Slow fashion or self-signaling? Sustainability in the fashion industry

Castagna, Ana Carina; Duarte, Madalena; Pinto, Diego Costa

doi:10.1016/j.spc.2022.03.024

Cited by 9 publications

(12 citation statements)

References 56 publications

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“…In general, the differential impact of the sustainability cue on brand attitude is not directly mediated by brand values. However, in line with the assumptions on attached symbolic signaling in sustainable fashion consumption (Achabou et al, 2020;Castagna et al, 2022;Chang et al, 2021;Diallo et al, 2020;Talaat, 2022;Wang et al, 2022;Xu & Liu, 2019) Consistent with other research in the context of fashion clothing, functional value is subordinate to affective value (Cho & Jung, 2017;D'Souza et al, 2015;Gong et al, 2020;Kim & Sullivan, 2019). The fact that the experimental stimuli were set in an online shopping context may present little contextual validity for consumers (Bialkova & Barr, 2022;Miller et al, 2017).…”

Section: Discussionsupporting

confidence: 76%

“…The sustainability‐centric communication of consumer products not only influences consumer attitudes but also affects their perceived value of brands (Castagna et al, 2022; Lee et al, 2020; Williams & Hodges, 2022). Across product categories, brand value is conceptualized according to three dimensions: emotional, social, and functional (Bai et al, 2016; Dabas & Whang, 2022; Jung & Jin, 2016).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…Sustainable or “eco‐designed” fashion is often associated with a basic fashion style and the characteristic use of sustainable materials (McNeill & Moore, 2015; Wagner et al, 2018). When focusing on the environmental benefits (vs. social benefits) of sustainable fashion, negative impressions related to trendiness may arise (Castagna et al, 2022; Harris et al, 2016; Roozen et al, 2021; Wagner et al, 2019). In terms of clothing consumption, style has a social signaling function and can be perceived as a medium to express one's identity to others (Berger & Heath, 2007; Kodžoman, 2019; Talaat, 2022; Xu & Liu, 2019).…”

Section: Introductionmentioning

confidence: 99%

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“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

Behre,

Cauberghe

2024

Int J Consumer Studies

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Sustainable fashion is becoming increasingly integrated in today's society. However, the use of the term “eco” in fashion branding may evoke negative consumer perceptions, especially in terms of the perceived fashionability of clothing items. Hence, this study investigates consumer responses to environmental versus social sustainability cues used by an online fashion shop. In particular, the moderating influence of basic versus modern fashion style is examined, considering the idea that fashion style is central to consumers' brand evaluations. Using a 2 (environmental vs. social sustainability cue) × 2 (timeless basic vs. modern fashion style) between‐subjects factorial design, this study explored the effectiveness of sustainability cues on fashion brand value perceptions (emotional, social, and functional value) and brand attitudes. Among the 358 respondents, the results indicate more positive brand attitudes when fashion items are presented with an environmental (vs. social) sustainability cue. In particular, this effect is stronger for the timeless basic (vs. modern trend‐based) fashion style. Yet, a cue referring to environmental sustainability increases social brand values for the modern fashion style. This study offers valuable contributions to the sustainable fashion literature and recommendations for online fashion retailers.

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Section: Discussionsupporting

confidence: 76%

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

Behre,

Cauberghe

2024

Int J Consumer Studies

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“…Pemilik merek harus menunjukkan sisi inovatif hingga kreativitas sehingga menciptakan nilai positif untuk produk yang dijual (Nguyen & Mogaji, 2023). Citra pemilik merek dinilai mampu meningkatkan nilai produknya (Castagna et al 2022). Dalam strategi pemasaran era baru endorsement yang dilakukan oleh pemilik merek menunjukan hubungan yang positif dengan minat beli konsumen sesuai dengan penelitian yang dilakukan oleh Thumiki et al (2021).…”

Section: Uji Validitasunclassified

Analisis Owner Product Endorsment Dan Endorser Congruence Terhadap Purchase Intention

Apriyana

Yuliana

2023

j.o.b.s

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Digitalisasi menjadi alat para pelaku usaha untuk memasang iklan melalui platform media sosial sebagai pertimbangan murahnya biaya yang dikeluarkan, komunikasi pemasaran melalui iklan merupakan alat untuk membangun suatu merek. Penelitian ini bertujuan untuk menganalisis owner product endorsment dan endorser congruence terhadap minat pembelian konsumen dengan studi kasus merek Bittersweet By Najla. Metode penelitian dengan deskriptif kuantitatif dengan teknik pengambilan sampel secara convenience sampling. Penyebaran kuesioner menggunakan google form. Alat analisis yang digunakan yaitu SmartPLS 3.3.9. Responden yang terlibat dalam penelitian ini sebanyak 59 dengan kriteria responden yang mengetahui merek produk Bittersweet By Najla. Hasil penelitian menunjukkan bahwa Owners Product Endorsement memiliki pengaruh yang signifikan terhadap Endorser Congruence. Owners Product Endorsement memiliki pengaruh yang signifikan terhadap Purchase Intention. Sedangkan Endorser Congruence tidak memiliki pengaruh yang signifikan terhadap Purchase Intention.

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“…As consumers increasingly value the brand's social responsibilities (Todeschini et al, 2017; Yoon et al, 2020), understanding the potential impact of the brand's business model on CSR effectiveness is essential for brands and practitioners. While some studies have compared consumer perceptions of fast and slow brand products (Castagna et al, 2022; Zarley Watson & Yan, 2013), a notable gap exists in directly comparing consumers' CSR evaluations between these distinct business models (fast vs. slow). Previous research has been confined to the investigation of the differences between fast and slow brand consumers in motivation (e.g., self‐signaling, pro‐environmental identity), attitudes (e.g., quantity vs. quality favorability), or values (e.g., disposable vs. long lasting) (Castagna et al, 2022; Zarley Watson & Yan, 2013).…”

Section: Introductionmentioning

confidence: 99%

Believing in change: The role of implicit theory on consumer's perception of the brand's corporate social responsibility message

Kim

2023

J of Consumer Behaviour

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With the sustainable consumption paradigms, corporate social responsibilities (CSR) across industries have been under scrutiny. However, little research exists on how brand's business model and consumers' characteristics are intertwined to influence CSR evaluation. Our study aims to examine how the brand type (e.g., fast vs. slow business model) influences the relationships among CSR‐brand fit, authenticity, and skepticism, thus improving attitudes toward the brand. In addition, based on the implicit theory, how the consumer's incremental mindset (vs. entity) influences a brand's CSR evaluations are studied. Through two studies, our findings demonstrate consumers perceived a higher CSR‐brand fit for the slow fashion/food brand than the fast fashion/food brand. A higher CSR‐brand fit heightened the CSR authenticity and alleviated skepticism, which in turn resulted in positive brand evaluations. Importantly, incremental mindsets weakened the effect of brand type on CSR‐brand fit. As one of the first studies to examine the relationship between consumers' implicit theory orientation and a brand's CSR message, our findings demonstrate that an incremental mindset is a powerful consumer characteristic in evaluating a brand's CSR activities that are less congruent with the brand's established business model.

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Slow fashion or self-signaling? Sustainability in the fashion industry

Cited by 9 publications

References 56 publications

“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

Analisis Owner Product Endorsment Dan Endorser Congruence Terhadap Purchase Intention

Believing in change: The role of implicit theory on consumer's perception of the brand's corporate social responsibility message

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