Preferences on transformable dresses for sustainability

2016 ◽  
Vol 20 (4) ◽  
pp. 166-181 ◽  
Author(s):  
Yoon Jin Ma ◽  
Helen Koo
Keyword(s):  
Purchase Intention ◽  
Sustainable Consumption ◽  
Color Pattern ◽  
Functional Elements ◽  
Content Type ◽  
Design Elements ◽  
Perceived Importance ◽  
Consumption Practices ◽  
Shopping Orientations ◽  
Economic Price

Purpose The purpose of this research is to investigate users’ expectations and preferences for transformable design functions of transformable party dresses to extend the life cycle of the clothing. With transformable design elements added to a party dress, a user can wear her one-event dress more than once, encouraging sustainable consumption. Rather than looking for a new dress, users can wear their party dress with one or even several new looks. Design/methodology/approach Data were collected through purposive sampling from female college students who had purchased at least one party dress. The survey questionnaire was self-developed based on the literature review and consisted of items that measured fashion behavior in relation to party dresses; shopping orientations, focusing on confident/appearance and fashion-consciousness, economic/price consciousness and convenience/time-consciousness; perceived importance of design and functional elements in party dresses; perceived reasons for the limited use of party dresses; perceived importance of design elements of transformable dresses; purchase intention for transformable dresses; and demographic characteristics. Findings As consumer groups of diverse shopping orientations demonstrated purchase intentions for transformable party dresses, transformable features may become an important component of party dresses. Considering the main reasons for users’ limited use of party dresses, designers need to improve the versatility of the dresses’ design and functional elements, focusing on style and occasion, dress length, size/fit, silhouette and color/pattern, so that users can wear their party dresses more than once and ultimately enhance their sustainable apparel consumption practices. Originality/value The findings regarding users’ expectations and preferences for transformable party dresses can help apparel designers and fashion businesses understand potential users when developing transformable dresses and develop strategies to help with sustainable apparel consumption.

Do young consumers care about ethical consumption? Modelling Gen Z's purchase intention towards fair trade coffee

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zachary Robichaud ◽  
Hong Yu
Keyword(s):  
Peer Influence ◽  
Significant Influence ◽  
Fair Trade ◽  
Purchase Intention ◽  
Sustainable Consumption ◽  
Subjective Norms ◽  
Ethical Consumption ◽  
Convenience Sample ◽  
Content Type ◽  
Fair Trade Coffee

PurposeA global shift in ethical/sustainable purchase drivers highlights Generation Z (persons aged 15–24) as an important market for producers and marketers. Although much research has touched on fair trade consumption, very little has focused on Gen Z's consumption patterns. This study provides insights into and implications of younger consumers' motivations in ethical/sustainable consumption.Design/methodology/approachThis research examines Gen Z's purchase intention towards fair trade coffee with the theory of reasoned action framework. Data were collected with a convenience sample, and analyses were conducted using structural equation modelling.FindingsThe research found a significant influence of knowledge of fair trade towards product interest. Furthermore, general attitudes towards fair trade had a significant influence on product interest, product likeability and convenience. Lastly, product interest and subjective norms significantly influenced Gen Z's purchase intentions towards fair trade coffee.Originality/valueFindings suggest that Gen Z's shift in ethical/sustainable consumption revolves around their subjective norms or peer influence circles and contributes to the notions of self-branding, identify claims and social currency. Younger generations are digital natives, and social media has created a looking glass into their actions. This digital expansion has created more opportunities for individuals to monitor the actions of others and release information in real-time. Therefore, ethical/sustainable consumption by Gen Z can be used as a communication tool among their peers to project personal values and ideological shifts and to influence others close to them.

