Pub Date : 2022-07-06DOI: 10.1080/20932685.2022.2085607
Miguel A. M. Cárdaba, A. Fernández, L. Martinez, U. Cuesta
ABSTRACT Product placement is one of the most widely used marketing and advertising strategies. Although previous research has examined the role of different key variables in traditional media, the effect of prominence and integration in product placement strategies that appear in digital media such as fashion and beauty blogs has not been fully investigated. A 2 (Prominence: “low” vs. “high”) X 2 (Integration: “low” vs. “high”) between-subjects experiment was conducted to examine the impact of these variables on young digital natives consumers’ recall and attitudes towards the product, the brand, the blogger and the post. The results show that integrated placements are effective at eliciting brand and product recall and improving attitudes towards the post and the blogger. Prominence, on the other hand, did not have the expected impact on brand or product recall. In addition, Prominent product placement did increase consumers’ suspicion of the persuasion attempt. Implications and recommendations for bloggers and marketers are discussed.
{"title":"Make it part of the story: The role of product placement prominence and integration in fashion and beauty blogs among young digital natives","authors":"Miguel A. M. Cárdaba, A. Fernández, L. Martinez, U. Cuesta","doi":"10.1080/20932685.2022.2085607","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085607","url":null,"abstract":"ABSTRACT Product placement is one of the most widely used marketing and advertising strategies. Although previous research has examined the role of different key variables in traditional media, the effect of prominence and integration in product placement strategies that appear in digital media such as fashion and beauty blogs has not been fully investigated. A 2 (Prominence: “low” vs. “high”) X 2 (Integration: “low” vs. “high”) between-subjects experiment was conducted to examine the impact of these variables on young digital natives consumers’ recall and attitudes towards the product, the brand, the blogger and the post. The results show that integrated placements are effective at eliciting brand and product recall and improving attitudes towards the post and the blogger. Prominence, on the other hand, did not have the expected impact on brand or product recall. In addition, Prominent product placement did increase consumers’ suspicion of the persuasion attempt. Implications and recommendations for bloggers and marketers are discussed.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2022-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48027389","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-06DOI: 10.1080/20932685.2022.2085600
C. Peters, Jane Thomas
ABSTRACT Previous research on Black Friday consumption rituals has focused on planning and shopping for an in-store customer experience. In recent times, however, consumer perceptions and shopping behaviors related to Black Friday have begun to shift. Consumers are shopping earlier, moving online, taking advantage of delivery and curbside pickup, and expecting retailers to provide a safe, socially distanced shopping experience. This study was grounded in theory from social change within the field of sociology. The purpose of this study was to examine how various factors, such as the pandemic, retailer strategies, online shopping, cultural trends are reshaping consumers’ views and shopping behaviors related to Black Friday. Data were collected via 31 phenomenological interviews with consumers who have shopped on Black Friday in the past. Results were analyzed according to the protocol for phenomenology and were presented in the form of themes that emerged from the data. Overall, consumers believed that Black Friday had changed and had become less impactful. Changes were due to store policies and procedures around safety during the pandemic, retailers extending the number of days and weeks for Black Friday shopping, the convenience and breadth of products available among a plethora of online shopping alternatives, the impact of the economy on the ability to shop, and how the name Black Friday has negative associations for some shoppers. Managerial implications for retailers were discussed as the game of Black Friday has changed. Implications included strategies retailers can use to entice consumers as they try to revamp Black Friday and engage shoppers in the future.
