Pub Date : 2022-02-23DOI: 10.1080/20932685.2021.2021435
N. Arora, Parul Manchanda
ABSTRACT Gen Z consumers are the most lucrative segment concerning fashion products, including apparel and have showcased a willingness to shift towards more sustainable processes. This research explores the mediating role of positive attitude towards sustainable apparel with green perceived value and intention to purchase sustainable apparel amongst Gen Z. The paper also explores a moderated mediation model with materialistic values and consumer knowledge about sustainable apparel as moderators. A survey method was employed to collect data, and 308 undergraduate students from universities of Delhi – National Capital Region (NCR) were selected as respondents. The study results indicated a partial mediating role of positive attitude towards sustainable apparel and confirms the moderating role of materialistic values and consumer knowledge about sustainable apparel. Further, materialistic values and consumer knowledge were suggested as significant moderators in the model. The study also confirms a significant relationship among – green perceived value, positive attitude towards sustainable apparel, and intention to purchase sustainable apparel.
{"title":"Green perceived value and intention to purchase sustainable apparel among Gen Z: The moderated mediation of attitudes","authors":"N. Arora, Parul Manchanda","doi":"10.1080/20932685.2021.2021435","DOIUrl":"https://doi.org/10.1080/20932685.2021.2021435","url":null,"abstract":"ABSTRACT Gen Z consumers are the most lucrative segment concerning fashion products, including apparel and have showcased a willingness to shift towards more sustainable processes. This research explores the mediating role of positive attitude towards sustainable apparel with green perceived value and intention to purchase sustainable apparel amongst Gen Z. The paper also explores a moderated mediation model with materialistic values and consumer knowledge about sustainable apparel as moderators. A survey method was employed to collect data, and 308 undergraduate students from universities of Delhi – National Capital Region (NCR) were selected as respondents. The study results indicated a partial mediating role of positive attitude towards sustainable apparel and confirms the moderating role of materialistic values and consumer knowledge about sustainable apparel. Further, materialistic values and consumer knowledge were suggested as significant moderators in the model. The study also confirms a significant relationship among – green perceived value, positive attitude towards sustainable apparel, and intention to purchase sustainable apparel.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"168 - 185"},"PeriodicalIF":3.8,"publicationDate":"2022-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48481494","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 : 2022-02-23DOI: 10.1080/20932685.2021.2017320
Houcine Akrout, S. Guercini
ABSTRACT This guest editorial article introduces a special issue devoted to the results, paradoxes, and potentialities emerging from the growing interest within the marketing and management research in the sustainability of fashion and luxury companies. While there has been extensive discussion of the meaning and forms of sustainability in the literature, the consistency of the models and behaviors applied to sustainability adopted by companies, and the results achieved in a field as important as fashion and luxury marketing, have not been verified. The articles in the special issue are briefly discussed, with some conclusions about the main results emerging from the various research studies. The five articles in this special issue seek to contribute to research that systemizes new models and tools that may be useful for practitioners and marketing researchers working in this field.