Brand imitation strategy, package design and consumer response: what does it take to make a difference?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fei Qiao ◽  
William Glenn Griffin
Keyword(s):  
Purchase Intention ◽  
Content Type ◽  
Package Design ◽  
Design Elements ◽  
Main Effect ◽  
Gender Neutral ◽  
And Gender ◽  
Imitation Strategy ◽  
Visual Shape ◽  
Main Effects

Purpose This study aims to investigate the effectiveness of a brand imitation strategy for the package design of male-targeted, female-targeted and gender-neutral products. Design/methodology/approach Three (2 × 2 × 2) between-subjects factorial experiments were conducted with three independent variables, namely, visual shape, color and logo, each classified as relevant/divergent. The dependent variables were participants’ attitudes toward the brand, attitudes toward the product and purchase intention. Findings There were no significant main effects or interactions for the male-targeted product. The results for the female-targeted product revealed no significant main effect of visual shape, a significant main effect of color and significant two-way interactions between visual shape and color and between visual shape and logo. Significant main effects were found for visual shape and color for the gender-neutral product. Practical implications A color scheme similar to that of a leading brand in the same product category more powerfully influenced participants’ attitudes and purchase intention, while a more holistically similar design had greater impact than a less holistic design. Some “divergence” or distinctive design elements of the female-targeted product positively influenced participants’ attitudes and behavior. These findings suggest that a brand imitation strategy offers a means for competing in the marketplace, but should be used with caution. Originality/value A conceptual continuum of brand imitation is proposed, incorporating visual semiotics, creativity theory and gender differences in cognitive styles to provide a more systematic method for delineating brand imitation levels.

Green market segmentation and consumer profiling: a cluster approach to an emerging consumer market

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Deepak Jaiswal ◽  
Vikrant Kaushal ◽  
Pankaj Kumar Singh ◽  
Abhijeet Biswas
Keyword(s):  
Market Segmentation ◽  
Purchase Intention ◽  
Sustainable Consumption ◽  
Survey Method ◽  
Multivariate Techniques ◽  
Content Type ◽  
Green Consumerism ◽  
Indian Context ◽  
Green Market ◽  
Research Findings

PurposeIn the present era of green consumerism, consumers are shifting towards sustainable consumption with the rising demand of green products. Despite consumers' demand of such products, their attitudes towards eco-friendly practices can neither be the same for different consumer groups nor can be treated as they all are equally green. The purpose of this study is to operationalize the green market segmentation based on demographic, psychographic and behavioural characterization in the Indian context of green consumerism.Design/methodology/approachThe deductive approach of questionnaire survey method has been adapted to collect the responses from convenience sampling of Indian consumers using the measured constructs concerning to green consumer psychology. The data were analyzed by applying multivariate techniques of confirmatory factor analysis (CFA), cluster and discriminant analysis.FindingsThe results revealed that the three distinctive set of consumer groups are evolved as “keen greens”, “moderate greens” and “reluctant greens” based on the eight cognitive variables used in this study, namely environmental concern (EC), perceived environmental knowledge (PEK), perceived consumer effectiveness (PCE), perception of eco-label, perception of eco-brand and environmental advertisements, green purchase intention (GPI) and green purchasing behaviour (GPB) in the Indian context.Research limitations/implicationsThe research findings may lack its generalizability in the Indian context, as the survey strategy is confined with the most populated territory of India. To provide its robustness, the future studies need more heterogeneous sample across the country. The research findings could provide the key insights into policymakers and enterprises in the framing of marketing strategies to promote green consumerism in the setting of emerging economies.Originality/valueThere is dearth of literature concerning to green consumer segmentation based on the “attitude–intention–behaviour” approach in the Indian context. Therefore, the present study endeavours to manifest a holistic description of green consumer classification based on demographic, psychographic and behavioural characterization. At Prima facie, the study is the first that elucidates consumers' segments profile by incorporating environmental cognitive factors from both the perspectives; “consumers” inner stimuli' and “external green marketing cues”, especially in the indigenous Indian setting.

