Is fast fashion sustainable? The effect of positioning strategies on consumers’ attitudes and purchase intentions

2015 ◽  
Vol 11 (4) ◽  
pp. 853-867 ◽  
Author(s):  
Hyo Jung (Julie) Chang ◽  
Tun-Min (Catherine) Jai
Keyword(s):  
Brand Equity ◽  
Online Survey ◽  
Purchase Intentions ◽  
Research Model ◽  
Fast Fashion ◽  
Content Type ◽  
Managerial Attention ◽  
Important Input ◽  
Web Experiment ◽  
Corporate Social

Purpose – The purpose of this study is to examine the strategies that fast fashion retailers use to position sustainability by applying the stimulus-organism-response model. Specifically, this study investigated how sustainability positioning strategies influenced perceived corporate social responsibility (CSR) effort, price value and brand equity. Design/methodology/approach – A between-subject Web experiment was used to test the research model. Four versions of the questionnaire were developed on a commercial online survey Web site, in which the surveys were randomly distributed to participants and data were collected. Findings – The findings of this study suggest that sustainability positioning strategies can lead to the positive perceived CSR effort, thus giving support to the effectiveness of sustainability marketing for fast fashion retailers. Furthermore, purchase intentions are significantly influenced by perceived CSR effort, price value and brand equity. Originality/value – This study provides important input for practitioners by suggesting that they focus their managerial attention to sustainability and should also promote it through their positioning strategies carefully.

Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaoyong Wei ◽  
Sojin Jung
Keyword(s):  
Online Survey ◽  
Interactive Effect ◽  
Critical Role ◽  
Experimental Manipulation ◽  
Chinese Consumers ◽  
Significant Interaction Effect ◽  
Fast Fashion ◽  
Content Type ◽  
Fashion Brand ◽  
Corporate Social

Purpose When fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is generally perceived as being inconsistent with sustainable practices. Built on construal level theory (CLT), this study aims to examine how the benefit appeals that are widely used in CSR initiatives affect perceived corporate hypocrisy and the CSR performance of fast fashion brands. Design/methodology/approach This study designed an online experiment with a 2 (fashion brand: fast fashion vs. unknown) × 2 (benefit appeal: self-benefit vs other-benefit) stimulus, using a virtual label named “Eco Care” for experimental manipulation. A total number of 298 Chinese consumers participated in the experiment and they answered an online survey. Findings It was found that the brand types (fast fashion vs unknown) and benefit appeals (self-benefit vs other benefit) did not elicit perceived corporate hypocrisy nor did them directly affect perceptions of CSR performance. However, there was a significant interaction effect of them. That is, fast fashion brand’s CSR performance was judged based on how the brand framed its sustainability claims. A fast fashion brand’s CSR label significantly increased hypocrisy perceptions when the label used a self-benefit appeal and the interactive effect of the fast fashion brand and the self-benefit appeal hindered the formation of a green brand image and brand purchase intentions. Originality/value This study adds a body of knowledge to the literature by examining the relationship between benefit appeals and perceived corporate hypocrisy from the perspective of CLT. The findings can help fast fashion marketers better understand the critical role of benefit appeals by acknowledging that the misuse of communication strategies may result in unfavorable consequences, thus ruining their efforts to improve their brand’s image.

Exploration of patriotic brand image: its antecedents and impacts on purchase intentions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yufan Li ◽  
Weichen Teng ◽  
Tien-Tien Liao ◽  
Tom M.Y. Lin
Keyword(s):  
College Students ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Image ◽  
Purchase Intentions ◽  
Corporate Image ◽  
Research Model ◽  
Content Type ◽  
Corporate Integrity ◽  
Corporate Social

PurposeThe recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images. Nevertheless, few studies have discussed how a patriotic brand image is developed. The purpose of this study aims to fill the gap by examining whether and how a positive corporate image helps a domestic brand establish a patriotic brand image and in turn enhances consumers' purchase intentions in relation to domestic brand products.Design/methodology/approachA research model identifying the antecedents of patriotic brand image (the components of corporate image) is proposed and empirically tested using structural equations with a questionnaire investigating Taiwanese college students' attitudes toward Taiwanese smartphone brands. Three competing models are also proposed and tested to confirm the appropriateness of the research model.FindingsIn addition to the widely recognized impact of perceived quality on purchase intentions, patriotic brand image is found to be effective in enhancing local consumers' intentions to purchase domestic brand products. To shape a patriotic brand image, perceived quality, perceived corporate ability and perceived corporate integrity are the direct approaches, while perceived corporate social responsibility works through perceived corporate integrity, and perceived employer brand enhances only perceived corporate social responsibility.Research limitations/implicationsPotential sampling (college students) and subject (smartphones) biases may limit the generalizability of the presented findingsPractical implicationsWhile patriotic appeals have long been used in marketing communication, they are also likely to precipitate negative brand associations (e.g. nationalism), offending consumers in other countries. By contrast, the development of a positive corporate image serves as an implicit and neutral approach to building a patriotic brand image and can help domestic brands attract local consumers with less harm to foreign markets.Originality/valueThis study is one of notably few studies discussing patriotic brand image and its impacts on purchase intentions. This study also identifies the antecedents of patriotic brand image and how each of them affects patriotic brand image. The findings can help guide domestic brands in building a patriotic brand image.

