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Open Access
Article
Publication date: 16 March 2022

Aihoor Aleem, Sandra Maria Correia Loureiro and Ricardo Godinho Bilro

This paper aims to review the topic of “luxury fashion consumption”, a field of recent interest for academics and practitioners. However, a literature review that can map the…

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Abstract

Purpose

This paper aims to review the topic of “luxury fashion consumption”, a field of recent interest for academics and practitioners. However, a literature review that can map the existing knowledge and aggregate it into relevant topics and offers a research agenda for future research is still lacking.

Methodology

This paper uses a systematic review and a text mining approach to analyse 73 articles on luxury fashion consumption aiming to clarify, rationalise and critically interpret the literature on luxury fashion consumption; identify the core topic, create an integrative framework of core constructs; and offer research gaps and suggest a research agenda for future studies.

Findings

From this analysis, eight major research topics are found and analysed (brand desire, authenticity, luxury markets, value perceptions, luxury retail experience, luxury brands communication, responsible consumption and sustainability and status signalling). Based on these topics and following the TCM framework, this review offers directions for future research.

Value

This research offers a text-mining review of luxury fashion consumption to help scholars and managers further develop this field, as there is no comprehensive review on the topic exploring the themes, theories, constructs and methods used in prior studies.

Objetivo

Este artículo pretende revisar el “consumo de moda de lujo”, un tema de reciente interés para académicos y profesionales. Sin embargo, sigue faltando una revisión de la literatura que pueda ordenar el conocimiento existente y aglutinarlo en temas relevantes y que ofrezca una agenda de investigación futura.

Metodología

Este trabajo emplea una revisión sistémica de la literatura y la minería de textos para analizar 73 artículos sobre el consumo de moda de lujo con el objetivo de (i) aclarar, racionalizar e interpretar críticamente la literatura sobre el consumo de moda de lujo, (ii) identificar el tema central, crear un marco integrador de constructos clave y (iii) presentar las lagunas de la investigación y sugerir una agenda de investigación para futuros estudios.

Resultados

A partir de este análisis, se identifican y analizan ocho temas principales de investigación (el deseo de marca, la autenticidad, los mercados de lujo, las percepciones de valor, la experiencia de la venta al por menor de lujo, la comunicación de las marcas de lujo, el consumo responsable y la sostenibilidad, y la señalización de estatus). Sobre la base de estos temas y siguiendo el marco del TCM, esta revisión propone líneas para futuras investigaciones.

Originalidad

Esta investigación ofrece una revisión de la minería de textos sobre el consumo de moda de lujo para ayudar a los académicos y gestores a seguir desarrollando este campo, ya que no existe una revisión exhaustiva sobre el tema que explore los conceptos, teorías, constructos y métodos utilizados en estudios previos.

Tipo de papel

Revisión de la literatura

目的

本文旨在回顾 “奢侈时尚消费”, 这是学术界和从业人员最近关注的一个话题。然而, 目前仍然未能将现有知识分类并为未来研究提供议程的文献回顾。

方法

本文使用系统的文献综述和文本挖掘, 分析了73篇关于奢侈时尚消费的文章。此文目的是:(1)批判性地解释关于奢侈时尚消费的文献; (2)确定中心主题, 建立综合框架; (3)提出研究缺憾, 为未来的研究提出议程。

结果

从这个分析中, 我们发现并分析了八个主要的研究主题(品牌欲望、真实性、奢侈品市场、价值认知、奢侈品零售体验、奢侈品品牌传播、负责任的消费和可持续性、以及地位信号)。基于这些主题并遵循TCM框架, 本评论提出了未来研究的方向。

原创性

目前还没有关于该主题的全面文献回顾, 以探索以前研究中使用的概念、理论、构造和方法。本研究对奢侈时尚消费的文本挖掘进行了回顾, 以帮助学者和管理者进一步发展该领域。

文章类型

文献评论

Article
Publication date: 31 October 2023

Lorena Ronda

This paper aims to explore the attitude-behaviour gap consumers experience when transitioning from buying fast fashion to embracing sustainable fashion consumption. Despite being…

1685

Abstract

Purpose

This paper aims to explore the attitude-behaviour gap consumers experience when transitioning from buying fast fashion to embracing sustainable fashion consumption. Despite being driven to make sustainable fashion purchases, consumers are confronted with certain retail barriers that impede them from making the shift.

Design/methodology/approach

This study draws from the theory of planned behaviour and the behavioural-reasoning theory approaches to theoretically develop and assess five key fashion consumption barriers that moderate the relationship between sustainable fashion consumption motivations and actual behaviour. These are the steep price of sustainable fashion, low visibility, restricted availability, limited cognisance of the deleterious consequences of fast fashion and low trust in sustainability claims. Under heightened levels of moderators, the relationship between motivation and behaviour was predicted to be weaker. The author's data sample of 376 consumers validated the hypotheses.

