Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector

2018 ◽  
Vol 46 (10) ◽  
pp. 894-914 ◽  
Author(s):  
Pradeep Kautish ◽  
Rajesh Sharma
Keyword(s):  
Extensive Literature ◽  
Retail Sector ◽  
Content Type ◽  
Behavioural Intentions ◽  
Study Results ◽  
Terminal Values ◽  
Consumer Values ◽  
Instrumental Values ◽  
Fashion Consciousness ◽  
Fashion Retail

PurposeThe purpose of this paper is to study the underlying relationships among two distinct forms of consumer values, namely, instrumental and terminal values, fashion consciousness and behavioural intentions in the context of online fashion apparel retail sector.Design/methodology/approachA conceptual model and subsequent measurement scale were developed, grounded on in-depth review of the extensive literature and validated with customers engaged in online shopping of fashion apparels. The model was empirically examined, and a total of 395 responses were gathered from an online survey administered at a northeastern university in India. The model was validated using structural equation modelling, and a two-step approach suggested by Anderson and Gerbing (1988) was used to evaluate the measurement and structural models for the research.FindingsThe results of the study indicate that instrumental and terminal values significantly affect fashion consciousness, and fashion consciousness has a significant impact on behavioural intentions as well. The research brings out that fashion consciousness acts as a partial mediator between instrumental/terminal values and behavioural intentions. It is noteworthy that compared to terminal values instrumental values display a greater influence on both the variables fashion consciousness and behavioural intentions.Research limitations/implicationsThe conclusion of present research will notably assist the fashion retailers, online marketing researchers and experts understand the importance of terminal and instrumental values in increasing fashion consciousness, leading to strategically design campaigns for promoting and instigate consumers’ positive behavioural intentions in the best interest of the online fashion retail sector.Practical implicationsThe study results provide suggestions for competitive marketing strategies for online fashion companies operating in the emerging markets like India.Originality/valueThe present study is first of its kind attempt to use Rokeach’s (1973) two-dimensional measure of human values, in order to discover the terminal and instrumental values relationship and their influence on fashion consciousness and behavioural intentions in the online fashion retail industry.

Study on relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products

2018 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pradeep Kautish ◽  
Rajesh Sharma
Keyword(s):  
Behavioral Intentions ◽  
Green Marketing ◽  
Human Values ◽  
Equation Modeling ◽  
Green Products ◽  
Environmental Consciousness ◽  
Content Type ◽  
Terminal Values ◽  
Consumer Values ◽  
Instrumental Values

Purpose The purpose of this study is to examine the functional relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products in India in light of the value–attitude–behavior framework. Design/methodology/approach This study adopts a hypo-deductive research design. A conceptual model was developed to relate the terminal and instrumental values to environmental consciousness and behavioral intentions, which are substantiated with a comprehensive literature review. Covariance-based structural equation modeling was used along with Anderson and Gerbing’s two-step research approach to measure the dimensions of the measurement model, as well as the specifications of the structural model. Findings The findings of the research indicate that terminal and instrumental values significantly influence environmental consciousness, and environmental consciousness has a significant influence on behavioral intentions. Instrumental value shows a greater influence on environmental consciousness and behavioral intentions, rather than terminal value. Furthermore, this study discloses that environmental consciousness acts as a partial mediator while establishing a link between instrumental/terminal value and behavioral intentions. Research limitations/implications The present research is based on two distinct forms of human values, namely, terminal values and instrumental values. The study found that consumers who favored instrumental values to terminal values revealed a tendency to frame confused and incoherent judgments on environmental issues. Practical implications The study will help green marketing practitioners understand the important role of values, that is, both terminal and instrumental values, in promoting environmental consciousness and behavioral intentions for green products. The findings of the study will facilitate decision-making processes in relation to marketing for green product consumers in the Indian context. Social implications Values are the guiding forces for human behavior, both socially and individually. Moreover, values have a long-lasting impression on consumers in varied forms. This study will pave the way forward by contributing to the societal understanding of consumer values within the realms of human values for green marketing, green consumerism and sustainable businesses. Originality/value The paper is the first attempt of its kind to explore the relationships among two distinct forms of values that are the foundation of human values, namely, terminal and instrumental values, and their effect on environmental consciousness and behavioral intentions for green products in the Indian market. The paper is unique in understanding factors contributing to green marketing beyond consumer values and differs from previous research in specifying the significance of human values.

