Spirituality bestowing self-transcendence amid COVID-19 through slow fashion

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2023-05-12 DOI:10.1080/20932685.2023.2197920

Swagata Chakraborty, A. Sadachar

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引用次数: 0

Abstract

ABSTRACT We proposed and tested a conceptual model exploring how (i) COVID-stress evokes spirituality; (ii) COVID-stress and spirituality engender positive attitude toward the different dimensions of slow fashion (i.e. equity, authenticity, functionality, localism, and exclusivity) as a symbol of self-transcendence and (iii) spirituality mediates the relationships between COVID-stress and the different dimensions of slow fashion. We conducted an online survey in Amazon Mechanical Turk (n = 317) and analyzed the data through structural equation modeling. (i) COVID-stress positively influences spirituality; (ii) both COVID-stress and spirituality positively influence attitude toward slow fashion in terms of equity, authenticity, localism, and exclusivity; (iii) spirituality mediates the relationships between COVID-stress and all the dimensions of slow fashion except for functionality. Due to the fast-changing situations amid the pandemic and the uneven severity of the pandemic globally, a cross-sectional study may have limited the scope for capturing nuances of retail consumer behavior. In summary, we suggest that the consumption of slow fashion apparel as a symbol of self-transcendence may help consumers cope with COVID-stress in the hope of building spiritual ties with a higher power through the process of ethical consumption amid the pandemic.

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通过慢时尚在新冠疫情中给予自我超越的灵性

我们提出并测试了一个概念模型，探索(i) covid - 19压力如何唤起精神;(ii)新冠压力和精神性使人们对慢时尚的不同维度(即公平、真实性、功能性、地方主义和排他性)持积极态度，并将其作为自我超越的象征;(iii)精神性调解了新冠压力与慢时尚不同维度之间的关系。我们对Amazon Mechanical Turk (n = 317)进行了在线调查，并通过结构方程建模对数据进行了分析。(i) covid - 19压力对灵性产生积极影响;(ii) covid - 19压力和灵性对慢时尚的态度在公平性、真实性、地方性和排他性方面产生积极影响;(三)灵性介导了covid - 19压力与慢时尚各方面之间的关系，但功能除外。由于疫情形势瞬息万变，全球疫情严重程度参差不齐，横断面研究可能限制了捕捉零售消费者行为细微差别的范围。综上所述，我们建议慢时尚服装的消费作为一种自我超越的象征，可以帮助消费者应对疫情压力，希望在疫情中通过道德消费的过程与更高的力量建立精神联系。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.