有机棉服装广告中的利己主义与利他主义主张

IF 3.3 Q2 BUSINESS
Tae-Im Han, Haesun Park-Poaps
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引用次数: 0

摘要

摘要本研究旨在探讨利己主义与利他主义价值观对有机棉服装购买行为的影响。研究结果表明,利己主义价值观、社会利他主义价值观和生物圈价值观对购买意愿有显著的正向影响。此外,在考察有机棉服装广告中利己主义和利他主义主张的有效性时,我们发现广告主张类型对品牌态度、产品态度和购买意愿有显著影响。当有机棉服装广告包含诸如低价格和个人健康益处等利己主义主张时,它们最能有效地说服消费者。研究结果表明,单独的利他主义主张可能不能有效地促进购买行为,因此应该与利己主义主张相结合。虽然人们普遍认为,利他主义的考虑促进了绿色服装的购买行为,但购买的利己主义方面往往被忽视。然而,我们的研究结果显示,利己动机可能在有机棉服装的购买过程中发挥重要作用。因此,有机棉服装的营销人员将此类产品与消费者的利己主义考虑联系起来是很重要的。关键词:有机棉广告绿色服装服装广告消费者行为披露声明作者未发现潜在的利益冲突。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Egoistic and altruistic claims in organic cotton apparel advertising
ABSTRACTThe purpose of this study was to examine the influence of egoistic and altruistic values on purchase behaviors of organic cotton apparel. Our findings indicated that egoistic, social-altruistic, and biospheric values have a positive and significant effect on purchase intentions. In addition, when examining the effectiveness of egoistic and altruistic claims in organic cotton apparel advertising, we found a significant effect of advertising claim type on brand attitudes, product attitudes, and purchase intentions. Organic cotton apparel ads were the most effective in persuading consumers when they contain egoistic claims such as information about low price and personal health benefits. The findings suggested that altruistic claims alone may not be effective in promoting purchase behaviors and thus should be combined with egoistic claims. While it is widely accepted that altruistic considerations foster green apparel purchase behaviors, egoistic aspects of the purchase are often ignored. However, our findings showed that egoistic motives may play an important role in the purchase process of organic cotton apparel. Therefore, it would be important for marketers of organic cotton apparel to link such products to consumers’ egoistic considerations.KEYWORDS: Organic cottonadvertisinggreen apparelapparel adsconsumer behavior Disclosure statementNo potential conflict of interest was reported by the author(s).
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来源期刊
CiteScore
6.90
自引率
31.60%
发文量
34
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.
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