Findings

This article contributes to the field of sustainable fashion retail consumption in three ways: (1) it reveals that the expensive cost of sustainable fashion is not an obstacle to its adoption, and consumers are willing to pay more but struggle to access the styles they prefer; (2) it unveils that, in contrast to recent scholarship, the lack of knowledge of the adverse environmental effects of fast fashion is still a barrier to transitioning to sustainability and (3) it implies that consumers are less motivated to lower their consumption of clothing when they feel dubious about fashion companies' sustainability claims.

Originality/value

The findings contribute to the existing body of knowledge on green consumption by shedding light on the complex dynamics between moderating factors and the transition from intention to behaviour in sustainable fashion consumption.

Details

International Journal of Retail & Distribution Management, vol. 52 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

Open Access
Article
Publication date: 19 February 2024

Olga Gurova

This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and…

Abstract

Purpose

This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and what prevents their further proliferation.

Design/methodology/approach

This is qualitative research that draws from 22 semi-structured interviews with high school students in the capital area of Finland. The data were analyzed with the use of thematic analysis, a flexible method of data analysis that allows for the extraction of categories from both theoretical concepts and data.

Findings

This paper contributes to studies of young people’s consumption with the practice theory approach, putting forward the category of following sustainable fashion as an integrative practice. The three-element model of the practice theory allows answering the question of challenges that prevent the practice from shaping. The paper further advances this approach by identifying a list of context-specific dispersed practices incorporated into sustainable fashion.

Practical implications

The study suggests practical ways of improving clothing consumption based on the practice theory approach and findings from empirical research. Sustainable practices require competences, knowledge and skills that the school, as an institution working closely with high school students, could help develop.

Originality/value

The study contributes to the current studies of sustainability and youth culture of consumption with a practice theory approach and findings, related to a particular context of a country from Northern Europe.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Open Access
Article
Publication date: 26 January 2024

Elisabetta Savelli, Barbara Francioni, Ilaria Curina and Marco Cioppi

The purpose of this study is to extend the research on fashion renting (FR) by investigating how personal and social motives (i.e. “subjective norms”, “perceived behavioural…

Abstract

Purpose

The purpose of this study is to extend the research on fashion renting (FR) by investigating how personal and social motives (i.e. “subjective norms”, “perceived behavioural control”, “sustainable orientation” and “FR benefits”) affect consumers’ attitudes and intentions towards it. In addition, personality traits are investigated as potential antecedents of FR, resulting in the proposal of an overall framework that combines the theory of planned behaviour with the trait theory approach.

Design/methodology/approach

Data were collected in Italy from a sample of 694 consumers, mainly females (88%), with an average age of 28.8 years and coming from all over the country. The collected data were then processed via structural equation modelling.

Findings

The results indicated that intention towards FR is influenced by attitude, which, in turn, is affected by social norms, perceived behavioural control, sustainable orientation and FR benefits. Furthermore, only fashion leadership acts as a direct antecedent of FR attitude, while the need for uniqueness and materialism plays critical roles as predictors of personal and social motives. Subjective norms and perceived behavioural control also serve as mediators of the significant relationships between personality traits and attitudes towards FR.

Practical implications

The study provides useful implications for fashion rental companies in attracting consumers and offers a foundation for further research on transforming traditional consumption into a more sustainable one.

Originality/value

The study presents new knowledge on the rental phenomenon in the fashion sector by responding to the call to deepen the analysis of factors that influence consumers’ adoption of FR from the perspectives of personal and social motives and personality traits.

Details

Journal of Consumer Marketing, vol. 41 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 22 January 2024

Helen Inseng Duh, Hong Yu, Marike Venter de Villiers, Vladimira Steffek and Dan Shao

Large, influential and profitable young adults are being targeted for fast fashion that negatively impacts the environment. The transition from a fast to an environmentally…

Abstract

Purpose

Large, influential and profitable young adults are being targeted for fast fashion that negatively impacts the environment. The transition from a fast to an environmentally friendly slow fashion is a challenging process and culturally dependent. The process starts with slow fashion idea adoption. Thus, the authors modified an information acceptance model (IACM) to examine information characteristics (idea/information quality, credibility, usefulness, source credibility) and consumer factors (need for idea and attitudes) impacting intentions to adopt the slow fashion idea in Canada, South Africa (individualists) and China (collectivists).

Design/methodology/approach

Cross-sectional data were collected from South African (n = 197), Chinese (n = 304) and Canadian (n = 227) young adults (18–35 years old) at universities in metropolitan cities. Partial least squares structural equation modeling was used to analyze the data.

