Many consumers are making consumption decisions that reflect their desire to protect the environment. Consequently, many companies have embraced the "green marketing" concept to capture the environmentally conscious market. This study explores several constructs related to apparel consumption and environmentalism: knowledge of environmental issues pertaining to apparel products, concern for or attitude toward the environment, and behavior stemming from environmental concerns. We developed a model to examine how knowledge of environmental issues with respect to apparel products relates to concern for the environment as well as subsequent behaviors toward the environment. Results indicated that respondents' knowledge of the environmental effects of apparel products had a limited relationship to general concern for the environment. Also, environmental concern did not clearly relate to environmentally responsible apparel consumption, while a construct assessing general environmentally responsible behavior more strongly related to environmentally responsible apparel consumption behavior. Findings from this study provide insight into consumers' apparel consumption practices related to the environment and the importance of knowledge in generating environmental consciousness toward apparel consumption. Measurement issues are also addressed.

PurposeThis study sets out to explore how consumers may be segmented based on their levels of apparel product involvement using Kapferer and Laurent's consumer involvement profiles (CIP). It also seeks to examine whether consumers within each profile group could be differentiated by their personally‐held values.Design/methodology/approachQuestionnaires were mailed to female consumers, ages 18 and over, randomly selected from a consumer database. Responses from 757 female consumers were used. The response rate based on delivered questionnaires was 30 percent. Laurent and Kapferer's CIP was used to measure consumer involvement and Kahle's list of values (LOV) was used to measure consumer values.FindingsFive consumer involvement types were identified based on four dimensions of involvement: challenged moderate, knowledged enthusiast, indifferent moderate, challenged enthusiast, and cautious moderate. This study found that values could be used to further explain differences between the enthusiast and moderate consumer types. All nine value items showed significant relationships with dimensions perceived/sign and pleasure interest. Knowledge enthusiast and challenged enthusiast types perceived many values to be significantly more important then challenged moderate types.Research limitations/implicationsCurrent findings varied somewhat from prior study results using the CIP scale. Further examination of the CIP scale in terms of dimensionality, validity and reliability are suggested.Originality/valueThis research segments consumers based on their levels of product involvement and profiles each group by personally‐held values.

A growing number of firms are using online communities (OCs) as integral parts of their strategies because of the value an OC provides to a firm. This study maintains the commitment to an OC to be critical in developing a sustainable OC and examines how members' commitment to an OC develops in the context of OCs hosted by firms and freely available to anyone. Built on the social exchange theory, the proposed model posits that two aspects of OC attributes (Sociability and Usability) facilitate members' participation in an OC, as well as bring social and functional benefits to participants. In return for the benefits gained from OC participation, participants reciprocate with affective and calculative commitment to the OC. Data were collected via online survey from OC participants who were 18 years old or above and resided in South Korea. An analysis of 595 cases supported the proposed model. Results indicated that the members' perceived social benefits from active OC participation led to an affective commitment to the OC, while members' perceived functional benefits led to a calculative commitment to the OC. Theoretical and managerial implications were suggested based on the findings.

Fashion leadership is an important consumer characteristic due to the interpersonal influence essential in the consumption process of apparel. Based on the human motivations theory and Sheth’s shopping preference theory, this study examines the hypothesized relationships of fashion leadership and five hedonic shopping motivations (gratification, value, social, idea, and adventure). This study advances current understanding of fashion leadership by studying a broad national female population base and offers empirical evidence into how fashion leadership shapes consumer need for emotional and experiential satisfaction in shopping. Results show fashion leadership to be significantly related to all but one hedonic shopping motivation. Additionally, this study finds that adventure shopping motivation may be derived from other types of hedonic shopping activities. Discussion concerning how current findings expand our understanding of fashion leadership within the context of shopping is presented.

Purpose -This paper seeks to examine women's perceptions of brand personality in relation to women's facial image and cosmetic usage. This study seeks to develop a better understanding of how various factors influence perceptions of cosmetic brands. Design/methodology/approach -An electronic survey was administered to a sample of 225 female participants at a mid-Atlantic university in the USA. The survey included items measuring facial image, cosmetic usage, brand personality, and brand attitude. Multiple regression analyses were conducted to determine the relationship among variables. Findings -While the brand personality of competence was found to be important across all three brands, consumer perceptions pertaining to the remaining brand personality traits differed. This study found that consumers' facial image influenced the total quantity of cosmetics used but not the variation in quantity in different situations. Results also indicate that a relationship exists between facial image and brand perceptions. Also, it was found that a different group of brand personality traits influenced brand attitude for each cosmetic brand. Research limitations/implications -By examining how facial image and cosmetic usage determine brand perceptions, companies can improve their marketing strategies to enhance customer satisfaction and increase their customer base. Moreover, by identifying the brand personalities that attract consumers, companies can pin-point the characteristics customers look for in a product, which in turn can be used to enhance brand image. Further research on different age groups and cultures should be conducted to better understand cosmetic consumers. Originality/value -This study contributes to the body of knowledge in the area of consumer behavior and cosmetics. From this study, a better understanding of cosmetic consumers is gained and the results provide brand marketers with valuable information.