The fashion industry has not fully addressed the movement towards sustainability head‐on. The purpose of this study was to identify factors influencing environmentally friendly apparel purchase intentions using the theory of planned behaviour as a guide. In this case, environmental knowledge, environmental concern and attitudes towards environmentally friendly apparel purchase behaviour make up the attitude component. In addition to social pressure, we suggest environmental guilt also makes up the dimension of normative influence. Furthermore, the study extends the theory of planned behaviour's idea of perceived behavioural control beyond previous behaviour and convenience, also taking into account willingness to pay. Data were collected from 220 American adults via an online consumer panel. The results show that individual environmental attitudes, environmental concern and knowledge, social pressure to behave in an environmentally friendly manner, environmental guilt, perceived environmental impact, past environmentally friendly apparel purchases, accessibility and cost of environmentally friendly apparel all impact purchase intentions. Furthermore, previous purchases, attitudes towards purchasing environmentally friendly apparel and social pressure are the strongest indicators of future environmentally friendly purchase behaviour. Managerial implications are discussed.

instance, Interbrand (2012) revealed that consumers undervalue brand sustainability efforts. Consequently, investing in sustainability and CSR initiatives may increase costs for a corporate brand without delivering the desired benefits (Sen & Bhattacharya, 2001). In other words, although consumers use corporate reputation as a signal globally (Swoboda, Puchert, & Morschett, 2016), low consumer awareness can reduce the effectiveness of reputation signals (e.g., CSR or sustainability) that brands use to enhance brand performance (Sen, Bhattachayra, & Korschun, 2006), especially in global markets (Sen & Bhattacharya, 2001; Sen et al., 2006). Furthermore, when consumers are unaware of corporate brand reputation, they rely on other signals, including corporate brand rankings-e.g., Fortune's "World Most Admired Companies"-(Chabowski et al., 2011). However, the effectiveness of these signals can be affected by corporate brand country of origin (

Virtual reality (VR) is a domain of increasing interest to marketers as this technology provides significant opportunities for engagement and consumer responses. However, to date, the field lacks a cohesive description of available VR technologies, especially in the marketing domain, and needs a guide for effective VR based on consumer product involvement. Therefore, we first outline a typology of VR based on different levels of product involvement delineating how brands might implement VR. Second, after conducting a comprehensive literature review, we propose a dual model of product involvement for VR strategies. High product involvement situations operate through the imagination, co-creation, and telepresence, directly influencing consumer responses. Meanwhile, low involvement contexts operate through the less cognitively taxing process of interactivity, leading to brand engagement and indirectly influencing consumer responses. This work includes nine propositions that outline elements of effective strategies in each route and offers several implications for theory and practice.

Augmented reality face filters (e.g., Snapchat) are ubiquitous in today's market. Yet, we know little about the impact of individuals' concerns for their own and others' privacy and sharing biometric facial data while interacting with such augmented reality face filters. Our study aims to uncover whether privacy concerns affect responses toward augmented reality face filter apps, as well as the underlying mechanisms of this process, specifically perceived usefulness and flow. First, a survey study shows that individual perceptions of privacy concerns indirectly decrease use intentions and word‐of‐mouth via perceived usefulness and flow. Second, integrating construal level theory, we demonstrate in an experimental study that users report lower use intentions and word‐of‐mouth (again mediated through perceived usefulness and flow) when providing a concrete (vs. abstract) privacy policy. Additionally, we offer evidence for boundary effects and show that these patterns emerge only when users interacted with highly hedonic filters. The research demonstrates that privacy concerns related to use of augmented reality face filters indirectly affects future behavioral intentions and explains the phenomenon through lenses of the privacy paradox and construal level theory. By accounting for how people process information, the research evidence novel mechanisms for interrupting the privacy paradox.

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