scholarly journals The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions

2021 ◽  
Vol 13 (21) ◽  
pp. 11975
Author(s):  
Shu Wang ◽  
Ying-Kai Liao ◽  
Wann-Yih Wu ◽  
Hồ Bảo Khánh Lê
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Online Survey ◽  
Brand Management ◽  
Purchase Intentions ◽  
Brand Reputation ◽  
Brand Credibility ◽  
Corporate Social ◽  
The Impact

Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in the competitive market. This study investigates the impact of customers’ CSR perceptions on their purchase intentions as mediated by brand equity, brand credibility, and brand reputation in order to identify the benefits of CSR integration for business development. The study employs a quantitative approach to collect data from customers who purchase cosmetics through an online survey. PLS-SEM software is used to analyze the data from the 380 responses. The results indicate that customers’ perceptions of the CSR of a firm affect their intention to purchase its brands in the future. Brand equity, brand credibility, and brand reputation mediate the impact of CSR perceptions on purchase intentions. Since previous studies have not employed a comprehensive approach to verifying the influence that CSR exerts through brand credibility, brand reputation, and brand equity, the results provide an essential reference for academics who conduct empirical research on the subject. This paper is also particularly beneficial for marketers and managers who wish to develop marketing strategies and brand management techniques that boost business efficiency.

“Don’t buy this jacket”

2016 ◽  
Vol 20 (4) ◽  
pp. 435-452 ◽  
Author(s):  
Chanmi Hwang ◽  
Youngji Lee ◽  
Sonali Diddi ◽  
Elena Karpova
Keyword(s):  
Online Survey ◽  
Environmental Concern ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Future Research ◽  
Socially Responsible ◽  
Content Type ◽  
Positive Attitudes ◽  
Research Findings ◽  
Corporate Social

Purpose The purpose of this paper is to examine the effects of anti-consumption advertisement on consumers’ attitudes and purchase intentions (PIs) of an apparel product. Design/methodology/approach An experiment was conducted with a sample of college students (n=1,300) who were randomly assigned to view either a traditional advertisement for a Patagonia jacket or an anti-consumption advertisement of the same jacket. After that, consumer attitudes toward buying the jacket and PIs were measured employing online survey. In addition, consumer environmental concern (EC), perceived intrinsic brand motivation and extrinsic brand motivation (PIBM and PEBM) were measured to test a proposed research model. Findings Participants exposed to the anti-consumption advertisement reported less positive attitudes toward and lower PIs to buy the jacket than participants who viewed the traditional advertisement. Participants’ EC, PIBMs and PEBMs were found to be important predictors of the attitude and PI. Research limitations/implications This study provides a foundation for future research on consumer attitudes and PIs in the context of anti-consumption behavior and the effects of anti-consumption advertisement. Limitations of the present study include convenience sampling. Practical implications Anti-consumption advertising might be used effectively to raise consumers’ awareness on their spending habits on clothing and reduce the clutter of consuming culture. Originality/value The research findings contribute to the corporate social responsibility literature in the apparel context, specifically socially responsible marketing, by focusing on the nascent topic of anti-consumption. This was the first study that examined how anti-consumption advertisement might affect consumer attitudes toward buying products displayed in this advertisement.

