Examining the effects of CE and BE on consumers’ purchase intention toward green apparels

Abstract

Purpose The purpose of this study is to investigate the role of customer engagement (CE) on green apparel purchase intention (GPI) among young consumers in India. Design/methodology/approach A survey was performed on 460 young consumers. Structural equation modeling was applied to check the extent to which the considered variables predicted green purchase intention. Findings The results determined CE and social influence as key predictors of consumers’ purchase intention toward green apparel products. Study further confirms that CE mediates the association between brand experience (BE) and purchase intention toward green apparels. Research limitations/implications Data were collected from young consumers. Further the impact of only few determinants was studied. Practical implications The study offers deep insights into the role of CE on consumers’ GPI, which may enable managers to plan suitable marketing plans to encourage such intentions. Social implications The outcomes of this study can be used by managers to incorporate CE strategies in their environmental campaigns for promoting green purchasing practices. Such activities may limit the harmful effect of purchasing practices on the nature. Originality/value The current study is a pioneer in examining the role of CE and BE on GPI of consumers in India.

The moderating role of age on social media marketing activities and customer brand engagement on Instagram social network

“…Second, marketing managers might use different types of platforms to support the launching of sale promotions, new products and events since customers are equally engage with informative SMM activities on Facebook, Twitter and Instagram social media networks. For example, young consumers are more receptive toward eco-friendly fashion brands, and social media informative activities that educate consumers about reuse and recycling evoke higher level of engagement within this age group (Joshi and Srivastava, 2019).…”

Mediating Effect of Customer Engagement on the Relations between eWOM, Environmental Concern, and Intention to Purchase Second-hand Clothing among College Students in Yogyakarta

“…Hence, purchasing second-hand fashion products might result from their eWOM experiences, a form of their contribution to the environmental conservation movement, and engagement of the product. In this case, Joshi and Srivastava (2019) revealed that when individuals engage with a brand and have environmental concerns, they will be encouraged to solve environmental problems unless they experience cognitive dissonance. Thus, this study suggests that marketers need to improve customer engagement, for instance, by performing promotions that stimulate excitement and emotional attachments towards pre-loved apparel.…”

“…This opinion is strengthened by the research of Islam, Rahman, and Hollebeek (2018), which revealed that customer intentions were influenced by the social interaction level carried out both online and offline. Therefore, when consumers have intense involvement with the activities of a brand or product, it can be assumed that they tend to have purchase intentions and make purchases in the future, especially to purchase products with environmentally friendly values (Joshi & Srivastava, 2019). Thus, the researcher posited: H5: Customer engagement positively influences second-hand clothes purchase intention.…”

Consumer Perception of Environmentally Friendly Antimicrobial Textiles: a case study from India

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