Crisis or opportunity: Marks and Spencer’s tryst with Indian retail

2020 ◽  
Vol 16 (6) ◽  
pp. 671-690
Author(s):  
Arunima Rana ◽  
Ravi Shankar
Keyword(s):  
Decision Making ◽  
International Business ◽  
Brand Management ◽  
Secondary Data ◽  
Business Environment ◽  
Special Focus ◽  
Retail Sector ◽  
Content Type ◽  
Competitor Analysis ◽  
Fashion Retail

Research methodology The case is written using secondary data sources (namely, research documents, press information, journal articles and published interviews). Publicly declared company information has further been leveraged to augment case facts. All information sources have been duly acknowledged in the reference section. Case overview/synopsis The case is written in the backdrop of COVID-19 pandemic and its effect on the Indian retail industry, revolving around scenarios in which a multinational retailer has to decide on its long- and short-term strategy in such an economic crisis. The case story has been developed around Marks and Spencer’s retail venture in the Indian market. With the COVID-19 pandemic impacting business at various levels, with countries moving to lock down and economies shrinking to recessionary levels, one of the worst affected sectors is retail. The teaching case builds upon Mark and Spencer’s initial decision of not entering and extending its food/grocery business in India. While it remained a dominant player in Indian fashion retail for almost two decades, it needs to re-think its decision of entering food retail owing to a pandemic situation affecting its offline sales/store footfall and increasing competition from global fashion brands such as Zara and H&M that had flooded the Indian fashion retail sector. The case provides a context for students to perform environmental factor and competitor analysis for a sector, with special focus on decision making in a changing crisis scenario. Complexity academic level This case could be used in undergraduate and MBA classroom programme, across subjects such as retail management, marketing management, international business, international business environment and strategic business management. This case fits while discussing topics such as business environmental factors, competitor analysis, decision-making under crisis, market entry decision, omnichannel retail strategy, consumer behaviour and brand management.

scholarly journals Competitive Factors of Fashion Retail Sector with Special Focus on SMEs

Economies ◽  
2020 ◽  
Vol 8 (4) ◽  
pp. 95
Author(s):  
Gyorgy Gonda ◽  
Eva Gorgenyi-Hegyes ◽  
Robert Jeyakumar Nathan ◽  
Maria Fekete-Farkas
Keyword(s):  
Analysis Data ◽  
Business Environment ◽  
Special Focus ◽  
Extensive Literature ◽  
Retail Sector ◽  
Fashion Industry ◽  
Educational Assistance ◽  
Confirmatory Factor ◽  
Fashion Retail ◽  
Domestic Support

Nowadays small and medium sized enterprises have become increasingly important in contribution to job creation and economic growth both in national and European level. Considering the rapidly and continuously changing business environment, due to the impacts of globalization and concentration, staying competitive is a great challenge for companies in the 21st century, especially in fashion retail sector. The current paper is intended to map the current situation of the sector—focusing primarily on SMEs—through the extensive literature review; and provide a better understanding of sector-specific competitive factors in fashion industry. The research methods are the analysis of different related articles, reports and other scientific literature sources, in-depth interviews and questionnaire survey. The survey was validated by confirmatory factor analysis, data were analyzed and evaluated through PLS-SEM model. The main findings of the study show that the most important competitive factor is the compliance with consumer needs. Furthermore, the research also points out that SME sector lag behind chains, thus, they need to focus more on better understanding and meeting consumer expectations. In this activity, it would be useful if they received EU and domestic support for educational assistance.

Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pradeep Kautish ◽  
Arpita Khare ◽  
Rajesh Sharma
Keyword(s):  
Behavioral Intentions ◽  
Emerging Market ◽  
Value Orientation ◽  
Value Orientations ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Content Type ◽  
Terminal Values ◽  
Instrumental Values ◽  
Fashion Apparel

Purpose This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and behavioral intentions. This study validated the conceptual model for branded fashion apparel consumption in an emerging market, e.g. India. Design/methodology/approach The research design followed a two-step approach to test the measurement and structural models for partial least squares structural equation modeling with SmartPLS (v.3.0) as recommended by Anderson and Gerbing (1988). Findings The results illustrated that both the instrumental and terminal values influence brand consciousness and, consequently, brand consciousness had an impact on behavioral intentions for fashion apparel consumption. Instrumental values had a greater influence on brand consciousness and behavioral intentions than terminal values. Brand consciousness mediated the relationship between instrumental/terminal values and behavioral intentions. Research limitations/implications This study defined two value orientations (i.e. instrumental versus terminal) using cross-sectional data from an emerging market. Future studies may examine the research findings’ generalizability using diverse data sets (longitudinal and cross-sectional) and evaluate the value orientation and customers’ favorable behavioral intentions for luxury fashion consumption. Practical implications This study provides insights into luxury marketers and practitioners to understand the contribution of instrumental and terminal values on brand consciousness and behavioral intentions for luxury fashion apparel. The findings would assist in developing marketing strategies for an emerging market, i.e. India. Social implications With the rapid proliferation of materialism, the Indian market has witnessed the dawn of a new era of luxury fashion acceptance. The research offers evidence that in emerging markets such as India, consumers exhibit value orientation toward luxury brands while holding a sense of fashion involvement in their consumption behavior. Originality/value This study is a pioneering attempt to understand the relationships between the value orientation, namely, instrumental and terminal values and their underlying influence on brand consciousness and behavioral intentions toward fashion apparel. Rokeach’s (1973) two-dimensional value dichotomy was adapted to understand luxury apparel consumption in an emerging market context, specifically India.

Religiosity, values and consumer behaviour: a study of young Indian Muslim consumers

2019 ◽  
Vol 36 (7) ◽  
pp. 948-961 ◽  
Author(s):  
Tajamul Islam ◽  
Uma Chandrasekaran
Keyword(s):  
Decision Making ◽  
Structural Equation ◽  
Negative Relationship ◽  
Consumer Decision Making ◽  
Content Type ◽  
Mediating Role ◽  
Decision Making Styles ◽  
Consumer Values ◽  
Fashion Consciousness ◽  
The Relationship

Purpose This paper aims to examine the relationship between religiosity and consumer values, religiosity and consumer decision making styles (CDMS), and the mediating role of consumer values in the relationship between religiosity and CDMS among young Indian Muslim consumers. Design/methodology/approach Data were collected from 487 young Muslim consumers across three states of India through a survey using a structured questionnaire. The data were analysed by using the techniques of exploratory factor analysis and structural equation modelling. Findings Religiosity negatively influenced novelty-fashion consciousness and brand consciousness decision making styles. Religiosity was found to have a significant positive relationship with the “interests of collectivities (IOC)” values and a significant negative relationship with the “interests of individual (IOI)” values. The results indicate that both “IOI” values and “IOC” values mediated the relationship between religiosity and novelty-fashion consciousness and brand consciousness. Originality/value The results of the study provide vital insights regarding the relationship between religiosity, values and CDMS. It provides insights about the consumption behaviour of young Muslim consumers of India who have not been studied as a consumer group.

scholarly journals Big Data in fashion: transforming the retail sector

2019 ◽  
Vol 41 (4) ◽  
pp. 21-27 ◽  
Author(s):  
Emmanuel Sirimal Silva ◽  
Hossein Hassani ◽  
Dag Øivind Madsen
Keyword(s):  
Big Data ◽  
Data Analytics ◽  
Business Models ◽  
Academic Research ◽  
Big Data Analytics ◽  
Retail Sector ◽  
Consumer Experience ◽  
Trend Prediction ◽  
Content Type ◽  
Fashion Retail

