Impact of environmentally friendly packaging on consumers’ attitudes and patronage intentions toward apparel retail brands

Consumer interest in social responsibility (SR) has greatly increased in recent years. Providing environmentally friendly packaging (recycled and reusable bags) is one example of how apparel retail brands can engage in SR. The objective of this research was to explore the impact of using environmentally friendly packaging on consumers’ attitudes and patronage intentions toward apparel retail brands. To conduct this research, undergraduate and graduate students from a major mid-Southern university completed an online survey testing consumers’ perceptions, environmental consciousness, attitudes, and patronage intentions. Results from this study revealed that young consumers’ perceptions of environmentally friendly packaging has a positive impact on their environmental consciousness and their attitudes toward apparel retail brands engaged in SR. This study also found that consumers’ environmental consciousness has a positive impact on their attitudes toward apparel retail brands engaged in SR, which lead to patronage intentions toward the brand. These findings imply that providing environmentally friendly packaging is important in enhancing positive attitudes and patronage intentions toward apparel retail brands. Retailers are advised to consider changing their current packaging to environmentally friendly packaging

The Impact of Knowledge of Sustainable Manufacturing Practices on Purchase Intention Towards Fashion Apparel

Indian apparel manufacturers are promoting sustainable fashion and reducing carbon footprint. Despite these efforts, the acceptance of green apparel in India is low compared to developed countries. In the current study, the impact of sustainable manufacturing practices on consumers’ purchase intention has been investigated while controlling for consumers' knowledge of sustainable manufacturing practices (SMPs). Data from 100 respondents analyzed using bivariate regression suggests that relationship between Consumers' Environmental Impact Consciousness, Consumers' Awareness of a brand's SMPs and their Purchase Intention toward the brand is differentially impacted by Consumers' own Knowledge of Sustainable Manufacturing Practices. The results carry implications for marketers who must craft messages to raise consumers’ knowledge of sustainable practices, as well as the consumers' awareness of brands' use of SMPs

Millennial Consumers’ Purchase Intention for Eco-Fashion Apparel: A Study from Southern China

This study attempts to understand the role of value perceptions and environmental attitudes in influencing millennial consumers’ intentions to buy eco-fashion apparel in Southern China. A total of 385 questionnaire responses were collected in Nanning via snowball sampling and convenience sampling techniques. The PLS-SEM method was applied to evaluate the data. The findings show that status value presents the strongest relationship with environmental attitude (β=.308, t=7.209, p<.01), followed by uniqueness value (β=.213, t=3.826, p<.01), materialism (β=.242, t=3.398, p<.01), price-quality perception (β=.089, t=2.209, p<.05), and conspicuous value (β=.150, t=2.171, p<.05). Moreover, environmental attitude exhibits the most significant influence on purchase intentions (β=.765, t=31.730, p<.01). Thus, corresponding implications are discussed.

Buying behavior of consumer towards branded apparel in Norway

Masteroppgve International Business and marketing - Nord universitet 201

The evil behind fast fashion : awareness of sustainable practices and purchasing behaviors

Sustainability is one of the most concerning topics across several industries. The lack of control over supply chains binds the awareness level of companies on their actual impact when it comes to unsustainable practices. The fashion industry is one of the most affected by this lack of control. It is a traditionally opaque industry in terms of value chain and sourcing and has a major environmental impact. The main objective of this study is to understand into what extend the level of consumer awareness and perception across multiple dimensions impacts the purchasing decision and the willingness to purchase of sustainable fashion items. This study also explores whether there is a significant difference between the motivations to purchase and the willingness to purchase sustainable fashion products. Two binary logistic models where developed and relevant differences were found. In the purchasing stage, consumers were found to be affected by the marketing and communication of sustainable fashion products and their perception of the product characteristics. In the consideration stage, consumers were affected by general awareness on sustainable fashion practices. It was also concluded that the self-concern for the environment plays a fundamental role in both stages. This study aims to allow corporations to understand which dimensions they should take into consideration to attract and convert sustainable fashion consumers. Brands have the power to choose whether they want to lead this inevitable revolution or if they want to be led by it.A sustentabilidade é um dos tópicos mais preocupantes em várias indústrias. A falta de controle das empresas sobre as suas cadeias de valor limita o seu nível de consciência sobre o seu verdadeiro impacto no que respeita a práticas insustentáveis. A indústria da moda é uma das mais afetadas por essa falta de controle. É uma indústria tradicionalmente opaca, em termos da cadeia de valor e de fornecimento, e tem um grande impacto ambiental. O principal objetivo deste estudo é entender em que medida o nível de consciência e perceção do consumidor em múltiplas dimensões, impacta a decisão de compra e a disponibilidade para comprar artigos de moda sustentáveis. Este estudo também explora a existência de uma diferença significativa entre as motivações para comprar e a disposição de comprar de produtos de moda sustentáveis. Foram desenvolvidos dois modelos logísticos binários, tendo sido encontradas diferenças relevantes. Na fase de compra, os consumidores são afetados pelo marketing e comunicação dos produtos sustentáveis e pela perceção que têm das suas características. Na etapa de consideração, os consumidores são afetados pela sua consciência geral sobre práticas de moda sustentáveis. Concluiu-se também que a sua preocupação com o meio ambiente desempenha um papel fundamental em ambas as etapas. Este estudo visa permitir às empresas compreenderem quais as dimensões que devem ter em consideração para atrair e converter consumidores de moda sustentáveis. As marcas têm o poder de escolher se querem liderar esta revolução inevitável ou se querem ser lideradas por ela

