Consumer attitudes towards luxury fashion apparel made in sweatshops

Abstract

Purpose – The purpose of this paper is to examine how attitudes towards sweatshops, social norms and perceived behavioural control (PBC) factors influence consumers’ attitudes towards luxury fashion apparel made in sweatshops. It also examines how these variables influence purchase intention and ultimately the willingness to pay more for luxury fashion apparel not made in sweatshops. Design/methodology/approach – A self-administered questionnaire was designed using established scales. A survey was conducted through the “mall intercept” method. Findings – Underpinned by the theory of planned behaviour (TPB) model, attitudes and PBC were found to have an influence on intention to purchase luxury fashion apparel made in sweatshops. The intention to purchase luxury fashion apparel also significantly influences the willingness to pay more for luxury fashion apparel not made in sweatshops. Practical implications – The research findings can be used to formulate strategies for academia, practitioners and, more importantly, policy makers to help curb sweatshop activities. Originality/value – This paper focuses exclusively on luxury fashion apparels made in sweatshops. Status consumption is also added as a potential antecedent towards purchase intention.

Self-Identity and Social Identity as Drivers of Consumers’ Purchase Intention Towards Luxury Fashion Goods and Willingness to Pay Premium Price

“…The strongest relationship is between subjective norm and purchase intention. These results are very consistent with prior studies (Maloney, Lee, Jackson, & Miller-Spillman, 2014;Phau et al, 2015).…”

“…When merging price premium with purchase intention and behaviour, the degree of willingness a consumer would like to pay without affecting his decision is referred (Zhang & Kim, 2013). Price premium intention has proven to be important in understanding varied consumer behaviours in luxury fashion (Phau, Teah, & Chuah, 2015;Stall-Meadows & Davey, 2015).…”

Young Indonesian Muslim women consumer behavior toward modest sportswear

“…The higher the individual's purpose toward a particular behavior, the higher the probability that the response will be performed. The use of this theory on fashion industry has been carried out in several products, such as fashion counterfeits (Kim and Karpova, 2009;Fernandes, 2013), luxury goods (Phau, Teah, and Chuah, 2015;Jain, Khan, and Mishra, 2017;, green shoes and apparel (Nam, Dong, and Lee, 2017;Bong ko and Jin, 2017). Nam, Dong, and Lee (2017) modified the theory by providing expectation and perception variables following Tseng and Hung (2013) on green sportswear.…”

Luxury brand desirability and fashion equity: The joint moderating effect on consumers’ commitment toward luxury brands

“…Hence, commitment positively influences word‐of‐mouth (Fullerton, ) and commitment to a luxury apparel brand would lead to a positive opinion about it (Fullerton, ). In addition, the incidence of word‐of‐mouth through the susceptibility to others might be even more affected in the particular context of fashion where consumers may seek the opinion from others or acceptance from a particular group (Phau et al, ).…”

“…In this context, new complementary tools need to be developed that follow the evolution of consumer behavior for practitioners and researchers. As a consequence of consumer changes, fashion is being investigated in numerous studies, especially with regard to “ luxury fashion brands ” (Fionda & Moore, ; Phau, Teah, & Chuah, ). The word fashion , often considered as a tangible product category, is also a social phenomenon (Simmel, \1904), which is “ not visible, nor tangible ” (Kawamura, , p. 33).…”