Purpose Big Data is disrupting the fashion retail industry and revolutionising the traditional fashion business models. Nowadays, leading fashion brands and new start-ups are actively engaging with Big Data analytics to enhance their operations and maximise on profitability. In hope of motivating and providing direction to fashion retail managers, industry experts, and academics alike, the purpose of this paper is to consider the most recent and trending applications of Big Data in fashion retailing with the aim of concisely summarising the industry’s current position and status. Design/methodology/approach This conceptual paper provides a brief introduction to the emerging topic of Big Data in fashion retailing by briefly synthesising findings from industry, market and academic research. Findings Most existing fashion brands are yet to fully engage with Big Data. The authors find that the main reasons underlying the application of Big Data analytics in fashion are trend prediction, waste reduction, consumer experience, consumer engagement and marketing, better quality control, less counterfeits and shortening of supply chains. The authors also identify key challenges which must be overcome for the most fashionable industry to be able to capitalize on Big Data to understand and predict fashion consumer behaviour. Research limitations/implications The brief synthesis provides a foundation for future investigations into the use of Big Data in fashion retailing. Originality/value This paper serves as an up-to-date introduction to how Big Data can transform fashion retailing and can act as a sound reference guide for fashion industry managers and professionals grappling with Big Data-related issues.

Place brand communities: from terminal to instrumental values

2018 ◽  
Vol 27 (7) ◽  
pp. 793-806 ◽  
Author(s):  
Emeline Martin ◽  
Sonia Capelli
Keyword(s):  
Design Methodology ◽  
Place Branding ◽  
Exploratory Research ◽  
Content Type ◽  
Brand Communities ◽  
Depth Interview ◽  
Terminal Values ◽  
Instrumental Values ◽  
Place Brand ◽  
Practical Implications

Purpose This study aims to understand the values around which stakeholders of a place brand within a community can align. Design/methodology/approach A content analysis of websites provided a description of region brands. In-depth interview data from representatives of two communal region brands provide a foundation for investigating the attitudes and behaviors of 20 place brand managers depending on their value orientation. Findings Two categories of communal region brands are found, of which one reflects terminal values whereas the other is based on instrumental values. Instrumental values appear more efficient for promoting the place through stakeholders than terminal values. Research limitations/implications This exploratory research highlights some particularities of place brand communities and adds instrumental value to the classic terminal value identified within commercial brand communities. Practical implications Place brand managers gain insights into the values around which they can align stakeholders of their brand. Originality/value Brand community literature focuses mostly on specialty or convenience product-oriented communities. By investigating a place as a different type of “product”, this study demonstrates that place brands draw on communal arguments to function like master brands. Furthermore, terminal values can be replaced by more instrumental values in the context of place branding, because agreement on broad terminal values by individual members of the community is unlikely to be achieved whereas specific instrumental values can serve their individual interests.

Supply chain readiness, response and recovery for resilience

2016 ◽  
Vol 21 (6) ◽  
pp. 709-731 ◽  
Author(s):  
Md Maruf Hossan Chowdhury ◽  
Mohammed Quaddus
Keyword(s):  
Risk Management ◽  
Supply Chain ◽  
Partial Least Square ◽  
Extensive Literature ◽  
Supply Chain Risk Management ◽  
Supply Chain Risk ◽  
Content Type ◽  
Management Culture ◽  
Study Results ◽  
Response And Recovery

