Consumers' selection of textile products made from recycled fibres

The purpose of this study was to evaluate consumers' selection patterns of textile products made from recycled fibres. A quasi-experimental design was used. The 125 undergraduate students who participated in the study evaluated six identical sweatshirts and six identical carpet samples that were labelled with two manipulated information cues, price and fibre content. Chi-square tests of independence were calculated to determine if there was a significant relationship between wearing apparel choice and home textile product choice when both price and fibre content were manipulated and when price was controlled and fibre content manipulated. The data indicated that when both price and fibre content were manipulated, over half of the subjects selected the lower priced sweatshirt and lower priced carpet regardless of fibre content. If a consumer selected a lower priced wearing apparel product s/he also selected a lower priced home textile product. When the price and fibre content were controlled, 66% of the respondents selected the sweatshirt labelled recycled polyester and 62% selected the recycled carpet. In addition, a consumer who selected a recycled wearing apparel product also selected a recycled home textile product. Results suggest that apparel and home textile products made from recycled fibres will be sellable if priced competitively with products made from virgin fibres.     

Does sustainability really matter to consumers? Assessing the importance of online shop and apparel product attributes

Although there is a shift in consumers' consumption behavior towards more sustainable patterns across a variety of different contexts, sustainable apparel has still not become a mainstream trend despite the textile industry's excessive usage of valuable resources. Albeit extant research found different potential barriers elucidating why consumers hesitate to purchase such apparel, it remains unclear whether sustainability really matters to consumers in a clothing context and further, which aspects are of relevance during consumers' purchase decision. We thus conducted two studies with four best-worst scaling experiments in which 4,350 online shoppers assessed the importance of both conventional and sustainable apparel attributes, as well as sustainable apparel attributes only, and the willingness to pay for sustainable product attributes. We further inquired the importance of conventional as well as sustainable online shop attributes. Our findings indicate that conventional apparel attributes such as fit and comfort, price-performance ratio, and quality are of higher relevance to consumers than sustainable attributes. The most important sustainable apparel attributes are the garment's durability, fair wages and working conditions, as well as an environmentally friendly production process. Consumers also indicated to prefer the latter three attributes to a 20% discount. Moreover, consumers demand less as well as sustainable packaging, free returns, and discount campaigns. Our findings reveal a gender gap regarding green consumerism with female respondents assessing most sustainable attributes as more important than male respondents do.     

Political ideology and brand attachment

We introduce political conservatism as possibly associated with brand attachment. We propose that conservatism, in particular, might be related to stronger attachment bonds to brands due to greater feelings of uncertainty, encouraging consumers to seek security via forming brand attachment bonds. In five studies, we demonstrate a relationship between conservatism and brand attachment. Uncertainty is able to explain the relationship, as attachment bonds to brands can appease conservatives' uncertainty. We also observe downstream consequences for price sensitivity and purchase intentions. Finally, the relationship may arise primarily for a brand with a domestic (vs. foreign) country-of-origin. Accordingly, consumers' political ideology may play a role in brand attachment with implications for how brand managers can segment or target the market in order to predict consumer–brand relationships. We situate our work more generally on the relevance of consumers' political ideology for marketing activities.     

Relative importance of country of origin as an attribute in apparel choices

One hundred and eighty-four consumers (62 men, 122 women) participated in a simulated shopping experiment to rank garments on the relative importance of price, origin, care, quality and style. Monotonic Analysis of Variance (MONANOVA), a conjoint analysis, was used in this exploratory study to determine relative importance of garment attributes for individuals, for men and women, and for the total group. Both men and women ranked the five garment attributes in the following order: origin, style, price, care and quality. Removal of original labels and the substitution of experimental labels may, however, have encouraged consumers to evaluate garments on origin in the absence of brand and store identification.     

The effect of product touch information and sale proneness on consumers' responses to price discounts

Since price discounts are costly and can negatively affect consumers' perceptions of quality, it is crucial to identify the factors that make them effective in stimulating purchase behavior. Drawing on cue utilization theory, we examine price discount effectiveness in affecting consumers' reliance on the sale cue based on the provided product touch information as an intrinsic cue and individual consumer differences in sale proneness. Two experimental studies indicate that price discount information, product touch information, and sale proneness interact to determine consumers' responses. Perceived quality is the underlying mechanism behind the observed effects. For nonsale-prone consumers, product touch information favorably influences responses to large price discounts by addressing product quality concerns and enhancing purchase confidence, but has no effect for regularly priced or low discounted products. For sale-prone consumers, product touch information is not effective in increasing their responses regardless of the discount size. A qualitative study provides support for these results and highlights the role of perceived quality and purchase confidence. The research contributes to behavioral pricing, cue utilization theory, and sensory marketing and suggests that marketing managers should provide consumers with product touch information when implementing high discounts for products for which prepurchase touch is important.     

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.     

