The drivers of sharing willingness regarding sustainable fashion brand image based on commitment theory

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-06-04 DOI:10.1108/apjml-10-2023-1035
Yingjie Yang, Meihua Chen, Hu Meng
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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.

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基于承诺理论的可持续时装品牌形象分享意愿驱动因素
目的可持续发展被认为是时尚产业发展的核心趋势。基于承诺理论,本文提出了一个概念模型,其中包括三个前因:对 "洗绿 "的感知、环境、社会和治理(ESG)以及社交媒体内容质量。这些因素通过情感承诺、持续承诺和规范承诺影响消费者分享可持续形象的意愿。此外,310 名参与者在一项正式的实证研究中报告了他们的倾向。研究结果表明,与具有显著负面影响的绿色感知不同,消费者对高感知水平的 ESG 和社交媒体内容质量具有显著的正面承诺。原创性/价值本研究不仅将承诺理论的研究扩展到了时尚营销和管理领域,而且丰富了品牌形象分享意愿的研究背景,解释了不同消费者承诺对其信息分享意愿的不同影响。此外,还根据结论提出了若干适用于时尚产业的管理启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
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
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