{"title":"The drivers of sharing willingness regarding sustainable fashion brand image based on commitment theory","authors":"Yingjie Yang, Meihua Chen, Hu Meng","doi":"10.1108/apjml-10-2023-1035","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Sustainability is considered a core trend in the development of the fashion industry. Clarifying the driving factors of consumers’ sharing willingness regarding sustainable image from the perspective of psychology can help fashion brands implement sustainable management and deepen industrial sustainable development.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>Based on commitment theory, this paper proposes a conceptual model that includes three antecedents: perception of greenwashing, environmental, social and governance (ESG) and social media content quality. These affect consumers’ sharing willingness regarding sustainable image through affective commitment, continuance commitment and normative commitment. Furthermore, 310 participants reported their tendencies in a formal empirical study.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The results show that unlike green perception, which has a significant negative effect, consumers have a significant positive commitment to high perceived levels of ESG and social media content quality. Besides, all three dimensions under the commitment theory play a partial mediating role between consumer perception and sharing willingness.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study not only extends the research on the commitment theory to the field of fashion marketing and management but also enriches the research context of brand image sharing willingness, which explains the differential effects of different consumer commitments on their information sharing willingness. Moreover, several management implications applicable to the fashion industry have also been proposed based on the conclusion.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.9000,"publicationDate":"2024-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia Pacific Journal of Marketing and Logistics","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/apjml-10-2023-1035","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
Sustainability is considered a core trend in the development of the fashion industry. Clarifying the driving factors of consumers’ sharing willingness regarding sustainable image from the perspective of psychology can help fashion brands implement sustainable management and deepen industrial sustainable development.
Design/methodology/approach
Based on commitment theory, this paper proposes a conceptual model that includes three antecedents: perception of greenwashing, environmental, social and governance (ESG) and social media content quality. These affect consumers’ sharing willingness regarding sustainable image through affective commitment, continuance commitment and normative commitment. Furthermore, 310 participants reported their tendencies in a formal empirical study.
Findings
The results show that unlike green perception, which has a significant negative effect, consumers have a significant positive commitment to high perceived levels of ESG and social media content quality. Besides, all three dimensions under the commitment theory play a partial mediating role between consumer perception and sharing willingness.
Originality/value
This study not only extends the research on the commitment theory to the field of fashion marketing and management but also enriches the research context of brand image sharing willingness, which explains the differential effects of different consumer commitments on their information sharing willingness. Moreover, several management implications applicable to the fashion industry have also been proposed based on the conclusion.
期刊介绍:
The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies