Fashion Consumption Research Articles

Sustainable Fashion on Social Media

The sustainable fashion tribe is interested in ethical and ecological fashion consumption. To inform and reach various people, they use social media networks. However, as fashion consumption is often being used as a representation of wealth and status, the question arises, whether the underlying motives of the tribe to communicate on social media are altruistic or, on the contrary, promote conspicuous consumption. This qualitative study explores the underlying motives of the tribe communicating about sustainable fashion consumption on social media. The analysis of the nine interviews show, that there are four main motives: altruistic, social, egoistic and prestige-related motives. Even though the altruistic motives can be reconciled with the tribes’ principal values, the results also show signs of conspicuous consumption in terms of prestige-related motives. When posting on social media the tribe wants to inform about and influence its followers to a more sustainable fashion consumption, but also wants to gain reputation and recognition for it. Still, it is concluded that conspicuous consumption of sustainable fashion on social media can promote sustainable consumption overall and having a positive effect on the environment.

Fashion Consumption of Naturally Dyed Products: A Cross-Cultural Study of the Consumption of Blue-Dyed Apparel Between China and Japan

Abstract To compare the different motivation, intention and behaviour between Chinese and Japanese consumers in naturally dyed fashion consumption we collected 301 Chinese samples and 302 Japanese samples and used a structural equation model (SEM) to analyse the consumption behaviour of naturally dyed apparel based on the planned behaviour theory (TPB) and cross-cultural sustainable consumption framework (CCSC). The results indicate that attitude, social norms and perceived behaviour control (PBC) impact naturally dyed fashion consumption intention and behaviour. Among these relations, intention has a controlling influence on the relationship between subjective factors and actual consumption behaviour. PBC directly affects consumer behaviour. Moreover, the belief system and material source have a significant influence on all TPB constructs, wherein material source has more influence. Comparing China and Japan, attitude has a stronger impact on intention for Chinese than Japanese, but PBC influences Japanese intention more. Theoretically, this paper analyses the factors forming the difference in the strength of the TPB model from a cross-cultural perspective. The differences in Chinese and Japanese consumption behaviours also offer practical insights for the industrial development of natural dyeing.

Editor-in-Chief’s Top Picks From 2022

Each week, I record audio summaries for every paper in JACC, as well as an issue summary. This process has become a true labor of love due to the time they require, but I am motivated by the sheer number of listeners (16 million plus), and it has allowed me to familiarize myself with every paper that we publish. Thus, I have selected the top 100 papers (both Original Investigations and Review Articles) from distinct specialties each year. In addition to my personal choices, I have included papers that have been the most accessed or downloaded on our websites, as well as those selected by the JACC Editorial Board members. In order to present the full breadth of this important research in a consumable fashion, we will present these abstracts in this issue of JACC, as well as their Central Illustrations and podcasts. The highlights comprise the following sections: Basic & Translational Research, Cardiac Failure & Myocarditis, Cardiomyopathies & Genetics, Cardio-Oncology, Congenital Heart Disease, Coronary Disease & Interventions, Coronavirus, Hypertension, Imaging, Metabolic & Lipid Disorders, Neurovascular Disease & Dementia, Promoting Health & Prevention, Rhythm Disorders & Thromboembolism, and Valvular Heart Disease.1-100.

How can brands become central in the consumers’ life?

PurposeBrand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent, its drivers and effects have not been comprehensively studied. This study aims to investigate the relationships between three psychological drivers (i.e. fashion-conscious, chronic shopping orientation and self-esteem), one behavioral driver (i.e. the average frequency of shopping), brand centrality and relationship quality in the fast fashion industry.Design/methodology/approachA survey of 250 fast fashion consumers was conducted and partial least squares-structural equation modeling (PLS-SEM) was used to analyze the data.FindingsThe study shows that fashion consciousness and chronic shopping orientation are positively related to brand centrality, whereas self-esteem is negatively related to brand centrality. The findings also show that shopping frequency moderates the relationship between fashion consciousness and brand centrality, and between chronic shopping orientation and brand centrality.Post hocanalysis indicates that brand centrality fully mediates the relationship between chronic shopping orientation and relationship quality.Originality/valueThis study is one of the first studies to investigate the psychological and behavioral drivers of brand centrality.

