Ambivalent and dual attitudes : attitude conflicts and their impact on decision making and behavior

This dissertation builds on two recent developments in attitude research, first the distinction made between two types of attitudes, i.e., explicit (deliberate, controlled) and implicit (unconscious, automatic) attitudes, and second, that made between two types of attitude conflicts, i.e., ambivalence (conflict between strong explicit positive and negative evaluative basis of the same attitude object) and duality (conflict between explicit and implicit attitudes). It uses the context of food for both its theoretical and empirical developments because there were reasons to expect that, in Western cultures, explicit attitudes are often ambivalent (i.e. positive on taste but negative on health dimensions), but might also be dual (e.g. for restrained eaters, resulting from the motivated overriding of positive attitudes toward tempting but forbidden food).A first study (N = 199) focuses on the differences between ambivalent and dual attitudes and the influence of these conflicts on spontaneous and deliberate behavior. Results demonstrate that holding dual and ambivalent attitudes are two different constructs, although both ambivalence and duality lead to a subjective experience of conflict. Also, attitudes are weaker when ambivalent (i.e. less accessible, less stable and held with less certainty), and duality is a moderator at high levels of ambivalence, with explicit attitudes being even less accessible but nonetheless more certain when dual. Finally, the influence of, on one hand, both implicit and explicit attitudes in driving spontaneous choice and, on the other hand, the explicit attitude in determining deliberate choice (behavioral intention as proxy) is corroborated. It also appears that the influence of the implicit attitude on spontaneous behavior is increased in presence of an attitude conflict. In a second study (N = 120), the hypothesis that the existence of dual attitudes stems from inhibitive processes is tested in the context of restrained eating, through a cognitive load manipulation. Results demonstrate that the influence of the implicit attitude on spontaneous choice is stronger for restrained eaters when cognitive capacities are impaired. The second study also highlights that implicit attitudes are stable and resistant to change despite direct experience manipulations (i.e. comparative and repeated tasting). Theoretical, methodological and practical contributions are discussed

Dual cultural attitude behaviour of Gen Z consumers to ethical fashion

Background scientific research: Fast fashion and its impact on consumerism has been investigated in extensively in the last decade (Buzzo &amp; Abreu, 2018; Binet et al., 2018; Strähle &amp; Erhardt, 2016). Heatable (2022) and Omondi (2022) recognise that globally the fashion industry is the fourth most polluting. This has resulted in raised social awareness of its environmental impact and unethical practices, which in turn has resulted in demand for sustainable products, ethical consumption and attitude changes (Kudeshia &amp; Kumar, 2017). However, awareness still does not translate into action, causing a gap between consumers’ attitudes toward sustainable fashion, their actual fashion choices (Roozen et al., 2021) and consumption behaviour (Joergens, 2006). Despite consumers' willingness to support environmentalism and make ethical purchasing decisions, they are often under pressure to choose between sustainable products or more affordable and accessible alternatives (Roozen et al., 2021). Both Spanish and Scottish customers are affected by the fast fashion culture. The UK of which Scotland is part, is recognised to have one of the highest apparel and footwear consumer markets. Simultaneously, among all fashion companies in Spain, fifteen of the top retailers are fast fashion brands including Spanish Inditex Group, the leading fast-fashion company in Europe. However, due to the personal values and impact of culture, consumers demonstrate different attitudes towards fashion and values representing their purchasing decisions. Culture has been identified as a factor influencing ethical involvement (Polonsky et al., 2001; Carey &amp; Cervellon, 2014), there are discrepancies as to the dimension of its significance. Polonsky et al. (2001), when investigating eight European countries, including Scotland, did not find relevant differences in perception of ethical consumer behaviour, while Carey &amp; Cervellon (2014) demonstrated a disproportion in attitude towards sustainable fashion between participants from the United Kingdom, France, and Canada. According to Carey &amp; Cervellon's (2014) findings, the higher price of ethical fashion as a result of a higher quality and cost of materials was negatively perceived in the UK, while in France, those features were perceived as redemption for anti-ethical behaviour, like causing atmospheric pollution when using vehicles, skipping recycling or purchasing counterfeit goods. Furthermore, the UK participants tended to assume in advance that ethical fashion is just inherently expensive, and they were unwilling to pay a premium price or further engage in a brand (Carey &amp; Cervellon, 2014). Research issue to be addressed: This exploratory and comparative research investigates cultural differences of Scottish and Spanish Gen Z consumers to ethical fashion consumption.Methodology used: An online survey using snowball sampling techniques as a means of dissemination was implemented with Gen Z consumers in Scotland and Spain (defined as born between 1997 and 2006 (above 16 years old) for the purpose of this research). The questionnaire examined buying habits, values sought, ethical relevance when purchasing fashion. A total of 72 (36 Scottish and 36 Spanish) valid responses were obtained. Descriptive analysis and extended statistical analysis of T-tests to observe comparisons on buying habits, economic factors and ethical considerations of purchase behaviour. Results achieved (conclusions) or expected as well as their relevance for theory and practice: It was found that both Scottish and Spanish respondents differ in terms of buying habits and guiding values. Scottish students tend to purchase fashion more often and spend more. Furthermore, they are driven by distinct purposes and product attributes than Spanish students. Additionally, Spanish participants demonstrated a prominent level of ethical concern in terms of the evaluation of their fashion choices. It was found that Spanish Gen Z consumers consider product sustainability when purchasing fashion, care about the production and fabric details of the garments they use and purchase, or consider sustainable labels. When it comes to Scottish students, despite a positive attitude towards ethical fashion, they demonstrate a lower willingness to engage in sustainable brands than their Spanish contemporaries. However, both groups demonstrate negative attitudes; however, Spanish students tend to be more resolute and sterner when it comes to unethical practices. Hence, this study adds to cultural differences of ethical purchase behaviour experienced by Gen Z consumers.<br/

