Mary A. Littrell, Jennifer L Paff Ogle and Soyoung Kim
This research was designed to generate inductively distinguishable clusters of ethnic apparel consumers; theoretical propositions describing these clusters were intended as a…
Abstract
This research was designed to generate inductively distinguishable clusters of ethnic apparel consumers; theoretical propositions describing these clusters were intended as a comparative benchmark for further research as a guidance for marketing of ethnic apparel to definable consumer segments. Data were collected from a nationwide mail survey (n = 348) of ethnic apparel consumers. Clothing benefits, attitudes toward alternative trading organisations, beliefs about world issues, personal values, patronage commitment, and demographic characteristics were measured. Consumer clusters were formed and analysed through principal component, cluster, MANOVA, ANOVA and chi square analysis. Two distinguishable clusters emerged with salient differences relative to creativity and individuality, culture‐specific versus pancultural focus, body size and camouflage, interest in fashion, hedonic experience and design complexity. Recommendations for further research and for marketing to multiple consumer segments were offered.
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Soyoung Kim, Mary A. Littrell and Jennifer L. Paff Ogle
The purpose of this research was to examine the relative importance of socially responsible attitudes, along with catalogue shopping involvement and product‐related attributes, as…
Abstract
The purpose of this research was to examine the relative importance of socially responsible attitudes, along with catalogue shopping involvement and product‐related attributes, as predictors of consumers' intentions to purchase apparel. Data were collected through a mail questionnaire to randomly selected customers of an alternative trade catalogue; the 320 respondents represented a 67 per cent response rate. Data were analysed by a maximum‐likelihood estimation procedure using LISREL VII. The proposed model exhibited good fit to the data as evidenced by chi‐square, GFI, AGFI, and RMS measures. Social responsibility, desire for individuality in dress and shopping involvement were all positive predictors of intention to purchase apparel. Desire for individuality exerted the greatest influence, followed by attitudes toward social responsibility.
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Marsha A. Dickson and Mary A. Littrell
The purpose of this study was to examine whether consumers' intentions to purchase apparel products from an alternative trading organisation (ATO; an example of socially…
Abstract
The purpose of this study was to examine whether consumers' intentions to purchase apparel products from an alternative trading organisation (ATO; an example of socially responsible consumer behaviour) could be explained by their societally‐centred values and attitudes, as well as attitudes more specifically related to purchasing. Data were collected with a nationwide mail survey of US consumers (n =344) randomly drawn from the stratified mailing list of one North American ATO. Theory‐based relationships, suggesting a hierarchical system of effects among values and atti‐tudes, were tested and supported with path analysis. Comparison of two different path models revealed that attitude towards the behaviour of purchasing apparel from the ATO was a better predictor of purchase behaviour than was attitude towards the apparel itself; however, the two concepts were determined to each contribute valuable information for understanding purchasing behaviour.
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Mary A. Littrell, Yoon Jin Ma and Jaya Halepete
This study focused on two research questions: How do generational cohorts of fair trade consumers differ in their product attitudes and behaviors, retail preferences, shopping…
Abstract
Purpose
This study focused on two research questions: How do generational cohorts of fair trade consumers differ in their product attitudes and behaviors, retail preferences, shopping orientations, and socio‐political attitudes? How do factors influencing purchase intentions for fair trade apparel differ among generational cohorts?
Design/methodology/approach
Data from 1,055 current customers of four North American fair trade businesses were collected via mail survey and store‐intercept. Respondents included generation X (ages 29‐40, n=200), baby boomer (ages 41‐59, n=589), and swing (ages 60‐75, n=266) generations.
Findings
Results revealed that baby boomers and swing respondents differed from Generation X participants in their greater focus on qualities of apparel comfort, value, and quality; preference for authentic products and ethnic attire; and local activism behavior. In contrast, they exhibited more limited interest in wearing fashionable attire. All respondents placed high importance on fair trade philosophy centered on wages, workplace, and the environment. For all generational cohorts, their propensity toward wearing ethnic attire was the strongest influence on future intentions to purchase fair trade clothing.
Research limitations/implications
For fair trade researchers, taking generational cohorts into consideration is recommended for assisting fair trade business persons in reaching their goal of market expansion to younger consumers.