Examining the luxury consumers’ showrooming behaviour: The effect of perceived values and product involvement

ABSTRACT Since showrooming has been a key trend among luxury consumers, this study tries to understand the major drivers behind luxury consumers’ showrooming behaviour using a moderated mediation framework. Drawing from Stimulus-Organism-Response (S-O-R) Model and Value-Based Adoption Model (VAM), this research aims to bridge this gap in the existing work. Systematic sampling method was employed for data collection from 404 luxury fashion consumers in India. AMOS 27 and Process SPSS Macro were employed to analyse the data. Findings from the analysis revealed that sales-staff assistance, evaluation convenience, deals and discount and online purchase convenience significantly influence showrooming intention. Mediating roles of in-store search value and perceived value of online shopping were confirmed in the relationship between antecedent variables and showrooming intention. Furthermore, the mediating role of in-store search value is moderated by product involvement. This is the earliest work performed to examine the influence of product involvement in consumers’ showrooming behaviour for luxury goods. This paper will assist luxury players to create appropriate marketing programmes to facilitate or counter showrooming.

Acceptance factors of Zara's shopping app among fashion consumers during COVID‐19

AbstractOnline sales in the textile sector are undergoing a comprehensive renewal process as a result of COVID‐19. This article analyzes how the pandemic has influenced the ZARA brand in its sales channel through its mobile application (app). This analysis has been carried out through the development of a UTAUT 2 model into which the constructs of Corporate Social Responsibility (CSR) and Design have been incorporated. Based on a sample of 736 Spanish people, an anonymous online questionnaire was distributed, and the responses were modeled using structural equations with Smart‐PLS. From the results obtained and their interpretation, it is evident how, when purchasing textile products through the app, consumers are indifferent to the CSR of the brand, while design, ease of condition, and habit are shown as the elements that exert the greatest influence on the buyer. Despite being a growing trend within companies, the importance of CSR actions is not yet a determining factor in the intention to use fashion apps. Perhaps in a situation of uncertainty, consumers seek refuge in a well‐known brand, without assessing whether the company is aligned with the interests of its environment. In times of COVID‐19, users have changed their shopping habits, directly influencing online shopping. But what are the acceptance factors of these apps during this COVID‐19 era? For this study, we have analyzed the ZARA fashion app through a sample of users in Spain, where the app has a higher number of active users.

Behavior of Russian Premium Fashion Consumers and Designers after the COVID-19 Pandemic and International Sanctions

The purpose of this paper was to investigate the emerging changes in Russian premium fashion brand consumers' behavior on the eve of the COVID-19 pandemic and international economic sanctions, the impact on foreign fashion brands' decisions to leave the market, and the willingness of some Russian fashion designers to scale their businesses and occupy vacated market niches. This problem had arisen for the first time; the situation is unexpected and unique. Therefore, the researchers combined multiple methods of data collection: (1) Observation; (2) Netnography to identify emerging changes in Russian consumers’ behavior, which increases the objectivity of the data obtained since personal contact was excluded; and (3) Expert in-depth interviews to assess the situation by Russian fashion designers. QDA and qualitative content analysis were used. Fashion designers in Russia percept the situation as an opportunity for business development, similar to the situation that occurred in Iran, but entrepreneurs understand the market risks and expect more serious measures of state support for business. The results may inform state policymakers and stakeholders about the stated changes in consumer behavior and the capabilities of Russian entrepreneurs to scale the business, which will help identify possible growth vectors for domestic fashion designers in the premium sector. Doi: 10.28991/ESJ-2023-SPER-010 Full Text: PDF

Exploring the Key Elements of Sustainable Design from a Social Responsibility Perspective: A Case Study of Fast Fashion Consumers’ Evaluation of Green Projects

With the growing global awareness of sustainable development, the impact of “fast fashion” on the environment has drawn much attention. This study investigated 365 fast fashion consumers with higher-than-average spending on fast fashion garments in Taiwan and analyzed the data with the analytic network process. From the perspective of social responsibility theory, the triple bottom line framework, and the concept of cradle-to-cradle, this study conducted in-depth interviews with 10 experts in the field of clothing. Based on the results, this study constructed a model with 4 core dimensions and 12 key criteria of sustainable clothing design, with the enterprise, design, and consumer sides as the decision-making options. Moreover, it was found that consumers believe that the first decision-making key that affects sustainable design is the enterprise side, and the most important green item that affects sustainable design is “cherishing”. The findings of this study can provide an important reference standard for sustainable design in the apparel industry.

