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1 – 10 of 526
Article
Publication date: 10 April 2017

Lori Rothenberg and Delisia Matthews

The purpose of this paper is to identify the realistic trade-offs young consumers make when purchasing organic T-shirts.

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Abstract

Purpose

The purpose of this paper is to identify the realistic trade-offs young consumers make when purchasing organic T-shirts.

Design/methodology/approach

A full profile discrete choice design was used. The data were analysed using a multinomial logit model and desirability indices.

Findings

Price was the most important attribute to consumers followed by the place of production and then sustainability. Consumers were most willing to purchase T-shirts that are eco-friendly, Made In America, made from wrinkle-free technology and cotton jersey knit fabric, and have a price of $15. Although consumers were most willing to pay $15, some were still willing to pay $25 or even $35 for the same eco-friendly T-shirt.

Practical implications

Consumers in the current study were more willing to purchase eco-friendly as opposed to organic apparel. The findings suggest that retailers need to consider the language used when communicating with consumers. Also, consumers were more willing to purchase T-shirts Made In America. Retailers may want to promote their domestic manufacturing through in-depth branding and promotions.

Originality/value

In order to identify the attributes to be used in the current study, labels on T-shirts in stores were examined and then those attributes were verified in the literature. In addition, the inclusion of price as an attribute, rather than as a separate independent question, provides a more realistic view of young consumers’ decision making.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 14 March 2016

Anna Perry and Telin Chung

– The purpose of this paper is to understand Eco-Apparel consumption behavior in consumers who care about the environment.

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Abstract

Purpose

The purpose of this paper is to understand Eco-Apparel consumption behavior in consumers who care about the environment.

Design/methodology/approach

A snowball sampling technique was used to recruit 16 participants for in-depth interviews.

Findings

Two attitude-behavior gaps existed: the gap between environmental attitude and Eco-Apparel purchasing behavior; and the gap between Eco-Apparel attitude and Eco-Apparel purchasing behavior. There were two connections: product and emotional benefits leaded to Eco-Apparel purchasing behavior; and personal cost benefits, emotional benefits, and economic considerations leaded to Eco-Apparel using and disposing behavior. These gaps and connections suggested participants have certain standards regarding Eco-Apparel consumption. First, the standard of purchasing Eco-Apparel was the same as regular apparel. Second, participants did not want to expend much effort. Third, for some participants, emotional benefits (e.g. fun, good feeling, satisfaction) were important.

Research limitations/implications

The small sample size and the snowball sampling technique limit generalization of the study’s findings.

Practical implications

These findings might be of interest to apparel manufacturers and retailers who want to re-enforce consumers’ positive attitudes leading to actual purchase and consumption behaviors.

Originality/value

The current study for the first time examines the attitude-behavior gaps, proposes reasons behind these gaps, as well as connections between benefits and Eco-Apparel usage and disposal behaviors. In addition, the proposed framework is the first attempt to illustrate the relationships among gaps, connections, and consumption standards.

Details

Journal of Fashion Marketing and Management, vol. 20 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 2 February 2022

Swagata Chakraborty and Amrut Sadachar

The authors investigated the role of cultural (i.e. traditional and religious) values in predicting the relationships between the attitudes toward the environment and slow…

Abstract

Purpose

The authors investigated the role of cultural (i.e. traditional and religious) values in predicting the relationships between the attitudes toward the environment and slow fashion and the purchase intention for sustainable apparel.

Design/methodology/approach

An online survey was conducted in Amazon Mechanical Turk with the millennials of the US (n = 317). The data were analyzed through structural equation modeling (SEM).

Findings

The connection with indigenous cultural values in terms of the (1) traditional values positively influenced attitudes toward the environment and slow fashion; (2) religious values positively influenced attitude toward slow fashion but did not influence attitude toward the environment. (3) Both attitudes towards environment and slow fashion positively influenced purchase intention for sustainable apparel. (4) The connection with cultural values did not influence purchase intention toward sustainable apparel directly; however, (5) attitude toward slow fashion mediated the relationship between connection with cultural values and purchase intention for sustainable apparel both in terms of traditional and religious values, and (6) attitude toward the environment mediated the relationship between connection with traditional values and purchase intention for sustainable apparel.