Investigating the role of celebrity institutional entrepreneur in reducing the attitude-behavior gap in sustainable consumption

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pallavi Chaturvedi ◽  
Kushagra Kulshreshtha ◽  
Vikas Tripathi
Keyword(s):  
Anthropogenic Activities ◽  
Qualitative Interviews ◽  
Sustainable Consumption ◽  
Environmental Issues ◽  
Consumption Pattern ◽  
Institutional Entrepreneurship ◽  
Content Type ◽  
Consumption Practices ◽  
Attitude Behavior ◽  
Institutional Entrepreneur

PurposeAnthropogenic activities such as unsustainable consumption pattern is one of the reasons responsible for the ongoing environmental issues. Although, consumers are becoming increasingly aware and concerned about environmental problems their attitudes are not resulting in sustainable consumption behavior (SCB). Celebrity institutional entrepreneurs can engage and inspire the public at large and contribute to institutional change. Hence, this study aims to explore the potential of celebrity institutional entrepreneurship in galvanizing mainstream SCB by increasing the awareness of environmental issues and their consequences.Design/methodology/approachThis study examines the actor's influence by conducting a netnographic analysis of Leonardo DiCaprio's Instagram account. Further, qualitative interviews of account followers were also conducted to evaluate the influence of account on their awareness levels and consumption practices.FindingsOur findings indicate that account had a significant impact on consumers' environmental awareness and engagement with environmental issues. However, a partial impact was seen in case of their sustainable consumption practices. Our study concludes that celebrity institutional entrepreneurship can help in addressing the attitude-behavior gap in sustainability research.Originality/valueThis study is amongst the few studies that attempted to explore the ways to reduce the attitude-behavior gap in SCB. It examines the potential of celebrity institutional entrepreneurship to galvanize mainstream sustainable consumption. The results of this study are useful to key stakeholders (policymakers, marketers, social-environmental groups etc.) in the development of more effective strategies for sustainable development.

How to best promote my product? Comparing the effectiveness of sensory, functional and symbolic advertising content in food marketing

2018 ◽  
Vol 120 (8) ◽  
pp. 1792-1806 ◽  
Author(s):  
Janina Haase ◽  
Klaus-Peter Wiedmann ◽  
Jannick Bettels ◽  
Franziska Labenz
Keyword(s):  
Purchase Intention ◽  
Food Product ◽  
Product Evaluation ◽  
Food Marketing ◽  
Contrast Study ◽  
Content Type ◽  
Design Elements ◽  
Product Image ◽  
Research Stream ◽  
Advertising Content

Purpose Advertising is one of the most important components of food marketing. However, there is uncertainty over the optimal means of convincing consumers to buy a product. The purpose of this paper is to examine the effectiveness of advertising content comprising text (sensory, functional and symbolic messages) and pictures (product image) on food product evaluation. Design/methodology/approach Two online experiments investigating strawberry advertisements were performed. Study 1 incorporated only text, whereas study 2 investigated combinations of text and pictures. Analyses of variance were conducted to determine any significant differences among the three texts (sensory, functional and symbolic) and among the combinations of text and pictures. Findings Study 1 revealed no significant differences. All three texts were well received, which shows the relevance of all the product benefits – sensory, functional and symbolic – for food products. In contrast, study 2 identified significant differences. The data analysis indicated that advertising effectiveness increases with the complementarity of the text and picture. Notably, the combination of the product picture and symbolic text was scored the highest for effectiveness. Originality/value The findings provide new insights into advertising design that food firms can use to enhance consumer product evaluations in terms of expected taste, perceived experience and quality, overall attitude and purchase intention. Further, the results contribute to the research stream of food product benefits by highlighting the relevance of sensory, functional and symbolic design elements.