Memories reminisced, reconciled, renewed: Hong Kong male consumers’ wardrobes and their search for a congruent self

Previous research on fashion, clothing and accessorising practices typically stressed either the symbolic and identity-creating or practical and habitual functions of fashion, often neglecting its affective, emotive and mnemonic aspects. Drawing on affective theory and the agency of things, we theorise how the affects, feelings and emotions attached to active and inactive fashion objects evoke and are evoked by the consumer’s ongoing reminiscence, reconciliation, and renewal of memories. Remapping the intricate relationship among consumers, memory, affect, and fashion objects, this article employs wardrobe study interviews to reconceptualise the clothing consumption, storage and disposal practices of male fashion consumers in Hong Kong and their trans-temporal self-memory-object relationships. Interviewing 21 gay male participants while physically going through their wardrobes together reveals the mnemonic abilities of clothes and accessories to bring up the past, their functioning as emotive devices, and the process of how affective, unpatterned feelings and sensations are reminisced, reconciled and renewed through fashion. These unique theoretical and methodological approaches make it possible to delve deeper into consumers’ intimate material and sensual relationships with clothing and accessory items, which are often used to make sense of incongruent memories and future fantasies, also enabling their ongoing mediation of unresolved affective experiences and curation of a linear cultural script of personal development.

Analyzing the impact of Covid-19 on sustainable fashion consumption with a model based on consumer value perceptions

PurposeThe purpose of this study is to assess the impact of Covid-19 on sustainable fashion consumption behavior by proposing a conceptual framework combining consumer-specific factors and product-specific factors with a special emphasis on consumer value perceptions.Design/methodology/approachTheory of consumption value was integrated into the knowledge, attitude behavior model in the conceptual framework having consumer-specific and product-specific aspects. Perceived value (PERVAL) scale was used to measure value perceptions. The model was verified by a survey conducted among a random sample of 520 participants. The factors were extracted by using exploratory factor analysis and then confirmed by using confirmatory factor analysis. The hypotheses in the conceptual model were tested for different consumer groups, and the strength of the relationships was calculated by using multigroup analysis in structural equation modeling.FindingsIt was observed the environmental concern raised the need for getting knowledge about the environment. The impact of environmental knowledge on the value perception of sustainable fashion products varied for the consumers affected by Covid-19 at different levels. Quality perception and price perception were influenced most by environmental knowledge in that order for the consumers with “high fear and uncertainty” and “low fear and uncertainty”. Similarly, the perceived emotional and social values were influential on purchase intention for consumers with high fear and uncertainty, whereas price and social value perceptions were influential for the consumers with low fear and uncertainty.Originality/valueThis study is the initial study that investigated the impact of the Covid-19 pandemic on the consumption of sustainable fashion products. The integration of theory of consumption value into the knowledge, attitude behavior model allowed identifying the relationship between environmental issues and sustainable fashion consumption. Using the PERVAL scale for measuring perceived value, the study provided valuable insights for understanding the most important value dimensions for sustainable fashion products for consumer groups affected by Covid-19 at different levels. The results regarding the changes in the rankings related to the impact of environmental knowledge on dimensions of perceived value and the impact of perceived values on purchase intention enabled the integrated model to explain the attitude–behavior gap.