Findings

The results show that while most information characteristics and consumer factors are vital for slow fashion attitudes and intention formation, information quality and trust in the sources were a problem in individualistic cultures as opposed to the collectivist culture. This finding confirms the greater tendency of collectivists to trust disseminated information on environmental issues. In all cultures, attitudes impacted idea adoption intentions. On testing IACM, the multigroup analyses showed no significant differences between young adults in the individualistic cultures. Attitudes mediated most relationships and were highly explained by IACM (South Africa, 49.6%; China, 74.5%; and Canada, 64.5%).

Originality/value

In emerging and developed markets, this study informs environmentalists and green fashion brands of information characteristics that can create positive attitudes and slow fashion idea adoption intentions among influential young adults.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 12 June 2023

Halimin Herjanto, Muslim Amin, Elizabeth Purinton and Edward L. Lindle II

Based on the learning and attitudinal theories, this study aims to investigate the direct effect of two type of experiences, attitude and the indirect impact of fashion…

Abstract

Purpose

Based on the learning and attitudinal theories, this study aims to investigate the direct effect of two type of experiences, attitude and the indirect impact of fashion innovativeness, materialism and financial pressure on Generation Z’s secondhand clothing (SHC) purchase intention.

Design/methodology/approach

A total of 180 usable surveys were gathered from Generation Z participants and analyzed by a partial least-square-structural equation model.

Findings

The results show that attitude (SHC hygiene vs SHC fashion style) and past experiences (daily use occasion vs particular use occasion) directly affect SHC purchase intention. Furthermore, materialism, financial pressure and innovativeness drive attitudes toward SHC fashion style.

Originality/value

This study extends the current SHC literature by integrating two dimensions of experience (daily use occasion vs particular use occasion) and attitude (attitude toward SHC hygiene vs attitude toward SHC style).

Details

Journal of Global Responsibility, vol. 15 no. 1
Type: Research Article
ISSN: 2041-2568

Keywords

Article
Publication date: 18 January 2024

Sujo Thomas, Suryavanshi A.K.S, Viral Bhatt, Vinod Malkar, Sudhir Pandey and Ritesh Patel

Businesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values…

Abstract

Purpose

Businesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values could be tapped to understand the consumers' responses to perceived organizational motives behind undertaking social cause initiatives. This research employs Schwartz's theory of human values to examine consumers' patronage intentions towards CRM-linked fashion products. Moreover, fashion leaders play a crucial role in the diffusion of the latest fashion and fashion trends. This research investigates by integrating human values and fashion leadership, offering insights into CRM-linked fashion consumption motives.

Design/methodology/approach

The overarching goal was to investigate the complex interplay between human values and female fashion leadership to predict CRM patronage intention (CPI). Hence, a large-scale research study on 2,050 samples was undertaken by adopting threefold partial least squares–multigroup analysis–artificial neural network (PLS-MGA-ANN) to establish and empirically test a comprehensive model.

Findings

This study is unique as it establishes and validates the relative or normalized importance placed on human values by fashion leaders, thereby predicting CPIs. The results revealed that women with high-fashion leadership and specific value types (benevolence, universalism, self-direction) are more likely to patronize CRM-linked fashion retailers. In addition, the findings validated that women with low-fashion leadership and specific value types (tradition, security, conformity) are more likely to patronize CRM-linked fashion stores.

Originality/value

The findings provide a valuable rationale to non-profit marketers, fashion marketing experts and practitioners to design customer value-based profiling and manage crucial CRM decisions.

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: 12 June 2023

Rubal Rathi, Sheetal Jain and Ruchi Garg

This study explores reasons for and against secondhand luxury (SHL) fashion adoption among young consumers in an emerging nation, India. As a trend, SHL has witnessed tremendous…

Abstract

Purpose

This study explores reasons for and against secondhand luxury (SHL) fashion adoption among young consumers in an emerging nation, India. As a trend, SHL has witnessed tremendous growth in the past few years, but scholarly interest remains scant.

Design/methodology/approach

Drawing from an interpretivist paradigm, this study uses an exploratory qualitative approach with 26 semi-structured interviews with SHL buyers, analyzed using NVivo software.

Findings

The findings shed significant light on value drivers and find support for status value, uniqueness value, quality value and monetary value, while adding the role of emotional value in reasons for SHL adoption. The results reveal an interesting trait of Indian consumers: price, fashion and celebrity association outweigh sustainability concerns, where an attitude–behavior gap is observed. Also, the findings add depth to risk perceptions as a major reason against SHL adoption.