{"title":"Sustainability in fashion and luxury marketing: Results, paradoxes and potentialities","authors":"Houcine Akrout, S. Guercini","doi":"10.1080/20932685.2021.2017320","DOIUrl":"https://doi.org/10.1080/20932685.2021.2017320","url":null,"abstract":"ABSTRACT This guest editorial article introduces a special issue devoted to the results, paradoxes, and potentialities emerging from the growing interest within the marketing and management research in the sustainability of fashion and luxury companies. While there has been extensive discussion of the meaning and forms of sustainability in the literature, the consistency of the models and behaviors applied to sustainability adopted by companies, and the results achieved in a field as important as fashion and luxury marketing, have not been verified. The articles in the special issue are briefly discussed, with some conclusions about the main results emerging from the various research studies. The five articles in this special issue seek to contribute to research that systemizes new models and tools that may be useful for practitioners and marketing researchers working in this field.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"91 - 100"},"PeriodicalIF":3.8,"publicationDate":"2022-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43654885","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 : 2022-01-05DOI: 10.1080/20932685.2021.2016062
N.Prasanna Kumar, Pratibha Garg, Shailender Singh
ABSTRACT The textile industry has emerged as a major pollution source owing to a rise in carbon footprint, the spike in greenhouse gas emission, and increasing landfill waste. Sustainable fashion has become a new style statement and industries are shifting their orientation towards environment-friendly manufacturing. The theory of planned behavior (TPB) model was employed with environmental concern, personal moral norms, and perceived consumer effectiveness to better predict the eco-friendly apparel purchase intention of educated Indian youths. Variance-based partial least square-structural equation modeling (PLS-SEM) was applied to evaluate the hypothesized model. Findings indicated that perceived behavioral control has a strong significant positive influence on purchase intention followed by personal moral norms, attitude, and perceived consumer effectiveness. Environmental concern was found to have an indirect effect on purchase intention through three primary TPB variables and personal moral norms. Multi-group analysis (MGA) was performed to examine the moderating effect of perceived consumer effectiveness on an attitude–intention relationship. The highly perceived consumer effectiveness group was shown to have a more consistent attitude-purchase intention relationship as compared to the low-perceived consumer effectiveness group. The study promulgates insights to professionals and policymakers to formulate sustainable marketing strategies and policies to cope with the indigenous market conditions.
{"title":"Pro-environmental purchase intention towards eco-friendly apparel: Augmenting the theory of planned behavior with perceived consumer effectiveness and environmental concern","authors":"N.Prasanna Kumar, Pratibha Garg, Shailender Singh","doi":"10.1080/20932685.2021.2016062","DOIUrl":"https://doi.org/10.1080/20932685.2021.2016062","url":null,"abstract":"ABSTRACT The textile industry has emerged as a major pollution source owing to a rise in carbon footprint, the spike in greenhouse gas emission, and increasing landfill waste. Sustainable fashion has become a new style statement and industries are shifting their orientation towards environment-friendly manufacturing. The theory of planned behavior (TPB) model was employed with environmental concern, personal moral norms, and perceived consumer effectiveness to better predict the eco-friendly apparel purchase intention of educated Indian youths. Variance-based partial least square-structural equation modeling (PLS-SEM) was applied to evaluate the hypothesized model. Findings indicated that perceived behavioral control has a strong significant positive influence on purchase intention followed by personal moral norms, attitude, and perceived consumer effectiveness. Environmental concern was found to have an indirect effect on purchase intention through three primary TPB variables and personal moral norms. Multi-group analysis (MGA) was performed to examine the moderating effect of perceived consumer effectiveness on an attitude–intention relationship. The highly perceived consumer effectiveness group was shown to have a more consistent attitude-purchase intention relationship as compared to the low-perceived consumer effectiveness group. The study promulgates insights to professionals and policymakers to formulate sustainable marketing strategies and policies to cope with the indigenous market conditions.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"134 - 150"},"PeriodicalIF":3.8,"publicationDate":"2022-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46778108","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 : 2022-01-05DOI: 10.1080/20932685.2021.1998789
M. Milanesi, Yuliia Kyrdoda, A. Runfola
ABSTRACT Sustainability is strongly becoming imperative for all fashion companies to respond to stakeholders’ concerns and meet their expectations. While companies are more and more engaged in sustainability practices regarding all the activities carried out, there is also a growing opportunity for them to communicate it to reinforce the brand through various means. One of these is undoubtedly represented by social media. The social media landscape is increasingly characterized by the use of images as a highly impactful way of communication, with image-based social media such as Instagram that are experiencing significant growth among consumers and businesses. Consequently, the paper aims to understand how sustainability is depicted through Instagram by sustainable fashion companies. For these reasons, the paper investigates the use of images on Instagram by two sustainable fashion brands, Patagonia and Stella McCartney. To this aim, the paper employs the visual content analysis on over 300 pictures downloaded from the two corporate accounts on Instagram. The findings show the most used image categories to depict sustainability, and how such categories generate online interaction with users in terms of digital engagement. Implications for sustainable fashion companies and social media managers are provided.
