Influencing millennials to embrace sustainable fashion in an emerging market: a modified brand avoidance model perspective

Abstract

PurposeThis study applies the modified brand avoidance model to examine factors that influence sustainable fashion avoidance behaviour among millennial shoppers in South Africa.Design/methodology/approachA positivistic approach and a web-based online survey were employed to collect cross-sectional data from 423 millennial fashion shoppers. Standard multiple regression analysis was used to test proposed hypotheses.FindingsUnmet expectations, materialism and symbolic incongruence emerged as major predictors of millennials' intention to avoid sustainable fashion. Sustainable fashion avoidance intention was found to have a positive effect on sustainable fashion avoidance behaviour.Research limitations/implicationsThis study relied on self-reported data collected from millennial shoppers. Future studies may improve the generalizability of this study's results by conducting a comparative study with other cohorts such as baby boomers and Generation X who espouse different shopping values. Future studies may benefit from the use of longitudinal data in order to understand how millennial shoppers relate to sustainable fashion as it evolves.Practical implicationsThe results of this study suggest the importance of developing value propositions that align sustainable fashion with cultural, personality and symbolic cues valued by millennial shoppers. Consumer education on the benefits of sustainable fashion is recommended as a long-term behavioural change strategy.Social implicationsThe purchase behaviour of sustainable fashion should be encouraged as it enhances environmental sustainability including safeguarding the livelihoods of future generations.Originality/valueThis study contributes to literature on sustainable fashion avoidance behaviour. This is one of the pioneering studies to empirically examine the influence of unmet expectations, symbolic incongruence and ideological incompatibility in the context of an emerging market, such as South Africa.

Factors influencing re-usage intention of online and mobile grocery shopping amongst young adults in South Africa

“…Pricing of items, convenience of service in terms of proximity to the consumer's preferred location, scale and quality of products on offer and consumer service quality are all important criteria for young African consumers' repurchase/reuse intentions. As a result, these are regarded as critical functional elements in their decision to buy groceries online (Muposhi & Chuchu, 2022; Erasmus, Venter De Villiers, & Phiri, 2019). In order to provide satisfying service and market to young customers, a thorough understanding of their profile is required, which is discussed in the breakdown of young consumers (Generation Y and Z).…”

“…Young adults are identified as the most important target market for e -grocery purchasing in this survey (Given, 2008; Glantz & Slinker, 1990). This target market can be divided into two groups: “new technologists” or Gen Z consumers, who are typically young and embrace technology, and “time-starved” or Gen Y consumers, who are price averse and would be willing to pay a premium for a service or product that saves them time (Muposhi & Chuchu, 2022; Erasmus, Venter De Villiers, & Phiri, 2019). This research also recognises that each category needs its own marketing goal (Rishi & Pradeep, 2018).…”

“…Young adult consumers are identified as the most important target market for e-grocery purchasing in this survey. This target market can be divided into two groups: "new technologists," or Gen Z consumers, who are typically young (Pencarelli, Ali Taha, Skerhakova, Valentiny, & Fedorko, 2020;Ngi, Ho, Lim, Chong, & Latiff, 2019;Okela, 2019) and embrace technology (Bento, Martinez, & Martinez, 2018), and "time-starved," or Gen Y consumers, who are price averse and would be willing to pay a premium for a service or product that saves them time (Muposhi & Chuchu, 2022). The South African young consumers frequently buy online good such as shoes, clothes, computer accessories, jewellery, watches and sports equipment among others (Duh & Struwig, 2015).…”

“…The South African young consumers frequently buy online good such as shoes, clothes, computer accessories, jewellery, watches and sports equipment among others (Duh & Struwig, 2015). This type of classified group tends to share similar life experiences that make them respond to digital marketing stimuli during online shopping in a similar manner (Eastman & Liu, 2012;Muposhi & Chuchu, 2022). According to Duh and Struwig (2015) the young adult consumers contribute to 50% of retail online sales in South Africa.…”

Sustainable Fashion Preferences Among Millennials During Pandemic

“…By employing online surveys in native languages, it ensures broad participation and inclusivity. Italian and Dutch millennials are increasingly considering sustainability in their fashion choices, influencing the market, and prompting brands to adapt to these preferences, which makes them the right group of samples to understand their value and expectations (Muposhi,A.,& Chuchu, 2022). The choice of millennials as respondents aligns with the study's digital and social media-centric approach and their known interest in sustainability.…”