Fashion sensitive young consumers and fashion garment repair: Emotional connections to garments as a sustainability strategy

Where clothing consumption has continued to rise around the world, a deeper understanding of how and why garments are disposed of is critical in regard to addressing the issue of textile waste by consumers. The purpose of this study was to explore the garment management processes of young, fashion sensitive consumers, examining their disposal behaviours as well as motivations towards garment end‐of‐life extension through maintenance or repair of damaged fashion clothing. A survey of 161 South Korean young consumers (18–34 years) was conducted, utilizing a fashion sensitivity scale to measure impact on unsustainable garment disposal practices and garment repair behaviour. Further, general recycling behaviour of these individuals was examined, as linked to garment repair propensity. Results indicate that fashion sensitive consumers dispose of garments more rapidly, and with less ethical consideration. However, these same consumers are motivated to repair items that support their fashion identity. The study contributes some useful insight into encouraging garment life extension practise among heavy consumers of fashion, thus extending what is known about fashion garment disposal in the sustainability context.     

From quantity to quality: understanding slow fashion consumers for sustainability and consumer education

There is a growing interest in slow fashion, a production method which emphasizes quality as a way of achieving sustainability in the fashion industry. In order to develop a sophisticated and targeted marketing strategy, this study aimed to identify potential slow fashion consumer segments and understand their characteristics. The final 221 completed responses from a sample of nationwide U.S. consumers were analyzed by cluster analysis. Based on consumer orientation to slow fashion, four consumer groups were identified: Highly‐involved in slow fashion group, Conventional group, Exclusivity oriented group and Low‐involved in slow fashion group. The characteristics of each group were profiled according to personal values, apparel consumption behaviours and demographics. With distinctive profiles of each group, different marketing strategies were suggested to address the needs of each group effectively. This study extends academic understanding of slow fashion in consumer perspectives, and provides important perspectives for consumer education on apparel consumption.     

Consumer empowerment: public policy and insurance regulation

This paper explores consumer advocacy as it applies to insurance regulation based on the literature and on the author's experience as a consumer representative and member of the Board of Trustees for the National Association of Insurance Commissioners (NAIC). The NAIC, founded in 1871, is a non‐profit voluntary organization of the chief insurance regulatory officials of the 50 states, the District of Columbia, American Samoa, Guam, Puerto Rico and the Virgin Islands. One of its key objectives is to facilitate the fair and equitable treatment of consumers. Each year 13–16 consumer representatives are selected to speak for consumers at national meetings in addition to serving as year‐round resources to consumers, attorneys representing consumers, regulators, and other groups. Readers of the paper are encouraged to participate more fully in the public policy process. Although the focus of this paper is on insurance and regulation in the USA, the guiding principles apply to other nations, organizations, and consumer causes.     

Gender,fashion consumer group,need for touch and Korean apparel consumers' shopping channel preference

Shopping preferences are affected by the culture in which an individual grows up as well as by individual differences in consumers such as differences in gender, fashion leadership and need for touch. The current study examined the influence of consumers' need for touch and fashion leadership on preference for shopping outlets (e.g. touch and non‐touch shopping channels) between genders and within a particular culture. The purpose of this study was to examine gender, fashion consumer group, need for touch and Korean apparel consumers' shopping channel preference. Participants were a convenience sample of 262 Korean college students who were recruited in Changwon, South Korea. A questionnaire was compiled that included a request for demographic information, the Need For Touch scale, the Measure of Fashion Innovativeness and Opinion Leadership, and items assessing preference for touch and non‐touch shopping channels for clothing. Women and men did not differ in overall need for touch or instrumental need for touch. Fashion change agents and fashion followers did not differ in their preference for touch and non‐touch shopping channels. Preference for touch shopping channels was more greatly affected by variables such as need for touch, gender, and fashion innovativeness and opinion leadership than preference for non‐touch shopping channels. Preference for non‐touch shopping channels was virtually unaffected by the variables examined in the current study. Implications for theory and research are provided.     