{"title":"Black Friday: Has the game changed?","authors":"C. Peters, Jane Thomas","doi":"10.1080/20932685.2022.2085600","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085600","url":null,"abstract":"ABSTRACT Previous research on Black Friday consumption rituals has focused on planning and shopping for an in-store customer experience. In recent times, however, consumer perceptions and shopping behaviors related to Black Friday have begun to shift. Consumers are shopping earlier, moving online, taking advantage of delivery and curbside pickup, and expecting retailers to provide a safe, socially distanced shopping experience. This study was grounded in theory from social change within the field of sociology. The purpose of this study was to examine how various factors, such as the pandemic, retailer strategies, online shopping, cultural trends are reshaping consumers’ views and shopping behaviors related to Black Friday. Data were collected via 31 phenomenological interviews with consumers who have shopped on Black Friday in the past. Results were analyzed according to the protocol for phenomenology and were presented in the form of themes that emerged from the data. Overall, consumers believed that Black Friday had changed and had become less impactful. Changes were due to store policies and procedures around safety during the pandemic, retailers extending the number of days and weeks for Black Friday shopping, the convenience and breadth of products available among a plethora of online shopping alternatives, the impact of the economy on the ability to shop, and how the name Black Friday has negative associations for some shoppers. Managerial implications for retailers were discussed as the game of Black Friday has changed. Implications included strategies retailers can use to entice consumers as they try to revamp Black Friday and engage shoppers in the future.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2022-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41493877","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-20DOI: 10.1080/20932685.2022.2055609
B. Jacobs, E. Karpova
ABSTRACT Employing competent merchandisers has become a global challenge for apparel companies. This study aimed to prioritize merchandising skills and knowledge required to function in merchandising positions. Adaptive conjoint analysis was employed to prioritize 29 identified skills and knowledge types and 116 individual dimensions describing these types. An online survey was developed and administered using Sawtooth Software Inc. A total of 172 merchandising professionals participated in the study. Sawtooth Software built-in regression analysis was used to analyze the survey responses. A priority order for the 29 skills and knowledge types was established, consisting of 13 “must-have”, 13 “fairly-important”, and three “nice-to-have” types. The 13 “must-have” skills and knowledge types included a mix of six soft skill types (communication, diplomacy, flexibility, administrative/managerial, positive attitude, teamwork), one hard skill type (technology), five explicit knowledge types (retail operations, manufacturing, marketplace awareness, assortment management, product development), and one tacit knowledge (professional experience). Based on the prioritized 29 skills and knowledge types, an apparel merchandising competency framework was adapted for the South African retail industry. Out of the 116 individual dimensions only half (58) were determined as essential and included in the final framework. The findings indicate that a competent merchandising professional should have a well-balanced skill and knowledge set to succeed in the apparel retail industry.
{"title":"“Must-have” skills and knowledge for apparel merchandising professionals in South Africa","authors":"B. Jacobs, E. Karpova","doi":"10.1080/20932685.2022.2055609","DOIUrl":"https://doi.org/10.1080/20932685.2022.2055609","url":null,"abstract":"ABSTRACT Employing competent merchandisers has become a global challenge for apparel companies. This study aimed to prioritize merchandising skills and knowledge required to function in merchandising positions. Adaptive conjoint analysis was employed to prioritize 29 identified skills and knowledge types and 116 individual dimensions describing these types. An online survey was developed and administered using Sawtooth Software Inc. A total of 172 merchandising professionals participated in the study. Sawtooth Software built-in regression analysis was used to analyze the survey responses. A priority order for the 29 skills and knowledge types was established, consisting of 13 “must-have”, 13 “fairly-important”, and three “nice-to-have” types. The 13 “must-have” skills and knowledge types included a mix of six soft skill types (communication, diplomacy, flexibility, administrative/managerial, positive attitude, teamwork), one hard skill type (technology), five explicit knowledge types (retail operations, manufacturing, marketplace awareness, assortment management, product development), and one tacit knowledge (professional experience). Based on the prioritized 29 skills and knowledge types, an apparel merchandising competency framework was adapted for the South African retail industry. Out of the 116 individual dimensions only half (58) were determined as essential and included in the final framework. The findings indicate that a competent merchandising professional should have a well-balanced skill and knowledge set to succeed in the apparel retail industry.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2022-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45527398","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-14DOI: 10.1080/20932685.2022.2061554
Anurag Singh, A. Patel, Satyanarayana Parayitam
ABSTRACT This study aims to empirically examine the effect of attitudinal functions: social-adjustive, value-expressive, ego-defensive, and product knowledge on consumer purchase intention for non-deceptive counterfeit Ray-Ban sunglasses. Most importantly, instead of direct relationships, we study the complex inter-relationships between these attitudinal functions on consumers’ purchase intention of counterfeit products. The data were collected from 421 respondents from Eastern UP, India, and after checking the measurement properties of the survey instrument Hayes (2018) PROCESS was used to analyze the data. The results from the study indicate that (i) social-adjustive function is positively related to purchase intention, (ii) social adjustive function is positively related to product knowledge function, (iii) value expressive function moderates the relationship between product knowledge function and purchase intention, (iv) ego defensive function (second moderator) moderates the moderated relationship between social adjustive function and value expressive function (first moderator) mediated through product knowledge function. The results did not support the negative relationship between product knowledge and purchase intention of counterfeit Ray-Ban sunglasses. The present study has several implications for (i) the literature on consumers’ behavior concerning counterfeit products, (ii) managers aiming to sell non-deceptive counterfeit products, and (iii) policy-making bodies and agencies concerning counterfeit products.