A comparison between economic and organic store brands

2017 ◽  
Vol 45 (12) ◽  
pp. 1298-1316 ◽  
Author(s):  
Magali Jara ◽  
Gérard Cliquet ◽  
Isabelle Robert
Keyword(s):  
Brand Equity ◽  
Perceived Quality ◽  
Purchase Intentions ◽  
Path Model ◽  
Added Value ◽  
Store Brand ◽  
Store Brands ◽  
Content Type ◽  
Further Development

Purpose The purpose of this paper is to tackle the issue of store brand equity by considering two store brand’s positioning strategies: those with high perceived added value (the organic store brands), as opposed to economic brands. It takes place in the current environmental considerations showing the important role played by the packaging in determining the store brand equity. Design/methodology/approach A PLS Path model divided into four sub-models enables the authors to make specific predictions about customers’ purchase intentions. It also provides a concise operational calculation of the brand equity of each studied store brand. Findings Results show that economic brands build their equity with reinforced packaging, and organic brands maximise their brand equity by using simple packaging. In general, reinforced packaging improves the perceived quality of economic store brands but destroys that of organic brands. The calculations of overall equity scores for each studied store brand reveal that economic brands could benefit from further development whilst organic brands already maximise their equity. Practical implications Results will enable large retailers to develop effective campaigns focussing on perceived quality and more specifically by designing packaging that are suitable for the positioning of their brands – a simple packaging for organic brands and a reinforced packaging for economic brands to maximise customers’ value. Originality/value This is one of the first studies to deepen the store brand equity, comparing two contrasting types of brands, by studying specifically variations of the levels of customers’ perceived quality depending of two types of packaging.

Responsible lobbying: an empirical study in the EU

2016 ◽  
Vol 2 (1) ◽  
pp. 63-82 ◽  
Author(s):  
Theresa Bauer
Keyword(s):  
Online Survey ◽  
Positive Impact ◽  
Weak Link ◽  
Measurement Instrument ◽  
Quantitative Approach ◽  
Content Type ◽  
Order Construct ◽  
Pls Analysis ◽  
Corporate Social ◽  
The Eu

Purpose The purpose of this paper is to explore the awareness and practice responsible lobbying in the EU. Specifically, the purpose of this paper is to examine the extent to which responsible lobbying criteria are fulfilled and to investigate whether responsible lobbying yields concrete benefits in the political arena. Design/methodology/approach The study takes a quantitative approach combining descriptive and multivariate partial least squares (PLS) analysis based on data gained from an online survey among lobbyists in the EU. A new measurement instrument for responsible lobbying is used that grasps the multidimensional phenomenon with a formative-formative higher-order construct. Findings The study reveals that criteria of responsible lobbying are fulfilled to a large extent according to the lobbyists. The PLS analysis confirms the applicability of the multidimensional model of responsible lobbying, although there is only a weak link between Dimension (1), referring to the company’s stated corporate social responsibility (CSR) commitment and coherence with lobbying and the second-order construct responsible lobbying. Based on the information given by respondents, the analysis provides evidence for a positive impact of responsible lobbying on both lobbying success and corporate reputation, but also for the dependence of these two variables on additional factors. Originality/value Responsible lobbying as an aligned approach to CSR and lobbying is a long neglected research topic, which has been gaining interest recently. This study contributes to empirical knowledge on the awareness and practice of responsible lobbying in the EU by taking a quantitative approach based on a solid theoretical foundation.

International buyers’ repurchase intentions in a Chinese cross-border e-commerce platform

2019 ◽  
Vol 30 (2) ◽  
pp. 403-437
Author(s):  
Jian Mou ◽  
Jason Cohen ◽  
Yongxiang Dou ◽  
Bo Zhang
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
International Markets ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Content Type ◽  
Repurchase Intentions ◽  
Cross Border ◽  
Repeat Purchase ◽  
Repeat Purchase Behavior

Purpose The purpose of this paper is to develop and test a model of the uncertainties and benefits influencing the repurchase intentions of buyers in cross-border e-commerce (CBEC). Design/methodology/approach The authors draw on the valence framework to hypothesize effects of positive valences (utilitarian benefits) along with negative valences (pre- and post-contractual uncertainties) on buyers’ repeat purchase intentions. Data were collected using an online survey from 378 international B2C buyers on a CBEC platform in China. Findings Results explain 51.4 percent of the variance and reveal that overall value, as determined by monetary saving, convenience and product offerings as positive valences, exerts the strongest effect on repeat purchase intention. However, negative valences remain significant, and are particularly salient for female shoppers. Research limitations/implications The authors extend the valence theory into the study of repeat purchase behavior and contribute to much needed literature on why consumers return to repurchase from a CBEC platform. Practical implications Repeat purchase and loyalty of online consumers is essential for success of e-commerce providers. The results help online providers competing in international markets understand how buyers form repurchase intentions based on their evaluations of both value and uncertainty. Originality/value Buyer behavior in CBEC has received relatively less attention than domestic e-commerce. This paper is among the first to examine how both positive and negative valences combine to effect repurchase intention of international buyers in CBEC.

