that
image does not directly influence purchase decisions or consumption habits, showing that it is
totally mediated by brand trust. On the other hand, product information has a positive and
significant effect on purchase decisions for textile products.
Punctually, Flórez et al. [44] mention that industries and the market unfold in all possible
contexts, which is why various manufacturing companies producing garments have positioned
themselves in all sociocultural contexts. In particular, consumers' perceptions, reactions and
habits change rapidly, since about 73% of brands lose relevance for consumers over time. For this
reason, it is reported that brands whose corporate image reflects the company's commitment to a
social mission have popular products, whose image is supported by messages of a social nature
disseminated in traditional and emerging media, and advertising with a significant effect on
consumer trends and habits [45]. Similarly, it is reported that consumption habits can be
addressed through the comparative and planning approach of consumers who decide to purchase a
product and build brand loyalty [46].
Accordingly, the following hypotheses are proposed:
Hypothesis 3a: Image has a direct and positive influence on comparative consumer habits.
Hypothesis 3b: Image has a direct and positive influence on the planning of consumption
habits.

5. Relationship between perceived quality and consumption habits

It is clear that, nowadays, producers and distributors are increasingly interested in
understanding the purchasing behavior of consumers, and that these habits or trends in
consumption are associated with various factors, including the consumer's perceived quality of
clothing or apparel [47, 27, 46].
It is important to reference that the quality perceived by consumers in the textile sector
with respect to a certain product or service can significantly influence consumption habits. This is
corroborated by Nurkhasanah, Santoso [48]., who state that product quality, as well as promotion
influence purchase decisions. The product quality variable in purchase decisions has a positive
and significant effect.
However, if the quality perceived by consumers is not as expected, this will generate
highly negative effects on consumers' purchasing habits and, therefore, substantially alter their
preferences based on one product over another. In addition, it is evident that manufacturers and
distributors in the different commercial sectors have the responsibility to better understand
consumer needs and expectations in order to develop appropriate marketing strategies, to make
internal improvements in quality management, and to ensure the creation of value, brand loyalty
and consumer habits.
As mentioned above, customer-perceived quality and consumer habits can be approached
from different angles using criteria associated with the consumer's approach. In any case, both
variables can present a significant correlation to determine the consumer behavior of textile
products.
 Therefore, the following hypotheses are proposed:
Hypothesis 4a: Overall perceived quality has a direct and positive influence on the comparison
of consumption habits.
Hypothesis 4b: The perceived quality of customer service has a direct and positive influence on
the comparison of consumption habits.
Hypothesis 4c: Overall perceived quality has a direct and positive influence on the planning of
consumption habits.
Hypothesis 4d: The perceived quality of customer service has a direct and positive influence on
the planning of consumption habits.

6. Relationship between trust and consumption habits

The trust that consumers have in the quality and reputation of a given brand or textile product
has a marked influence on consumption habits. In this context, Sánchez-Alzate, Montoya-
Restrepo [49]., highlight the main factors that affect consumer confidence, in such a way that
consumers feel less fear and more predisposition to purchase when confidence is higher.
Consumer trust is defined as customer satisfaction with a product and business
performance as an ability to generate profits. Given this, authors such as Castro-Fonseca [50],
Castelló-Martínez, Pino [51] and Muñoz-Cubides [52] highlight the importance of performing a
quality analysis with respect to the trust of a brand rooted in factors such as customer satisfaction
and business performance in the industry, demonstrating the high influence of customer trust on
business performance, competitiveness and consumption habits. Although there is a correlation
between these factors, it has been shown that the results were due to other factors mostly
statistically non-significant [53].
By defining trust and consumption habits as parameters of interest for the evaluation of
behavior and consumption trends of textile products [51], it is important to analyze these variables
from the different approaches that can be perceived by the consumer, since the focus based on the
trust generated by the product, the trust produced by employees and the stages of analysis of
consumption habits -comparison and planning- will promote the specific determination of the
relationship between the variables commented on.
Indeed, the following hypothetical approaches are proposed:
Hypothesis 5a: Trust toward the product has a direct and positive influence on the comparison
of consumption habits.
Hypothesis 5b: Trust toward employees has a direct and positive influence on the comparison
of consumption habits.
Hypothesis 5c: Trust toward the product has a direct and positive influence on the planning of
consumption habits.
Hypothesis 5d: Trust toward employees has a direct and positive influence on the planning of
consumption habits.
In accordance with the aforementioned hypotheses, a model is proposed that addresses the
relationships between the proposed constructs.
 Figure 1. Proposed model.