{"title":"How do you depict sustainability? An analysis of images posted on Instagram by sustainable fashion companies","authors":"M. Milanesi, Yuliia Kyrdoda, A. Runfola","doi":"10.1080/20932685.2021.1998789","DOIUrl":"https://doi.org/10.1080/20932685.2021.1998789","url":null,"abstract":"ABSTRACT Sustainability is strongly becoming imperative for all fashion companies to respond to stakeholders’ concerns and meet their expectations. While companies are more and more engaged in sustainability practices regarding all the activities carried out, there is also a growing opportunity for them to communicate it to reinforce the brand through various means. One of these is undoubtedly represented by social media. The social media landscape is increasingly characterized by the use of images as a highly impactful way of communication, with image-based social media such as Instagram that are experiencing significant growth among consumers and businesses. Consequently, the paper aims to understand how sustainability is depicted through Instagram by sustainable fashion companies. For these reasons, the paper investigates the use of images on Instagram by two sustainable fashion brands, Patagonia and Stella McCartney. To this aim, the paper employs the visual content analysis on over 300 pictures downloaded from the two corporate accounts on Instagram. The findings show the most used image categories to depict sustainability, and how such categories generate online interaction with users in terms of digital engagement. Implications for sustainable fashion companies and social media managers are provided.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"101 - 115"},"PeriodicalIF":3.8,"publicationDate":"2022-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45262783","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 : 2022-01-05DOI: 10.1080/20932685.2021.2011766
A. Bernardi, C. Cantù, E. Cedrola
ABSTRACT Sustainable innovation – the introduction of new products and processes that bring economic, social and environmental benefits – have a crucial role in the textile and fashion industry. However, current literature mainly focuses on new product development and the consequent environmental impacts. One of the main challenges for textile and fashion companies is how to be environmentally, socially and economically sustainable and innovative in the meantime. This paper is based on the Triple Bottom Line framework and attempts to address this gap by identifying some key success factors (KSFs) that could allow textile and fashion companies to develop product and process innovations, taking into account their social, environmental and economic outcomes. The research is based on a multiple-case study method and results show that textile and fashion companies can achieve a competitive advantage by being sustainable and innovative and when there are strong corporate values, cultural heritage and stable relationships with the territory. Besides extending the literature on sustainable, the paper highlights the main challenges and opportunities within this sector.
{"title":"Key success factors to be sustainable and innovative in the textile and fashion industry: Evidence from two Italian luxury brands","authors":"A. Bernardi, C. Cantù, E. Cedrola","doi":"10.1080/20932685.2021.2011766","DOIUrl":"https://doi.org/10.1080/20932685.2021.2011766","url":null,"abstract":"ABSTRACT Sustainable innovation – the introduction of new products and processes that bring economic, social and environmental benefits – have a crucial role in the textile and fashion industry. However, current literature mainly focuses on new product development and the consequent environmental impacts. One of the main challenges for textile and fashion companies is how to be environmentally, socially and economically sustainable and innovative in the meantime. This paper is based on the Triple Bottom Line framework and attempts to address this gap by identifying some key success factors (KSFs) that could allow textile and fashion companies to develop product and process innovations, taking into account their social, environmental and economic outcomes. The research is based on a multiple-case study method and results show that textile and fashion companies can achieve a competitive advantage by being sustainable and innovative and when there are strong corporate values, cultural heritage and stable relationships with the territory. Besides extending the literature on sustainable, the paper highlights the main challenges and opportunities within this sector.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"116 - 133"},"PeriodicalIF":3.8,"publicationDate":"2022-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"60073906","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 : 2021-12-06DOI: 10.1080/20932685.2021.1977164
Ulf Aagerup
ABSTRACT The purpose of this article is to investigate whether women’s relatively positive response to obese models is the result of social desirability bias on the part of women rather than deep seated attitudes. 60 university students in Sweden underwent an Implicit Associations Test (IAT) to reveal attitudes towards obese models that the participants were not able or willing to openly express. The study shows that even though women express significantly more positive attitudes towards obese models than men do, women and men display similar implicit negativity towards obese models. The study replicates a previously shown explicit gender effect, but also extends theory on gender preferences towards models of different sizes and body types by introducing measurements of implicit attitudes. Finally, the paper provides a possible explanation for why the fashion industry largely refrains from using obese models even though women express relatively positive attitudes towards them.
