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An assessment of organic apparel, environmental beliefs and consumer preferences via fashion innovativeness
The topic of organic apparel has been widely discussed among academics and practitioners in recent years. While numerous studies have been done on the topic, few studies to date have assessed the topic of fashion innovativeness and its influence on attitudes towards organic apparel. In addition, an evaluation of consumer preferences for organic apparel from a conjoint analysis perspective has not been implemented. Thus, the purpose of the present study was to identify which organic apparel attributes are most important to high fashion innovativeness and low fashion innovativeness groups. Furthermore, the variables of environmental beliefs and attitudes towards purchasing organic apparel were assessed. An online survey was developed to measure the variables, including a full profile discrete choice design used to measure attribute preferences for t-shirts. The data were analyzed using a multinomial logit model and desirability indices. The results indicated that the low fashion innovativeness group preferred organic and eco-friendly apparel more than the high fashion innovativeness group. In addition, when examining high fashion innovativeness and low fashion innovativeness groups overall, the preferred t-shirt was Dri-Fit, Cotton Jersey Knit, Made In America, Eco-Friendly and $25.00. However, when examining high fashion innovativeness and low fashion innovativeness groups separately for the preferred t-shirt, differences appeared in Sustainable. The results suggest that high fashion innovativeness and low fashion innovativeness groups may desire different organic apparel attributes when considering organic apparel.
Green thinking but thoughtless buying? An empirical extension of the value-attitude-behaviour hierarchy in sustainable clothing
The results thus highlight the importance of changing attitudes and values towards sustainability, and of focusing on the durability of sustainable clothing and its availability via retail stores.
• Sustainable attitudes and values are key drivers of sustainable clothing purchases. • An affinity to online and catalogue shopping also fosters purchase behaviour. • Notwithstanding, a large attitude-behaviour gap exists in sustainable clothing. • Self-enhancement values and a preference for durability act as purchase barriers. • Availability and durability of sustainable clothing are keys to market penetration.
Sustainable clothing: challenges, barriers and interventions for encouraging more sustainable consumer behaviour
Research with consumers has revealed limited awareness of the sustainability impact of clothing (Goworek et al., 2012). Semi-structured interviews conducted with a range of experts in sustainable clothing to increase understanding of the challenges for sustainable clothing revealed that a focus on sustainability alone will not drive the necessary changes in consumers' clothing purchase, care and disposal behaviour for three reasons: (i) clothing sustainability is too complex; (ii) consumers are too diverse in their ethical concerns and (iii) clothing is not an altruistic purchase. The findings identify the challenges that need to be addressed and the associated barriers for sustainable clothing. Interventions targeting consumers, suppliers, buyers and retailers are proposed that encourage more sustainable clothing production, purchase, care and disposal behaviour. These interventions range from normalizing the design of sustainable clothing and increasing the ease of purchase, to shifting clothes washing norms and increasing upcycling, recycling and repair.
The values and motivations behind sustainable fashion consumption
The growth in ethical consumption behaviour and greater interest in sustainable fashion from a production side provides grounding for the emergence of a new consumer market for sustainable fashion. To date, however, most studies in this field focus on the production end of the emerging market, with little exploration of the consumers. Of the work, there is on sustainable fashion consumption; the majority discuss perceptions of sustainable fashion by the general population, with little work sampling actual consumers of sustainable fashion. Therefore, the purpose of this study is to explore the values and motivations underpinning actual sustainable fashion consumption. Thirty-nine in-depth interviews were conducted with a sample of frequent sustainable clothing consumers. The study follows a means-end theory approach linking purchased products back to purchasing criteria and personal values. This study therefore contributes to the overall understanding of sustainable fashion consumption and gives insights into purchasing criteria and behavioural choices of sustainable fashion consumers.
What about Sustainability? An Empirical Analysis of Consumers’ Purchasing Behavior in Fashion Context
In recent times, the concept of sustainability has gradually taken on a leading role, particularly because of its potential ability to influence consumers’ view and, consequently, their buying choices. Based on this consideration, the work, by means of an empirical analysis, pursues two research questions: (i) is it possible to imagine a theoretical model in the fashion world able to show whether “importance”, “expectations” and “social influence” effectively affect consumers’ willingness to reward a sustainable fashion brand via their purchasing behavior? and (ii) how much are consumers willing to pay to get a sustainable item of clothing? In order to answer these two research questions, a Multiple Linear Regression Model is tested, which offers an interesting result: consumers attach little relevance to the importance accorded to a brand’s sustainability, since they orient themselves on the basis of their expectations and their own group’s thoughts. Another finding is that consumers state that they are willing to pay a price not higher than 20% to get a sustainable item of clothing. However, the paper presents two limitations, which are linked to the use of the questionnaire for the understanding of the respondents’ opinions and to the small reference sample, composed of 271 people with a high level of education.
Consumer decision-making styles and post purchase behaviour of poor for Fast Moving Consumer Goods
More than half of the world's population is poor. Certainly, their purchasing power cannot be compared with that of the riches, but it is their collective purchase potential which makes them a substantial market. The fast moving consumer goods (FMCGs), on the other hand, are the fourth largest industry in the world. FMCGs are relatively low cost products and the poor, by necessity, spend a significant amount of their income on FMCGs. So, by virtue of being a large consumer base for FMCGs, the poor are a promising market for the FMCG marketers. But little is known about their buying behaviour for FMCGs as only a few studies have been conducted on them in this regard. This study aims to explore their shopping orientations towards price, quality and brand for FMCGs in the context of one of the largest developing countries like India by exploring their consumer decision-making styles (CDMSs), especially their price consciousness, quality consciousness, brand consciousness and brand loyalty. Besides it, it also explores their post purchase behaviour and testifies its mechanism with the above mentioned CDMSs in the present context through structured equation modelling.
The effects of body image and self-esteem on frequency of closet cleaning
The purpose of this study was to examine divestment of clothing and its relationship to psychological characteristics (body image and self-esteem) and demographic characteristics (gender and age) of the consumer. The relationship between frequencies in closet cleaning to categories selected for body image (Appearance Orientation, Appearance Evaluation, Body Areas Satisfaction, Subjective Weight, and Weight Preoccupation) were calculated using Pearson's Correlation and Analysis of Variance. Frequencies in closet cleaning were also compared to the overall score from responses to the Rosenberg Self-Esteem Scale. The relationship between disposal frequency and Appearance Orientation was statistically significant for both gender groups, particularly among groups 18-25 years. Individuals with a higher Appearance Orientation tended to dispose clothing more frequently than others. When comparing men to women, body image accounted for garment disposal more among men, suggesting women have more varied reasons to dispose of clothing. Self-esteem measures were not related to disposal frequency among all groups. The findings contribute to knowledge and have implications related to self-concept and consumption behavior post purchasing. For example, results were similar between young men and women suggesting men may have similar clothing and appearance oriented behavior to women. In another example, those with high appearance orientation could be targeted for campaigns related to sustainable disposal strategies.