Practical limitations/implications
Coupling significantly expanded information on ethnicity of designs, colors, production methods, or garments styles, along with current promotion of fair trade practices, was suggested for expanding purchases among consumers in both the generation X and swing cohorts. Baby boomer participants also valued pragmatic clothing details related to comfort, value, and quality.
Originality/value
This research provided support for use of generational cohorts in understanding consumer behavior. Regression analysis across the total sample led to different results as compared to when each generational cohort was examined individually.
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Yoon Jin Ma, Mary A. Littrell and Linda Niehm
The purpose of this paper is to examine young female consumers' purchase behaviours related to non‐food fair trade products. Interrelationships among beliefs, attitudes, perceived…
Abstract
Purpose
The purpose of this paper is to examine young female consumers' purchase behaviours related to non‐food fair trade products. Interrelationships among beliefs, attitudes, perceived behavioural control, and purchase intentions in regard to fair trade products were examined within a framework of the theory of planned behaviour to arrive at an in‐depth understanding of young female consumers' fair trade consumption.
Design/methodology/approach
Using a probability sampling approach, 810 complete responses were collected via web‐based surveys from 18‐28 year old female college students at a large Midwestern university. Path model analysis was employed to test the proposed model and research hypotheses.
Findings
The results revealed that young female consumers' beliefs about the fair trade concept and product attributes, attitudes toward fair trade purchases, and perceived behavioural control in regard to fair trade purchases, were all important factors in determining consumers' intentions to purchase a fair trade product.
Research limitations/implications
Several important strategic implications emerged in this study for fair trade retailers targeting young female consumers. The generalization of the findings to the US population may be limited because the data were collected from a small to medium‐sized community with a fair trade specialty store.
Originality/value
This study focused on providing insights for a previously unaddressed fair trade consumer segment – a younger female consumer group between ages 18 and 28. The results of this study may provide insight to artisan producers and retailers in expanded opportunities to distribute, market, and promote fair trade products to this consumer segment.
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Seung‐Eun Lee and Mary Littrell
The purpose of this study was to examine a series of retail Web sites for their potential in marketing cultural products to a projected audience of amenable US consumers and draw…
Abstract
The purpose of this study was to examine a series of retail Web sites for their potential in marketing cultural products to a projected audience of amenable US consumers and draw conclusions for marketing of cultural products to this market segment. Among 1,288 Web sites purported to market cultural products and crafts, a simple random sample of 101 retail Web sites were content analyzed based on the existence of five categories of information related to: company, product, culture, craft media and type, and transaction and fulfilment. The analysis revealed that a scarcity of information about the products, cultures, and artisans would hinder customers from purchasing cultural products. It was hypothesized that Web sites with greater appeal to the potential market segment would need to expand product information to include who, where, and how a product is made and cultural information to include indigenous symbolism and meaning underlying the products and the lives of artisans and families in the country.
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Seung‐Eun Lee and Mary A. Littrell
Aims to investigate consumers' shopping values and web site beliefs that influence their intention to shop for cultural products.
Abstract
Purpose
Aims to investigate consumers' shopping values and web site beliefs that influence their intention to shop for cultural products.
Design/methodology/approach
Uses the Theory of Reasoned Action (TRA) as a framework to explain the structural interrelationships among internet shopping value, beliefs about the web site, shopping attitude, and shopping intention. A total of 203 persons responded to an invitation to participate in a web survey for the purpose of data analysis.
Findings
Consumers' beliefs about the web site, especially with regard to merchandising, both directly and indirectly influenced their intention to shop for cultural products in the future. The proposed model supported the effectiveness of the extended TRA in the context of cultural product shopping on the internet. Overall, the findings confirmed elements of the TRA such as belief structures as determinants of attitudes and attitudes as determinants of behavioral intention.
Practical implications
Consumers who shop for cultural products on the internet have both hedonic and utilitarian shopping values and both these values must be addressed by internet retailers. Regular changes in products and presentation are vital for maintaining repeat patronage. Future research should explore how shopping values are related to web site attributes in different contexts of shopping.
Originality/value
Offers valuable recommendations to internet retailers, if they are to retain customers in a very specialized arena.
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Nancy J. Miller, J.R. Campbell, Mary A. Littrell and Daryl Travnicek
The research goal is to develop, analyze, and evaluate an instrument measuring perceptions and preferences of garment design characteristics, and to evaluate interpretability of…
Abstract
Purpose
The research goal is to develop, analyze, and evaluate an instrument measuring perceptions and preferences of garment design characteristics, and to evaluate interpretability of results for ease of use by scientists and industry practitioners.
