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.

This study explores consumers’ perceptions of sustainability labels on apparel products and examines sustainability labels as an effective means of determining consumers’ purchase intentions, using the technology acceptance model (TAM) as the foundation. Data were collected via self-administered web-based surveys from 903 randomly selected shoppers throughout the United States (U.S.). Findings validated that perceived ease of use, perceived usefulness, attitudes, and purchase intention were associated with consumers’ use of sustainability labels. Within those four variables, sustainability label users exhibited significantly higher scores than non-label users, though the path relationships among those variables were not different between the two groups. This study is one of the first to use TAM to understand how consumers perceive and use sustainability labels for apparel products. Through this application, label reading behaviour is viewed similarly to how consumers use new informational sources for their decision making process. The findings provide practical implications for business marketers and managers of sustainability apparel products. As this study focused on sustainability labels and apparel product shopping among U.S. consumers, it may be limited to apply findings to other product categories and may be limited to consumers outside the U.S.

Purpose -The purpose of this paper is to investigate the effects of ease of use, usefulness, and enjoyment, and subjective norm regarding the use of mobile phones on US consumers' attitudes toward mobile communication and mobile commerce, and mobile technology use intention for shopping. Design/methodology/approach -This work integrates the technology acceptance model of Davis and Fishbein and Ajzen's theory of reasoned action for its theoretical framework. In total, 341 college students in two large US universities provided usable responses. Structural equation modeling was employed to test the proposed model and research hypotheses. Findings -The results showed that the perceived ease of use, usefulness, and enjoyment, and subjective norm were the significant predictors of attitudes toward mobile communication and mobile commerce as well as mobile technology use intention for shopping. The findings also suggested that attitude toward mobile communication positively influenced attitude toward mobile commerce, which in turn positively influenced mobile technology use for shopping.Research limitations/implications -The sample of this study is slightly biased by gender and age. However, this demographic segment is meaningful to examine consumer attitudes and mobile technology use intentions for fashion goods due to its extensive usage of mobile services. Originality/value -This study offers an integrated theoretical framework for future studies investigating consumer behavior in a technologically advanced retail environment.

Using the Schwartz value system, this study explored the personal values of consumers related to fair trade product consumption. This study further investigated how the values determine beliefs, attitudes and purchase intentions associated with fair trade non-food products. Data were collected using an online survey from a random sample of 1824 nationwide consumers. The results of this study revealed that fair trade purchasers show a higher level of self-transcendence (universalism, benevolence) and openness to change values (self-direction, stimulation) than non-purchasers. These values also have positive effects on the formation of beliefs, attitudes and purchase intentions pertaining to fair trade non-food products. Fair trade purchasers were also found to possess distinctive sociodemographic characteristics concerning age, education and income. Findings can offer marketers specific information regarding consumers' motivations to purchase fair trade goods, which can improve targeting of products and ultimately increase the business and benefits of fair trade.

Purpose-Online consumer reviews play an important role in influencing consumers' purchasing decisions by providing a wealth of information about products and services. Framed by uncertainty reduction theory, the purpose of this paper is to examine consumer perceptions of online consumer reviews and effects on consumer attitudes and usage behaviors in relation to individual characteristics. Design/methodology/approach-Data were randomly collected from 1,930 US online consumer review users using an online survey. Findings-The researchers found that consumers perceived both benefits and costs from online consumer reviews and that both benefits and costs influenced consumer attitudes toward, and usage behaviors of, online consumer reviews. Individual characteristics-confidence in the information process and consumer susceptibility to interpersonal influence-were shown to determine how online consumer reviews were perceived. Originality/value-The results provide insight to retailers and marketers as to how they can use consumer reviews for their products or services to improve business performance.