零废弃服装设计中的典型性重要吗?探索消费者的审美偏好和购买意向

IF 3.2 4区 管理学 Q2 BUSINESS
Dawn M. Michaelson, Boowon Kim, Veena Chattaraman
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引用次数: 0

摘要

目的本研究探讨了设计的典型性和零废弃概念作为一种可持续实践的传播是否会影响消费者对零废弃服装的审美偏好和购买意向。研究采用了 2(连衣裙设计:典型 vs 非典型)×2(连衣裙长度:长 vs 短)×2(零废弃概念传播:存在 vs 不存在)混合因子实验设计,对 137 名 19-34 岁的女性消费者进行了在线调查。研究结果受访者对典型零废弃设计连衣裙的审美偏好和购买意向的评价明显高于非典型连衣裙。此外,零废弃设计概念并不影响这种基于典型性的零废弃设计连衣裙偏好或购买意向。与短款零废弃物连衣裙相比,他们对长款零废弃物连衣裙的总体审美偏好也更高。设计的典型性调节了这种影响,当零废弃物连衣裙的设计典型时,长款连衣裙的审美偏好和购买意向高于短款连衣裙。研究局限性/意义典型性对消费者零废弃服装的审美偏好和购买意向至关重要。原创性/价值该研究重点关注零废弃服装的典型性,将其视为消费者偏好形成和购买意向的关键因素。此外,研究还调查了消费者对典型和非典型设计中裙子长度的偏好。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Does typicality matter in zero-waste apparel design? Exploring consumers' aesthetic preferences and purchase intentions

Purpose

This study examines whether design typicality and the communication of the zero-waste concept as a sustainable practice impact consumers’ aesthetic preferences and purchase intentions for zero-waste apparel.

Design/methodology/approach

The study employed a 2 (dress design: typical vs atypical) × 2 (dress length: long vs short) × 2 (zero-waste concept communication: present vs absent) mixed factorial experimental design with an online survey of 137 female consumers, ages 19–34.

Findings

Respondents rated typical zero-waste design dresses significantly higher than atypical dresses for aesthetic preferences and purchase intentions. Further, the zero-waste design concept did not affect this typicality-based preference or purchase intention for zero-waste dresses. They also demonstrated greater overall aesthetic preferences for long than short zero-waste dresses. Design typicality moderated this effect such that aesthetic preferences and purchase intentions were greater for long than short-length dresses when the zero-waste dress design was typical. When the design was atypical, purchase intentions were greater for short than long dresses.

Research limitations/implications

Typicality is critical in consumers’ aesthetic preferences and purchase intentions for zero-waste apparel.

Originality/value

The study focused on zero-waste dress typicality as a critical factor in consumers’ preference formation and purchase intentions. Additionally, it investigated dress length preferences within typical and atypical designs.

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来源期刊
CiteScore
7.30
自引率
8.60%
发文量
41
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.
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