Practical implications

Instead of focusing only on pro-environmental messages, marketers should use culture-specific cues to evoke favorable attitudinal and behavioral responses toward sustainable apparel.

Social implications

Advertisement cues of sustainable apparel imbuing the target market's cultural values could help in protecting culturally significant elements of nature in the long-term by evoking positive attitudes toward the environment and slow fashion and encouraging purchase intention for sustainable apparel in the short-term.

Originality/value

The authors indicated the importance of indigenous cultural values in shaping favorable attitudes toward the environment and slow fashion and purchase intention for sustainable apparel.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 March 2021

Md. Sobuj, Adnan Maroof Khan, Md. Ahashan Habib and Md. Mazedul Islam

The purpose of this study is to investigate the factors that influence eco-friendly apparel purchase behaviors concerning Bangladeshi young consumers in light of the…

Abstract

Purpose

The purpose of this study is to investigate the factors that influence eco-friendly apparel purchase behaviors concerning Bangladeshi young consumers in light of the theory of planned behavior.

Design/methodology/approach

Data were collected by a survey among 198 respondents in Bangladesh in terms of consumer attitude, subjective norm (SN), perceived behavioral control (PBC), environmental concern (EC), environmental knowledge (EK) and purchase intention (PI). Structural equation modeling approach was used to find out the influencing factors.

Findings

The study reveals that purchase intention is significantly influenced by attitudes, SN, EC and EK of consumers. Consumers perceived behaviors variable is always not an accurate predictor to control actual purchase behavior. SN and EK were found to be highly influential to eco-friendly apparel purchase patterns among young consumers in Bangladesh.

Research limitations/implications

This study provides key marketing insights for retailers and practitioners on how strategically they can decide for fashion consumers, specifically the young group in Bangladesh. Eco-friendly apparel purchase behaviors will gradually influence the retail business contexts for retailers. The study reveals the need for eco-labeling and marketing strategies of eco-friendly apparel products among young consumers to communicate benefits and green values among wider consumers. Findings were restricted to specific young consumers group in Bangladesh and did not examine purchase behaviors of other consumer segment.

Originality/value

The study reveals that Bangladeshi young consumers are becoming concerned about purchasing apparel products. It provides valuable insights for entrepreneurs, practitioners and marketers to trace and perceive purchase behavior of the Bangladeshi young consumers while adopting a strategic marketing approach.

Details

Research Journal of Textile and Apparel, vol. 25 no. 2
Type: Research Article
ISSN: 1560-6074

Keywords

Article
Publication date: 10 May 2011

Hae Jin Gam

Previous studies regard purchasing of environmentally friendly clothing (EFC) as a subset of environmental behavior. However, like all clothing, EFC also reflects a…

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Abstract

Purpose

Previous studies regard purchasing of environmentally friendly clothing (EFC) as a subset of environmental behavior. However, like all clothing, EFC also reflects a consumer's fashion choices, and the many variables that influence EFC purchase decisions must be understood for apparel companies to effectively market eco‐friendly products. Therefore, the purpose of this paper is to identify whether fashion and shopping orientation are determinants of EFC purchase intention.

Design/methodology/approach

A survey was conducted to examine the effects of fashion orientation, shopping orientation, and environmental concern and eco‐friendly behavior on purchase intention of EFC. A total of 329 usable questionnaires were collected from young female consumers aged 18‐25 years.

Findings

Factor analysis was used to evaluate both independent variables – predictors: fashion orientation, shopping orientation, environmental concern, and eco‐friendly behavior – and the dependent variable – purchase intention regarding EFC. The findings from a series of linear regression analyses indicated that one fashion orientation factor, two shopping orientation factors, and three environmental concern and eco‐friendly behavior factors are significantly related to consumers' purchase intention regarding EFC.