Expressing Your Personality Through Apparels: Role of Fashion Involvement and Innovativeness in Purchase Intention

The study was conducted to identify the role of consumer personality in influencing fashion consumption; the study tries to establish a relationship between personality, fashion involvement, innovativeness, and purchase intention. Data were collected from 512 generation Z participants (born after 1997) and analysed using Structural Equation Modelling to demonstrate multivariate relationships using descriptive and causal research. The study concludes that a consumer’s personality positively correlates with fashion involvement. The present study strengthens the finding that apparel expresses an individual’s personality by stating that consumers’ personalities are positively associated with fashion innovativeness. Once personality leads to a positive association with fashion involvement and innovation, the latter two traits show a positive association with purchase intention. Among the innovativeness and involvement, the latter has a more influential role in shaping the customer’s purchase intention. The examination of the effect of consumer personality on fashion consumption-related variables, involvement, and innovativeness has contributed to a better understanding of the mechanism that underlies the operation of an individual purchasing a product.

La costruzione dell’identità di genere nei manuali LS fra l’ideologia di genere e l’ideologia neoliberale: un’analisi comparativa dei manuali di italiano LS e di serbo LS

This paper aims to analyse the elements of gender ideology and neo-liberal ideology in a corpus composed of three Italian and two Serbian as a foreign language textbooks. The focus of the study is centered on the representation of activities related to the purchase of clothes and accessories, analysed from the perspective of Critical Discourse Analysis. The results indicate that neoliberal values are sustained through the idea that women are naturally predisposed to be clothes and fashion consumers. On a broader scale, the results implicate that the educational materials taken into examination lack a critical pedagogy approach, and that they do not employ the critical and the transformative potential of education, instead they are limited to the reproduction of dominant ideologies.

Impacts of Transparency and Traceability on Fashion Supply Chain System

The level of fashion consumer awareness and communication regarding sustainable consumption is rising. Organizations are working to provide clarity and guidance on fashion consumption. Brands are experimenting with new materials and supply chain strategies, and suppliers are improving the manufacturing processes and quality of products. However, given the size and complexity of the industrial process, these efforts are not adequate in ensuring a sustainable fashion supply chain. Transparency and traceability in the fashion supply chain are needed to improve the fashion industry by supporting sustainable and ethical practices in the apparel supply chain. Key gaps include a lack of comprehensive and transparent information about how, where, and by whom materials are sourced, processed, and assembled; a lack of transparency in the supply chain practices and procedures affects the environment, working conditions, and human health. The industry has to build the capacity to manage its supply chain, more effectively and responsibly, by improving transparency and traceability as the top goals. So, in this context, the main purpose of this research paper is to study the impacts of transparency and traceability on the dimensions of sustainability in fashion supply chain. The researchers have applied descriptive research methods in which secondary data are collected and analyzed through a literature review of peer-reviewed research papers and the primary data are collected through the survey method by distributing a semi structured questionnaire. The data collected are analyzed using statistical tools and techniques. Finally, the results are discussed and presented.

The Hyperconnected Fashion Consumer and the Nature of Their Demand. From Concept to Carrier Bag, a Comparison of How Two Companies Fulfil Their Customer’s Needs

The Hyperconnected Fashion Consumer and the Nature of Their Demand. From Concept to Carrier Bag, a Comparison of How Two Companies Fulfil Their Customer’s Needs

Local Fashion Consumers’ Purchasing Behavior in The Post-Pandemic Era

Local Fashion Consumers’ Purchasing Behavior in The Post-Pandemic Era

“How Generation Differs”: An Empirical Analysis on Chinese Fast Fashion Consumption

Previous studies implied the different behavioral intention formation of a specific object for individuals in different age groups, but few research to Chinese consumers’ sustainable fast fashion behaviour were found considering the enormous amount of consumption and waste of fast fashion products in China. Meanwhile, as a fast developing country, it might be insufficient to conduct research ignoring the consequences of different education level and growing environment among different generations.Data were collected by a professional Chinese company (Wenjuanxing), using a structured questionnaire with closed-ended questions in line measurements in previous literature. In total, 275 respondents participated in the survey. It was then decided to adopt factor analysis, structural equation modelling and hierarchical regression analysis in order to fulfil the purpose of this research.Different outcomes signified the constructs in theory of reasoned actions may have limited prediction power to Chinese culture and consumers, and differs in different age groups. More importantly, age is significantly and positively moderating the path subjective norms to intention in younger generation (18-25), but significantly and positively moderating attitude to intention in consumers aged 26-39.This study suggest that retailers can develop effective marketing program, in order to encourage sustainable consumption among Chinese consumers. In addition, strategies can be designed accordingly with the characteristics of different age group of consumers to achieve maximum effectiveness.This study provides valuable insight into consumer behaviour regarding sustainable consumption among different ages, and how to effectively interpret the differences through a social and psychological perspective. The attempt can also be replicated in other collective companies for marketing sustainable fast-fashion consumption. Keywords: Consumer behaviour, Sustainable consumption, Chinese consumers, Fast-fashion, Theory of Reasoned Actions DOI: 10.7176/JMCR/88-03 Publication date: January 31 st 2023

