Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europe's millennials

Johnstone, Leanne; Lindh, Cecilia

doi:10.1016/j.jretconser.2021.102775

Cited by 72 publications

(61 citation statements)

References 98 publications

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“…According to Nadery and Van (2018), three-quarters of millennials are willing to pay more for environmentally friendly products. Recent research has determined that millennials are considered the most dynamic, informed and sensitized group in terms of behaviour and consumption patterns; this group of consumers also has amazing purchasing power and is very inclined to buy green products and to prefer to work in environmentally friendly companies (Johnstone and Lindh, 2022; Francis and Sarangi, 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

The influence of price and availability on university millennials’ organic food product purchase intention

Bósquez

Arias-Bolzmann²,

Quiroz

2022

BFJ

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PurposeThis study aims to provide one of the first research works that, using the constructs of the theory of planned behaviour (TPB), analysed the levels of purchase intention of organic products.Design/methodology/approachThe study was quantitative with a correlational scope and a cross-sectional design. The study population consisted of 566 university millennials from Ecuador. The results were processed through the exploratory factor analysis (EFA), the confirmatory factor analysis (CFA) and the structural equation modelling (SEM).FindingsThe subjective attitudes and norms influence intentions to buy organic products. However, price mediated by perceived behavioural control reduces purchase intentions, while product availability does not.Originality/valueThis study is one of the first research works, based on the constructs of the TPB which was carried out to know if the attitudes and subjective norms of Ecuadorian university millennials, are related to their purchase intentions for organic products.

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Section: Literature Reviewmentioning

confidence: 99%

The influence of price and availability on university millennials’ organic food product purchase intention

Bósquez

Arias-Bolzmann²,

Quiroz

2022

BFJ

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“…Influencers are prominent users of social media and are seen as role models by their followers (Johnstone and Lindh, 2022). Their followers feel close to them, as they believe they know a lot about, and are in touch with, them.…”

Section: Influencer Marketing On Social Networkmentioning

confidence: 99%

“…Influencers are increasingly seen as tools through which to communicate with consumers (Bu et al, 2022). It has been shown that influencers develop closer bonds with followers than do celebrities, and create more trusting and credible relationships (Johnstone and Lindh, 2022). Influencer marketing has been examined on platforms such as Instagram (Tafesse and Wood, 2021;Casaló et al, 2020;Ibáñez-Sánchez et al, 2021), Facebook (Arora et al, 2019;Hughes et al, 2019), Twitter (Lahuerta-Otero and Cordero-Gutiérrez, 2016) and YouTube (Sokolova and Kefi, 2020), but not yet on TikTok.…”

Section: Introductionmentioning

confidence: 99%

Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience

Barta

Belanche

Fernández

et al. 2023

Journal of Retailing and Consumer Services

122

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“…Millennials are, in fact, the heaviest consumers of fast fashion items (Colucci & Scarpi, 2013;Hill & Lee, 2015;Rese et al, 2019;Sorensen & Jorgensen, 2019), because they are consumption-oriented, marked by hedonism, high purchasing power, sensibility to fashion and technological culture (Pauluzzo & Mason, 2021;Mason et al, 2022). Compared to Xers, Millennials are more open to new styles and the latest trends in the fashion industry (Ersoy & Fu, 2021), considering fashion to be a status symbol (Johnstone & Lindh, 2022).…”

Section: Generating Satisfaction Towards Fast Fashion Stores Among Co...mentioning

confidence: 99%

Generating loyalty towards fast fashion stores: a cross-generational approach based on store attributes and socio-environmental responsibility

Dabija

Cȃmpian

Pop

et al. 2022

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Research background: Faced with multiple media scandals concerning the pollution resulting from manufacturing activities, and encouraging the overconsumption of clothing, international fast fashion retailers have often had to resort to the elaboration and implementation of sustainable strategies aimed at environmental protection and reducing resource consumption. Generating customer satisfaction and loyalty depends increasingly on the extent to which retailers manage to employ socio-environmental responsibility besides the traditional retail store attributes. The purpose of this article: The objective of the paper is to evaluate the influence of consumer-oriented store attributes in generating satisfaction and loyalty towards the fast fashion store, highlighting the influence of socio-environmental responsibility on the two constructs. Methods: Based on the literature review, a conceptual model considering the effects of stores? attributes on store satisfaction and store loyalty and influenced by socio-environmental responsibility is proposed. Data were collected with the help of face-to-face administrated questionnaires before the outbreak of the COVID-19 pandemic in an emerging market (Romania). The data were analyzed via structural equation modeling in SmartPLS, for the three considered consumer generations: Generation X, Millennials and Generation Z. Findings & value added: For all consumer generations, all store attributes contribute to the direct generation of fast fashion store satisfaction and store loyalty; nevertheless, the intensity varies in levels of significance. Socio-environmental responsibility does not significantly determine store satisfaction, but does have a strong influence on fast fashion store loyalty. The results detailed according to the generations indicate a similar situation: each store attribute influences the satisfaction of one or other generation, apart from socio-environmental responsibility. This work makes an essential contribution to the extension of the generational theory, highlighting the various individualities, perceptions, and behaviors. This cross-generational research broadens knowledge on how different consumer generations behave when shopping from fast fashion stores. The research also extends the S-O-R model, which is used to understand the relationship between store attributes (stimulus), consumer satisfaction (organism), and consumer loyalty (response) towards fast fashion stores.

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Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europe's millennials

Cited by 72 publications

References 98 publications

The influence of price and availability on university millennials’ organic food product purchase intention

The influence of price and availability on university millennials’ organic food product purchase intention

Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience

Generating loyalty towards fast fashion stores: a cross-generational approach based on store attributes and socio-environmental responsibility

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