{"title":"Men’s and women’s implicit negativity towards obese fashion models","authors":"Ulf Aagerup","doi":"10.1080/20932685.2021.1977164","DOIUrl":"https://doi.org/10.1080/20932685.2021.1977164","url":null,"abstract":"ABSTRACT The purpose of this article is to investigate whether women’s relatively positive response to obese models is the result of social desirability bias on the part of women rather than deep seated attitudes. 60 university students in Sweden underwent an Implicit Associations Test (IAT) to reveal attitudes towards obese models that the participants were not able or willing to openly express. The study shows that even though women express significantly more positive attitudes towards obese models than men do, women and men display similar implicit negativity towards obese models. The study replicates a previously shown explicit gender effect, but also extends theory on gender preferences towards models of different sizes and body types by introducing measurements of implicit attitudes. Finally, the paper provides a possible explanation for why the fashion industry largely refrains from using obese models even though women express relatively positive attitudes towards them.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"273 - 288"},"PeriodicalIF":3.8,"publicationDate":"2021-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43752673","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 : 2021-11-04DOI: 10.1080/20932685.2023.2205862
Alfonso de la Quintana García
ABSTRACT The cinema is a fashion promoter that has always influenced journalists’ stereotypes. From their clothes, hairstyles, gestures and even the way of speaking. It has been an essential instrument for studying the aesthetic movements through the different eras in history. It also turned the journalist into an opinion leader and, hereinafter, those journalists would influence in their audience by creating style icons through movies and promoting items of clothing. In order to analyse the evolution of cinema fashion in Spain, two representative films of the journalistic profession have been analysed for their screen share acceptance, but very different in time, space and form in order to try to cover all possible characteristics. By means of a comparative study, the similarities, differences and fashion pattern are analysed and summarised. The most important conclusion is that fashion is a cross-cuing phenomenon that is used to denounce injustice in each of the films. Fashion is not only the costume, it is the way of speaking in the script, the furniture, the place filmed and sometime even the problems that are denounced. Fashion has social effects. Finally, a small, very limited simple is made with a series of in-depth interviews with three journalists in relevant positions, with more than ten years of seniority working in the world fashion.
{"title":"The evolution of journalists´ style in the cinema in Spain: From the Historias de la radio to Spotlight","authors":"Alfonso de la Quintana García","doi":"10.1080/20932685.2023.2205862","DOIUrl":"https://doi.org/10.1080/20932685.2023.2205862","url":null,"abstract":"ABSTRACT The cinema is a fashion promoter that has always influenced journalists’ stereotypes. From their clothes, hairstyles, gestures and even the way of speaking. It has been an essential instrument for studying the aesthetic movements through the different eras in history. It also turned the journalist into an opinion leader and, hereinafter, those journalists would influence in their audience by creating style icons through movies and promoting items of clothing. In order to analyse the evolution of cinema fashion in Spain, two representative films of the journalistic profession have been analysed for their screen share acceptance, but very different in time, space and form in order to try to cover all possible characteristics. By means of a comparative study, the similarities, differences and fashion pattern are analysed and summarised. The most important conclusion is that fashion is a cross-cuing phenomenon that is used to denounce injustice in each of the films. Fashion is not only the costume, it is the way of speaking in the script, the furniture, the place filmed and sometime even the problems that are denounced. Fashion has social effects. Finally, a small, very limited simple is made with a series of in-depth interviews with three journalists in relevant positions, with more than ten years of seniority working in the world fashion.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"419 - 428"},"PeriodicalIF":3.8,"publicationDate":"2021-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42631207","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 : 2021-11-01DOI: 10.1080/20932685.2021.1987289