{"title":"The relationship between functional theory of attitudes and purchase intention of counterfeit luxury sunglasses: A moderated moderated-mediation conditional model","authors":"Anurag Singh, A. Patel, Satyanarayana Parayitam","doi":"10.1080/20932685.2022.2061554","DOIUrl":"https://doi.org/10.1080/20932685.2022.2061554","url":null,"abstract":"ABSTRACT This study aims to empirically examine the effect of attitudinal functions: social-adjustive, value-expressive, ego-defensive, and product knowledge on consumer purchase intention for non-deceptive counterfeit Ray-Ban sunglasses. Most importantly, instead of direct relationships, we study the complex inter-relationships between these attitudinal functions on consumers’ purchase intention of counterfeit products. The data were collected from 421 respondents from Eastern UP, India, and after checking the measurement properties of the survey instrument Hayes (2018) PROCESS was used to analyze the data. The results from the study indicate that (i) social-adjustive function is positively related to purchase intention, (ii) social adjustive function is positively related to product knowledge function, (iii) value expressive function moderates the relationship between product knowledge function and purchase intention, (iv) ego defensive function (second moderator) moderates the moderated relationship between social adjustive function and value expressive function (first moderator) mediated through product knowledge function. The results did not support the negative relationship between product knowledge and purchase intention of counterfeit Ray-Ban sunglasses. The present study has several implications for (i) the literature on consumers’ behavior concerning counterfeit products, (ii) managers aiming to sell non-deceptive counterfeit products, and (iii) policy-making bodies and agencies concerning counterfeit products.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2022-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48879396","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-13DOI: 10.1080/20932685.2022.2032794
C. Sarıçam
ABSTRACT The purpose of this study is to examine the effects of store atmosphere on the approach behavior of younger consumers via an extended model based on the S-O-R paradigm. To this aim, a survey was conducted among a random sample of 300 participants in Turkey. The extended model was verified, and its explanatory power was determined by making a comparison between a nested model and the so-called original model. The analysis of the extended model put forward that all basic store atmospherics and stimulus signage were influential on cognitive evaluation, but only the stimulus design cue had a direct impact on affective evaluation. Both cognitive evaluation and affective evaluation were found to affect approach behavior and finally, the cognitive evaluation had a direct impact on affective evaluation.
{"title":"Analyzing the influence of store atmospherics on younger generation in apparel retail market with an extended S-O-R model","authors":"C. Sarıçam","doi":"10.1080/20932685.2022.2032794","DOIUrl":"https://doi.org/10.1080/20932685.2022.2032794","url":null,"abstract":"ABSTRACT The purpose of this study is to examine the effects of store atmosphere on the approach behavior of younger consumers via an extended model based on the S-O-R paradigm. To this aim, a survey was conducted among a random sample of 300 participants in Turkey. The extended model was verified, and its explanatory power was determined by making a comparison between a nested model and the so-called original model. The analysis of the extended model put forward that all basic store atmospherics and stimulus signage were influential on cognitive evaluation, but only the stimulus design cue had a direct impact on affective evaluation. Both cognitive evaluation and affective evaluation were found to affect approach behavior and finally, the cognitive evaluation had a direct impact on affective evaluation.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2022-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43653827","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-12DOI: 10.1080/20932685.2022.2034029
Sita Mishra, Sheetal Jain, Ritesh Pandey
ABSTRACT In the last few years, there has been an increase in a tendency towards the sharing economy. The purpose of this study is to identify the role of conspicuous value, attitude towards luxury goods in the sharing economy, subjective norm, and past sustainable behavior in influencing purchase intention for luxury fashion goods in the sharing economy. Extant literature on luxury goods established the relationship between conspicuous value and purchase intention. However, it is still unexplored whether the same relationship will hold in luxury rental consumption or not. Thus, this study fills gaps in the marketing literature by studying the direct, mediating, and moderating relationship among these variables in the context of luxury sharing economy consumption. Data was collected through a questionnaire from two high-end malls in India (N = 232). Data analysis was done using AMOS 25 and the SPSS PROCESS macro. The findings of the study revealed that both attitude and subjective norm mediate the relationship between conspicuous value and purchase intention. Further, past sustainable behavior was found to moderate the relationship between conspicuous value and attitude. However, the subjective norm does not moderate the relationship between attitude and purchase intention.
