Do verbal and visual nudges influence consumers’ choice for sustainable fashion?

I. Roozen, M. Raedts, Laura Meijburg
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引用次数: 16

Abstract

ABSTRACT The fashion industry is one of the largest polluters of the world. The exploitation of resources for the ever-changing trends in fashion puts tremendous pressure on the environment. The literature shows that nudging could be an encouraging tool to promote pro-environmental behavior. The aim of this study was to investigate whether nudging can influence consumers’ choice towards sustainable fashion. We examined if a verbal or visual nudge on a retailer’s website can significantly influence consumers’ (sustainable) fashion choice. Data was collected by an online survey. Respondents (N = 288) were randomly divided into three experimental conditions, i.e. verbal nudge, visual nudge or control group (no nudge). The findings showed a significant positive influence of the verbal nudge and, to a lesser extent, of the visual nudge on choosing the sustainable version of the apparel. The nudges also positively influenced the willingness to pay for the sustainable apparel. This suggests that nudging is a promising tool to direct consumers to a more sustainable fashion choice. Furthermore, the results showed that respondents with a relatively high score on ecological conscious consumer behavior and a relatively low score on fashion involvement are significant more likely to choose the sustainable apparel.
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口头和视觉上的推动会影响消费者对可持续时尚的选择吗?
摘要时装业是世界上最大的污染源之一。为不断变化的时尚趋势开发资源给环境带来了巨大压力。文献表明,轻推可能是促进环保行为的一种令人鼓舞的工具。这项研究的目的是调查轻推是否会影响消费者对可持续时尚的选择。我们研究了零售商网站上的言语或视觉推送是否会显著影响消费者(可持续)的时尚选择。数据是通过在线调查收集的。受访者(N=288)被随机分为三种实验条件,即言语轻推、视觉轻推或对照组(无轻推)。研究结果显示,言语推动和视觉推动对选择可持续版本的服装有显著的积极影响。这些举措也积极影响了人们购买可持续服装的意愿。这表明,推动是一种很有前途的工具,可以引导消费者选择更可持续的时尚。此外,研究结果显示,在生态意识消费者行为方面得分相对较高、在时尚参与方面得分相对较低的受访者更有可能选择可持续服装。
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来源期刊
CiteScore
6.90
自引率
31.60%
发文量
34
期刊介绍: The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.
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