"生态风格 "认知:不同的可持续发展线索和时尚风格在消费者时尚品牌态度中的相互作用

IF 8.6 2区 管理学 Q1 BUSINESS
Barbara Behre, Verolien Cauberghe
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引用次数: 0

摘要

可持续时装正日益融入当今社会。然而,在时尚品牌中使用 "生态 "一词可能会引起消费者的负面看法,尤其是在服装的时尚感方面。因此,本研究调查了消费者对网上时装店使用的环境与社会可持续发展线索的反应。考虑到时尚风格对消费者的品牌评价至关重要,本研究特别考察了基本时尚风格对现代时尚风格的调节作用。本研究采用 2(环境与社会可持续发展线索)×2(永恒的基本与现代时尚风格)的主体间因子设计,探讨了可持续发展线索对时尚品牌价值感知(情感、社会和功能价值)和品牌态度的影响。在 358 名受访者中,研究结果表明,当时尚产品带有环境(与社会)可持续发展线索时,受访者对品牌的态度更为积极。特别是,这种效应对永恒的基本款式(相对于现代流行款式)时装的影响更大。然而,环境可持续发展的提示会增加现代时尚风格的社会品牌价值。这项研究为可持续时尚文献做出了宝贵贡献,并为在线时尚零售商提供了建议。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
“Eco-style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

Sustainable fashion is becoming increasingly integrated in today's society. However, the use of the term “eco” in fashion branding may evoke negative consumer perceptions, especially in terms of the perceived fashionability of clothing items. Hence, this study investigates consumer responses to environmental versus social sustainability cues used by an online fashion shop. In particular, the moderating influence of basic versus modern fashion style is examined, considering the idea that fashion style is central to consumers' brand evaluations. Using a 2 (environmental vs. social sustainability cue) × 2 (timeless basic vs. modern fashion style) between-subjects factorial design, this study explored the effectiveness of sustainability cues on fashion brand value perceptions (emotional, social, and functional value) and brand attitudes. Among the 358 respondents, the results indicate more positive brand attitudes when fashion items are presented with an environmental (vs. social) sustainability cue. In particular, this effect is stronger for the timeless basic (vs. modern trend-based) fashion style. Yet, a cue referring to environmental sustainability increases social brand values for the modern fashion style. This study offers valuable contributions to the sustainable fashion literature and recommendations for online fashion retailers.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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