Environmentally Friendly Apparel Products: The Effects of Value Perceptions

2018 ◽  
Vol 46 (8) ◽  
pp. 1373-1384 ◽  
Author(s):  
Heekang Moon ◽  
Hyun-Hwa Lee
Keyword(s):  
Purchase Intention ◽  
Environmentally Friendly ◽  
Fast Fashion ◽  
Fashion Brand ◽  
Value Perceptions ◽  
Parent Brand ◽  
Premium Price ◽  
Apparel Companies ◽  
Corporate Social ◽  
Environmentally Friendly Apparel

The aim of the study was to investigate consumers' value perceptions of apparel companies' activities in regard to environmentally friendly apparel products. We recruited women living in USA to obtain 593 responses for statistical analysis of the data. The results suggest that the fit between environmentally friendly products and a fast fashion brand is important for fashion consumers, and a good fit of the fast fashion brand with sustainability causes increases consumers' perceptions of the fit between the parent brand and the sustainable extension line. Consumers' perceptions of cause-effectiveness value and monetary value of the extension line were each found to have an impact on both their purchase intention and their willingness to pay a premium price. These findings contribute to both academia and fast fashion retailers interested in corporate social responsibility.

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.

scholarly journals Purchase intention toward sustainable fashion brand: analysis on the effect of customer awareness on sustainability on willingness to pay

2021 ◽  
Vol 4 (1) ◽  
pp. 49-57
Author(s):  
Siauw Gabriella Tiffany Wijaya ◽  
Eristia Lidia Paramita
Keyword(s):  
Willingness To Pay ◽  
Purchase Intention ◽  
Sampling Method ◽  
Fast Fashion ◽  
Men And Women ◽  
Sustainable Products ◽  
Fashion Brand ◽  
Sustainable Fashion ◽  
Movement Awareness ◽  
Sustainability Movement

Customer awareness of sustainable products has increased very rapidly during the last few years. This phenomenon has encouraged international fast-fashion brands to develop a new line which is a more sustainable line. This paper aims to examine the effect of customer awareness on sustainability and willingness to pay on purchase intention toward sustainable fashion brands. This study obtained 211 respondents with the sampling method of purposive sampling with the criteria as follow: (1) Men and women who are Indonesians, (2) Men and women who enjoyed clothes-shopping at international fast-fashion brands stores, also (3) Men and women who aged 15 – 36 years old. Multiple regressions were used as a method to conduct hypotheses test of this study. The findings of this study stated that sustainability movement awareness and willingness to pay contributes a positive and significant effect towards the purchase intention of Indonesian customers. Furthermore, this study has found that the Indonesian market is already very aware of the sustainability movement and the concerns toward environmental health.

Explaining Purchase Intention Towards Eco-Friendly Apparel

2020 ◽  
pp. 40-46
Author(s):  
Seemant Kumar Yadav ◽  
Vikas Tripathi
Keyword(s):  
Theory Of Planned Behavior ◽  
Greenhouse Gases ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Environmentally Friendly ◽  
Health Hazards ◽  
Synthetic Fiber ◽  
Customer Demand ◽  
Textile Manufacturing ◽  
Environmentally Friendly Apparel

Textile manufacturing is one of the polluting industries contributing to approximately 1.2 billion tonnes of toxic greenhouse gases. Due to increasing consumer purchase index, companies are adopting unsustainable means like synthetic fiber and polyester, leaving tonnes of wastewater and other pollutants in order to fulfill customer demand. It leads to deterioration of the environment and causes serious health hazards. The present study addresses the issue of customer purchase intention towards environmentally friendly apparel by using the theory of planned behavior.

scholarly journals Analysis of Corporate Social Responsibility Execution Effects on Purchase Intention with the Moderating Role of Customer Awareness

2021 ◽  
Vol 13 (8) ◽  
pp. 4548
Author(s):  
Qingyu Zhang ◽  
Sohail Ahmad
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Sustainable Growth ◽  
Equation Modeling ◽  
Future Research ◽  
Purchasing Intention ◽  
Corporate Social ◽  
Moderating Role

Corporate social responsibility (CSR) in management domains is a well-known concept that links corporate interests and environmental/community values. CSR is considered a strategic policy that offers environmental and social competitive advantages. Organizations consider that CSR-based goodwill provides a tactical competitive edge and sustainable growth. The goal of this paper is to show how CSR programs affect consumers’ purchasing intention in the context of Pakistan. In addition, the effect of customer awareness has been studied as a moderator between CSR and purchasing intention. To this end, the study has conducted a survey and gathered Pakistani customers’ responses, and structural equation modeling has been used to evaluate the results. The study concludes that CSR activities favorably affect customer purchasing intentions directly as well as indirectly through improving brand image and trust, and customer awareness of CSR activities plays a moderating role. The implications and future research directions are discussed.

scholarly journals A Social Media Mining and Ensemble Learning Model: Application to Luxury and Fast Fashion Brands

Information ◽  
2021 ◽  
Vol 12 (4) ◽  
pp. 149
Author(s):  
Yulin Chen
Keyword(s):  
Public Participation ◽  
Brand Positioning ◽  
Image Model ◽  
Web Crawler ◽  
Fast Fashion ◽  
Social Media Mining ◽  
Fashion Brand ◽  
Community Information ◽  
Brand Information ◽  
Media Mining

This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different participation responses (likes, comments, and shares) to build systematic image and theme modules that detail planning requirements for community information. The sample includes luxury fashion brands (Chanel, Hermès, and Louis Vuitton) and fast fashion brands (Adidas, Nike, and Zara). Using a web crawler, a total of 21,670 posts made from 2011 to 2019 are obtained. A fashion brand image model is constructed to determine key image cues in posts by each brand. Drawing on the findings of the ensemble analysis, this research divides cues used by the six major fashion brands into two modules, image cue module and image and theme cue module, to understand participation responses in the form of likes, comments, and shares. The results of the systematic image and theme module serve as a critical reference for admins exploring the characteristics of public participation for each brand and the main factors motivating public participation.

Effect of Marketing Information on Purchase Intention for Proenvironmental Products in China

2018 ◽  
Vol 46 (7) ◽  
pp. 1215-1232 ◽  
Author(s):  
Yang Li
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Presence ◽  
Purchase Intention ◽  
Product Information ◽  
Environmental Knowledge ◽  
Intention To Purchase ◽  
Marketing Information ◽  
Corporate Social ◽  
The Impact

The focus in this study is on the effect on Chinese consumers’ intention to purchase proenvironmental products of 3 types of marketing information: environmental knowledge relating to a product, information about corporate social responsibility, and descriptive norms about environmental protection. I also examined the impact of social presence on the consumers’ intention to purchase. I conducted 2 laboratory experiments with 723 participants and findings indicate that each of the 3 kinds of marketing information and social presence had a significantly positive effect on participants’ purchase intention, and the effect of marketing information on corporate social responsibility and environmental knowledge was weakened when consumers made the decision with social presence. The findings expand research on marketing information of proenvironmental products and provide insight into the effect of social presence. Suggestions are made for the government and manufacturing managers that may increase Chinese consumer purchase of proenvironmental products.

Sign in / Sign up

Export Citation Format

Share Document