{"title":"Conspicuous value and luxury purchase intention in sharing economy in emerging markets: The moderating role of past sustainable behavior","authors":"Sita Mishra, Sheetal Jain, Ritesh Pandey","doi":"10.1080/20932685.2022.2034029","DOIUrl":"https://doi.org/10.1080/20932685.2022.2034029","url":null,"abstract":"ABSTRACT In the last few years, there has been an increase in a tendency towards the sharing economy. The purpose of this study is to identify the role of conspicuous value, attitude towards luxury goods in the sharing economy, subjective norm, and past sustainable behavior in influencing purchase intention for luxury fashion goods in the sharing economy. Extant literature on luxury goods established the relationship between conspicuous value and purchase intention. However, it is still unexplored whether the same relationship will hold in luxury rental consumption or not. Thus, this study fills gaps in the marketing literature by studying the direct, mediating, and moderating relationship among these variables in the context of luxury sharing economy consumption. Data was collected through a questionnaire from two high-end malls in India (N = 232). Data analysis was done using AMOS 25 and the SPSS PROCESS macro. The findings of the study revealed that both attitude and subjective norm mediate the relationship between conspicuous value and purchase intention. Further, past sustainable behavior was found to moderate the relationship between conspicuous value and attitude. However, the subjective norm does not moderate the relationship between attitude and purchase intention.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2022-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44364287","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-29DOI: 10.1080/20932685.2022.2039263
M. Gomes, Susana Marques, Á. Dias
ABSTRACT Research on digital influencers’ role in marketing strategies under ongoing development. This study explores the role of digital influencer marketing on consumer purchase intention in fashion products. The goal is to investigate the direct and indirect relationships of trustworthiness, expertise, content quality, similarity, para-social interaction, and attitude towards sponsored posts on purchase intention. A mixed-method approach was conducted combining interviews with five digital influencers and a consumer-based survey with a sample of 206 fashion consumers, among them 96.1% were women and 51.5% were between 18 and 31 years old. Results indicate that blog content quality and para-social interaction positively influence purchase intention in fashion brands. Additionally, blog content quality plays a mediating role between trustworthiness and purchase intention. Moreover, consumers’ attitude towards sponsored posts influences directly and positively purchase intention and mediates the relationship between trustworthiness and purchase intention. Consumers’ attitude towards sponsored posts was also found to mediate the relationship between expertise and purchase intention. This study highlights the digital influencers’ marketing characteristics, which affect the fashion consumer purchase intention, enriching the research in this area and providing recommendations for further investigation. The results also highlight the importance of aligning communication strategies of fashion brands with influencers’ lifestyle.