Purpose Despite the proliferation of supply chain risk management (SCRM) studies, a theoretically supported and empirically validated study on justifying the antecedents and measurement dimensions of supply chain resilience (SCRE) is rare. Therefore, drawing on extensive literature review, this study aims to explore and validate the antecedents and the measurement dimensions of SCRE. Design/methodology/approach This study uses positivist paradigm using quantitative method. However, it also uses qualitative approach in the form of field study to contextualize the research model. The quantitative study is conducted by operationalising a survey research. Partial least square-based structural equation modelling has been used to analyze the data. Findings Study results suggest that the psychometric properties of the SCRE dimensions, supply chain readiness, response and recovery, are reliable and valid. It also affirms that supply chain orientation (SCO), learning and development and supply chain risk management culture (SCRMC) significantly influence the SCRE. Further, SCRMC mediates the relationship between SCO and SCRE. Practical implications The findings of this study will assist the supply chain managers in taking decision on readiness capability development and reducing the decisional uncertainty during response and recovery. Originality/value Drawing on extensive extant literature on crisis management and supply chain management, this study develops and validates the measurement dimensions of SCRE in terms of readiness, response and recovery, as well as justifies the antecedent factors of SCRE, which is a novel attempt in SCRM literature.

A dyadic perspective of socially responsible mechanisms for retailer-manufacturer relationship in an apparel industry

2019 ◽  
Vol 49 (3) ◽  
pp. 242-266 ◽  
Author(s):  
Aswini Yadlapalli ◽  
Shams Rahman ◽  
Helen Rogers
Keyword(s):  
Social Responsibility ◽  
Social Factor ◽  
Developed Countries ◽  
Critical Element ◽  
Retail Sector ◽  
Socially Responsible ◽  
Dyadic Relationship ◽  
Case Study Methodology ◽  
Content Type ◽  
Relational Mechanism

Purpose The purpose of this paper is to identify and prioritise social responsible mechanisms in apparel supply chains to extend social responsibility from large retailers in developed countries to producers in developing nations. Design/methodology/approach A framework that consists of supplier qualification and supplier relational mechanisms as two socially responsible mechanisms, with five factors and 18 dimensions is proposed. To prioritise the dimensions, analytic hierarchy process is employed by using a case study methodology of a major Australian retailer sourcing from Bangladesh manufacturers. Findings Results indicate that at the mechanism level, both retailer and manufacturers perceive qualification of manufacturer as by far the most critical element compared to the relational mechanism. However, substantial differences exist at the factor level; namely, that the social factor is critical for the retailer, whereas the economic factor is critical for the manufacturer. Within the relational mechanism, evaluation helps retailers to enforce social responsibility, while manufacturers believe collaboration helps. Research limitations/implications The major limitation of this study is the generalisation of the findings. The results obtained by focusing on a particular context in the Australian retail sector importing from Bangladesh, may not be applicable to other nations. Practical implications By highlighting the difference of opinion, this study assists managers in developing guidelines to better understand the socially responsible mechanisms in the retailer-manufacturer dyadic relationship and to propose strategies to address the differences. Originality/value This study advances the literature on inter-organisational relationship to retailer-manufacturer dyad for the implementation of social responsibility by including supplier qualification along with supplier relational mechanism.

Do information technology (IT) capabilities affect hotel competitiveness?

2020 ◽  
Vol 11 (3) ◽  
pp. 447-460
Author(s):  
Nan Hua
Keyword(s):  
Design Methodology ◽  
Financial Data ◽  
Content Type ◽  
It Systems ◽  
Study Results ◽  
It Capabilities ◽  
The Usa ◽  
Lagged Effects ◽  
The Individual ◽  
Direct Measures

Purpose This paper aims to examine the impacts of IT capabilities on hotel competitiveness. Design/methodology/approach This study adapts and extends Hua et al. (2015) and O’Neill et al. (2008) by incorporating the specific measures of IT expenditures as proxies for the relevant IT capabilities to explore the impacts of IT capabilities on hotel competitiveness. Findings This study finds that expenditures on IT Labor, IT Systems and IT Websites exert different impacts on hotel competitiveness. In addition, IT capabilities exert both contemporary and lagged effects on hotel competitiveness. Originality/value This study is the first that uses financial data to capture direct measures of individual IT capabilities and tests the individual impacts of IT capabilities on hotel competitiveness from both contemporaneous and lagged perspectives. It uses a large same store sample of hotels in the USA from 2011 to 2017; as a result, the study results can be reasonably representative of the hotel population in the USA.

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