The Effect of Extrinsic Cues on Imported Wine Evaluations: An Experimental Approach

ABSTRACT

This paper reports the results of an experimental study conducted to assess the effect of expert reviews, price, and country of origin, on consumers' evaluations of imported wine quality and value. The study revealed a main effect of expert reviews on quality and value perceptions, and that the effect of expert review is higher than the effects of price and country of origin. The study also revealed that country of origin effect is significant on perceived quality but not on perceived value. Moreover, the study revealed that the effect of country-of-origin information is significant when price information is also present, but becomes not significant when expert review information is added.     

Optimal image mix cues and their impacts on consumers’ purchase intention

This study strives to find the different possible combinations of three relevant image cues (i.e., country-of-origin image, corporate image, and brand image) which optimally predict the purchase intention of a foreign-made product. A sample of 314 Canadian participants was used to assess their image perceptions and purchase intention of a Chinese product. Data were analysed using the fuzzy-set qualitative comparative analysis (fsQCA). The results reveal that there are two configurations. The first one represents consumers whose purchase intention is shaped by the country-of-origin-image, the corporate image, but excluding the brand image. The second configuration combines the country-of-origin image and the brand image, but excludes the corporate image. Because the country-of-origin image continues to play an important role in influencing consumers' behavioural intention, international marketers need to meticulously assess consumers’ perceptions of countries from which the product originates. Also, companies should consider the hybrid approach with respect to their branding strategy. Accordingly, they can consider a branded house strategy in some cases, while considering a house of brands strategy in other cases. This study contributes to the literature by attempting to close the debate on the relationships among the three image cues (i.e., which variable is the precursor of the other), but opens new perspectives for marketing scholars and invites them to delve into the topic by investigating the possible combinations of different marketing information cues (e.g., image cues) that may lead to an optimal outcome for the consumer and the firm.     

Tradeoffs Between Price and Quality: How a Value Index Affects

The present research examines how the availability of information about the value of a product, expressed as a ratio of the quality received per dollar, influences preference formation. This index, similar to unit price which provides information about how much quantity is received per dollar, presents consumers with information regarding the quality received per dollar. An experiment that compares consumers' preferences inferred from a choice task with their preferences inferred from a conjoint task was conducted. In the choice task consumers selected the most attractive alternative from a set of options, while in the conjoint task the attractiveness of each option was rated. Consumers, presented with an index of quality received per dollar paid (the value index), are more likely to choose a lower priced, higher value option rather than a higher priced, higher quality option compared to consumers presented with only price and quality information. Clearly, how a consumer chooses to “get the best for his or her money” depends on the ease with which information about the choices can be processed.     

The role of product brand image and online store image on perceived risks and online purchase intentions for apparel

Purchase intentions for apparel products often require physical examination prior to purchase. Hence, greater risk is associated with shopping online for apparel products, making it important to examine factors that reduce various risks influencing online purchase intentions. This study examines and compares the impact of two of the most important risk reducers for online apparel shopping – product brand image and online store image – on specific types of perceived risks and online purchase intentions for apparel. The results show that product brand image influences consumers' online purchase intentions both directly and indirectly by reducing various risk perceptions. Online store image impacts purchase intentions indirectly by decreasing risk perceptions. The results of this study provide fresh insight into understanding the impact of product brand image and online store image on each type of perceived risk associated with online shopping.     

Consumer purchase intentions for green products: Mediating role of WTP and moderating effects of framing

This research examines the role of consumers' willingness to pay (WTP) in the purchase decision process for a green product and investigates the moderating effects of two types of framing: price and ecological message claim. Using an experimental design, 262 participants were assigned randomly to one of nine conditions (3 price × 3 ecological message frames). The results reveal a mediating effect of WTP on the relationship between consumers' perceptions and purchase intentions. Furthermore, a price framed in aggregate terms reinforces the positive effect of WTP on purchase intention. The mere presence of an ecological message claim also enhances the relation between WTP and purchase intentions. This research proposes ways marketers can promote their green products. The results encourage the use of ecological messages and frames of prices in an aggregate form to enhance consumers' purchase intentions through WTP.     

Labelling wool products for animal welfare and environmental impact

The notable growth of the market in recent years indicates apparel consumers' interest in organic fibre products. Yet less is understood about how apparel consumers would respond to labelling for other credence attributes associated with animal‐fibre products, such as animal welfare or eco‐friendliness. An online survey of 507 US consumers was used to compare consumers' reactions with a variety of labelling schemes for wool product attributes, including animal‐friendly, organic and environmentally friendly production. Consumer segments were created based on frequency of label choice, and analysis of variance and multinomial logit regression were used to identify and characterize the demographics and psychographics of the consumer segments that found labelling for animal welfare or environmental concerns appealing. The study identified a segment of consumers (19% of the sample) who were motivated to purchase apparel products labelled for animal welfare. These animal‐focused consumers could be identified with relatively high accuracy from the demographic and psychographic variables in the model. The model variables, which included familiarity with organic products and self‐perceived knowledge about environmental damage related to apparel production, were not effective in identifying the environment‐focused apparel consumers. The results also demonstrated the ability of a general belief in animal rights to motivate the apparel consumers in the sample, suggesting that acting on a concern for animals could be a more powerful motivation for consumer behaviour than acting on a concern for the environment.     

