PurposeThis study focused on two research questions: How do generational cohorts of fair trade consumers differ in their product attitudes and behaviors, retail preferences, shopping orientations, and socio‐political attitudes? How do factors influencing purchase intentions for fair trade apparel differ among generational cohorts?Design/methodology/approachData from 1,055 current customers of four North American fair trade businesses were collected via mail survey and store‐intercept. Respondents included generation X (ages 29‐40, n=200), baby boomer (ages 41‐59, n=589), and swing (ages 60‐75, n=266) generations.FindingsResults revealed that baby boomers and swing respondents differed from Generation X participants in their greater focus on qualities of apparel comfort, value, and quality; preference for authentic products and ethnic attire; and local activism behavior. In contrast, they exhibited more limited interest in wearing fashionable attire. All respondents placed high importance on fair trade philosophy centered on wages, workplace, and the environment. For all generational cohorts, their propensity toward wearing ethnic attire was the strongest influence on future intentions to purchase fair trade clothing.Research limitations/implicationsFor fair trade researchers, taking generational cohorts into consideration is recommended for assisting fair trade business persons in reaching their goal of market expansion to younger consumers.Practical limitations/implicationsCoupling significantly expanded information on ethnicity of designs, colors, production methods, or garments styles, along with current promotion of fair trade practices, was suggested for expanding purchases among consumers in both the generation X and swing cohorts. Baby boomer participants also valued pragmatic clothing details related to comfort, value, and quality.Originality/valueThis research provided support for use of generational cohorts in understanding consumer behavior. Regression analysis across the total sample led to different results as compared to when each generational cohort was examined individually.
PurposeThe main purpose of this paper is to explore the challenges that Wal‐Mart may face as it expands into the Indian retail market. Wal‐Mart's failures in Germany and South Korea are analyzed to identify learnings that could be utilized in the Indian expansion.Design/methodology/approachDunning's eclectic theory as applied to international expansion is used to analyze Wal‐Mart's advantages and disadvantages in Germany and South Korea. The theory is then applied to India to understand the possible advantages and disadvantages for Wal‐Mart in entering the Indian retail market.FindingsThe key findings of the study are that Wal‐Mart faces many ownership as well as locational disadvantages while expanding in India. These significant challenges need to be well‐understood and suitably addressed for success in the Indian market.Originality/valueThis report makes a contribution towards understanding the challenges in entering an international market using a case study. The study helps analyze international experiences can be leveraged in future plans of international expansion.
Purpose -The main purposes of this paper are to perform a micro-and macro-dimensional analysis, and to apply the theory of eclectic firm to understand the investment dimension in the apparel retail environment in India. Design/methodology/approach -A micro and micro analysis of the retail industry in India was conducted. Eclectic firm theory was then applied to the analysis to understand the apparel retail environment in India. Findings -The key findings of the study are that foreign retailers looking to successfully capitalize on India's impressive growth need to understand several driving attributes such as strong and distinct culture, population distribution, and local conditions, and risks that are indeed unique to India. Originality/value -This report makes a contribution towards a comprehensive understanding of the Indian apparel retail market. It is desirable for foreign retailers to acquire such knowledge in order to devise suitable strategies to enter and compete in the Indian marketplace. In addition, this study provides researchers to undertake more in-depth analysis of the market to explore the different facets of the attractive yet complex Indian environment.
The purpose of this study was to understand the potential for product personalization to meet fair trade customers' apparel needs. The researchers tested a model that integrated customers' need for self-uniqueness, level of apparel involvement, perceived social and financial risks, and body size with customers' attitudes toward personalized apparel and intention to purchase personalized fair trade apparel. An online survey was used to collect data from 246 customers of a fair trade business. Results showed that consumers with greater need for self-uniqueness had a positive attitude toward personalization and were not concerned with social and financial risks. Consumers' involvement and social and financial risks were not related to their attitudes toward personalization. However, there was a positive relationship between body size and attitude toward personalized apparel. Overall, attitude toward personalization of apparel was positively related to intention to purchase personalized fair trade apparel. Implications for fair trade businesses are discussed.
PurposeThis study aims to provide competitive e‐tailing strategies for fair trade organizations using a benchmarking approach.Design/methodology/approachA coding guide was developed to obtain information available on 28 fair trade web sites and 28 commercial web sites focusing on company information, product information, distribution channels, customer service, and web site structure/media service.FindingsResults revealed several evidences that fair trade organizations presented limited information online, compared with commercial organizations.Research limitations/implicationsFewer commercial retailers benchmarked in the study sold handicrafts, compared with fair trade organizations. Discrepancies in the proportion of products carried by each organization may result in limited generalization of the findings across product categories.Practical implicationsThrough benchmarking against profit‐making business leaders, fair trade organizations would be able to evaluate strengths and weaknesses for their current online business operations and explore opportunities and improvement in web site management.Originality/valueThis paper provides valuable managerial implications for fair trade organizations focusing on web site operations. Information availability and strategic web site management can attract customers to make purchases on fair trade web sites and, in turn, enable organizations to sustain and grow in the competitive marketplace.
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