Abstract
This study uses a human-centered approach to environmental ethics to examine which perceived factors in advertising predict consumers’ intention to purchase “green”, or sustainably and ethically produced, apparel. We use eight different types of green apparel advertisements to build a decision tree model to determine the most influential factors that lead to future purchases of green apparel. We classify consumers’ perceptions of green advertising as either humanistic, environmental, or product-related responses and propose a conceptual framework to outline the essential elements of an effective green advertising strategy. We use a sample of 829 US consumers from the period January 2015 to December 2017 in our empirical research. Our results show that four factors, namely, perception of the apparel’s quality, its uniqueness, caring, and nature connectedness, predict consumers’ intention to purchase green apparel. Notably, the largest segment of consumers (36%), those who perceive high levels of apparel quality and caring in the advertising, are identified as the high-purchase group. Our findings could improve strategies in green apparel advertising by providing a new analytical approach to model consumers’ behavioral intention to purchase green apparel.
Highlights
Advertising plays a major role in raising public awareness about sustainability issues and strengthening socially responsible brand images that eventually influence consumers’ choices of green apparel products [1]
By building a decision tree predictive model, this study identifies the most influential factors in consumers’ perceptions of green advertising to help generate effective advertising guidelines to encourage the purchase of green apparel
This result means that an effective advertising strategy to maximize the purchasing of green apparel requires focusing on increasing both the perception of apparel quality and the humanistic perception of caring
Summary
Advertising plays a major role in raising public awareness about sustainability issues and strengthening socially responsible brand images that eventually influence consumers’ choices of green apparel products [1]. A consumer’s choice of green products involves a complex process of cognitive and ethical deliberation in which purchase decisions depend on three human-centered responses to green advertising: humanistic, environmental, and product-related [6,7,8]. In keeping with this human-centered approach, this study aims to determine which consumer responses to advertising predict their intention to purchase green apparel. By building a decision tree predictive model, this study identifies the most influential factors in consumers’ perceptions of green advertising to help generate effective advertising guidelines to encourage the purchase of green apparel
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