{"title":"The impact of digital influencers’ characteristics on purchase intention of fashion products","authors":"M. Gomes, Susana Marques, Á. Dias","doi":"10.1080/20932685.2022.2039263","DOIUrl":"https://doi.org/10.1080/20932685.2022.2039263","url":null,"abstract":"ABSTRACT Research on digital influencers’ role in marketing strategies under ongoing development. This study explores the role of digital influencer marketing on consumer purchase intention in fashion products. The goal is to investigate the direct and indirect relationships of trustworthiness, expertise, content quality, similarity, para-social interaction, and attitude towards sponsored posts on purchase intention. A mixed-method approach was conducted combining interviews with five digital influencers and a consumer-based survey with a sample of 206 fashion consumers, among them 96.1% were women and 51.5% were between 18 and 31 years old. Results indicate that blog content quality and para-social interaction positively influence purchase intention in fashion brands. Additionally, blog content quality plays a mediating role between trustworthiness and purchase intention. Moreover, consumers’ attitude towards sponsored posts influences directly and positively purchase intention and mediates the relationship between trustworthiness and purchase intention. Consumers’ attitude towards sponsored posts was also found to mediate the relationship between expertise and purchase intention. This study highlights the digital influencers’ marketing characteristics, which affect the fashion consumer purchase intention, enriching the research in this area and providing recommendations for further investigation. The results also highlight the importance of aligning communication strategies of fashion brands with influencers’ lifestyle.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2022-03-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42303603","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-20DOI: 10.1080/20932685.2022.2032792
K. Siddiqui
ABSTRACT This paper aims to present the brand equity trends of top fashion brands using Interbrand’s annual list of top 100 global brands (2001 to 2021). Thirty fashion brands from eight countries (France, Germany, Italy, Spain, Sweden, Switzerland, the UK, and the US) appeared. Analyses were made using Interbrand’s brand equity, brand ranking, and brand equity growth rate. This paper makes a unique contribution to the concept of the fashion industry and its segments. First, to the authors’ knowledge, this is the first paper that has described the four different segments within the global fashion industry with live examples of fashion brands. These four segments include Apparel, Cosmetics, Sportswear, and Luxury. Secondly, this paper also illustrates that both the global financial crisis (2008–09) and global pandemic (2019–20) had affected the growth rate of brand equity among fashion brands, but brand equity amount kept increasing during both occasions. Furthermore, the apparel segment was more affected than other segments (sportswear, cosmetics, and luxury). Two minor findings include the emergence of France as a global center of fashion brands with a recent surge in brand equity and has housed more fashion brands than any other country. Similarly, Europe has proved its dominance in the fashion industry over the USA.
{"title":"Brand equity trend analysis for fashion brands (2001-2021)","authors":"K. Siddiqui","doi":"10.1080/20932685.2022.2032792","DOIUrl":"https://doi.org/10.1080/20932685.2022.2032792","url":null,"abstract":"ABSTRACT This paper aims to present the brand equity trends of top fashion brands using Interbrand’s annual list of top 100 global brands (2001 to 2021). Thirty fashion brands from eight countries (France, Germany, Italy, Spain, Sweden, Switzerland, the UK, and the US) appeared. Analyses were made using Interbrand’s brand equity, brand ranking, and brand equity growth rate. This paper makes a unique contribution to the concept of the fashion industry and its segments. First, to the authors’ knowledge, this is the first paper that has described the four different segments within the global fashion industry with live examples of fashion brands. These four segments include Apparel, Cosmetics, Sportswear, and Luxury. Secondly, this paper also illustrates that both the global financial crisis (2008–09) and global pandemic (2019–20) had affected the growth rate of brand equity among fashion brands, but brand equity amount kept increasing during both occasions. Furthermore, the apparel segment was more affected than other segments (sportswear, cosmetics, and luxury). Two minor findings include the emergence of France as a global center of fashion brands with a recent surge in brand equity and has housed more fashion brands than any other country. Similarly, Europe has proved its dominance in the fashion industry over the USA.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2022-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43596835","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-20DOI: 10.1080/20932685.2022.2033632
Elizabeth Kempen, R. Tobias-Mamina
ABSTRACT The COVID-19 pandemic reduced apparel sales in South Africa as in most other nations. Research has not yet determined why consumers shopped less for apparel during this time. Using the Behavioral Reasoning Theory, this study sought to explain this occurrence and its effect on consumer apparel-shopping behavior. Synchronous online interviews were conducted with 20 purposefully selected pre-COVID-19 apparel shoppers at a South African academic institution. The primary motivations for apparel shopping were the patronization of fashion sales, specific purposes, shopping needs and seasonal demands. Movement restrictions, a dampened need, a lack of appearance management, the adoption of a comfortable appearance, COVID-19 reminders, fear of COVID-19 and a lack of appropriate sizes were reasons given for less apparel shopping. Consumers used altered shopping strategies to meet changes in the apparel-shopping environment during COVID-19 lockdown in South Africa, resulting in altered shopping experiences. The behavior change is attributed to apparel retailers’ compliance with COVID-19 restrictions and protocols imposed during the pandemic. The findings contribute to a better understanding of the South African apparel shopper of the future under crisis or pandemic conditions, suggesting the implementation of omnichannel strategies.