Design/methodology/approach
This study focused on female garment attributes that were culturally inspired by Indonesia. A sample of 115 US college‐age females was targeted to test 18 garments varying in attributes of three styles, three fabric prints, and two fabric colorways. Attributes were used as stimuli in generating evaluations of garment similarities and acceptance.
Findings
Stimuli and questions performed well in collecting data, and convergence validity for the instrument was demonstrated through hierarchical cluster analyses and multidimensional scaling analysis. Findings from this initial testing determined that consumers can differentiate similarity and evaluate levels of acceptance for garment style, fabric print, and color.
Research limitations/implications
The small segment of US consumers involved in this initial exploration and the need for further study is acknowledged. Research‐generated analytic information summarizing targeted consumers' responses can be used in industry and in future product development research.
Practical implications
Findings, generated from consumer input, provide diagnostic information for the product development process including market positioning strategy decisions for enhanced product adoption. Understanding which product attributes should remain similar to existing or competing products and which attributes can uniquely deviate from those currently accepted in the consumer culture is also clarified.
Originality/value
Research instruments are needed that advance measurement of consumer responses in evaluating apparel design characteristics for national or international product development and market positioning.
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Jennifer Ogle, Karen H. Hyllegard, Ruoh-Nan Yan and Mary A. Littrell
The purpose of this work was to identify segments of the US teen girl market based on the importance that these consumers assign to various product attributes in the apparel…
Abstract
Purpose
The purpose of this work was to identify segments of the US teen girl market based on the importance that these consumers assign to various product attributes in the apparel purchase decision process and to characterize these consumer segments in relation to their engagement in fashion and social responsibility.
Design/methodology/approach
An online survey was administered to 157 teen girls (14-18 years). The questionnaire included demographic items and measures of the importance of product attributes in the apparel purchase decision, fashion involvement, materialism, charitable/social cause involvement and past socially responsible apparel purchasing behavior. A two-step cluster analysis, employing Ward’s method and k-means clustering, was conducted on each participant’s factor scores on the four dimensions of the product attributes scale.
Findings
Three clusters were identified: the Conventionalists (n = 50, 31.8 per cent), the Self-Satisfiers (n = 34, 21.7 per cent) and the Embracers (n = 73, 46.5 per cent). MANOVA revealed differences among the clusters related to fashion involvement, social cause involvement, materialism and past socially responsible apparel purchasing behavior.
Practical implications
Results suggest that teen girls may respond positively to trendy apparel products designed with attention to issues of the environment, labor and/or charitable/social causes, particularly if the products are perceived as esthetically appealing and provide utilitarian value.
Originality/value
This work offers unique insights into teen girls’ apparel consumption behaviors by employing a benefit segmentation approach to explore the role that issues of social responsibility may play in teen girls’ apparel purchase decisions.
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Mary Ann Littrell, James M. Nyce, Jeanie Straub and Mindy Whipple
To report on the findings obtained through a field study in information infrastructure of rural areas of Romania.
Abstract
Purpose
To report on the findings obtained through a field study in information infrastructure of rural areas of Romania.
Design/methodology/approach
Researchers interviewed Romanian villagers using the same interpreter regarding a village's information needs and requirements. The village's information infrastructure was also surveyed. Because the literature on information infrastructures has focused primarily on macro issues (those national and international in scale), this project centered on micro (local) issues. A history of Romania's information infrastructure is presented and relevant literature reviewed. This is followed by a discussion of research methods used, and then the findings are presented and analyzed.
Findings
The research determined that global information infrastructure (GII) and national information infrastructure (NII) literature is incomplete and needs to give more attention to local and rural (micro level) issues. The findings also raise the question of whether the term equity is “misused” in today's discussions of national and international information infrastructures.
Research limitations/implications
This was not an exhaustive study. Further studies in the information infrastructure and information requirements of those who live in rural communities are needed in order to fully understand them.
Practical implications
Further research will help to identify ways to help improve rural information infrastructures in less developed nation/states.
Originality/value
Little attention in GII/NII literature has been given to the information infrastructure of rural or local areas (micro‐level issues). Focusing research on this subject will help those who live in areas like these.