Improving sustainable fashion marketing and advertising: A reflection on framing message and target audience

Guedes, Biatriz; Bardey, Aurore; Schat, Anke

doi:10.1177/1470785318801152

Cited by 10 publications

(10 citation statements)

References 10 publications

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“…Marketing sustainable apparel has been deemed inefficient thus far (Guedes et al, 2020), despite encouraging results surrounding the success of green marketing (Sharma & Kushwaha, 2019). As Evans & Peirson-Smith (2018) concluded through consumer surveys, the current green language used by apparel brands, designers and marketers is confusing to shoppers who are unable to differentiate between green terminology, contributing to a lack of trust and suspicions of greenwashing.…”

Section: Marketing Sustainable Apparelmentioning

confidence: 99%

Commodifying Sustainability? Examining Ecolabels Employed

Dugas

2024

Preprint

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Consumers are increasingly aware of the detrimental environmental and human impacts of their apparel purchases. In response, the widespread use of ‘ecolabels’ has risen to resolve the asymmetry of information between shoppers and businesses. This research project presents an observation of the Canadian ecolabel market and determines which ecolabels are being used by Canadian apparel companies. Data sets were created to identify all ecolabels adopted within the textile and apparel industry and all Canadian apparel companies. The results indicate that ecolabels are favoured by large apparel companies and their use is not an accurate representation of brands’ sustainable initiatives. Key takeaways include ecolabels’ failure to account for the scale of companies seeking certification and the power imbalances created by Western governed ecolabels. This study calls attention to the commodification of sustainable efforts through the use of labelling schemes and discusses the implications of widespread ecolabel use in the apparel industry.

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Section: Marketing Sustainable Apparelmentioning

confidence: 99%

Commodifying Sustainability? Examining Ecolabels Employed

Dugas

2024

Preprint

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“…avoiding brands that underpay their employees) can help build a more sustainable world. Guedes et al (2020) offer relevant guidance to improve advertising for sustainable fashion. For example, positive framing messages showing the intrinsic rewards of the products' ethical attributes could improve the effectiveness of the advertising.…”

Section: Implications For Practitionersmentioning

confidence: 99%

Understanding how ethical claims in advertising affect subjective ambivalence toward buying ethical products

Toti,

Sánchez Romero

2023

EJM

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Purpose The purpose of this paper is to examine the effect of subjective ambivalence on ethical consumption behaviors and the role of ethical claims in reducing feelings of ambivalence toward buying ethical products. Design/methodology/approach The authors conducted two studies. In study 1, the authors carried out an online survey with a sample of 230 French consumers. The authors applied structural equation modeling with Amos to test the relationships among skepticism, ambivalence and ethical consumption behaviors. Study 2 is an experimental design in which the authors manipulated ethical claims (low – few ethical arguments vs. high – many ethical arguments) in advertising (176 French panelists). The authors tested the relationships among consumer ethical sensitivity, perceived brand ethicality, skepticism, ambivalence and intention to purchase an ethical product, depending on ethical claims in advertising. Findings Study 1 shows that skepticism toward advertising of ethical products amplifies feelings of ambivalence and that ambivalence reduces consumers’ willingness to adopt ethical consumption behaviors. Study 2 shows that strong claims in advertising of ethical products reduce skepticism toward advertising of ethical products and feelings of ambivalence toward buying an ethical product through perceived brand ethicality, with consumers’ ethical sensitivity positively moderating these relationships. Research limitations/implications The two studies explore only one form of ambivalence (i.e. subjective), and the experimental study focuses on a single category of products. Practical implications The findings highlight the difficulties in promoting ethical products. Consumers need to know if a product is “really” ethical, as they may feel ambivalent toward that product. This paper shows that strong ethical claims in advertising ethical products significantly help to overcome this barrier. Originality/value Based on attribution theory and persuasion models, this research reveals how ethical claims in advertising affect feelings of ambivalence, which negatively influence consumers’ willingness to adopt ethical consumption. In addition, it follows a holistic approach to ethical consumption behaviors to explore consumers’ ambivalence.

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“…WGSN (2019b) also concluded in their report "WGSN: Key Trend 2021: The End of More," the desire to buy fewer cosmetic products. Academic studies have echoed these reports by showing a consumer's desire to shop ethically (Beard, 2008;Birtwistle & Moore, 2007;Guedes et al, 2020;Lundblad & Davies, 2016;Nidumolu et al, 2015;Niinimäki, 2009).…”

Section: Overconsumerism Versus Sustainabilitymentioning

confidence: 99%

“…It is well known that the fashion industry is one of the most polluting industries in the world. However, studies have looked into the trend of sustainable consumption and the desire to shop ethically (Beard, 2008;Birtwistle & Moore, 2007;Guedes et al, 2020;Lundblad & Davies, 2016;Nidumolu et al, 2015;Niinimäki, 2009). While this sustainability interest is increasing, overconsumerism and consumers' dissatisfaction with their purchase choice is still predominant.…”

Section: Introductionmentioning

confidence: 99%

Finding yourself in your wardrobe: An exploratory study of lived experiences with a capsule wardrobe

Bardey

Booth²,

Heger³

et al. 2021

International Journal of Market Research

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Fashion overconsumerism and overproduction have placed the fashion industry one of the world’s most polluting industries. In addition to its environmental impact, research has shown that materialism leads to lower life satisfaction and decision fatigue. Recently, studies have highlighted an increased interest in sustainable fashion consumption and ethical lifestyle. The capsule wardrobe phenomenon, that is, defined by limited clothing pieces that focus on quality, longevity, and minimal or classic design, has gained exposure as a road map for consumers to remain fashionable while consuming less. Until today, no research has evaluated the impact of minimalist wardrobe on consumers. Using a phenomenological approach, the present study method to understand 10 female participants’ lived experiences with a capsule wardrobe. Our results showed a positive impact of a 3-week capsule wardrobe on our participants who felt less stressed, detached from fashion trends, have found joy in their fashion style, and enhanced their awareness of conscious consumption. Our findings highlight the richness of minimalism, sustainable consumption, and self-expression through an innovative and relevant phenomenon.

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Improving sustainable fashion marketing and advertising: A reflection on framing message and target audience

Cited by 10 publications

References 10 publications

Commodifying Sustainability? Examining Ecolabels Employed

Commodifying Sustainability? Examining Ecolabels Employed

Understanding how ethical claims in advertising affect subjective ambivalence toward buying ethical products

Finding yourself in your wardrobe: An exploratory study of lived experiences with a capsule wardrobe

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