Expanding opportunities in fashion merchandizing: a successful internship programme through an innovative collaboration with The National NeedleArts Association

Internships are an important part of education in an applied field such as consumer sciences. Within consumer sciences, coursework typical of a fashion merchandizing programme exposes students, often for the first time, to issues of fibre, yarn and textile structure as well as colour and design. While these topics expand student knowledge beyond apparel, students find it difficult to imagine careers outside of the typical fashion merchandizing framework, thus limiting their internship choices to apparel retailing. Most students are unaware of the art and craft markets, specifically the needlearts of knitting, crocheting, needlepoint, cross‐stitching and embroidery. In the United States and Canada alone, this market, which includes fibre and yarn designers and producers, suppliers and retailers, constitutes an $8.5 billion industry. In summer 2006, the University of Akron and The National NeedleArts Association (TNNA), a trade association, initiated a joint venture, coined Pathways into Professional Needlearts (PiPN), to familiarize and train students in the needlearts. During the pilot programme, 10 fashion merchandizing students attended TNNA's trade show, spent 2 weeks in intense needlearts training and completed 10‐week‐long internships. TNNA appealed to its members for internship positions, which were subsequently matched with students’ abilities and expectations. The positions, scattered throughout the United States and Canada, ranged from a summer camp for school‐aged children, a design house for specialty knits, a needlepoint boutique and design business, yarn designers and distributors, to a web site and e‐business to retail boutiques. Both hosts and students benefited from new, and ongoing, business relationships. The enthusiasm for PiPN prompted TNNA to sponsor a second class in 2007. The students reported that they easily transferred their traditional fashion course concepts to their new areas of interest. They were able to apply their knowledge of textile materials, construction techniques, fashion trends, market research and consumer behaviour to both their needlearts course and subsequent internship. Students not only learned the fundamentals of the needlearts, they also gained a new perspective on the possibilities of future careers. Equally important, they experienced the personal fulfilment of self‐expression through artistic media previously not attempted and the relevance of building a community through the needlearts. They also learned that in applying the traditional content of fashion merchandizing to a related industry, they could expand consumer choice by providing a different market perspective.     

The effects of environmental attitude and fashion opinion leadership on textile recycling in the US

This study explored consumers' use of existing textile recycling options and tested relationships between general environmental attitudes, fashion opinion leadership and textile recycling behaviour. Nearly 51·2% of consumer textile products end up in landfills each year. Therefore, recycling of post-consumer textiles has implications for reducing the impact of consumer waste on the environment. The sample comprised a total of 277 male and female students from one Mid-western university. Factor analysis, correlation analysis and t-tests were the statistical methods used to analyse the data. Environmental attitude was found to be positively related to textile disposition method but not related to fashion opinion leadership. Gender differences were found for general environmental attitude as well as textile disposition method. These results have implications for consumer textile recycling initiatives. Suggestions for further study are given.     

When the frugal become wasteful: An examination into how impression management can initiate the end-stages of consumption for frugal consumers

Premature disposal of functional products is a global problem adding to waste and feeding a consumer culture. Contrary to this, frugal consumers take care and extend the life of their products, elongating the usage and value obtained from their possessions. Despite this, little is known about frugal consumers and the factors that eventually initiate their actions towards the end-stages of consumption (e.g., declined usage). The present research explores one such psychological factor that may dictate frugal consumers’ willingness to discontinue usage of their products; impression management. Three studies demonstrate that when the marketplace's opinion of an owned product is negative (e.g., inferior value), then the well-accepted frugality-usage intentions relationship diminishes. This effect is due in part to the undesirable image that owning such a product portrays, that of a consumer who makes poor choices. By examining what can initiate the end-stages of consumption for frugal consumers, this study broadens our understanding of anticonsumption lifestyles postpurchase, exploring factors beyond functionality, and obsolescence that influence decisions to continue or discontinue using products consumers already own.     

Personal Factors Related to Consumer Product Disposal Tendencies

Extended channels of distribution provide numerous options for consumers who wish to move still useful but unwanted products to other consumers. The rationales consumers use in choosing disposal options, including those resulting in redistribution, are described. Affect and demographic correlates for each disposition tendency provide information to help develop consumer behavior theory regarding redistribution, as well as provide strategic implications for extended channels.     