Methodology and data

Sample and measurements

The study was conducted among consumers of textile products in facilities in Ecuador. The
measurement scales used were based on previous research. Thus, the scale on consumer habits is
taken from the work of Rodríguez-Vargas [54]. To measure the image of consumers with respect
to the commercial premises, the proposals of Palacios-Florencio et al. [55], Rust et al. [56] and
Ryglova, Vajenerova [57] were used. The items that make up the consumer trust construct were
based on the proposals of Ball et al. [58], Palacios-Florencio et al. [55] and Swaen, Chumpitaz
[59]. Finally, the Perceived Quality subscale has been adapted from the tools designed by Konuk
[60] and Cronin Jr et al. [61].
Fieldwork was conducted with a survey in March/April 2021 in De Prati, RM, and Pinto
Ecuador. The measurement tool was completed by a total of 500 subjects. In this way, the survey
was carried out virtually through Google Forms and through the use of IBM SPSS software.
The sampling technique consisted of convenience sampling. Convenience sampling is a non-
probability sampling technique where subjects are selected given the convenient accessibility and
proximity of the subjects. for the specific case of this investigation, it was decided to opt for the
use of 500 valid questionnaires.
According to Blazquez-Sánchez, [62] the validation process is dynamic and continuous, and a
tool with stronger psychometric properties has internal consistency, which provides the basis for
its use in different cultures, populations, and subjects.
Validation demonstrates that a tool measures what it claims to measure, demonstrating that it is
fit for purpose as intended by the developers. All the questionnaires received were useful, so they
are considered valid as they did not offer missing values in the items of the constructs considered
in the study.
 The questions were elaborated from the consumer behavior models proposed by Naumov,
[63] based on research in the area of economic, social and psychological theories and empirical
evidence regarding consumer decision making when purchasing goods.

Table 1 data indicate that the number of women is twice that of men. The majority of the
subjects are employed (40.8%), which is consistent with the fact that in terms of age more than
50% of the subjects are between 35 and 54 years old. Almost one third of the respondents are
either married or living with a partner. More than 60% of the consumers surveyed live in homes
with three or more people. Almost all of the respondents are Ecuadorian.

Table 1. Sample profile

CRITERIA LEVELS %

Gender Men 36.6

Women 63.4

Age 18-25 5.4

26-34 9.0
35-44 31.2
45-54 24.2
55-64 27.8
65 or more 2.4

Laboral activity Student 6.4

Self-employed 23.2
Employed 40.8
Unemployed 12.2
Retired 6.8
Housekeeper 10.6
 Marital status Single 9.6
Married 35.2
Couple 28.2
Separated 24.8
Widowed 2.2

Household Individual 0.8

2 members 23.8
3 members 27.8
4 members 30.8
5 or more members 17.2

Country Ecuador 90.4

Others 9.6

Data analysis
For the analysis of the proposed model and the proposed hypotheses, a variance-based
technique [64], specifically the Partial Least Squares (PLS) technique, was used. The use of this
technique for this study has been executed in line with the suggestions of Carrión et al. [65],
Roldán, Sánchez-Franco [66], and Sarstedt et al. [67]. We have used the PLS SmartPLS 3.3.6
software [68].
Given that the measurement instrument used is self-reported, it is necessary to test for the
existence or not of common variance among the latent variables of the model. In this sense, all the
steps identified by the literature have been followed, both in the design of the questionnaire [69,
70] and Harman's test (1976) for the existence of common influence. The latent variables
incorporated in the model, made up of 41 items, are grouped into a total of 19 components or
factors, of which the largest explains 4.08% of the variance. Therefore, following Podsakoff,
Organ [71], it should be noted the absence of a common influence factor among these items.
As is usual in the analysis of variance-based SEM, both the measurement model and the
structural model were validated.