Addressing plate waste and consumption practice at university canteens: realizing green university through citizen-consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Natapol Thongplew ◽  
Nadtaya Duangput ◽  
Sasimaporn Khodkham
Keyword(s):  
Food Quality ◽  
Design Methodology ◽  
Group Discussion ◽  
Sustainable Consumption ◽  
Plate Waste ◽  
Content Type ◽  
Food Purchasing ◽  
Consumption Practices ◽  
Food Provision ◽  
University Settings

Purpose This study aims to explore ways to minimize plate waste at university canteens by studying plate waste and consumers at three main canteens of a university, Thailand. Design/methodology/approach Using university canteens in Thailand as a case, plate waste was characterized and quantified and consumers’ insights concerning food consumption practices were examined through focus group discussion. Findings The results revealed that each consumer wasted edible food around 19 grams/meal. The generation of plate waste is affected by the food provision system, including canteen setting, food purchasing procedure and food quality. In addition, the presence of stray dogs in the canteens inhibited consumers from finishing up their food. Thus, improving the food provision system is crucial to engage consumers in achieving zero plate waste. Originality/value This research sheds some light on ways to engage consumers in sustainable consumption and contributes to the knowledge on plate waste and sustainable consumption in university settings. Improving food quality and canteen settings are of importance to better engage consumers. In addition, this research revealed that concepts of system of provision and citizen-consumers are practical to analyze sustainable transformations for green university initiatives.

scholarly journals Consumers' knowledge discrepancy and confusion in intent to purchase farmed fish

2020 ◽  
Vol 122 (11) ◽  
pp. 3567-3583
Author(s):  
Mohammed Ziaul Hoque ◽  
Md. Nurul Alam
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Survey Design ◽  
Negative Attitude ◽  
Objective Knowledge ◽  
Farmed Fish ◽  
Content Type ◽  
Subjective Knowledge ◽  
Consumption Practices ◽  
Level Of Knowledge

PurposeThe purpose of the paper is to examine the influence of consumers' perceived knowledge, knowledge discrepancy and confusion on the intention to purchase farmed fish (FF) via a survey design regarding perceptions, buying and consumption practices of urban households in Chittagong, Bangladesh.Design/methodology/approachThe samples of 498 households were selected from a stratified cluster from the Chittagong city and were interviewed using a structured questionnaire. The data have been analysed using exploratory factor analysis and structural equation modelling.FindingsThe results show that consumers' subjective knowledge (SK) is significant for purchase intention whereas objective knowledge (OK) is not. Again, consumers' SK, OK, knowledge discrepancy and confusion have no influence in forming consumers' attitude towards FF. However, consumers who overestimate their actual level of knowledge hold negative attitude towards FF and vice versa. Furthermore, consumers' OK affects their confusion inversely although it does not influence the purchase intention significantly.Practical implicationsIf the marketers can frame a more engaging means of communication and knowledge enhancement plan, consumers' attitude and purchase intention regarding FF will be signified.Originality/valueThis is the first study that fundamentally contributes to the scientific research in that it measures the knowledge discrepancy of consumers regarding FF. In addition, this study substantiates that low objective knowledge leads to confusing consumers at the time of purchasing. The effect of overestimating the level of knowledge as well as underestimating the level of knowledge in explaining the purchase intention of FF would be a supplementary addition.

scholarly journals Sustainable clothing: perspectives from US and Chinese young Millennials

2019 ◽  
Vol 47 (11) ◽  
pp. 1141-1162 ◽  
Author(s):  
Jin Su ◽  
Kittichai (Tu) Watchravesringkan ◽  
Jianheng Zhou ◽  
Maria Gil
Keyword(s):  
College Students ◽  
Cultural Context ◽  
Purchase Intention ◽  
Emerging Market ◽  
Sustainable Consumption ◽  
Business Environment ◽  
Cross Cultural ◽  
Consumer Attitude ◽  
Content Type ◽  
The Us

