{"title":"Beneath the colorness skies: Does weather influence consumer color preference?","authors":"Yongjie Chu , Hongguo Wang , Cengceng Liu","doi":"10.1016/j.jretconser.2024.104154","DOIUrl":null,"url":null,"abstract":"<div><div>Understanding consumer preference is crucial for optimizing inventory management and enhancing consumer satisfaction. While previous research has explored various determinants of consumer choices, the role of weather in shaping consumer color preference has received little attention. This study addresses this gap by investigating how key weather variables—temperature, relative humidity, and wind speed—affect consumer color preference in the fashion clothing market. Using data from 3,184,162 transactions across 99 physical fashion retail stores in Italy, we analyze consumer clothing purchases as indicators of color preference. Our findings reveal that higher temperatures and relative humidity lead consumers to prefer cooler clothing colors, while increased wind speed encourages the selection of warmer colors. Additionally, fashion trends play a moderating role in shaping the relationship between weather conditions and color preference. This research contributes to a deeper understanding of the weather's influence on consumer behavior and offers valuable insights for retailers, enabling them to better anticipate changes in consumer preference under different weather conditions and reduce supply-demand imbalances.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"82 ","pages":"Article 104154"},"PeriodicalIF":11.0000,"publicationDate":"2024-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Retailing and Consumer Services","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0969698924004508","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Understanding consumer preference is crucial for optimizing inventory management and enhancing consumer satisfaction. While previous research has explored various determinants of consumer choices, the role of weather in shaping consumer color preference has received little attention. This study addresses this gap by investigating how key weather variables—temperature, relative humidity, and wind speed—affect consumer color preference in the fashion clothing market. Using data from 3,184,162 transactions across 99 physical fashion retail stores in Italy, we analyze consumer clothing purchases as indicators of color preference. Our findings reveal that higher temperatures and relative humidity lead consumers to prefer cooler clothing colors, while increased wind speed encourages the selection of warmer colors. Additionally, fashion trends play a moderating role in shaping the relationship between weather conditions and color preference. This research contributes to a deeper understanding of the weather's influence on consumer behavior and offers valuable insights for retailers, enabling them to better anticipate changes in consumer preference under different weather conditions and reduce supply-demand imbalances.
期刊介绍:
The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are:
Retailing and the sale of goods
The provision of consumer services, including transportation, tourism, and leisure.