Analysis of results
Our proposal includes 4 variables, modeled as composite factors with a formative format (Mode
B). This assumes that the variables are formed by a combination of different indicators, although
since they are measured in mode B, their components are not allowed to correlate with each other.
The evaluation of the measurement model, given that all the constructs are modeled in mode B,
involves considering the following aspects: the collinearity of the indicators and analysis of the
external weights of each indicator in its corresponding construct. The final results of this analysis
are given in Table 2. This leads to the recognition of 6 latent variables in the model. The IMAGE
variable is made up of 4 elements. The construct TRUST has been further divided into two
variables, each with two indicators: Trust toward product and trust toward shopping staff. Another
variable is GLOBAL PERCEIVED QUALITY made up of 4 items. Two indicators make up the
CUSTOMER SERVICE PERCEIVED QUALITY construct. The next variable in the model
CONSUMPTION HABITS. PLANNING is made up of 5 items of the questionnaire. Finally, the
construct CONSUMPTION HABITS. COMPARISON is formed by 5 components or items.

Table 2. Reliability measures

Weight VIF
IMAGE
I1. The interior of the commercial premises selling textile or clothing
0.278 1.005
products is appropriate for its category.
I3. I can clearly distinguish the establishments of this chain of textile or
0.872 1.003
clothing stores
I5. I pay attention to the information sent to me from this textile or
0.365 1.003
clothing store
I6. This textile and apparel retailer is known for its good social behavior 0.208 1.002
TRUST TOWARD PRODUCT

M2. The services of this textile and clothing store are a guarantee of
0.939 1.015
quality
M4. When this textile or apparel retailer offers an offer, this offers
0.247 1.015
benefits me
TRUST TOWARD SHOPPING STAFF
M1. The service I received in this textile or clothing store makes me feel
safe and secure 0.418 1.000

M5. This textile or apparel retailer treats me honestly when I make a

0.901 1.000
purchase
GLOBAL PERCEIVED QUALITY

L3. The textile products or garments of this store are of very good
0.306 1.008
quality
L8. The employees of this textile and clothing store are polite and
0.292 1.008
respectful
L11. The facilities of this textile and clothing store are clean and tidy 0.706 1.007
L12. The facilities of this textile or apparel retail store provide an
0.518 1.010
environment free of hazards and risks
 CUSTOMER SERVICE PERCEIVED QUALITY
L5. The employees of this textile and clothing store are willing to
0.525 1.000
provide a timely service
L10. The employees of this textile and clothing retail store make every
effort to understand my needs 0.843 1.000

CONSUMPTION HABITS. PLANNING

G4. I select textile products or garments according to their price 0.598 1.009
G8. I inquire about the warranty period for textile or apparel products 0.500 1.003
G10. I buy textile products or garments in the street trade 0.447 1.011
G11. I plan textile or apparel purchases in advance 0.160 1.008
G16. If I apply for credit, I ask about interest rates and the increase in
0.332 1.006
the final price of the textile or apparel product

CONSUMPTION HABITS. COMPARISON

G2. I select textile products or garments according to their quality 0.346 1.003
G3. To allocate my money I order textile products or garments before
0.279 1.005
purchasing
G12. I read the labels of textile products or garments to know the
0.456 1.020
characteristics and care required
G14. I examine in detail the textile products or garments that I buy 0.331 1.022
G17. If I buy on credit, I compare interest rates at different textile or
0.626 1.008
clothing stores

Regarding the validation of the structural model, the steps suggested by the literature [64],
have been carried out. First, the absence of multicollinearity between the antecedent variables of
each endogenous construct was checked. According to Hair et al. [64], the absence of multiple
collinearities occurs when the values of the VIF indicator are less than 5. This condition is met for
the model analyzed. In our case this condition is met, since all the values are lower than the cut-
off point. In fact, in no case is the value 1.1 exceeded.
To test the hypotheses suggested in the model and the corresponding assessment of their
significance and relevance, the bootstrapping technique was used (with 5000 subsamples). The
results of this analysis are shown in Table 3. Although six of the fourteen hypotheses are
significant, only three are confirmed: the positive effect of the image of the entity on trust toward
the product, the positive incidence of global perceived quality on consumption habits -
comparison- and, finally, the effect of customer service perceived quality on consumption habits -
planning.
 Table 3. Hypotheses test
CONFIDENCE
SUGGESTE PATH T INTERVAL
HYPOTHESES D COEFFICIENT VALUE
EFFECT (Β)
5.0% 95.0%
H1A: Image →
Global Perceived
(+) 0.075 ns 1.066 -0.050 0.183
Quality

H1B: Image →
Customer service
-0.083
Perceived Quality (+) -0.161*** 3.165 -0.243
Sig

H2A: Image →
0.217
Trust toward product (+) 0.122* 1.971 0.017
Sig
H2B: Image →
Trust toward shopping (+) -0.036 ns 0.522 -0.146 0.083
staff