Drivers of clothing disposal in the US: An exploration of the role of personal attributes and behaviours in frequent disposal

Clothing products remain important in today's consumer culture, but the sustainability of that consumption is questionable, as it often leads to excess waste. The purpose of this study was to explore the drivers of clothing waste, and to investigate the influence of demographic factors and personal attributes on disposal frequency. An online survey was conducted to over 500 men and women in the US from three different generational cohorts. The survey investigated fashion trend sensitivity, shopping frequency, quality and price consciousness as well as demographic factors, utilizing 5‐point Likert scales. On the basis of literature, seven hypotheses were developed. Correlational analysis, independent t‐test and one‐way analysis of variance were conducted to test the hypotheses. Results indicate that fashion trend sensitivity, fashion shopping frequency, higher incomes, younger age groups and being female are all positively correlated with frequent clothing disposal. Interestingly, quality consciousness was positively correlated to frequent clothing disposal, while price consciousness was negatively related to clothing disposal frequency. This study contributes to the literature by providing a more specific examination of the drivers of frequent clothing disposal and providing empirical evidence to support previous exploratory studies.     

Low‐Frequency Volatility of Yen Interest Rate Swap Market in Relation to Macroeconomic Risk*

Using ‘low‐frequency’ volatility extracted from aggregate volatility shocks in interest rate swap (hereafter, IRS) market, this paper investigates whether Japanese yen IRS volatility can be explained by macroeconomic risks. The analysis suggests that this low‐frequency yen IRS volatility has strong and positive association with most of the macroeconomic risk proxies (e.g., volatility of consumer price index, industrial production volatility, foreign exchange volatility, slope of the term structure and money supply) with the exception of the unemployment rate, which is negatively related to IRS volatility. This finding is fairly consistent with the argument that the greater the macroeconomic risk the greater is the use of derivative instruments to hedge or speculate. The relationship between the macroeconomic risks and IRS volatility varies slightly across the different swap maturities but is robust to alternative volatility specifications. This linkage between swap market and macroeconomy has practical implications since market makers and hedgers use the swap rate as benchmark for pricing long‐term interest rates, corporate bonds and various other securities.     

Business at the fingertips of consumers: a scale for measuring resale motivations in online settings

Our current understanding of what motivates consumers to resell second-hand products online is limited. This article lays out the development and validation of an online resale motivation (ORM) scale based on three studies involving 1119 respondents. Study 1 presents the ORM scale development process and the resulting multidimensional construct, including the protester, economic, generative, recreational, practical and social facets of motivation. Study 2 replicates the scale and investigates its predictive value, demonstrating that the ORM scale successfully predicts online resale frequency. Study 3 examines the mediating role of ORM on the relationship between planned resale intentions and online resale behaviour. The findings show that there is no direct link between a consumer’s intention to resell an item prior to its purchase and the frequency with which they resell online. Rather, consumers who more frequently resell online items that they acquired with the intention of reselling do so because they perceive positive economic, practical and recreational outcomes associated with online reselling.     

Consumer‐Generated Representations: Muslim Women Recreating Western Luxury Fashion Brand Meaning through Consumption

The aim of this paper is to explore the influence of consumer‐generated representations on symbolic brand meaning. The term consumer‐generated representation is used in this research to refer to the image created for a brand based on the defining characteristics of a consumer or group of consumers. A preliminary qualitative study consisting of 12 in‐depth interviews was conducted in Kuwait, specifically exploring Muslim female consumers as consumers of western luxury fashion brands. The findings show that Muslim female consumers generate “Modestly Sexy” representations that recreate meaning for western luxury fashion brands in Kuwait. Thus, marketers need to recognize the importance of managing consumer‐generated representations on a global scale.     

Ambiguous framings of political consumerism: means or end,product or process orientation?