Purpose The purpose of this paper is to understand US and Chinese young Millennials’ perceptions of and consumption behaviour towards sustainable apparel products. Design/methodology/approach Quantitative research was conducted, and empirical data were collected from 590 US college students and 379 Chinese college students. Findings For both US and Chinese young Millennials, this study provides consistent empirical results of the positive and significant effects of young Millennials’ apparel sustainability knowledge and personal values on consumer attitude towards sustainable clothing, which in turn positively and strongly impacts purchase intention. In addition, a cross-cultural comparative analysis reveals similarities and differences regarding apparel sustainability knowledge and values between young Millennial consumers in the US and China. Originality/value The scale of environmental and social impacts from global apparel production and consumption makes sustainability increasingly important in the contemporary business environment. Young Millennials in the US and China represent large and influential consumer segments for sustainable consumption. This study contributes to the literature by surveying young Millennials in the US (developed market) and China (emerging market) in a cross-cultural context. The study offers insights into the global apparel industry in developing strategies for expanding sustainable apparel markets in the US and China.

Do connoisseur consumers care about sustainability? Exploring coffee consumption practices through netnography

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sara Bartoloni ◽  
Beatrice Ietto ◽  
Federica Pascucci
Keyword(s):  
Social Practice ◽  
Sustainable Consumption ◽  
Coffee Consumption ◽  
Cultural Analysis ◽  
Content Type ◽  
Alternative Approach ◽  
Symbolic Meanings ◽  
Consumption Practices ◽  
Sustainable Marketing ◽  
Specialty Coffee

PurposeThe coffee industry has experienced two major trends: the development of connoisseur consumption of specialty coffee and the importance of sustainability. Despite the increasing concomitant relevance of both trends, literature on how sustainability has been interlacing with connoisseur consumption is rather limited. Therefore, this paper aims to analyse how connoisseur consumers (CC) integrate sustainability into their coffee consumption practices.Design/methodology/approachThe paper adopts a qualitative netnographic approach through an interpretive cultural analysis of specialty coffee bloggers narratives, conceived as a specific sub-group of CC that tend to be particularly active on social media.FindingsThrough the lens of social practice theories, the study reveals that CC are likely to implement and perceive sustainability very differently from the dominant mass market as subject to the influence of their shared rituals, values, norms and symbolic meanings. Such findings are relevant under a managerial perspective as they also generate insights on how to foster environmentally friendly practices in coffee consumers as well as on how to create more sustainable marketing strategies.Originality/valueThe study contributes to the literature on coffee consumption behaviour and sustainability. First, by analysing actual behaviours rather than intended, the study offers an alternative approach to the dominant paradigm of linear decisions models in the study of sustainable consumption. Second, because CC possess a unique consumption style, different from the mainstream market, the analysis has led towards the identification of alternative sustainable consumption patterns and enablers.

Sustainable consumption

2018 ◽  
Vol 56 (3) ◽  
pp. 610-633 ◽  
Author(s):  
Hafedh Ibrahim ◽  
Mahmoud Mohammad Q. Al-Ajlouni
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Sustainable Consumption ◽  
Equation Modeling ◽  
Protection Motivation ◽  
Content Type ◽  
Primary Driver ◽  
Suitable Framework ◽  
Deontic Justice

Purpose While there has been a great deal of research to distinguish the factors that promote the adoption of sustainable consumption, however there has been a very little attention given to the contribution of justice, coping appraisal, and psychological distance. The purpose of this paper is to explore the potential role of deontic justice, protection motivation, and construal level theories to elucidate the green purchase intention. Design/methodology/approach Data were collected from 471 participants in a laboratory experiment. Then, structural equation modeling was carried out to analyze the data. Findings Protection motivation theory is valuable to apply specifically since it introduces the concept of coping appraisal. The findings demonstrate that deontic justice theory (DJT) is a suitable framework that can be employed to shed more light on sustainable consumption. The study shows that consumer can conceptualize a green product at different levels of concreteness or abstraction. Originality/value This study is a pioneering effort to look at sustainable consumption within the context of DJT. It departs from the more traditional research by repositioning moral obligation as the primary driver of green purchase intention and by elucidating when green purchase intention is elevated in investigating the moderating role of mindset.

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