The Influence of Perceived Risk of Up-cycling Fashion Product on Trust, Purchase Intention and Recommendation Intention

Abstract

: This study identifies factors of perceived risk of up-cycling fashion products and investigates perceived risk factors that influence consumers' trust, purchase intention, and recommendation intention towards upcycling fashion products. We also examine the relationship of trust, purchase intention, and recommendation intention for upcycling fashion products. A qualitative research method using a free narrative form and depth interview were used. The perceived risk from up-cycling fashion products generated 5 factor solutions: aesthetic risk, sanitary risk, social risk, performance risk, and economic risk. Next, 201 effective data were collected from a questionnaire survey and analyzed with SPSS 22.0. The results are summarized as follows. First, aesthetic risk and performance risk had a negative effect on products. Second, aesthetic risk and performance risk had negative influence on purchase intention for upcycling fashion products. Third, performance risk had a negative impact on recommendation intention for upcycling fashion products. Fourth, trust had positive effect on purchase intention and recommendation intention for upcycling fashion products. The results of the current study provides various theoretical and practical implications for marketers and retailers interested in up-cycling fashion products.

Consumers’ Value and Risk Perceptions of Circular Fashion: Comparison between Secondhand, Upcycled, and Recycled Clothing

“…Compared to earlier research on perceived risks, these five anxiety factors are distinct empirical classifications of perceived fashion risk [45]. In terms of the perceived risks of circular fashion, Park and Choo [46] conducted a qualitative study to derive the perceived risk dimension of upcycled fashion products, and identified five dimensions: aesthetic, sanitary, social, performance, and economic risk. Kim and Kim [47] also suggested that diversity risk and performance risk are two fundamental dimensions of perceived risk of upcycled products, while Yoon [28] proposed performance risk, economic risk, and social psychological risk as perceived risks of reused and recycled clothing.…”

“…In the current study, we classified the risk dimensions of circular fashion based on Park and Choo [46] since they took a similar stance to ours Among their five risk perception dimensions, social risk (i.e., anxiety about being judged by others about the design and appearance of recycled clothing) was excluded because it somewhat overlapped with the explanation of aesthetic risk and because several studies have shown that it is not associated with word of mouth (WOM) intention and purchase intention. Thus, we divided consumers' perceived risks of circular fashion into financial, functional, aesthetic, and sanitary risk in this study, and supported each risk dimension with reference to previous studies.…”

“…Consumers considering purchase of circular fashion might also perceive financial risk in that they think circular fashion products would be relatively expensive compared to general fashion products since they cannot be mass-produced, or circular fashion products would be sold at high prices in light of various conditions. Park and Choo [46] found that the majority of purchasers had a negative perception that the price of upcycled fashion products was too expensive. Further, Machado et al [27] found that unlike the purpose of secondhand stores, recently used fashion products are sold at high prices, which is seen as an unethical behavior conducted by thrift shop owners.…”

Metaverse customer journeys in tourism: building viable virtual worlds

“…Customers can continue to benefit from metaverse experiences after trips, where benefits signify the desired outcomes from consumption (Choe and Kim, 2018;Kim and Choe, 2019;Park et al, 2023) . The third theme of customer benefits encompasses three categories (epistemic, social, and emotional) driven by metaverse applications.…”

Intention to Purchase Eco-Friendly Handcrafted Fashion Products for Gifting and Personal Use: A Comparison of National and Foreign Consumers

“…Studies show that most customers perceive upcycled fashion products as overpriced [61,62]. Niinimaki, et al [63] suggested that consumers should view fashion as a functional product and be willing to pay more for environmentally conscious products.…”