THE INFLUENCE MECHANISM OF GAN EMBROIDERY CULTURAL SYMBOLS ON CONSUMER PERCEPTION OF REDESIGNED POST-CONSUMER DENIM ACCESSORIES: A CONCEPTUAL MODEL FOR SUSTAINABLE CONSUMPTION

Abstract

Fast fashion has accelerated clothing replacement and caused many denim garments with remaining use value to be discarded prematurely. Post-consumer denim retains redesign potential because of its durability, structural strength, distinctive indigo fading, and emotional associations. However, consumer acceptance is often constrained by hygiene stigma toward second-hand textiles, perceptions of low value, and concerns about social image. This conceptual and research-design paper examines how Gan embroidery cultural symbols may influence consumer perceptions and purchase intention toward redesigned post-consumer denim accessories. Drawing on circular fashion, second-hand consumption stigma, the theory of planned behavior, and cultural identity theory, the study proposes a model in which Gan embroidery integration enhances perceived value and cultural identity, reduces hygiene stigma, improves consumer attitude, and strengthens purchase intention. The design process distinguishes surface decorative application from structural integration and evaluates both through cultural recognizability, integration with product structure, material compatibility, craftsmanship quality, functional contribution, and visual coherence. Visual cues of newness, including professional finishing, transparent cleaning information, controlled material treatment, and a contemporary silhouette, are proposed to moderate the relationship between cultural identity and hygiene stigma. For future empirical validation, the study outlines a standardized 3×2 experiment varying cultural-symbol integration and visual newness while holding denim quality, product form, and presentation constant. The framework supports the high-value redesign of post-consumer denim and the contemporary revitalization of Gan embroidery.

Keywords: Circular Fashion, Sustainable Consumption, Post-Consumer Denim, Gan Embroidery, Consumer Perception, Hygiene Stigma, Visual Cues of Newness