Instrument development and contextualization for perceived characteristics of e-transactions

2017 ◽  
Vol 51 (1) ◽  
pp. 52-64 ◽  
Author(s):  
Ibrahim Abunadi ◽  
Fayez Alqahtani
Keyword(s):  
Online Survey ◽  
Measurement Model ◽  
Electronic Government ◽  
Research Model ◽  
Systems Methodology ◽  
Confirmatory Factor Analyses ◽  
Content Type ◽  
Government Organizations ◽  
Confirmatory Factor ◽  
Conceptual Research

Purpose The purpose of this paper is to identify and develop a contextualized model and instrument to assess citizens’ transactions with government organizations, with a view to predicting and elucidating acceptance of e-transactions. For this purpose, a research model (perceived characteristics of e-transactions acceptance) is developed. Design/methodology/approach In order to analyze e-transaction acceptance and identify the requirements of the research context, several models were considered. An approach was employed to contextualize or localize the theoretical model, questionnaire items, and the instrument. An online survey gathered the responses of 663 Saudi citizens. Findings Exploratory and confirmatory factor analyses showed that the measurement model was the most suitable for the collected data. In addition to developing a conceptual research model and instrument, the present study provides a rigorous methodology for contextualizing the model, questionnaire items, and the instrument. Originality/value This paper develops an original instrument derived from rigorous information systems methodology research. The research model could also be utilized in emerging economies that are implementing e-government to improve the development of e-government services and facilitate acceptance of electronic government transactions, ultimately enhancing citizens’ lives.

Examining the antecedents of online disinhibition

2017 ◽  
Vol 30 (1) ◽  
pp. 189-209 ◽  
Author(s):  
Sheng Wu ◽  
Tung-Ching Lin ◽  
Jou-Fan Shih
Keyword(s):  
Social Influence ◽  
Online Survey ◽  
Subjective Norm ◽  
Social Dimension ◽  
Research Model ◽  
Descriptive Norm ◽  
Content Type ◽  
Psychological Dimension ◽  
Online Disinhibition ◽  
The Relationship

Purpose The purpose of this paper is to integrate psychological dimension, social dimension, and environmental dimension – six internet psychological characteristics (dissociative anonymity, invisibility, asynchronicity, solipsistic introjection, dissociative imagination, and minimization of status and authority), deindividuation, social influence (subjective norm and descriptive norm), and containment theory (inner containment and outer containment) – to propose an innovative model which can make up for deficiencies in previous studies of the toxic online disinhibition effect. Design/methodology/approach On the basis of 530 valid responses collected from an online survey questionnaire, partial least squares technology was used to examine the research model. Findings The result shows that dissociative anonymity has a significant impact on deindividuation and toxic disinhibition. In addition, asynchronicity and dissociative imagination have a direct effect on toxic disinhibition. Besides, in social influence, the authors found that subjective norm is a stronger predictor of toxic disinhibition than descriptive norm. Moreover, in containment theory, the result shows that inner containment can effectively reduce toxic disinhibition but not outer containment. Originality/value This study can provide academics and practical side empirical evidence as to what factor would cause toxic disinhibition and provides an innovative view regarding the relationship between social influence and containment theory on toxic disinhibition.

An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions

2018 ◽  
Vol 27 (2) ◽  
pp. 146-157 ◽  
Author(s):  
Juan Mundel ◽  
Patricia Huddleston ◽  
Bridget Behe ◽  
Lynnell Sage ◽  
Caroline Latona
Keyword(s):  
Eye Tracking ◽  
Online Survey ◽  
Product Category ◽  
Purchase Intentions ◽  
Product Type ◽  
Content Type ◽  
Attentional Processes ◽  
Potted Plants ◽  
Total Fixation ◽  
The Relationship

Purpose This study aims to test the relationship between consumers’ perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among minimally branded products. Design/methodology/approach This study uses eye-tracking measures (i.e. total fixation duration) and data collected through an online survey. Findings The study shows that consumers spend more time looking at hedonic (vs utilitarian) and branded (vs unbranded) products, which influences perceptions of quality. Practical implications The findings of this research provide guidelines for marketing minimally branded products. Originality/value The authors showed that the product type influences the time consumers spend looking at an item. Previous findings about effects of branding are extended to an understudied product category (i.e. live potted plants).

Sign in / Sign up

Export Citation Format

Share Document