Co-creation and the implementation of sustainability in the fashion industry

The call for climate action is a challenge for the fashion industry's future. In recent years there has been a change in the mindset of the industry. Now sustainability is perceived as one of the best opportunities to add value to brands while making a difference to the planet (Brown, 2019). The fashion industry produces between 4% to 10% of total Global GHG emissions (Fashion United, 2021). Fashion and sustainability have long been considered incompatible terms. This research, focusing on the background of the fashion industry and the current market environment, offers an understanding of how consumers can adopt sustainable products (Cervellon &amp; Carey, 2018). A dictionary definition suggests that fashion “is a popular style of clothes, hair, etc. at a particular time or place”; fashion is about design and change. Change comes from the French word “changier” which comes from the Latin “cambiare, cambire”. The meaning is “to barter and exchange”. Real change is not just in the substitution of new things. Real and meaningful change is also about the exchange. Exchange was the basis of the human economy before capitalism. Perhaps it will be useful to rediscover some of this ethos to develop a sustainable strategy that can face the real challenges of modern times. Implementing exchange requires reciprocity and mutual interests from traders and new KPIs (Key Performance Indicators) to monitor and measure outcomes. The strategy implies that instead of offering a sustainable approach to the consumer, we need to design co-creation techniques and KPIs that help brands implement sustainability together with the consumer. This proposal comes from a background in applying co-creation techniques for common good purposes. One of these techniques is called Ikigai (García, 2016). Ikigai is a Japanese concept that means “a reason for being”. Ikigai is found at the intersection where passions and talents converge with world needs and for which those needs we are prepared to pay. Ikigai, therefore, allows companies to design a sustainable strategy with their customers (Nordgren &amp; Schonthal, 2022). The sustainable products that the brand offer should match the four categories of Ikigai: •What you love, for example a stylish, wearable, and durable design •What the world needs. In this instance, minimizing environmental impact (raw material and waste)•What you are good at producing. Quality and comfortable clothes can provide joy and last more than one season. •What the producer and the consumer is prepared to pay: this means matching the price of the product, with the revenues of the company and the incomes of the workers and suppliers. We have implemented an experience of co-creation (Ind, 2013) developed for three years (2020-23) through the Eramus+ project Sustainable Fashion and Employability Skills (SFES). The SFES project has provided students the skills for enhancing their employability while making the fashion industry more sustainable. With a group of 30 students from 5 different academic institutions, we have co-designed this approach with the aim to identify the skills that can match the requirements of the brands and the consumers to co-create the sustainability of our planet together. For this work, we have analyzed the moment in which the user decides whether to keep a garment or replace it with a new one. This moment has been selected as a charismatic action. This tool helps the user to decide the level of sustainability and impact of each decision adopted. Prolonging the life of our garments is one of the best strategies to guarantee the future of future generations (Suruj-Zagma, 2021).The questions addressed important aspects related to sustainability (Bouzon, 2015) such as the quality of the clothes and if they are suitable for different seasons; the frequency of use and the number of units of each garment, the time have been in the cupboard, and if the garment comes from a friend, a family member or we got it second-hand. Depending on the results obtained, the user receives customized recommendations focused either on extending the garment's life, buying pre-loved garments, or exchanging or donating clothes (Wiedemann, 2021).<br/

Customer Stereotypes: Consequences on salespersons’ interpersonal orientation in Luxury settings

International audienc

Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape

This paper investigates the influence of consumer shopping orientations on grocery channel attractiveness and choice. It extends the concept of shopping orientation (utilitarian and hedonic) to account for emerging motivations among French consumers: shopping in line with sustainable and ethical values. In doing so, it helps profile segments of consumers who choose to shop through new online channels (Drive through) and newly deployed store formats (city stores). A sample of 300 French customers, responsible for shopping in the household, was surveyed. Hypotheses were tested through Latent Class Analysis and Structural Equation Modeling with categorical outcomes. Our findings indicate that consumers shopping orientations influence the way consumers will combine the different channels and store formats for grocery purchase. In particular, our results highlight the importance of responsible retail practices and ethical assortments in consumers' choice of online formats whilst local product orientation influences the choice of city stores and market places