scholarly journals Launch of Sustainable Plastic Apparel: Effects of Brand Luxury and Experience on Consumer Behaviour

2020 ◽  
Vol 12 (18) ◽  
pp. 7662
Author(s):  
Ken Kumagai ◽  
Shin’ya Nagasawa
Keyword(s):  
Social Issue ◽  
Purchase Intention ◽  
Online Survey ◽  
Consumer Behaviour ◽  
Brand Attitude ◽  
Product Launch ◽  
Mediation Analyses ◽  
Plastic Recycling ◽  
Sustainable Products ◽  
Sustainable Product

Since plastic waste is a serious social issue, fashion companies are attempting to develop sustainable apparel made from post-consumer plastic bottles. This social issue is relevant to every company regardless of the level of brand luxury. However, previous literature has not examined the effect of this sustainable product type on consumer behaviour, whereas comprehensive sustainable development is widely discussed in luxury branding research. Consequently, this study investigates how the launch of sustainable plastic apparel affects consumer brand attitude and purchase intention. According to the 440 samples collected via an online survey in Japan, moderated mediation analyses reveal that the launch of sustainable plastic apparel positively affects brand attitude contributing to purchase intention indirectly, while it also contributes to purchase intention directly. In addition, brand luxury and brand experience are found to weaken the effect of this sustainable product launch, whereas the influence of sustainable product experience is insignificant. To launch this type of sustainable apparel effectively, luxury companies are advised to redesign their current marketing to promote sustainable products more effectively and adjust their branding tactics to align with sustainability. Otherwise, their brand luxury may lead to a disadvantage, since plastic recycling is increasingly becoming a social requirement.

Sustainable plastic clothing and brand luxury: a discussion of contradictory consumer behaviour

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ken Kumagai
Keyword(s):  
Purchase Intention ◽  
Consumer Behaviour ◽  
Brand Attitude ◽  
Luxury Brands ◽  
Content Type ◽  
Brand Association ◽  
Sustainable Products ◽  
Price Levels ◽  
Sustainability Research ◽  
Apparel Companies

PurposeThis study examines consumer behaviour based on product sustainability and brand luxury. The purpose is to provide strategic suggestions to apparel companies attempting to invest in sustainable development of plastic clothing, as well as implications for marketing and sustainability research.Design/methodology/approachConsumer brand attitude and purchase intention towards sustainable plastic clothing are examined across material types, brand luxury levels and price levels from 315 valid samples collected in Japan.FindingsThe results reveal that sustainable plastic clothing raises brand attitude, indirectly influencing purchase intention. However, the direct effect of sustainable clothing on purchase intention is contradictorily negative. These contradictory effects are especially significant when brand luxury is high. Both brand attitude and purchase intention hardly vary across price levels or material types of sustainable plastic, such as post-consumer bottles versus apparel.Practical implicationsThe results imply that sustainable products are not instantly profitable but contribute to a desirable brand association, especially for luxury brands. An investment in costly closed-loop technology for apparel recycling is found to be commercially disadvantageous. Managers are suggested to discuss this aspect carefully, since it seems partially unprofitable, while sustainable management seems to comprehensively contribute to overall enterprise performance.Originality/valueThe study specifically reveals the luxury effect enhancing, yet contradictory, consumer behaviour towards sustainable plastic clothing. To the best of the author’s knowledge, few studies have examined the relationships between these elements. Furthermore, the study sheds new light on consumer behaviour across recycled plastic types from a marketing perspective.

scholarly journals Effects of Perceived Sustainability Level of Sportswear Product on Purchase Intention: Exploring the Roles of Perceived Skepticism and Perceived Brand Reputation

2020 ◽  
Vol 12 (20) ◽  
pp. 8650
Author(s):  
Yunjeong Kim ◽  
Kyung Wha Oh
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Model ◽  
Purchasing Behavior ◽  
Sustainable Products ◽  
Brand Reputation ◽  
Negative Effect ◽  
Positive Effect

Fashion companies are trying to increase the efficiency of their communication with consumers by providing information on sustainable activities or product levels. This study explored the effects of the perceived sustainability level of products offered by sports brands. An online survey was conducted of consumers in their 20s and 30s, and a total of 316 questionnaires were used for the analysis. The structural equation model analysis using AMOS showed that the perceived sustainability level had a positive effect on purchase intention and a negative effect on perceived skepticism. Furthermore, perceived skepticism was confirmed to have a negative effect on purchase intention. By verifying the moderating effect of the perceived brand reputation, it was confirmed that the effect of the perceived sustainability level on purchase intention and the influence of the perceived skepticism on purchase intention differ between high and low brand reputation groups. When the perceived brand reputation is high, the perceived sustainability level has only a direct effect on purchase intention, whereas when the perceived brand reputation is low, only the indirect effect of perceived skepticism appears. This study contributes to the literature and practice by verifying that perceived skepticism plays an important role in the purchasing behavior of sustainable products in fashion.

scholarly journals Customers' Attitude Towards Green Packaging: A Case of Sapphire, Pakistan

2021 ◽  
Vol 3 (1) ◽  
pp. 1-28
Author(s):  
Muhammad Kashif ◽  
Tayyaba Rani
Keyword(s):  
Willingness To Pay ◽  
Purchase Intention ◽  
Online Survey ◽  
Environmental Concern ◽  
Questionnaire Development ◽  
Strong Relationship ◽  
Clothing Industry ◽  
Sustainable Products ◽  
Sustainable Packaging ◽  
Green Packaging