Factors impacting the behavioral intention towards sustainable fashion consumption: An Empirical Study of Gen Z Consumers

Factors impacting the behavioral intention towards sustainable fashion consumption: An Empirical Study of Gen Z Consumers

SNS 루머에 대한 패션 기업의 대응전략은 효과적인가? : 루머 대응전략, 소비자 감동, 신뢰 및 기업 명성에 관한 연구

This study analyzed effect of fashion company"s SNS rumor response strategy on consumer delight and trust and effect of consumer delight and trust on company reputation. Accordingly, this study proposed an effective strategy for responding to SNS rumor crisis. A survey was conducted with fashion consumers in their 20s and 30s who used SNS in consideration of the proportion by gender and age. Results showed that the SNS rumor response strategy could be classified into silence, denial, rebuttal, favor, and excuse strategies. Among these strategies, the favor and excuse strategy positively affected gladness and warmth. Denial strategy positively affected joy of consumer delight. The rebuttal strategy positively affected joy, but negatively affected gladness. In addition, the rebuttal and favor strategy in response to SNS rumor positively affected trust. Company reputation was classified into company management ability, communication and identity, and consumer delight and trust positively affected the reputation of fashion company. In conclusion, this study reveals that a fashion company"s SNS rumor response strategy is an effective strategy to move consumers" hearts and impress them or lead to trust. Results of this study can contribute to sustainable development of companies by emphasizing the importance of establishing a strategy to respond to rumors and suggesting effective response strategy to SNS rumors.

Consumer Awareness and Switching Behavior Factors in Contact-Free Shopping : Focusing on Means-End Chain Theory and Laddering Technique

This study aimed to identify changes in fashion consumer awareness of contact shopping and contact-free shopping in line with the current environment, such as COVID-19 and the spread of digital living, and to derive their characteristics and end-value. To this end, specific factors that directly affect the switching intention of consumers when shopping during the COVID-19 pandemic were extracted. This study was conducted using the means-end chain theory and the laddering technique of qualitative research methods. It targeted 50 consumers aged between 20s–60s who have had experience in purchasing fashion products through contact-free shopping. The results showed that anxiety, discomfort, and unnecessariness were negative effects of contact shopping, and the positive effects of contact-free shopping were convenience, experience satisfaction, usability, and its economical nature. Finally, as the mooring factors for switching intention, the preference for familiarity, unnecessariness, and the pursuit of diversity were derived. This can be a key factor in providing a direction for a contact-free society that becomes the new normal. Therefore, this study sought a method to activate contact-free fashion stores and expects it to be utilized in a marketing method for potential customers in the post-COVID-19 era.

Investigating Materialistic Behaviour Towards Luxury Fashion Consumption

This study investigates the path that leads materialists to purchase foreign products online. The study finds materialism's effects as bandwagon luxury consumption behaviour and perceived brand globalness. It also shows how consumer innovation affects consumer behaviour between bandwagon luxury consumption and inclination to purchase foreign luxury goods online. An online cross-sectional survey was utilized to collect data from 210 respondents who bought luxury goods from abroad in Pakistan. The findings demonstrate that Bandwagon luxury consumption patterns and brand-perceived globalness have a significant positive relationship with materialism and intention to purchase foreign luxury goods online and that Bandwagon luxury consumption patterns positively mediate this relationship. Consumer innovation significantly moderates the relationship between bandwagon luxury consumption and the propensity to purchase foreign luxury goods online. This study will be beneficial for foreign brand marketers interested in targeting Pakistani consumers through various channels and identifying bandwagon behaviour among Pakistanis