作为女性竞争策略的快时尚消费:对可持续消费的影响

IF 3.2 4区 管理学 Q2 BUSINESS Journal of Fashion Marketing and Management Pub Date : 2024-09-03 DOI:10.1108/jfmm-03-2023-0063
Carina Mae Font, Xavier Font
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引用次数: 0

摘要

研究目的本研究对消费者为何继续进行破坏环境的快速时尚消费进行了新的和尚未探索的解释。本研究比较了 "中性 "对照和 "性内竞争 "实验条件对以下两方面的影响:(1)消费者购买的可能性;(2)消费者的支付意愿:(研究结果女性使用快时尚作为向其他女性发出的显眼信号,但这并不一定是她们浪费购买快时尚的原因。实际意义零售商在解决快时尚消费中的浪费问题时,可以证明可持续消费为快时尚消费提供了一个更好的显性信号,而不是仅仅使用理性信息。原创性/价值本研究以进化心理学为基础,利用性内竞争、显性消费和显性浪费三种理论来理解在配偶吸引的背景下,快时尚消费的数量和种类是如何被用作显性信号的。
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Fast fashion consumption as a female competition strategy: implications for sustainable consumption

Purpose

This research considers new and unexplored explanations of why consumers continue to engage in environmentally damaging, fast fashion consumption. It explains why rational arguments alone do not prevent fast fashion consumption or encourage consumers to move toward greater adoption of sustainable fashion consumption behaviours.

Design/methodology/approach

This research compared the effects of a “neutral” control and an “intrasexual rivalry” experimental condition on: (1) likelihood to buy, and (2) willingness to pay, of frequent female fast fashion shoppers (N = 184).

Findings

Women use fast fashion as a conspicuous signal to other women, although this is not necessarily why they waste fast fashion purchases. Mating motives appear to produce a significant increase in fast fashion buying behaviour with women feeling intrasexual pressure to engage in consumption, and utilising consumption themselves as a self-promotion strategy.

Practical implications

Retailers tackling wasteful fast fashion consumption can demonstrate that sustainable consumption provides a superior conspicuous signal to fast fashion consumption, instead of solely using rational messaging.

Originality/value

Grounded in evolutionary psychology, this study uses three theories of intrasexual rivalry, conspicuous consumption and conspicuous waste to understand how both the volume and variety of fast fashion consumed are used as conspicuous signals in a mate attraction context.

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来源期刊
CiteScore
7.30
自引率
8.60%
发文量
41
期刊介绍: ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.
期刊最新文献
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