Abstract
Built on the socioemotional selectivity theory, the purpose of this paper is to observe elderly female consumers' consumption of environmentally sustainable apparel (ESA) according to their time perspective (expansive vs. limited) and different types of advertising appeals (emotional vs. rational and positive vs. negative emotional appeals). A total of 154 usable data from female adults who were 65 or older were used for hypothesis testing. The results showed that older female adults with an expansive time perspective tended to consume environmentally sustainable apparel, with their fashion consciousness moderating results. Rational and either positive or negative emotional advertisements with environmental messages were found to encourage the higher purchase intentions to environmentally sustainable apparel consumption. The study addressed an under-studied segment in EAS consumption, elderly female consumers. In addition, the study confirmed which advertising appeals would effectively encourage their ESA consumption by providing theoretical explanations of these finding and practical implications.
Highlights
Background and objectivesOlder consumers have recently grown in their collective purchasing power and are increasingly consuming more apparel (Kohlbacher & Herstatt, 2011); for the purpose of sustainable development, it is important to examine their environmentally sustainable apparel (ESA) consumption
Consumers with high fashion consciousness may be less likely to desire ESA consumption despite the fact that it is driven by their future-oriented goals
Specific H2: The emotional, rational, and control advertising appeals will impact purchase intentions toward ESA to varying degrees; Emotional appeals will have a greater impact than (a) rational appeals, and (b) control appeals, and (c) rational are more effective than control appeals
Summary
Background and objectivesOlder consumers have recently grown in their collective purchasing power and are increasingly consuming more apparel (Kohlbacher & Herstatt, 2011); for the purpose of sustainable development, it is important to examine their environmentally sustainable apparel (ESA) consumption. Consumers with high fashion consciousness may be less likely to desire ESA consumption despite the fact that it is driven by their future-oriented goals. Given the literature that consumers’ goals affect their responses to advertisements (Fung & Carstensen, 2003; Willams & Drolet, 2005), this study compared advertising appeals (i.e., emotional vs rational and positive vs negative emotional) with different environmental messages.
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