Strategic profile for positioning eco-apparel among mainstream apparel consumers

Neupane, Saugat; Chimhundu, Ranga; Kong, Eric

doi:10.1080/20932685.2021.1915836

Cited by 7 publications

(8 citation statements)

References 56 publications

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“…Contrary to prior research, which reports a greater impact of environmental sustainability signals on emotional (vs. social or functional) brand value perceptions (Currás‐Pérez et al, 2018; Khan & Mohsin, 2017; Şener et al, 2019), the emotional brand value in the current study is not significantly affected by the interplay of sustainability dimensions and fashion style. According to Neupane et al (2021), the development of affective brand connections for sustainable fashion is likely guided by aesthetics, such as fashion style, and environmental aspects are typically of secondary importance.…”

Section: Discussionmentioning

confidence: 99%

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“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

Behre,

Cauberghe

2024

Int J Consumer Studies

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Sustainable fashion is becoming increasingly integrated in today's society. However, the use of the term “eco” in fashion branding may evoke negative consumer perceptions, especially in terms of the perceived fashionability of clothing items. Hence, this study investigates consumer responses to environmental versus social sustainability cues used by an online fashion shop. In particular, the moderating influence of basic versus modern fashion style is examined, considering the idea that fashion style is central to consumers' brand evaluations. Using a 2 (environmental vs. social sustainability cue) × 2 (timeless basic vs. modern fashion style) between‐subjects factorial design, this study explored the effectiveness of sustainability cues on fashion brand value perceptions (emotional, social, and functional value) and brand attitudes. Among the 358 respondents, the results indicate more positive brand attitudes when fashion items are presented with an environmental (vs. social) sustainability cue. In particular, this effect is stronger for the timeless basic (vs. modern trend‐based) fashion style. Yet, a cue referring to environmental sustainability increases social brand values for the modern fashion style. This study offers valuable contributions to the sustainable fashion literature and recommendations for online fashion retailers.

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Section: Discussionmentioning

confidence: 99%

“…For trend-based clothing items, environmental sustainability cues may increase the social value of the brand and, hence, increase consumer brand attitude (Neupane et al, 2021).…”

Section: Theoretical and Practical Implicationsmentioning

confidence: 99%

“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

Behre,

Cauberghe

2024

Int J Consumer Studies

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“…Neupane et al 24 suggested that there was a mismatch between the value expected by apparel consumers and the value offered by eco-apparel. To attract mainstream apparel consumers, environment-friendliness claims should be implicit while aesthetic claims should be explicit.…”

Section: Literature Theoretical Framework and Hypothesesmentioning

confidence: 99%

“…Social knowledge also played an important role in forming attitude towards sustainable textile products; therefore, businesses that claimed to be sustainable should incorporate such effective sources of knowledge in their marketing strategies. 23 Neupane et al 24 suggested that there was a mismatch between the value expected by apparel consumers and the value offered by eco-apparel. To attract mainstream apparel consumers, environment-friendliness claims should be implicit while aesthetic claims should be explicit.…”

Section: Literature Theoretical Framework and Hypothesesmentioning

confidence: 99%

Consumer perception on sustainable clothing among urban Indians

Tryphena

Aram

2023

Journal of Engineered Fibers and Fabrics

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This study examines the urban consumer in India, the largest category among the stakeholders of sustainable fashion. A survey on consumer perception and consumer behaviour with regard to a green purchase decision of sustainable or eco-friendly clothing was done among 460 participants in two of the south Indian cities of Chennai and Bengaluru. A conceptual framework was adapted for green consumerism from the Theory of Planned Behaviour. The theory was used to understand consumer perceptions and their influence on their purchase behaviour with regard to sustainable clothing. The ‘product attributes’ of sustainable clothing brands were considered as intervening variables and their effects on ‘green purchase decision’ were examined. Probit regression was used to analyse the data. One of the significant findings of the study is that ‘environmental knowledge’, ‘environmental attitude’ and ‘perceived consumer effectiveness’ have a significant effect on urban ‘purchase intention’ of sustainable clothing. Practical implications of the study are discussed.

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“…For this current research study, customer value can be defined as the preferences of customers related to their assessment of the hotel products' qualities and their performance (Neupane et al, 2021). Customer satisfaction is shaped by the creation of customer value proposition, which is meant for the proposition of value (Saarijarvi, 2012;Murphy, 2017).…”

Section: Overall Service Qualitymentioning

confidence: 99%

Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from Zimbabwe

Nyagadza

Mazuruse

Muposhi

et al. 2022

TRC

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Strategic profile for positioning eco-apparel among mainstream apparel consumers

Cited by 7 publications

References 56 publications

“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

Consumer perception on sustainable clothing among urban Indians

Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from Zimbabwe

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