Consumer attitudes and intentions toward personalization of fair trade apparel

The purpose of this study was to examine the attitudes and purchase intentions of customers of Marketplace: Handwork of India (Marketplace) toward personalized apparel. The theory of uniqueness, theory of perceived risk, involvement, and body size were used as theoretical frameworks. These frameworks were integrated into the part of the theory of reasoned action being tested in the study. The proposed model was empirically tested through an online survey. Structural equation modeling was used to examine the fit of the proposed model;Various scales were used to measure all the variables included in the research. Body size was measured using the body mass index formula. The online survey was e-mailed to a random sample of 2,500 Marketplace customers. A total of 246 usable responses was received making the response rate 12.32%. A non-response bias test was conducted to confirm the generalizability of results;The multi-item scales used to measure each construct were tested for reliability, based on Cronbach alphas, and all the scales were found to be reliable. The two measures of perceived risk, financial and social perceived risks, were tested to ensure they were distinct constructs. Structural modeling analysis included analysis of the measurement model and analysis of the hypothesized model. Based on the results of the hypothesized model, an alternate model was proposed and tested;Marketplace customers were highly educated customers with an average age of 52 years, had a high level of familiarity with the Internet and often used the Internet to gather information and make purchases. The respondents were satisfied with Marketplace purchases, and willing to pay more and wait longer for a personalized product as compared to a regular Marketplace product;Analysis of the hypothesized model showed that consumers with greater need for self-uniqueness and higher BMI had a positive attitude toward personalized apparel. Consumes with a positive attitude toward personalized apparel had an intention to purchase personalized fair trade apparel. Greater need for self-uniqueness was associated with lowered perceived financial and social risks among fair trade consumers and increased consumer apparel involvement. The results of this study provide fair trade organizations with direction toward implementing personalization of apparel

Fashion retailing – past, present and future

This issue of Textile Progress reviews the way that fashion retailing has developed as a result of the application of the World Wide Web and information and communications technology (ICT) by fashion-retail companies. The review therefore first considers how fashion retailing has evolved, analysing retail formats, global strategies, emerging and developing economies, and the factors that are threatening and driving growth in the fashion-retail market. The second part of the review considers the emergence of omni-channel retailing, analysing how retail has progressed and developed since the adoption of the Internet and how ICT initiatives such as mobile commerce (m-commerce), digital visualisation online, and in-store and self-service technologies have been proven to support the progression and expansion of fashion retailing. The paper concludes with recommendations on future research opportunities for gaining a better understanding of the impacts of ICT and omni-channel retailing, through which it may be possible to increase and develop knowledge and understanding of the way the sector is developing and provide fresh impetus to an already-innovative and competitive industr

Consumer attitudes and intentions toward personalization of fair trade apparel

The purpose of this study was to examine the attitudes and purchase intentions of customers of Marketplace: Handwork of India (Marketplace) toward personalized apparel. The theory of uniqueness, theory of perceived risk, involvement, and body size were used as theoretical frameworks. These frameworks were integrated into the part of the theory of reasoned action being tested in the study. The proposed model was empirically tested through an online survey. Structural equation modeling was used to examine the fit of the proposed model;Various scales were used to measure all the variables included in the research. Body size was measured using the body mass index formula. The online survey was e-mailed to a random sample of 2,500 Marketplace customers. A total of 246 usable responses was received making the response rate 12.32%. A non-response bias test was conducted to confirm the generalizability of results;The multi-item scales used to measure each construct were tested for reliability, based on Cronbach alphas, and all the scales were found to be reliable. The two measures of perceived risk, financial and social perceived risks, were tested to ensure they were distinct constructs. Structural modeling analysis included analysis of the measurement model and analysis of the hypothesized model. Based on the results of the hypothesized model, an alternate model was proposed and tested;Marketplace customers were highly educated customers with an average age of 52 years, had a high level of familiarity with the Internet and often used the Internet to gather information and make purchases. The respondents were satisfied with Marketplace purchases, and willing to pay more and wait longer for a personalized product as compared to a regular Marketplace product;Analysis of the hypothesized model showed that consumers with greater need for self-uniqueness and higher BMI had a positive attitude toward personalized apparel. Consumes with a positive attitude toward personalized apparel had an intention to purchase personalized fair trade apparel. Greater need for self-uniqueness was associated with lowered perceived financial and social risks among fair trade consumers and increased consumer apparel involvement. The results of this study provide fair trade organizations with direction toward implementing personalization of apparel.</p