Chanmi Hwang, Youngji Lee, Sonali Diddi and Elena Karpova
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.
Abstract
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.
Details
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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 decisions…
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.