Fashion portals and Indian consumers: an exploratory study on online apparel retail marketing

Khare

Sharma

2020

JPBM

Self Cite

Purpose This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and behavioral intentions. This study validated the conceptual model for branded fashion apparel consumption in an emerging market, e.g. India. Design/methodology/approach The research design followed a two-step approach to test the measurement and structural models for partial least squares structural equation modeling with SmartPLS (v.3.0) as recommended by Anderson and Gerbing (1988). Findings The results illustrated that both the instrumental and terminal values influence brand consciousness and, consequently, brand consciousness had an impact on behavioral intentions for fashion apparel consumption. Instrumental values had a greater influence on brand consciousness and behavioral intentions than terminal values. Brand consciousness mediated the relationship between instrumental/terminal values and behavioral intentions. Research limitations/implications This study defined two value orientations (i.e. instrumental versus terminal) using cross-sectional data from an emerging market. Future studies may examine the research findings’ generalizability using diverse data sets (longitudinal and cross-sectional) and evaluate the value orientation and customers’ favorable behavioral intentions for luxury fashion consumption. Practical implications This study provides insights into luxury marketers and practitioners to understand the contribution of instrumental and terminal values on brand consciousness and behavioral intentions for luxury fashion apparel. The findings would assist in developing marketing strategies for an emerging market, i.e. India. Social implications With the rapid proliferation of materialism, the Indian market has witnessed the dawn of a new era of luxury fashion acceptance. The research offers evidence that in emerging markets such as India, consumers exhibit value orientation toward luxury brands while holding a sense of fashion involvement in their consumption behavior. Originality/value This study is a pioneering attempt to understand the relationships between the value orientation, namely, instrumental and terminal values and their underlying influence on brand consciousness and behavioral intentions toward fashion apparel. Rokeach’s (1973) two-dimensional value dichotomy was adapted to understand luxury apparel consumption in an emerging market context, specifically India.

Section: Resultsmentioning

confidence: 77%

Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

Khare

Sharma

2020

JPBM

Self Cite

“…Thus, cosmopolitanism, global self-identity and social networks can help in positioning green apparel and creating awareness. The online communities can promote trendiness, style and design of green clothing so that it resonates with consumers’ desire to appear fashionable and conform to global trends (Kautish and Rai, 2018). The uniqueness of the apparel lines can be emphasized by advertising the use of natural fibers and by conserving resources.…”

Section: Discussionmentioning

confidence: 99%

“…The trendiness and fair trade practices attributes of green clothing can be promoted through blogs, videos, wikis and involving apparel designers to advertise green apparel. Indian fashion designers like Upasana, No Nasties, House of Wandering Silk, Ethicus and Ka-Sha have been engaged in designing eco-friendly clothing, employing local artisans and fair-trade processes (Kautish and Rai, 2019). These designers have been creating trendy green apparel by using natural processes and fibers that adhere to global fashion and style.…”

Section: Discussionmentioning

confidence: 99%

Cosmopolitanism, self-identity, online communities and green apparel perception

Khare

2020

MIP

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PurposeThe research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on the perception of green apparel product attributes.Design/methodology/approachA mall intercept technique was used for data collection in four cities in India. The hypothesized relationships were examined through structural equation modeling.FindingsCosmopolitanism, global self-identity and online communities influenced green knowledge. Green knowledge influenced Indian consumers’ perception of green apparel. The results indicate that social conformance and identification with online communities predicted consumers’ understanding of green apparel.Research limitations/implicationsThe research focused on green knowledge, cosmopolitanism, online communities and consumers’ perception of green apparel. The role of demographics, culture and product attributes like price, quality, promotions and design were not considered and may provide valuable insights.Practical implicationsGreen apparel manufacturers can communicate about the product attributes by linking it with growing global environmental consciousness, cosmopolitanism and global self-identity traits that focus on green consumption. Online communities can be used to inform, educate and promote green apparel.Social implicationThe study will pave the way forward to explore green consumption paradigms among fashion-oriented consumers in the Indian market who drive sustainable behavior.Originality/valueThe research suggested that conformance with global values and identification with online communities can be critical in helping consumers understand green apparel. It examined the importance of offline and online social conformance in evaluating green apparel.

“…The survey is based on the primary data collected from the postgraduate management students from a state private university located in Rajasthan. Using students for e-retail study is quite apt, as they are among the most active online shoppers for fashion apparels (Kautish and Rai, 2018b;Kinley et al, 2010;Lester et al, 2005). Yet the fundamental logic to adopt this generational cohort was its familiarity, a sense of ease and connectivity with technology in order to facilitate online shopping (Bassiouni and Hackley, 2014;Priporas et al, 2017).…”

Section: Sample Profilementioning

confidence: 99%

Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector

Sharma

2018

IJRDM

Self Cite

Purpose The purpose of this paper is to study the underlying relationships among two distinct forms of consumer values, namely, instrumental and terminal values, fashion consciousness and behavioural intentions in the context of online fashion apparel retail sector. Design/methodology/approach A conceptual model and subsequent measurement scale were developed, grounded on in-depth review of the extensive literature and validated with customers engaged in online shopping of fashion apparels. The model was empirically examined, and a total of 395 responses were gathered from an online survey administered at a northeastern university in India. The model was validated using structural equation modelling, and a two-step approach suggested by Anderson and Gerbing (1988) was used to evaluate the measurement and structural models for the research. Findings The results of the study indicate that instrumental and terminal values significantly affect fashion consciousness, and fashion consciousness has a significant impact on behavioural intentions as well. The research brings out that fashion consciousness acts as a partial mediator between instrumental/terminal values and behavioural intentions. It is noteworthy that compared to terminal values instrumental values display a greater influence on both the variables fashion consciousness and behavioural intentions. Research limitations/implications The conclusion of present research will notably assist the fashion retailers, online marketing researchers and experts understand the importance of terminal and instrumental values in increasing fashion consciousness, leading to strategically design campaigns for promoting and instigate consumers’ positive behavioural intentions in the best interest of the online fashion retail sector. Practical implications The study results provide suggestions for competitive marketing strategies for online fashion companies operating in the emerging markets like India. Originality/value The present study is first of its kind attempt to use Rokeach’s (1973) two-dimensional measure of human values, in order to discover the terminal and instrumental values relationship and their influence on fashion consciousness and behavioural intentions in the online fashion retail industry.