Sustainable packaging has become very important nowadays. Technology has changed our life, but nature has a bad effect due to this change. Companies are now focusing on producing green/sustainable products. The motive of this research was to investigate the attitude of customers towards green packaging. This research is conducted within the clothing industry in the context of Sapphire. For this research, we selected three variables to include Environmental Concern, Green Packaging Attitude, and Willingness to Pay More which influence the customers towards purchase intention for green packaging. Questions were adapted from different articles for questionnaire development, data is collected from 167 respondents who are the buyers of the clothing industry through an online survey and in-person from the branches of Sapphire that include Dolmen Mall Tariq Road & Clifton, lucky one Mall. Data gathered from the respondents was analyzed by SPSS and PLS-SEM. The findings demonstrate that all independent variables Environmental Concern, Green Packaging Attitude, and Willingness to Pay More are in a strong relationship with the dependent variable Green Purchase Intention. This study is going to benefit business organizations for CSR activities for introducing sustainable packaging. Secondly, current research is important for Sapphire clothing especially, to know about their customers and introducing more ways to sustain the environment.

Models for Predicting Sustainable Durable Products Consumption Behaviour: A Review Article

2019 ◽  
Vol 24 (1) ◽  
pp. 81-89
Author(s):  
Amitabha Ghose ◽  
Bibhas Chandra
Keyword(s):  
Purchase Intention ◽  
Reasoned Action ◽  
Behavioural Control ◽  
Environmental Attitude ◽  
Perceived Behavioural Control ◽  
Sustainable Products ◽  
Product Consumption ◽  
Durable Products ◽  
Sustainable Product ◽  
Important Extension

This conceptual article examines the theory of reasoned action and theory of planned behaviour and some of its important extension models developed to find out consumers’ purchase behaviour for sustainable products. It has been observed in the first two models that consumers’ attitude, subjective norms, perceived behavioural control influences intention and purchase behaviour for sustainable product consumption. Further, in the extension models, it is observed that consumers’ confidence, environmental attitude, values, past experience, consumers’ willingness, social pressure, perceptions and feelings also influences consumers’ purchase intention and behaviour towards sustainable product consumption. Based on these studies, a conceptual model is proposed where moral obligation (values and ethics) and emotion are incorporated as separate constructs which may influence attitude and purchase intention, and consumers’ habit is taken under perceived behavioural control, which may also influence consumers’ purchase intention. Researchers further may test the proposed model using moderating role of demographic factors between purchase intention and purchase behaviour for sustainable durable products for Indian consumers.

scholarly journals Influences on Consumer Engagement with Sustainability and the Purchase Intention of Apparel Products

2021 ◽  
Vol 13 (19) ◽  
pp. 10655
Author(s):  
Ana La Rosa ◽  
Jennifer Johnson Jorgensen
Keyword(s):  
Purchase Intention ◽  
Positive Attitude ◽  
Online Survey ◽  
Subjective Norms ◽  
Future Studies ◽  
Sustainable Products ◽  
Intention To Purchase ◽  
Sustainable Behavior ◽  
Typical Consumer ◽  
Textile Products

Apparel and textile products are filling landfills and contributing to extensive waste found across the world. Much of the textile waste is due to the typical consumer not being aware of the care for, disposal of, and sustainable options for textile products. To identify consumers’ intention to engage in sustainable practices and the intention to purchase sustainable apparel options, this study measured consumers’ attitudes, subjective norms, and perceived behavioral controls. Data were collected from a sample of 397 participants through a Qualtrics online survey disseminated on Amazon’s MTurk. Results of the multiple regression analysis yielded three of note: (1) a positive attitude toward recycling and the environment is related to a higher intention to engage in sustainable behavior, (2) a positive attitude toward green apparel products leads to a higher intention to purchase sustainable products, and (3) family and friends and the convenience of finding sustainable apparel products in stores have also influenced the purchase of sustainable apparel. Thus, this study provides significant insights into both intention to engage in sustainable behavior and the intention to purchase sustainable products and serves as a foundation for future studies on the sustainable engagement and purchase intention toward sustainable products.

Sustainable brand extensions of fast fashion retailers

2015 ◽  
Vol 19 (2) ◽  
pp. 205-222 ◽  
Author(s):  
Jessica Hill ◽  
Hyun-Hwa Lee
Keyword(s):  
Online Survey ◽  
Brand Extension ◽  
Fast Fashion ◽  
Content Type ◽  
The Past ◽  
Sustainable Products ◽  
Line Extension ◽  
Sustainable Product ◽  
Brand Effects ◽  
Scenario Approach

Purpose – The purpose of this paper is to examine consumer perceptions of a potential sustainable line extension introduced by a specific fast-fashion retailer. Following brand-extension theory, the study seeks to identify the influences of knowledge of and involvement with the cause of sustainability, as well as knowledge and affect toward brand, on the evaluation of a sustainable line extension. Design/methodology/approach – Participation was limited to those with in-store browsing experience with either Zara or H&M in the past 12 months. A self-administered online survey was developed using the written scenario approach. After several screening processes, 598 completed surveys were deemed usable for statistical analysis. Findings – Findings identified significant cause and brand effects on brand-cause fit and brand-extension fit. In turn, brand extension was significantly predicted by brand-cause fit and brand-extension fit. In addition, the results of the study indicated that consumers do view sustainable products as fitting with fast-fashion retailers, based on their previous knowledge and affect regarding the brand and the cause. Originality/value – This study sought to identify consumers’ perceptions of sustainable brand extension introduced by a fast-fashion retailer. Implications for retailers included leveraging consumers’ past knowledge and affect regarding the brand through marketing of the sustainable product.

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