Fashion, consumer markets, and democratization

Atik, Deniz; Cavusoglu, Lena; Ertekin, Zeynep Özdamar; Fırat, A. Fuat

doi:10.1002/cb.2061

Cited by 5 publications

(5 citation statements)

References 65 publications

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“…Especially, social networking platforms like Facebook, Instagram, TikTok and Twitter (now rebranded as X) offer numerous opportunities for users to establish and present their identities (Zhao et al , 2008; Papacharissi, 2012), ultimately leading to self-presentation behaviors aimed at (re)constructing an image, gaining social recognition or exerting influence on others (Dunne et al , 2010). For instance, users can curate and control their online identities through daily posts of verbal and visual cues, leading others to make assumptions about their lifestyle, appearance, opinions and culture (Boyd, 2015; Atik et al , 2022).…”

Section: Theoretical Foundationmentioning

confidence: 99%

How to make a collaborative videography using Phygital affordances to study sensitive topics

Cavusoglu,

Belk

2024

QMR

Self Cite

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Purpose The physical filmmaking landscape has been transformed by the emergence of digital platforms that foster interaction and dialogue. The accessibility and affordability of mobile production tools have empowered anyone with a mobile phone to become a media content creator. Accordingly, this paper aims to present a multi-method approach for creating phygital projects that involve people as active participants rather than mere subjects who collaborate with the researchers to tell their stories. Design/methodology/approach Research participants can embrace diverse roles, serving as co-researchers, content creators, curators and collaborators. The authors use various engagement strategies with the research participants, who are often marginalized or underrepresented marginalized or underrepresented, to encourage their participation and give them agency and creative control. Thus, we also use a participatory action research approach to help advocate for the participants’ facial equality concerns. Findings Collaborative videography embraces the mosaic of voices expressing intricate social issues. In this project, research participants with “facial differences” explain their experiences in facing society. Originality/value By experimenting with participatory frameworks and combining physical interactions (such as in-person meetings) with digital platforms like Zoom and social media, the authors suggest a multi-method approach that honors the authentic stories of the research participants, effectively engages the audience and explains how phygital research methodologies can be used in interpretive consumer research, particularly in co-creating films that capture strong visuals.

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Section: Theoretical Foundationmentioning

confidence: 99%

How to make a collaborative videography using Phygital affordances to study sensitive topics

Cavusoglu,

Belk

2024

QMR

Self Cite

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“…SF consumers are “concerned with the effects on the external world around them when they buy, use, and dispose of fashion products” (Jung et al , 2016, p. 485). Thanks to the “logic of sustainability” (Ozdamar-Ertekin et al , 2020) and a new “culture” of fashion (Atik et al , 2022), different fashion paradigms are emerging, giving rise to alternatives to the overconsumption of clothes and fast fashion practices. These changing paradigms stress consumers’: societal and environmental awareness of their economic decisions; emphasis on sustainable materials; respect for craftsmanship and authenticity; and active involvement with the production process (Ozdamar-Ertekin and Atik, 2015, 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Ethical identity, social image and sustainable fashion: still an impossible deal? A sociopsychological framework of ethical consumers’ attitude-behavior gaps

Zollo

2024

JCM

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Purpose This paper aims to propose a multilevel framework of fashion consumer ethics that unpacks how ethical consumers publicly express their identity through sustainable fashion (SF). The author explores SF’s cognitive, relational and contextual dynamics, highlighting how attitude–behavior (A-B) gaps might impede consumers’ ethical identity and social image alignment. Design/methodology/approach The framework theoretically reconstructs fashion consumer ethics by integrating social intuitionism, social representation theory and the public sphere. This theorizing process sheds light on fragmented attempts found in previous research to understand how ethical consumers express their self-identity and socially represent their image through SF, avoiding A-B gaps. Findings The theoretical propositions suggest how ethical consumers’ self-concept is expressed at the cognitive level, leading to ethical commitment toward self-associated fashion brands; social image is manifested at the relational level, giving rise to consumers’ ethical engagement in SF; and ethical consumers’ self-verify their identity-image alignment in the public sphere, thus addressing A-B issues. Originality/value The sociopsychological approach suggests a novel understanding of ethical consumers’ individual and social representation through SF consumption. The framework interprets SF as an “aesthetic of existence,” co-constructed collectively and symbolically expressed publicly. As a result, the proposed model combines different theories to introduce new causal mechanisms and constructs of ethical consumers’ cognition, sociological relations and public spheres.

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“…With respect to sustainable fashion, Lundblad and Davies' qualitative study revealed that people were inspired to buy green clothing as a way of showcasing their values, expressing themselves, feeling confident and happy, and engaging in environmentally responsible consumption [33]. Social media, as it relates to general fashion and hedonic consumption, also affords consumers diverse benefits in flaunting their personalities and lifestyles, elevating their social status, and connecting with fashion brands that meet their needs [8,34]. SET in this context suggests that sustainable fashion brands might offer assorted benefits (by virtue of being eco-friendly) when using Instagram to communicate with consumers.…”

Section: Social Exchange Theorymentioning

confidence: 99%

“…Despite a growing emphasis on sustainability in the fashion industry, limited research has investigated how sustainable fashion brands can encourage desired consumer behavior on social media [7]. Scholars have called for research on factors that influence sustainable fashion consumption and bolster consumer-brand relationships in a digital context [1,8,9]. Drawing on social exchange theory (SET) [10], this study focuses on benefits of fashion brands that claim sustainability as a crucial aspect.…”

Section: Introductionmentioning

confidence: 99%

Roles of Brand Benefits and Relationship Commitment in Consumers’ Social Media Behavior around Sustainable Fashion

Choi

Ahn

2023

Behavioral Sciences

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As climate change continues, environmental sustainability has become a popular topic among brands and consumer groups. The fashion industry has detrimental impacts on the natural environment; however, little is known about how brand benefits can help sustainable fashion brands develop relationships with consumers and promote consumer behavior. This study focuses on Instagram to investigate how consumers’ perceived brand benefits predict relationship commitment, electronic word-of-mouth (eWOM), and purchase intention. Prior studies have overlooked the possible effects of various benefits. This study outlines five benefits of sustainable fashion brands: inner self-expression, social self-expression, warm glow, green, and economic benefits. Results from a survey of sustainable fashion brand followers on Instagram showed that eWOM positively related with economic benefits and negatively with warm glow and green benefits. Findings further indicated a mediating effect of relationship commitment between benefits and consumers’ behavior. Lastly, the level of environmental attitude influenced the mediating impact of relationship commitment. The implications of these findings are discussed, and suggestions for future research are provided.

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Fashion, consumer markets, and democratization

Cited by 5 publications

References 65 publications

How to make a collaborative videography using Phygital affordances to study sensitive topics

How to make a collaborative videography using Phygital affordances to study sensitive topics

Ethical identity, social image and sustainable fashion: still an impossible deal? A sociopsychological framework of ethical consumers’ attitude-behavior gaps

Roles of Brand Benefits and Relationship Commitment in Consumers’ Social Media Behavior around Sustainable Fashion

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