H3A: Image →
Consumer Habits.
(+) 0.078 ns 0.988 -0.073 0.189
Comparison

H3B: Image →
Consumer Habits. -0.090
(+) -0.194** 2.833 -0.293
Planning Sig

H4A: Global
Perceived Quality → 0.290
Consumer Habits. (+) 0.189*** 2.427 0.052
Sig
Comparison
H4B: Customer
service Perceived
Quality → Consumer (+) -0.060 ns 0.703 -0.175 0.119
Habits. Comparison
 H4C: Global
Perceived Quality →
Consumer Habits. (+) -0.011 ns 0.142 -0.132 0.127
Planning

H4D: Customer
service Perceived 0.206
Quality → Consumer (+) 0.122* 2.197 0.029
Sig
Habits. Planning

H5A: Trust toward

product → Consumer (+) 0.090 ns 1.223 -0.046 0.193
Habits. Comparison

H5B: Trust toward

shopping staff →
Consumer Habits. (+) 0.065 ns 0.646 -0.123 0.213
Comparison

H5C: Trust toward

product → Consumer
-0.001
Habits. Planning (+) -0.102* 1.738 -0.193
Sig

H5D: Trust toward

shopping staff →
Consumer Habits.
Planning (+) 0.071 ns 1.179 -0.037 0.162
 ***p<0.001, **p<0.01, *p<0.05; t (0.05; 4999) = 1.64791345; t (0.01; 4999) = 2.333843952; t (0.001; 4999) =3.106644601.
Sig. denotes a significant direct effect at 0.05
The model estimation is presented in Figure 2.

Figure 2. Model Estimation.

The predictive power of any model can be evaluated by the coefficient of determination (R2).
This coefficient indicates the construct’s quantity of variance explained by this endogenous
construct’s predictor variables (Table 4).

Table 4. Effect on the endogenous variables

Direct Variance Effect
R2 Q2 Correlation explained size (f2)
effect
 Global Perceived
Quality
H1A: Image 0.006 -0.002 0.075 0.075 0.56% 0.006
Customer service
Perceived Quality
H1B: Image 0.026 0.010 -0.161 -0.161 2.59% 0.027
Trust toward
product
H2A: Image 0.015 0.005 0.122 0.122 1.49% 0.015
Trust toward
shopping staff
H2B: Image 0.001 -0.003 -0.036 -0.036 0.13% 0.001
Consumer Habits.
Comparison
H3A: Image 0.062 -0.002 0.078 0.110 0.86% 0.006
H4A: Global 0.189 0.193 3.65% 0.038
Perceived Quality
H4B: Customer -0.060 -0.071 0.43% 0.004
service Perceived
Quality
H5A: Trust toward 0.090 0.100 0.90% 0.008
product
H5B: Trust toward 0.065 0.052 0.34% 0.005
shopping staff
Consumer Habits.
Planning
H3B: Image 0.083 0.009 -0.194 -0.229 4.44% 0.039
H4C: Global -0.011 -0.028 0.03% 0
Perceived Quality
H4D: Customer 0.122 0.159 1.94% 0.016
service Perceived
Quality
H5C: Trust toward -0.102 -0.128 1.30% 0.011
product
H5D: Trust toward 0.071 0.087 0.62% 0.005
shopping staff

The proposed model, based on the indications of Hair et al. [64], is only capable of explaining
the various latent variables considered at low levels, the R2 values do not reach 0.15. However, in
the field of Social Sciences, and especially in a context affected by Covid-19, involving variables
linked to behavior, it could be acceptable [72]. In this sense, the explanatory power of the model
is probably attenuated for the same reason, since the greatest variance explained is 4.44% …
The explanatory capacity of the variables in the model is conspicuous since the highest
level of variance explained is 4.44% (consumption habits: planning). Furthermore, the effect sizes
are, according to Cohen's (1988). f2 statistic, minimal. The model does not show significant
significance values, as three of the constructs reach negative Q2 values and another three
(customer service perceived quality, trust toward product and consumption habits: planning).