{"title":"Applying behavioral reasoning theory to South African female consumers’ emerging apparel-shopping behavior during COVID-19","authors":"Elizabeth Kempen, R. Tobias-Mamina","doi":"10.1080/20932685.2022.2033632","DOIUrl":"https://doi.org/10.1080/20932685.2022.2033632","url":null,"abstract":"ABSTRACT The COVID-19 pandemic reduced apparel sales in South Africa as in most other nations. Research has not yet determined why consumers shopped less for apparel during this time. Using the Behavioral Reasoning Theory, this study sought to explain this occurrence and its effect on consumer apparel-shopping behavior. Synchronous online interviews were conducted with 20 purposefully selected pre-COVID-19 apparel shoppers at a South African academic institution. The primary motivations for apparel shopping were the patronization of fashion sales, specific purposes, shopping needs and seasonal demands. Movement restrictions, a dampened need, a lack of appearance management, the adoption of a comfortable appearance, COVID-19 reminders, fear of COVID-19 and a lack of appropriate sizes were reasons given for less apparel shopping. Consumers used altered shopping strategies to meet changes in the apparel-shopping environment during COVID-19 lockdown in South Africa, resulting in altered shopping experiences. The behavior change is attributed to apparel retailers’ compliance with COVID-19 restrictions and protocols imposed during the pandemic. The findings contribute to a better understanding of the South African apparel shopper of the future under crisis or pandemic conditions, suggesting the implementation of omnichannel strategies.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2022-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"60073918","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-14DOI: 10.1080/20932685.2021.2016063
Chitra S. Dabas, C. Whang
ABSTRACT This study aimed to identify drivers and moderators of sustainable fashion consumption (SFC) by reviewing the evolution of SFC research. A systematic review was conducted using 25 years (1995–2020) of SFC research, which resulted in the synthesis of a final sample of 213 studies to determine growth patterns in SFC themes. Studies were divided into 3 periods: Period 1 (1995–2010; emergence), Period 2 (2011–2015; growth), and Period 3 (2016–2020; maturity/expansion). The results indicated that the scope of SFC expanded from product-based to include larger sustainable fashion practices. Consumer values, consumer knowledge, normative influences, and fashion orientation emerged as four major frequently researched themes in SFC research. Potentially problematic issues identified include the lack of understanding of cross-cultural differences related to SFC behavior patterns. A future research agenda is proposed, along with suggestions for practitioners.
{"title":"A systematic review of drivers of sustainable fashion consumption: 25 years of research evolution","authors":"Chitra S. Dabas, C. Whang","doi":"10.1080/20932685.2021.2016063","DOIUrl":"https://doi.org/10.1080/20932685.2021.2016063","url":null,"abstract":"ABSTRACT This study aimed to identify drivers and moderators of sustainable fashion consumption (SFC) by reviewing the evolution of SFC research. A systematic review was conducted using 25 years (1995–2020) of SFC research, which resulted in the synthesis of a final sample of 213 studies to determine growth patterns in SFC themes. Studies were divided into 3 periods: Period 1 (1995–2010; emergence), Period 2 (2011–2015; growth), and Period 3 (2016–2020; maturity/expansion). The results indicated that the scope of SFC expanded from product-based to include larger sustainable fashion practices. Consumer values, consumer knowledge, normative influences, and fashion orientation emerged as four major frequently researched themes in SFC research. Potentially problematic issues identified include the lack of understanding of cross-cultural differences related to SFC behavior patterns. A future research agenda is proposed, along with suggestions for practitioners.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2022-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46664038","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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