Mindful consumption of second-hand clothing: the role of eWOM, attitude and consumer engagement

IF 3.2 4区管理学 Q2 BUSINESS

Journal of Fashion Marketing and Management Pub Date : 2020-12-02 DOI:10.1108/jfmm-05-2020-0080

Jihad Mohammad, Farzana Quoquab, Nur Zulaikha Mohamed Sadom

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引用次数: 30

Abstract

PurposeThis study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase context. In addition, it examines the mediating effect of “consumer engagement” and “attitude towards second-hand clothes”.Design/methodology/approachThe data were gathered through a self-administered questionnaire survey from Malaysian consumers who had experience in purchasing second-hand clothes. A total of 175 complete and useable questionnaires were obtained, which were then analysed by using the structural equation modelling-partial least square (SEM-PLS) technique.FindingsThe results of this study indicate support for the direct effect of eWOM on consumers' attitude towards second-hand clothes, consumer engagement and consumers’ MCB. The results also supported the relationship between consumer engagement and MCB, but the link between attitude and mindful consumption (MC) was not supported. Furthermore, the study confirmed the mediating effect of consumer engagement between eWOM and consumers’ MCB but did not support the mediating effect of attitude towards second-hand clothes.Originality/valueThis study is amongst the pioneers to elucidate MCB in the context of sustainable clothing. It examines the direct and indirect effects of eWOM on MCB, which has not been tested in the past literature. The mediating effects of consumer engagement and attitude towards second-hand clothes on the relationship between eWOM and MCB are also comparatively new links.

查看原文本刊更多论文

二手服装的有意识消费:eWOM的作用、态度和消费者参与

目的本研究旨在检验在可持续服装购买背景下，电子口碑（eWOM）对注意消费行为（MCB）的直接和间接影响。此外，它还考察了“消费者参与度”和“对二手衣服的态度”的中介作用。设计/方法论/方法通过对有二手衣服购买经验的马来西亚消费者的自我管理问卷调查收集数据。共获得175份完整可用的问卷，然后使用结构方程建模偏最小二乘（SEM-PLS）技术对其进行分析。结果本研究结果支持口碑对消费者对二手衣服的态度、消费者参与度和消费者MCB的直接影响。研究结果也支持消费者参与度与MCB之间的关系，但态度与正念消费（MC）之间的联系不受支持。此外，该研究证实了消费者参与度在口碑和消费者MCB之间的中介作用，但不支持对二手衣服态度的中介作用。独创性/价值本研究是在可持续服装背景下阐明MCB的先驱之一。它研究了eWOM对MCB的直接和间接影响，这在过去的文献中没有得到测试。消费者参与度和对二手衣服的态度对口碑与MCB关系的中介作用也是相对较新的环节。

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来源期刊

Journal of Fashion Marketing and Management Multiple-

CiteScore

7.30

自引率

8.60%

发文量

期刊介绍： ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.