The role of brand schemas,information transparency,and source of message on apparel brands' social responsibility communication

In today's complex business environment, apparel brands are communicating about their socially responsible (SR) practices through marketing messages to create a niche for themselves and show their SR efforts. However, SR aspects of products are difficult to verify by consumers. To help brands effectively communicate their SR efforts, this study assessed how consumers process an apparel brand's SR messages based on their prior experiences with that brand (brand schemas). Information transparency on messages and source of messages were tested as external cues to influence consumers' brand schemas and SR message evaluations in a mixed method repeated measures online experiment using a national US consumer sample. Results from regression-based conditional process analyses indicated that increased congruity of consumers' schemas to the fact that brands are SR led to more favorable attitude toward brands' SR messages. Also, presence of high information transparency on SR messages influenced consumers' schemas positively, and in turn, they evaluated messages more favorably. However, consumers were not influenced by whether messages were made by brands or third-party organizations. The study results show the importance of brand schemas and information transparency on apparel brand communications, helping both apparel brands and educators create effective SR-related marketing strategies.     

What Drives Consumer Participation to Loyalty Programs?

Abstract

Little is known about the way in which different loyalty program attributes underlie consumers' intentions to participate in such a program. Based upon equity theory, the current study distinguished between consumer inputs (personal data release, participation cost, purchase frequency, participation exclusivity, and participation efforts) and outputs (program benefits, number of program providers, and program duration) as underlying attributes potentially affecting participation in a loyalty program. Using conjoint analysis, we explored how different levels within each of these eight attributes affect consumers' intentions to participate. The study holds major implications for the design of successful customer loyalty programs.     

The theory of planned behavior in e‐commerce: Making a case for interdependencies between salient beliefs

To provide more specific explanation of consumers' purchase intention on the Internet, this study expanded the original theory of planned behavior (TPB) by decomposing belief constructs and by including interdependency terms between salient beliefs. The findings of this study supported the existence of interdependencies between salient beliefs in TPB. Also, the decomposition of attitude components is expected to provide on‐line retailers with more clear‐cut information about customers' evaluative criteria for e‐tailers when they make a purchase decision on the Internet. © 2005 Wiley Periodicals, Inc.     

Budget Allocation Patterns of U.S. Households across Income Levels in the 21st Century

This study examined the budget allocation patterns of U.S. households during the period 2000–2015. Four household groups—classified based on their income levels in relation to the federal poverty level—are used for the analyses. Data from the quarterly interview component of the BLS Consumer Expenditure Survey were used in order to calculate households' annual expenditures in eight commodity groups: food, utilities, apparel and apparel services, transportation, medical care, shelter and household operations, other nondurable expenditures and services, and durable goods. An exact affine stone index (EASI) demand system was used to estimate demand relationships (i.e., price, income elasticities, and marginal effects). Overall, we find that budget allocation, consumers' responses to changes in prices and income, and the effects of sociodemographic characteristics on spending can be markedly different between income groups. The use of a representative or average household for demand analyses can mask substantial differences in economic behaviors between these four income groups.     

The influence of gender,social cause,charitable support,and message appeal on Gen Y's responses to cause-related marketing

Abstract

This study examined the influence of gender, type of social cause, amount of charitable support, and message appeal on Gen Y consumers' attitudes and purchase intentions towards an apparel brand within the context of cause-related marketing. A questionnaire, with an experimental design component, was administered to a sample of 562 Gen Y college students. Results suggest that Gen Y consumers are more likely to form positive attitudes towards an apparel brand when the amount of the charitable support is clearly communicated. Gender did not influence attitude towards brand, but did predict purchase intentions. Attitude towards brand, subjective norm, evaluation of the advertisement, and involvement in social causes were strong predictors of purchase intentions. When developing CRM initiatives, marketers should consider Gen Y's involvement in a social cause (e.g. volunteerism) rather than their stated interest in the given cause, and they would be well advised to state precisely (in advertisements) the amount of monetary contribution made to charitable causes.     

Consumer responses to the depth and minimum claimed savings of “Scratch and Save (SAS)” promotions

This study examines consumers' responses to advertisements employing “Scratch and Save” (SAS) type promotions, which are emerging store‐level promotional tools. Due to SAS promotions' “gambling” characteristics, they offer the possibility of high savings levels, however, they also confront the consumer with uncertainty about the value of the discount at the point of purchase. Particular attention is paid to the depth of the claimed savings, and its effect on regular price believability and consumers' expected savings, as well as perceived value and shopping intentions. The depth of the advertised SAS promotions was observed to not affect consumer believability of the regular price in SAS advertisements. In addition, the disjunction effect is made applicable through showing that the minimum claimed saving information enhances the level of savings expectation. The results also report the positive impact of expected savings on offer value and, in turn, shopping intentions. © 2010 Wiley Periodicals, Inc.