Research limitations/implications

The findings from this study are limited to young female consumers in the midwestern USA.

Practical implications

This study suggests that the apparel industry should provide an enjoyable retail environment to attract young EFC consumers.

Originality/value

Fashion and shopping orientation have not been utilized to explain consumers' purchase intention regarding EFC. This study suggests some effective marketing approaches to apparel companies, as well as strategies for developing successful sustainable apparel products that consumers will purchase.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 15 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 5 July 2013

Katelyn Fulton and Seung‐Eun Lee

The purpose of this study is to identify retailers selling sustainable apparel goods on the internet and examine their sustainable initiatives in the supply chain based on…

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Abstract

Purpose

The purpose of this study is to identify retailers selling sustainable apparel goods on the internet and examine their sustainable initiatives in the supply chain based on the United Nation's Global Reporting Initiative (GRI), one of the most widely used sustainability reporting guidelines.

Design/methodology/approach

A total of 156 sustainable apparel websites were content analyzed based on presence or absence of the website contents. A systematic coding scheme was developed based on previous research on the sustainability of the apparel industry and the GRI.

Findings

Findings of this study support the GRI as a useful framework to assess sustainability in online apparel retailers. The most commonly addressed aspects of the GRI that were addressed by companies in this study were the environmental and social aspects. Few sustainable apparel retailers on the internet made initiatives in all three areas of sustainability addressed in the GRI.

Originality/value

This study provides general characteristics of websites as well as endeavours along the supply chain to illustrate a full overview of sustainable apparel retailers online. The initiatives discussed in this study are meant to serve as a guide and inspiration for future researchers, companies and consumers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 17 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Abstract

Subject Area

Marketing Management, Consumer Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case attempts to highlight the issues pertaining to Hirdaramani Mihila CKT apparel factory’s implementation of the “green space” concept. The concept of “green space” has been well accepted by the factory employees, and their participation in the “green process” is quite evident. Hirdaramani Mihila CKT is an apparel manufacturing company located in Agalawatte, Matugama, in the Kalutara District of Sri Lanka. The Mihila CKT factory was established in conformance with green building specifications and as an eco-friendly apparel industry. The administration of Mihila CKT has achieved success in three key areas after implementing this concept: cutting down energy consumption, enhancing water security, and reusing fabric waste. The factory also maintains a garden that manifests biodiversity. This case underlines the challenges and successes faced by Mihila CKT in adopting and implementing green space concept.

Expected Learning Outcomes

This case illustrates the following:

  • the importance of having green technology in the apparel industry to embrace green concept;

  • the effectiveness of the green space concept in relation to global green standards; and

  • the potential benefits to the local residents from the green technology initiatives of an apparel factory like Hirdaramani Mihila CKT.

the importance of having green technology in the apparel industry to embrace green concept;

the effectiveness of the green space concept in relation to global green standards; and

the potential benefits to the local residents from the green technology initiatives of an apparel factory like Hirdaramani Mihila CKT.

Details

Green Behavior and Corporate Social Responsibility in Asia
Type: Book
ISBN: 978-1-78756-684-2

Keywords

Article
Publication date: 23 August 2019

Gwia Kim and Byoungho Ellie Jin

Built on the socioemotional selectivity theory, the purpose of this paper is to analyze elderly female consumers’ consumption of environmentally sustainable apparel (ESA…

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Abstract

Purpose

Built on the socioemotional selectivity theory, the purpose of this paper is to analyze elderly female consumers’ consumption of environmentally sustainable apparel (ESA) according to their time perspective (TP) (expansive vs limited) and different types of advertising appeals (emotional vs rational and positive vs negative emotional appeals).

Design/methodology/approach

The study conducted a survey and experiments with 154 US female consumers who were 65 years of age or older. Data were analyzed through regression and ANCOVA.

Findings

The results showed that older female adults with an expansive TP tended to consume ESA, with their fashion consciousness moderating the results. Rational and either positive or negative emotional advertisements with environmental messages were found to encourage the higher purchase intentions of elderly consumers more effectively than advertisements with no environmental messages.