For dealing with various societal problems, ‘political’/‘ethical’/‘responsible’ consumerism is often discussed as an effective democratic and participatory tool. However, political consumerism – along with its tools, such as product labelling – is often conceived and discussed in oversimplified ways. Instead, the tension between scientific complexity, knowledge uncertainty and a codified, standardized label involves extensive political strategy, interest conflicts and simplified framings of the consumers’ roles as political decision makers. The purpose of this paper is to analyse how criteria for organic food labelling have been simplified, or framed, within various versions of political consumerism in policy debates. The more general purpose is to examine variations of what consumerism may entail theoretically and practically. Examples are chosen of organic food labelling in the US. The analysis is based on framing theory. The first distinction is made between framings surrounding the extrinsic and intrinsic values of consumerism (i.e. consumer empowerment towards an external goal, or as an overriding principle of democracy). The second distinction is between product‐ and process‐oriented consumerism (i.e. consumer empowerment with regard to the purchased goods or concerning the ‘invisible’ production and disposal processes). These distinctions may facilitate critical examinations of criteria, processes and communication of consumer‐related policies.     

The effect of consumers' involvement and innovativeness on the utilization of fashion wardrobe

This study proposed wardrobe utilization as a means of explaining consumer clothing use behaviour, and aimed to explore its relationship with other antecedent variables. We posit that use innovativeness functions as an antecedent of wardrobe utilization within a model comprised of fashion‐related variables, such as fashion innovativeness and fashion involvement. An empirical study was conducted to test this relationship with 211 adult women between the ages of 20 and 40 years. In order to calculate wardrobe utilization, the number of clothing items worn by each respondent was divided by the total number of clothes that the respective respondent owns. The findings of this study revealed a measureable effect of use innovativeness on wardrobe utilization and apparel purchase behaviour. In addition, fashion innovativeness and fashion involvement was shown to affect use innovativeness; however, the two variables did not have a significant impact on influencing wardrobe utilization. These results showed that use innovativeness plays a role of the full mediator variable in the path from fashion involvement and fashion innovativeness to wardrobe utilization. These also indicated that people who are very innovative in their use of fashion are likely to broadly utilize their respective wardrobes. Finally, the impact of purchase behaviour on wardrobe utilization was dismissed, as purchase behaviour and use behaviour were found to be clearly distinguished from one another. Clothing utilization is related to the life cycle of clothes including their purchase, usage and disposal. And in better understanding clothing utilization, the needless waste of clothing would be reduced and would encourage better management of clothes after their purchase. In the context of the product life cycle, this study of clothing use behaviour can assist in building a more sustainable environment for the textile and fashion industry.     

Factors affecting non‐green consumer behaviour: an exploratory study among Chinese consumers

The purpose of this study was to explore the factors that affect a typical non‐green consumption behaviour among Chinese consumers. A conceptual framework was developed and an empirical study was conducted using a geographically diverse sample of Chinese consumers. Based on the consumer choice theory, the conceptual framework in the current study included both economic and non‐economic factors. Ten research hypotheses were developed under the framework. A survey was conducted among 600 consumers in four cities in China in 2013. Confirmatory factor analysis and hierarchical regression analysis were used for hypothesis testing. The empirical results showed that consumer preference, reference groups, and face perception have a significantly positive effect on the consumers’ non‐green consumption behaviour; whereas budget constraints and social responsibility consciousness have a significantly negative effect on the consumers’ non‐green consumption behaviour. Furthermore, the current research demonstrated that the relationships between consumer non‐green behaviour and its four antecedents – budget constraint, reference groups, social responsibility consciousness and face perception – are significantly moderated by extravagant atmosphere; whereas the relationship between consumer non‐green behaviour and consumer preference is not moderated by extravagant atmosphere.     

Consumer attitudes towards debt in an islamic country: managing a conflict between religious tradition and modernity?

Saudi Arabia is an important country in the Islamic world, and Islam prohibits the payment and receipt of interest, a key component of modern commercial bank loans. Yet the levels of commercial bank lending in the country for private non‐commercial purposes has been rising sharply for the past decade. This study seeks an explanation for this increase by examining the nature of consumer attitudes towards debt in the country, and whether the increasing levels of consumer debt can be explained by existing positive debt attitudes. Using data from a convenience sample of consumers in the major cities of the country, the study finds general debt attitudes to be surprisingly positive, though tempered by the consumption purpose for which the debt is acquired. However, the positive attitudes are unrelated to actual debt acquisition. Rather, socio‐demographic differences in attitudes are similar to those reported in the literature. Attitudes are generally more positive among young, highly educated Saudi males than other socio‐demographic groups. This suggests a possible struggle to manage a conflict between the Islamic prohibition of interest‐based borrowing and demands of the modern economy.     

