The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects

Chen, Lihong; Qie, Kexin; Memon, Hafeezullah; Yesuf, Hanur Meku

doi:10.3390/su13084238

Cited by 55 publications

(30 citation statements)

References 69 publications

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“…Since the 1970s, awareness about the negative effects that economic growth and prosperity have had on the environment has grown. While innovation has enabled, and continues to enable, economic growth and social progress, only recently have environmental concerns been brought to many industries' attention [35].…”

Section: Innovation As a Conceptmentioning

confidence: 99%

Is Innovation a Driver of Sustainability? An Analysis from a Spanish Region

2021

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1. Background. It is well-known that innovation contributes to economic growth, improves productivity and enables competitive advantage. However, beyond these matters, it would be of interest to know what role innovation plays in relation to sustainability. This paper focuses on whether innovation is a driver of sustainability in its three dimensions: social, economic and environmental. 2. Methods. The study was conducted with companies in the Valencian community (Spain) to analyze whether they significantly contribute to sustainability as innovators. Economical sustainability was assessed based on economic and financial profitability; social sustainability was assessed by employment generation. To determine whether companies contributed to environmental sustainability, we considered those which, apart from a reputation (“label”) in innovation, had some kind of environmental certification. 3. Results. Our results indicate that innovative companies are more profitable and generate more employment. However, there are no differences in terms of performance and employment generation between innovative companies and those that are also environmentally sensitive. 4. Conclusion. Innovation is a driving force of economic and social sustainability in the studied area, but environmental sensitivity is not a driver for economic and social sustainability.

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Section: Innovation As a Conceptmentioning

confidence: 99%

Is Innovation a Driver of Sustainability? An Analysis from a Spanish Region

2021

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“…However, while the garment industry is developing towards "branding", it faces some problems, such as low competitiveness, insufficient innovation and creativity, and insufficient brand value promotion space utilization [1,2]. Therefore, it is in the interests of individual garment businesses to enhance brand competitiveness, innovation and creativity and create higher brand value [3,4]. Currently, fashion brand image value creates a direction for fashion enterprises to address these issues [5].…”

Section: Introductionmentioning

confidence: 99%

Research on Influencing Mechanism of Fashion Brand Image Value Creation Based on Consumer Value Co-Creation and Experiential Value Perception Theory

et al. 2022

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In view of the current lack of fashion brand competitiveness and innovation in China, this paper puts forward the concept of fashion brand image value creation and analyzes it from five dimensions: fashion brand image design, image publicity, brand aesthetics, brand charm, and brand function. This paper explores the relationship between fashion brand image value creation, customer participation behavior, experience value perception, intention, trust, and loyalty based on consumer value co-creation and experience value perception theories. On this basis, the structural equation model is used to test the research hypothesis empirically. An online survey questionnaire was subsequently developed and conducted to verify validity and reliability by statistical analysis. The results show that the value creation of fashion brand image will positively impact brand loyalty. Customer participation behavior and experience value perception play an intermediary and chain intermediary role, and customer participation willingness and fashion brand trust play a regulatory role. This study provides new ideas and references for the value creation of fashion brand image and provides quantitative scientific data for fashion enterprises to grasp the direction of brand image value creation and implement brand construction and marketing strategies.

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“…This could be especially relevant when it comes to the consumption of green products that are perceived as innovative. In fact, consumers could feel motivated to buy green products when they perceive that these products possess innovative characteristics that highlight and/or complement their green qualities (Chen et al. , 2021).…”

Section: Introductionmentioning

confidence: 99%

The role of motivations in the construction of patronage intention of innovative green products

Moraga

Vidal-Buitano

2022

ARLA

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PurposeThe purpose of this article is to analyze how autonomous and controlled motivations influence the formation of patronage intention (PI) of innovative green products. Additionally, the role of positive affect (PA) in these causal relationships is analyzed, as is the moderating role of social norms (SN).Design/methodology/approachData were collected through an online self-administered questionnaire. The paper reports the results of a quantitative study based on a sample of 338 people of 24 years old or older, with different levels of education and motivations in terms of acting in favor of the environment. To ensure the reliability and validity of the constructs, an exploratory and confirmatory factor analysis (CFA) was used. To test the proposed research model, the methodology of structural equations was used.FindingsThe results indicate that autonomous motivations (AMs) contribute positively to the formation of patronage intention toward innovative green products, while controlled motivations (CMs) influence negatively. Additionally, it was observed that PA fulfills a relative role in the formation of patronage intention and that SN act as moderators of these causal relationships.Practical implicationsThese findings serve as a base for companies to identify those segments of consumers that are motivated autonomously by care for the environment and thus to design effective strategies to achieve their patronage intention.Originality/valueConsidering the relevance of the consumption of green products, as well as how companies can achieve the patronage intention of the consumer, this study shows a high level of originality in the sense that it analyses the role of motivations and PA in the formation of patronage intention of green products, especially when these are perceived as innovative.

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The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects

Cited by 55 publications

References 69 publications

Is Innovation a Driver of Sustainability? An Analysis from a Spanish Region

Is Innovation a Driver of Sustainability? An Analysis from a Spanish Region

Research on Influencing Mechanism of Fashion Brand Image Value Creation Based on Consumer Value Co-Creation and Experiential Value Perception Theory

The role of motivations in the construction of patronage intention of innovative green products

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