Willingness to use reflective fabrics in perspective of outdoor user.

Abstract

This thematic paper focuses on the study in the reflective fabric in perspective of the outdoor user in Thailand. The objective of the research to identify which attribute influence Thai outdoor user to apply reflective fabrics for safety and fashion purpose. Also, to define the potential target group for reflective fabric products. This study applied the adaption of The Unified Theory of Acceptance and Use of Technology (UTAUT) that there are five constructs from the original model are selected and added two more constructs that are Safety and Fashion as the moderators. Therefore, in this study is consist of seven constructs to see the behavioral intention. Quantitative research is used to collect data from 400 respondents who always do outdoor activities that have different age, gender, and occupation. The result shows that there are four out of six attributes that significant with behavioral intention of reflective fabric. The study adapts only five constructs and focuses on safety and fashion to implement in the textile business.