Local and/or organic: a study on consumer preferences for organic food and food from different origins

This paper gives a deeper insight into consumer preferences for different food products of varying place of origin (i.e. local, Germany, neighboring country, non‐EU country) and production practices (i.e. organic vs. non‐organic). Consumer surveys combined with choice experiments were conducted with 641 consumers in eight German regions. Mixed logit models were estimated to draw conclusions on consumers’ preferences for different product attributes. The Stimulus‐Organism‐Response model was applied to theoretically frame the key findings. Results reveal that consumers prefer locally produced food to organic food. However, conclusions on consumers’ preferences should not be generalized as they vary depending on product type and consumers’ place of residence. When looking at the willingness‐to‐pay estimates for ‘organic’ and ‘local’ while distinguishing among consumers from different regions of Germany, results indicate that consumers living in rural areas and consumers living in the eastern part of Germany are less willing to pay a premium for organic products than urban consumers and consumers from other parts of Germany. As preferences for origin attributes and organic production vary between different food products and in different regions of Germany, market actors should design marketing activities accordingly. This study adds to the international research on consumers’ preferences for organic and/or local food. The results provide better insights into preference structures, as more than one product has been included and surveys were conducted in different regions across Germany.     

Ethical consumer behaviour in Germany: The attitude‐behaviour gap in the green apparel industry

In today's society, the trend of ethical consumerism is undeniable. Yet, even though consumers are ethically concerned, they rarely transform their intentions into a green purchasing behaviour—and this phenomenon is also evident in the sustainable fashion industry. This study aims to understand the prevailing attitude‐behaviour gap and explores the barriers that constrain consumers in purchasing green apparel. A total of 13 in‐depth interviews were conducted and analysed to the principles of grounded theory. The analysis reveals that the following barriers impede consumption of sustainable fashion: price, availability, knowledge, transparency, image, inertia and consumption habits. The impact of each dimension on consumers' purchase decisions might be of interest to apparel manufacturers and retailers who should implement strategies to encourage eco‐conscious apparel acquisition and focus on diminishing these barriers. Accordingly, three major recommendations are made: (a) to concentrate on specific product attributes; (b) to adopt an efficient digital communication strategy; and (c) to make a greater effort on making green apparel attainable. This study contributes to the overall understanding of consumer behaviour in the ethical fashion industry and examines in‐depth the purchasing criteria for sustainable fashion for consumers.     

Consumer Network Wales

The Welsh Consumer Council launched its online interactive consumer network in July 2001 with the aim of linking up individual consumers across the country, stimulating discussion and debate on consumer issues and strengthening the voice of consumers in Wales. By October 2002, the network had recruited 300 members. The Council aims to reach a membership of 1000 by 2004. As well as individual consumers, the network has recruited 34 voluntary and community organisations that are committed to working with the Council to ensure that disadvantaged consumers without home Internet access can participate in the network At the heart of the network is a bilingual discussion area within the Council's one‐stop consumer information website where members can post their views, comments and observations on any consumer issue that concerns them. Over the past year, lively discussions have developed on subjects as diverse as IT and electronic communications, customer call centres, recycling, money‐making schemes and energy saving in the home. Early in 2002, the network began to run regular online surveys on topical consumer issues. The first survey asked about members’ experiences of returning goods and their knowledge of consumer rights. The second asked about members’ attitudes to recycling and reducing waste. Both surveys received a high level of response and provided valuable and up to date information on the experiences and views of consumers from all parts of Wales on these important issues. The continuing expansion of the consumer network is central to the Council work in helping to foster a consumer movement in Wales which is informed, responsible, demanding and assertive.     

Cognitive age and fashion consumption

This study used two‐step structural equation modelling to explore whether cognitive age acts as a mediator between fashion attitudes and fashion behaviours. Three nested and one non‐nested competing models were compared with the base model to determine which model was the best. Data from 1344 consumers showed that cognitive age plays a mediatory role between fashion attitudes and fashion behaviours. It fully mediates between high fashion interest and fashion behaviours, and between utilitarian orientation and fashion behaviours. However, cognitive age only partially mediates between individual taste concern and fashion behaviours.