Originality/value

While most existing studies have only focused on the motivational drivers, this study offers in-depth insights into the growing SHL literature by drawing attention to the enablers and equally important inhibitors by applying the novel Behavioral Reasoning Theory. It also intends to enhance practitioner knowledge in understanding a culturally diverse market and developing strategies relevant to a new set of consumers. The study calls for SHL retailers to sensitize young consumers in India about the sustainability aspect of SHL consumption, which is currently less appreciated.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 28 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 10 November 2023

Pablo Gutiérrez-Rodríguez, Pedro Cuesta-Valiño, Rafael Ravina-Ripoll and Blanca García-Henche

The objective of this paper is to define a structural equation model (SEM) that examines how fashion consumers' expectations of consumer brand engagement (CBE) influence purchase…

Abstract

Purpose

The objective of this paper is to define a structural equation model (SEM) that examines how fashion consumers' expectations of consumer brand engagement (CBE) influence purchase intention, both directly and through consumer happiness as a mediator. For this purpose, the authors will develop the components of CBE and consumer happiness variables, whose relevance in the literature has increased considerably.

Design/methodology/approach

For this purpose, a cross-sectional descriptive study was carried out by means of a survey developed on the basis of the scales found in the literature, with a sample of 1,296 consumers representative of the Spanish population. The method used to test the hypotheses was partial least squares SEM.

Findings

The results of this research indicate that both CBE and consumer happiness positively influence the purchase intention of fashion brands. In turn, the importance of the dimensions of the antecedent variables can be established.

Research limitations/implications

The current research does not allow a longitudinal analysis of the consumption of fashion retailers. The findings of this scientific study provide a wealth of theoretical and practical information for managers to develop management models based on the sensory enjoyment of their consumers.

Originality/value

One of the novelties of this study is that it considers the consumer happiness variable and its dimensions in a consumer behavior model together with CBE.

Details

Management Decision, vol. 62 no. 2
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 8 August 2023

Bharti Ramtiyal, Shubha Johari, Lokesh Vijayvargy and Surya Prakash

The purpose of this study is to examine the impact of the shift towards a circular economy and marketing strategies on the collaborative purchasing behaviour of consumers in…

Abstract

Purpose

The purpose of this study is to examine the impact of the shift towards a circular economy and marketing strategies on the collaborative purchasing behaviour of consumers in India. The study uses the theory of planned behaviour (TPB) and the marketing mix to understand the factors affecting a consumer’s intention to participate in collaborative consumption (CC).

Design/methodology/approach

A Web-based survey was conducted, and 349 valid responses were analysed using AMOS (Analysis of Moment Structures) structural equation modelling. The study emphasised the impact of price, promotion and perceived behaviour control on CC and provided direction and advice for companies that rent and swap apparel.

Findings

According to the study, promotion and perceived behaviour control are the two key characteristics that significantly impact a consumer’s willingness to participate in CC in India. The study also found that perceived behaviour control plays a significant direct role in behavioural usage. These findings emphasise the impact of price, promotion and perceived behaviour control on CC and offer direction and advice for companies that rent and swap apparel.

Research limitations/implications

This article can be used to evaluate the business in different countries and can be developed further. It does, however, have some restrictions. Because most respondents are from northern and central India, in addition, some respondents are from the southwestern and southern regions, especially in the Mumbai and Chennai locales. Hence, the geographical sample was not diverse in terms of demographics. Furthermore, the gender identity of the respondents might essentially affect how the authors interpret customer buying behaviour, but the study missed this. Researchers could enhance this by using various sampling techniques and ensuring that other demographic characteristics are considered in the future. Furthermore, the survey could not distinguish between online and in-person transactions.

Practical implications

The study provides practical advice for companies that rent and swap apparel, emphasising the impact of price, promotion and perceived behaviour control on consumer willingness to participate in CC. The findings suggest that companies can improve consumer participation by focusing on promotion and perceived behaviour control. In addition, the significance of perceived behaviour control on behavioural usage highlights the importance of empowering consumers to control their decisions to participate in CC.

Originality/value

To the best of the authors’ knowledge, this study is one of the first to examine the factors influencing consumer willingness to participate in CC in the context of the shift towards a circular economy in India. By examining the impact of the TPB and the marketing mix on consumer intention, the study provides valuable insights for companies that rent and swap apparel. The findings highlight the importance of promotion and perceived behaviour control in shaping consumer behaviour and provide practical direction for companies to promote and market their products effectively. The study adds to the existing knowledge on the circular economy and the role of CC in reducing waste and promoting sustainability.

Details

Journal of Global Operations and Strategic Sourcing, vol. 17 no. 1
Type: Research Article
ISSN: 2398-5364

Keywords

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