The determinants of eco-fashion purchase intention and willingness to pay

Abstract

Purpose This study aims to examine the effect of social influence, environmental concerns and altruism on consumer purchase intention of eco-fashion (PIEF). In addition, this study, exploring the essential behavioral outcomes influenced in marketing, seeks to deepen the existing insight in this area. Design/methodology/approach To obtain the required data, the authors surveyed a group of people with previous experience in the purchase of eco-friendly apparel. The research hypotheses were tested using the structural equation modeling technique. Findings According to the results, social influence had the most significant impact on PIEF. Also, environmental concerns and altruism had a significant effect on PIEF. The results further indicated that eco-fashion purchase intention, in turn, influenced consumer willingness to engage in eWOM and pay a price premium. Practical implications The results of the present study guide marketing practitioners for the segmentation of target consumers, as the information on consumers’ natural needs and desires in a socio-cultural context is of significant use to fashion managers to understand their customers deeply. This information also helps them discover better ways of designing their marketing campaigns. Originality/value This paper contributes to research by advancing an understanding of how consumers make eco-fashion consumption decisions in purchasing apparel and provides businesses with managerial insights into devising marketing strategies to promote eco-fashion consumption, which facilitates fashion companies’ development of a sustainable fashion supply chain.

Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness—Case Study of Ecuador

“…This finding aligns with the conclusions of several researchers who have identified that attitude is a crucial determinant of both the intention to purchase and the actual purchasing behavior for organic products [1,2,4,11,20,22,27,32,53,54], and it is closely associated with GPB [3,7]. Conversely, it challenges the assertions of previous studies which cast doubt on the influential role of attitude in GPB [17], particularly those positing an attitude-behavior gap where consumers with EAT do not consistently purchase organic products [16,31], highlighting discrepancies between their stated beliefs and actions [2][3][4][5][6][7][8][9][10][11][12][13][14][15][16][17][18][19][20]. Consequently, this result confirms that EAT continues to significantly impact millennials' GPB, offering insights to researchers who have noted gaps between attitudes and behaviors [7].…”

“…Marketers consistently deploy promotional strategies to encourage the purchase of ecological products [14]. According to Jäger and Weber [15], within ecological markets, green advertising is essential for publicizing a product's features and advantages, thereby motivating consumers to choose environmentally protective options.…”

Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness. Case Study of Ecuador

“…This finding allows us to corroborate the findings of several researchers, who have determined that attitude significantly influences purchase intention and purchase behaviour for organic products [1,2,4,11,20,22,27,32] and that attitude is the factor most associated with green purchasing behaviour [3,7]. In contrast, this finding contradicts previous studies that still question the influential role of attitude within GPB [17], especially those that have claimed that there is an attitude-behaviour gap and that consumers who report having environmental attitudes do not always buy organic products [16,31], presenting inconsistencies between what they say and what they do [2][3][4][5][6][7][8][9][10][11][12][13][14][15][16][17][18][19][20], thus demonstrating that an environmental attitude can not only be reflected through the purchase of organic products but can also be reflected through recycling actions. [5] H2 is accepted, which means that EAW positively influences the GPB of millennials.…”

“…Marketers continually use promotional strategies to incentivize consumers to pur-chase an ecological product [14]. According to Jäger and Weber [15], within ecological contexts, green advertising is an indispensable tool to publicize the characteristics and benefits of a product and persuade the consumer to purchase a product identified with environmental protections.…”

Antecedents and outcome of mindful buying

“…Despite advancements in conceptualization and measurement of environmental concerns, studies have found a weak relationship between environmental concerns and pro‐environmental behavior (Gifford & Nilsson, 2014; Tam & Chan, 2017) and between personal values and behavior (Chan, 2020). For example, Farzin et al (2023) found that environmental concerns are significant predictor of intentions to purchase eco‐fashion items. However, Kautish et al (2021) report that environmental concerns did not have any direct effect of choice behavior related to environmental products.…”