Rachel Creighton, I. Jestratijević, Daton Lee
ABSTRACT The purpose of this qualitative study is to evaluate and compare eight sustainability supplier scorecard assessment tools in use among five major international apparel retailers, Walmart, Eileen Fisher, Nike, H&M, and Gap. Inductive content analysis was used to study the raw textual data and make evidence-based inferences. Results showed that the field of sustainable supply chain management (SSCM) is subject to inefficiencies because there are inadequate standards for reporting information which would expose these inefficiencies. The investigated tools varied in terms of scope, performance measurements, and scoring methodologies, which had negative effects on their comparability. This obstacle, however, does not invalidate the major findings, which revealed an evident and concerning lack of information to support the practical application of the tools investigated. Because no retailer disclosed information about its lower tier suppliers’ assessments, it is uncertain whether and how suppliers in lower tiers are engaged in sustainability assessments. Because sustainability violations occur at a higher rate within fragmented supply chains, it is critical to communicate supplier engagement throughout the value chain. The findings of this study urge the application of standardized and comprehensive scorecard assessments which would help to enhance the credibility of SSCM practice, its assessment, and its communication.
{"title":"Sustainability supplier scorecard assessment tools: A comparison between apparel retailers","authors":"Rachel Creighton, I. Jestratijević, Daton Lee","doi":"10.1080/20932685.2021.1987289","DOIUrl":"https://doi.org/10.1080/20932685.2021.1987289","url":null,"abstract":"ABSTRACT The purpose of this qualitative study is to evaluate and compare eight sustainability supplier scorecard assessment tools in use among five major international apparel retailers, Walmart, Eileen Fisher, Nike, H&M, and Gap. Inductive content analysis was used to study the raw textual data and make evidence-based inferences. Results showed that the field of sustainable supply chain management (SSCM) is subject to inefficiencies because there are inadequate standards for reporting information which would expose these inefficiencies. The investigated tools varied in terms of scope, performance measurements, and scoring methodologies, which had negative effects on their comparability. This obstacle, however, does not invalidate the major findings, which revealed an evident and concerning lack of information to support the practical application of the tools investigated. Because no retailer disclosed information about its lower tier suppliers’ assessments, it is uncertain whether and how suppliers in lower tiers are engaged in sustainability assessments. Because sustainability violations occur at a higher rate within fragmented supply chains, it is critical to communicate supplier engagement throughout the value chain. The findings of this study urge the application of standardized and comprehensive scorecard assessments which would help to enhance the credibility of SSCM practice, its assessment, and its communication.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"61 - 74"},"PeriodicalIF":3.8,"publicationDate":"2021-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46234255","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 : 2021-10-29DOI: 10.1080/20932685.2021.1960580
Jitong Li, K. Leonas
ABSTRACT The purpose of this study is to identify the importance of swimwear attributes to Generation Z (Gen Z) female consumers and investigate the effects of consumer knowledge (CK) on consumers’ decision-making processes. First, based on the attribute classification methods in the literature and exploratory analysis on selected swimwear brands, eight swimwear attributes and each attribute’s levels were identified. These attributes were classified into the sustainability-irrelevant (extrinsic, intrinsic) and sustainability-relevant (environmental, social) attribute categories. Second, a self-administered online survey was employed. A total of 257 usable data were received. Most participants have limited knowledge of sustainable swimwear, and their knowledge levels have influences on attribute importance. Results indicate that price is the most important attribute, followed by fiber, donation, color, certification, and style. Two attributes, country of origin and labor, are rarely considered. Additionally, sustainable cues add value to consumers’ evaluations. This study involves consumer knowledge as a factor and fills a gap in the literature focusing on Gen Z and swimwear. The findings are beneficial for swimwear enterprises to address consumers’ preferences in their future product development strategy.