Discussion and Conclusions

Understanding the factors that influence consumer behavior is one of the most widely used
techniques in the contemporary marketing of textile products [73, 74]. However, it is evident
that there is currently a deficit of research on consumer behaviors of textile products in both
economic and marketing aspects. Therefore, it is essential to address the trends, characteristics
and consumer behavior of textile products and analyze how the general theories of consumer
behavior are applied and what are the underlying causes that cause a particular trend. This is even
more so in a context affected by an unprecedented crisis.
The results presented above highlight, firstly, that the consumption habits of textile
product users, both in terms of comparison and planning, are poorly explained by the variables
proposed in our model. In this regard, the research of Lee, Chen-Yu [75] reports that the
comparative aspect is an integral part of the apparel consumer habit, considering as significant
responses the savings perceived by the customer. For their part, Aus et al. [76] refers that circular
fashion strategies involving upcycling processes positively influence the textile consumer's
planning ability. Therefore, although this research did not determine a causal relationship between
these aspects and the variables studied, the new trends of environmentally and economically
sustainable textile consumption are highlighted as response mechanisms to value and promote the
planning and comparison capacity of the user.
In addition, it was established that our results indicate the existence of certain effects on
consumer habits. Regarding their planning, negative effects of the image of the establishment and
the confidence of users toward the product together with a positive effect of the quality of service
toward the consumer are found. However, De, Singh [77] conclude that the image of the
establishment and consumers' trust of textile products causes a positive effect on consumption
habits from the planning perspective. On the other hand, with respect to consumption habits in
their comparison aspect there is a positive influence of overall service quality. The quality of
service is a key element in the apparel marketing industry, due to the fact that in general terms the
user compares the service offered in a certain place with that received in another commercial
establishment, which triggers a positive consequence of the quality for the consumption habit
under this approach [75].
Third, the findings also show that store image has significant effects on both perceived
customer service quality (negative) and trust in the product (positive). Store image is a perceptual
factor in consumers that evidently affects their purchasing decisions, so the research by Bhakuni
et al. [78] mentions significant relationships between this variable and perceived trust and quality.
However, it is mentioned that there may be differences in the type of correlation, since aspects
such as perceived quality and trust in the product also depend on the consumer profile, the
cultural and commercial context, and the importance of the textile sector in the economy.
The consumer of textile products has been extensively characterized, demonstrating that
there are several factors that affect both positively and negatively the purchase decisions reflected
in this commercial segment. It is evident that sociodemographic characteristics can have an
important influence on consumer behavior. In particular, perceived quality can be a mediating
element between consumption habits and factors such as the image of the brands offering textile
products. Likewise, aspects such as image, trust and perceived quality show a tendency toward a
direct and positive effect on consumer habits of textile products, which can define behavioral
patterns that are useful in the positioning strategies of products, brands, and business models of
the Ecuadorian textile industry. In this way, the development of long-term policies is essential for
Latin America to be able to compete in the international market and promote the structural
transformation of textile production at the national level.
In general terms, the proposed model will facilitate the understanding of consumer
behavior in the textile sector, significantly streamlining the processes of attracting attention and
sales.

Limitations and future lines of research

Although this study adds to the knowledge base on textile consumer behavior in the Ecuadorian
pandemic context, it is not without limitations. The first has to do with the exploratory nature of
the work. At the time of the questionnaire, some consumers could still perceive a risk of
spreading the virus, even avoiding physical stores. This could have affected the results, given that
the successive waves of the virus have involved drastic changes in such sensitive aspects as
shopping behavior and the perception of the store. Thus, cross-sectional quantitative research
provides useful guidance in the absence of studies addressing the effect of Covid-19. As another
limitation, this study does not consider the perceived quality of customer service, which would
normally be part of the "overall perceived quality".
In the future, it would be advisable to open lines of research that involve replicating the study
to capture contextual effects, and changes resulting from the pandemic, in other countries and
cultures. Secondly, from the methodological point of view, previously applied scales were used.
However, some of the constructs used require future validation in order to design specific
measurement instruments for the image of the premises, perceived quality and trust. Third, the
research was conducted on the basis of a relatively large convenience sample, which could affect
the generalizability of the results. Finally, it should be noted that the proposed theoretical model
represents a novelty and is susceptible to extension and refinement. Therefore, future research
should incorporate elements of singular relevance such as the buyer's personality traits, as well as
their degree of risk aversion. In general terms, the textile market can be subdivided into several
sectors; however, in all cases an extensive and complex supply chain is generated, which can have
an impact on consumption trends. Another factor that can affect consumer behavior is social and
environmental sustainability, as this industry faces multiple challenges in terms of environmental
pollution and social responsibility [79, 80].

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