Media and sustainable apparel buying intention

Abstract

Purpose Using the theory of planned behavior, the purpose of this paper is to examine the relationships between different types of media and the intention to buy sustainable apparel and test whether attitudes, social norms, and self-efficacy beliefs may explain these relationships. Design/methodology/approach A cross-sectional survey study was conducted among 681 young adults (18-26 years old). Findings Exposure to social media content of sustainable organizations, eco-activists, and sustainable apparel brands, and social media content of fashion bloggers and fast fashion brands predicted respondents’ attitudes, descriptive and subjective norms, and self-efficacy beliefs regarding buying sustainable apparel. In turn, attitudes, descriptive norms, and self-efficacy beliefs predicted the intention to buy sustainable apparel. Fashion magazines predicted the intention through self-efficacy. Specialized magazines did not predict the intention to buy sustainable apparel. Research limitations/implications Results should be generalized with caution as the current study relied on a convenience sample of young adults. The cross-sectional study design limits the ability to draw conclusions regarding causality. Actual behavior was not addressed and needs to be included in further research. Practical implications The present study hints at the importance of social media to affect young consumers’ intentions to buy sustainable apparel. Sustainable apparel brands should consider attracting more young social media users to their social media pages. Originality/value This study is one of the first to examine the potential of different media to promote sustainable apparel buying intention.

Effect of guilt and the love of money on avoiding luxury clothing brand purchasing

“…The study's finding that emotion of guilt affects avoiding purchasing high-priced luxury clothing products; is similar to the research results showing that quilt affects hedonistic consumption (Okada, 2005;Chun et al, 2007) and avoiding high-priced purchasing products (Nowlis & Simonson, 1996). This result is consistent with research results showing that consumers can prefer low-priced products (De Lenne & Vandenbosch, 2017) to reduce guilt. This result is similar to Ki et al's (2017) research results showing that the guilt emotion decreases the repeat purchasing behaviour of the consumer.…”

“…At this point, hedonistic goods and services (Okada, 2005;Chun et al, 2007) and because of the features perceived as unnecessary, consumers can avoid buying high-priced products (Nowlis & Simonson, 1996). Although consumers get from luxury consumption some pleasure, they can reduce their fancy or luxury consumption to balance their guilt and prefer more sustainable and low-priced products (De Lenne & Vandenbosch, 2017). Ki et al's (2017) research-based on "balance theory", which is claimed that human happiness is affected by negative emotions as well as positive emotions; demonstrated that guilt as a negative emotion affects the consumer's repeat purchasing behaviour of luxury products (Ki et al, 2017).…”

Sürdürülebilir Moda Perakendeciliği: Tüketici Algıları Üzerine Bir Araştırma

“…Hızlı modanın olumsuz etkilerinin hem üretici hem tüketici tarafından görülmesiyle, sürdürülebilir moda kavramı ön plana çıkmıştır. Sürdürülebilir moda perakendeciliği literatürü yoğun olarak tüketicilerin sürdürülebilir moda ürünleri satın alma niyeti ile ilişkili faktörleri nicel yöntemle incelemiştir (Kim & Jin, 2019;de Lenne & Vandenbosch, 2017;Wei, & Jung, 2017;Min Kong, & Ko, 2017;Han, & Stoel, 2016;Cho, Gupta, & Kim, 2015;Chan, & Wong, 2012;Manchiraju vd., 2012;Hustvedt & Dickson, 2009). Günümüzde her alanda olduğu gibi, moda sektöründe de sürdürülebilirliğe ilginin artmasına, hem tüketicilerin, hem de perakendecilerin bu konuyla ilgili farkındalığının oluşmasına rağmen, tüketicilerin sürdürülebilir moda perakendeciliğine yönelik algılarının nasıl şekillendiği henüz netleşmemiştir.…”

Social network analysis of an emerging innovation: direct-to-garment printing technology

“…Recent empirical studies of social media in the fashion context focus on employing primary data to identify trends and examination of consumer interaction using traditional methods such as surveys and interviews (e.g. Kang and Kim, 2017;De Lenne and Vandenbosch, 2017;Nash, 2019). However, complex, user-generated social media data, which are valuable for problem solving in fashion contexts, presents challenges for research designs that rely on conventional methods (Tsou, 2015).…”