{"title":"Generation Z female consumers’ preferences for swimwear products with sustainability-relevant attributes","authors":"Jitong Li, K. Leonas","doi":"10.1080/20932685.2021.1960580","DOIUrl":"https://doi.org/10.1080/20932685.2021.1960580","url":null,"abstract":"ABSTRACT The purpose of this study is to identify the importance of swimwear attributes to Generation Z (Gen Z) female consumers and investigate the effects of consumer knowledge (CK) on consumers’ decision-making processes. First, based on the attribute classification methods in the literature and exploratory analysis on selected swimwear brands, eight swimwear attributes and each attribute’s levels were identified. These attributes were classified into the sustainability-irrelevant (extrinsic, intrinsic) and sustainability-relevant (environmental, social) attribute categories. Second, a self-administered online survey was employed. A total of 257 usable data were received. Most participants have limited knowledge of sustainable swimwear, and their knowledge levels have influences on attribute importance. Results indicate that price is the most important attribute, followed by fiber, donation, color, certification, and style. Two attributes, country of origin and labor, are rarely considered. Additionally, sustainable cues add value to consumers’ evaluations. This study involves consumer knowledge as a factor and fills a gap in the literature focusing on Gen Z and swimwear. The findings are beneficial for swimwear enterprises to address consumers’ preferences in their future product development strategy.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"44 - 60"},"PeriodicalIF":3.8,"publicationDate":"2021-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45599684","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 : 2021-10-29DOI: 10.1080/20932685.2021.1978308
S. Salem, A. Alanadoly
ABSTRACT This study investigates the indirect effects of consumer fashion involvement, opinion seeking and online buying experience on online purchasing behaviour of fashion products by adapting the functional perspective of the perceived values: quality and price. Partial least squares structural equation modelling (PLS-SEM) is used to examine the proposed study’s framework with data collected through a survey (n = 346) to examine respondents’ opinions on the mentioned variables. The authors also assessed the proposed framework using Importance-Performance Map Analysis (IPMA). The study results reveal that perceived quality mediates the relationship between fashion involvement, online shopping experience and online purchasing, which is not observed in opinion seeking. On the other hand, only perceived price mediates the relationship between opinion seeking, online shopping experience and online buying behaviour. At the construct level, IPMA revealed that perceived price and online shopping experience are crucial for enhancing online purchasing behaviour of fashion products. This study contributes to the existing literature by evaluating the effects of fashion involvement, opinion seeking and online experience on perceived value in terms of quality and price and how this may improve consumers’ online purchasing behaviour.
{"title":"What drives Malaysian online fashion shopping? The mediating role of perceived value","authors":"S. Salem, A. Alanadoly","doi":"10.1080/20932685.2021.1978308","DOIUrl":"https://doi.org/10.1080/20932685.2021.1978308","url":null,"abstract":"ABSTRACT This study investigates the indirect effects of consumer fashion involvement, opinion seeking and online buying experience on online purchasing behaviour of fashion products by adapting the functional perspective of the perceived values: quality and price. Partial least squares structural equation modelling (PLS-SEM) is used to examine the proposed study’s framework with data collected through a survey (n = 346) to examine respondents’ opinions on the mentioned variables. The authors also assessed the proposed framework using Importance-Performance Map Analysis (IPMA). The study results reveal that perceived quality mediates the relationship between fashion involvement, online shopping experience and online purchasing, which is not observed in opinion seeking. On the other hand, only perceived price mediates the relationship between opinion seeking, online shopping experience and online buying behaviour. At the construct level, IPMA revealed that perceived price and online shopping experience are crucial for enhancing online purchasing behaviour of fashion products. This study contributes to the existing literature by evaluating the effects of fashion involvement, opinion seeking and online experience on perceived value in terms of quality and price and how this may improve consumers’ online purchasing behaviour.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"75 - 89"},"PeriodicalIF":3.8,"publicationDate":"2021-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47463007","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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