Practical implications

Apparel retailers are recommended to consider the factor of TP when encouraging environmental consumption. Environmental messages containing rational information and eliciting positive and negative emotions are suggested to promote purchase intention toward ESA among elderly consumers.

Originality/value

This study addressed an under-studied segment in ESA consumption – elderly female consumers – built on the socioemotional selective theory, and confirmed that this group’s ESA consumption can be explained by their perspective on time. In addition, this study confirmed which advertising appeals would effectively encourage their ESA consumption, and provided theoretical explanations for these findings.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 16 June 2020

Arpita Khare and Pradeep Kautish

The research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on…

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Abstract

Purpose

The research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on the perception of green apparel product attributes.

Design/methodology/approach

A mall intercept technique was used for data collection in four cities in India. The hypothesized relationships were examined through structural equation modeling.

Findings

Cosmopolitanism, global self-identity and online communities influenced green knowledge. Green knowledge influenced Indian consumers’ perception of green apparel. The results indicate that social conformance and identification with online communities predicted consumers’ understanding of green apparel.

Research limitations/implications

The research focused on green knowledge, cosmopolitanism, online communities and consumers’ perception of green apparel. The role of demographics, culture and product attributes like price, quality, promotions and design were not considered and may provide valuable insights.

Practical implications

Green apparel manufacturers can communicate about the product attributes by linking it with growing global environmental consciousness, cosmopolitanism and global self-identity traits that focus on green consumption. Online communities can be used to inform, educate and promote green apparel.

Social implication

The study will pave the way forward to explore green consumption paradigms among fashion-oriented consumers in the Indian market who drive sustainable behavior.

Originality/value

The research suggested that conformance with global values and identification with online communities can be critical in helping consumers understand green apparel. It examined the importance of offline and online social conformance in evaluating green apparel.

Details

Marketing Intelligence & Planning, vol. 39 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 23 September 2022

Pragati Sinha, Monica Sharma and Rajeev Agrawal

The objective of this paper is to synthesise the published literature on consumer awareness and acceptance of Sustainable Fashion (SF) and highlight that sustainability…

Abstract

Purpose

The objective of this paper is to synthesise the published literature on consumer awareness and acceptance of Sustainable Fashion (SF) and highlight that sustainability decisions taken across procurement, designing, manufacturing and retailing must include the consumer perspective of SF.

Design/methodology/approach

Systematic Literature Review (SLR) on sustainable fashion combined with consumer behavior was conducted. The study approach involved descriptive analysis, content analysis and theoretical analysis in the first section. The later sections focus on sustainability practices across the apparel supply chain that can foster acceptance of sustainable fashion.

Findings

In this review paper, five solutions that are typically used for leveraging consumer awareness and acceptance towards sustainable fashion are identified from the latest research papers: (1) attention to micro-sensitive factors (2) shared responsibilities (3) repositioning sustainable fashion for larger audience (4) positioning conscious fashion and (5) unified approach. These solutions are proposed as most important for achieving success in sustainable production and sustainable consumption (SPSC) for the fashion industry. Further, suggestions for how to embed sustainability related business decisions across sourcing, designing, manufacturing, distribution and recollection and retailing are also provided.

Practical implications

Through this research, a clear view emerges of the progression of publication and where future research should be directed to popularise sustainable fashion among consumers. Research findings and proposed solutions will be valuable inputs for brand managers, marketers and retailers as they conceive new plans and make decisions about addressing sustainability challenges in textile and apparel manufacturing firms.

Originality/value

This is a first of its kind of study on sustainable fashion that highlights the importance of understanding consumer behaviour in influencing sustainability decisions required across sourcing, designing, manufacturing and retailing to achieve substantial economic advantages in the fashion industry. End-to-end supply chain processes (i.e. procurement, design, manufacturing, marketing and retailing) are considered to identify several factors that influence consumer behavior in favor of sustainable fashion throughout the supply chain.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

Keywords

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