The effects of co-creation in sustainable packaging design on green brand image

Companies are often accused of greenwashing and thus refrained from communicating sustain able measures. This is often the case in packaging. However, packaging is an important mar keting tool that can assist brand image. This study looks at co-creation as a source of sustainable packaging communication that enhances green brand image. As co-creation lies in transparency between consumers and firms this study investigates co-created sustainable packaging as a suit able strategy to communicate sustainable packaging without the risk of being accused of green washing. This study uses experimental research with 140 participantsto test differencesin green brand perceptions of co-created and firm-created sustainable packaging. Contrary to the hy pothesized effects, results show that co-created sustainable packaging negatively influences green brand image. This relationship is fully mediated by green brand trust. Interestingly, the results show that this effect is not achieved by higher trust in the brand claim as co-created sustainable packaging shows lower brand trust when compared to firm-created packaging. Moreover, the study finds that green brand image is not mediated by green skepticism and au thenticity. The findings point to the downsides of communicating co-creation in sustainability as it lowers green brand trust and hence, green brand image. It is concluded by discussing the managerial and theoretical implications of the results.As empresas são frequentemente acusadas de greenwashing, pelo que se abstêm de comunicar medidas sustentáveis. Este é geralmente o caso das embalagens. Contudo, a embalagem é um importante instrumento de marketing que pode ajudar a imagem de marca. Este estudo consi dera a co-criação como uma fonte de comunicação de embalagem sustentável que melhora a imagem de marca verde. Como a co-criação reside na transparência entre consumidores e em presas, este estudo investiga a co-criação de embalagens sustentáveis como uma estratégia ade quada para comunicar embalagens sustentáveis sem o risco de ser acusada de greenwashing. Este estudo utiliza investigação experimental com 140 participantes para testar diferenças na percepção das marcas verdes de embalagens sustentáveis resultantes de co-criação e criadas por empresas. Ao contrário dos efeitos hipotéticos, os resultados mostram que as embalagens sus tentáveis co-criadas influenciam negativamente a imagem de marca verde. Esta relação é total mente mediada pela confiança da marca verde. Curiosamente, os resultados mostram que este efeito não é alcançado por uma maior confiança na reivindicação da marca uma vez que as embalagens sustentáveis co-criadas mostram uma menor confiança na marca quando compara das com as embalagens criadas por empresas. Além disso, o estudo conclui que a imagem de marca verde não é mediada pelo cepticismo verde e autenticidade. As conclusões apontam para as desvantagens de comunicar a co-criação em sustentabilidade, uma vez que reduz a confiança na marca verde e, consequentemente, a imagem de marca verde. Conclui-se discutindo as im plicações administrativas e teóricas dos resultados

Do consumers want a "good" apparel brand? the effects of apparel brands' Corporate social responsibility (CSR) practices on brand equity moderated by culture

Do consumers want a `good' apparel brand? Although Corporate Social Responsibility (CSR) has been a crucial issue for the apparel industry, there was a lack of evidence showing how consumer perceptions of apparel brands' CSR affect brand equity, compared to apparel product attributes cross-culturally. This study aimed to unveil the comparable effects of CSR and apparel product attributes on apparel brands' brand equity among U.S. and Korean consumers.Total 447 survey questionnaires were collected from U.S. and Korean college students. The results found that both intrinsic and extrinsic apparel product attributes enhance brand equity, supporting H1. As only product responsibility, economics, and environment-related CSR dimensions significantly enhance brand equity, H2 was partially supported. There was no moderating effect of culture thereby H3 was rejected. However, additional analyses revealed that U.S. consumers more positively evaluate CSR and are more affected by CSR in improving brand equity than Korean consumers. In conclusion, in enhancing brand equity, consumers wanted a "good" apparel brand that is responsible for product, economics, and environments-related CSR issues in business practices, along with intrinsic and extrinsic apparel product attributes. And U.S. consumers more wanted responsible apparel brands than Korean consumers. The findings of this study give useful information of "what product attributes brands need to focus on," "what kinds of CSR dimensions they need to focus on," and "what they need to do for different consumers across countries.