Emotion or Information: What Makes Consumers Communicate about Sustainable Apparel Products on Social Media?

Abstract

This study investigated how sustainability-related messages of cotton textile and apparel products influence consumers’ attitudes toward the message and interaction with other consumers in social media. Three hundred and eighty-eight online survey data of US consumers investigated the effects of perceived information and emotion toward sustainability practice messages on attitude toward and social interaction with other consumers and the effects of attitude on social interaction in social media. The results confirm that emotion is an influential variable, and, specific, positive emotion is an influential variable for attitude, and attitude influences social interaction with other consumers of sustainability practice messages. Negative emotions influence both attitude and social interaction. The information does not influence attitude but directly impacts social interaction, which may bring the purchase intention of sustainable fashion products. Thus, apparel marketers should consider emotionally sustainable promotion messages when tailoring their brand communications on social media. This study helps clarify the relationships between emotion and social interaction for sustainable fashion products. It also contributes to the theoretical foundation and has implications for sustainable fashion marketing and management in social media.

Factors Influencing Consumers’ Purchase Intention on Cold Chain Aquatic Products under COVID-19: An Investigation in China

“…Furthermore, the more stable the respondent's emotional response to the epidemic, the more positive the attitude, the more calmly they can look at other people's views on the epidemic and the reports of various media, and the stronger their willingness to participate in consuming behavior. The notion parallels the suggestion of Son et al that attitudes and subjective norms have a mediating effect in the process by which emotions influence purchase intentions [18]. Moreover, similar to our results, the finding of several studies suggested a positive relationship between emotional response, attitude, subjective norm, and intention [42,43].…”

“…Consumers' purchasing behavior is affected by many factors, which is the process of generating corresponding consumer behavior willingness and consumer behavior to meet their own needs. Unlike scholars in China who focus on quality and safety perceptions [13,17], foreign scholars pay more attention to consumers' expected emotions [18,19]. The leading cause is that, although some scholars believe that attitude is one of the critical predictors in the theory of planned behavior, its predictive effect on behavior willingness has not achieved the expected outcome [20].…”

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“…Several works consider indeed both the positive and the negative pole of emotional dimensions. For instance, Son et al. (2022) consider positive and negative emotions as “information” that contributes to develop positive or negative ATTs towards a behaviour and thus, to sustain or hinder its effective enactment.…”