The motivational drivers of fast fashion avoidance

Kim, Hyun‐Sook; Choo, Ho Jung; Yoon, Namhee

doi:10.1108/jfmm-10-2011-0070

Cited by 92 publications

(116 citation statements)

References 26 publications

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“…On the other hand, the conventional, exclusivity-oriented, and low-involved groups' acceptable price premium does not exceed the 20 to 25 percent range [14]. Consumers have begun to question the unethical practices of brands [18]; however, another study documented that unethical practices have no effect on fashion purchases [19], and none of their respondents boycotted a product due to a company's unethical practices in a developing country or negative publicity, as many consumers are unfamiliar with the business practices of fashion companies [20]. As the transparency notion has become a burning element of the fashion industry, low prices are losing momentum; yet the question of how to address the issue is of concern to many professionals within the fashion industry [9].…”

Section: Pricementioning

confidence: 99%

Key Issues in Slow Fashion: Current Challenges and Future Perspectives

Štefko

Steffek

2018

Sustainability

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Abstract:The study seeks to explore and synthesize current issues in Slow Fashion and discuss potential future directions of the industry. While there are multiple definitions of the term, Slow Fashion typically describes long-lasting, locally manufactured clothing, primarily made from sustainably sourced fair-trade fabrics. It affords latitude to individual style, fosters education about clothing and emphasizes durability. While several challenges regarding the implementation of Slow Fashion principles in current society remain, the study offers an overview of the current state, and presents a fashion matrix-based framework for outlining the position of the Slow Fashion movement within industry-specific fashion segments and uses the matrix to present current knowledge and review future challenges. The support of networks serves as an indispensable tool for Slow Fashion designers, keeping them abreast of the competition.

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Section: Pricementioning

confidence: 99%

Key Issues in Slow Fashion: Current Challenges and Future Perspectives

Štefko

Steffek

2018

Sustainability

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“…패스트 패션 구매와 관련된 다양한 소비자 행동을 밝힌 연구들 (Choi et al, 2008: Chang & Choi, 2013Kim, 2007;Kim et al, 2013;Lee et al, 2012b;Park, 2013Park, , 2014Park & Lee, 2011 …”

Section: Introductionunclassified

Post-purchase behavior toward fast fashion brands - Applying the expectancy disconfirmation model -

전경숙¹,

박혜정²

2014

The Research Journal of the Costume Culture

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The purpose of this study is to apply the expectancy disconfirmation model to consumer post-purchase behavior toward fast fashion brands. This study incorporated repurchase intention as a result of consumer satisfaction. It was hypothesized that consumer satisfaction, which is influenced by expectation, perceived performance, and disconfirmation, influences repurchase intention. It was also hypothesized that expectation influences performance. This study examined the brands and prices of the most recent purchases of fast fashion and also examined whether the purchases were planned or unplanned. The hypothesized path was tested and the relative influences of instrumental and symbolic performance on satisfaction were identified. Data were collected from questionnaires answered by 344 university students who were selected by convenience sampling. The results were as follows: 1) Purchased brands were, in the order of frequency of purchase, Uniqlo, Zara, H&M, and Forever21, followed by domestic brands, 8seconds, Spao, and Mixxo. The frequency of unplanned purchase was more than twice higher than planned purchase. 2) Based on expectation and performance, dissatisfactory group was larger than satisfactory group, which were 35.8% and 24.7% respectively. 3) It was revealed from the expectancy disconfirmation model analysis that expectation and performance had positive influence, but cognitive dissonance had negative influence on satisfaction. Satisfaction had significant influence on repurchase intention. The path analysis showed that all hypothesized path coefficients were significant. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

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“…Current studies proved the existence of unmet expectations as a significant factor for the behavioral intent of brand avoidance [42] and even recommended that negative preceding experiences are the most imperative in anti-consumption behavior [39]. According to Winchester and Romaniuk [43] the relationship between negative brand beliefs and purchase behavior presented that negative opinions about the brand are usually formed not previous to the purchase but after the purchase.…”

Section: Development Of Hypothesis Unmet Expectations and Brand Equitymentioning

confidence: 99%

Brand Avoidance Motivators Stimulate to Brand Equity in the Mediating Role of Brand Hate: A Case of Smartphone Industry of Pakistan

Abid¹,

Khattak²

2017

J Account Mark

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This study aims to examine the effect of brand avoidance motivators on brand equity. It also probes the mediating effect of brand hate among brand avoidance motivators and brand equity. In order to empirically study the above relationship the questionnaire was presently administered to the sample of 400 smartphone users. The 270 questionnaire were returned back. The received data was subjected to a number of statistical analyses. The finding proposed that brand avoidance motivators i.e., unmet expectations, symbolic congruence and ideological incapability have positive impact on brand equity. The brand hate copiously mediates between brand avoidance motivators and brand equity. The findings have number of implications for marketers and mangers in Islamabad regarding brand avoidance. Generally, this thesis contributes knowledge to the emergent field of anti-consumption research by means of a pioneering impression and an integrative understanding of a less explored realm of brand avoidance. avoidance motivators are very vital for all marketing specialists even for competitor, mostly such type this knowledge can be purposefully used for their brands' positioning as an engaging substitute [7]. Brand avoidance is states as a process where consumers intentionally select to discard any product. Dualistic important thoughts remain adjacent to the learning of brand evasion. One is the anti-constellation that encompasses goods which are excluded by customers [10]. Contrasting to it, low prominence on products or brands in the learning of anti-constellations. The other idea that is very similar to brand evasion is the incompetent conventional [11], which has negative evaluation accredited to an aversion of the poor product performance advertisement. Bryson et al. [12] state brand hate as 'a powerful negative responsive distress to the brand'. In this study avoidance types as identity, moral and experiential avoidance are significant. Identity avoidance happens when consumers evade brands they do not want to be related with. Similarly when companies act negligent it can reason ethical misgiving with its consumers, all these will lead to brand avoidance. Past research proposes that, in case of negative ideological, identity incongruence and unmet expectations of consumers' preoccupied perceptions and feelings concerning the brand that play a vital role in consumers' action-related assessments [13].Consumers reject certain brands, not because of financial pressures, however, because of predominantly unmet expectations, ideological incapability and identity concerns. When consumers observe that the products and concerned brands are not distributing what have been assured, moreover because of brand misbehavior and not meeting expectations, due to symbolic incongruence and ideological incompatibility between themselves and the brand [14], the positive relationship among consumer and brand may turn into negative, wherever consumers merely not want to assistant themselves with those brands and ultimately discard to contai...

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The motivational drivers of fast fashion avoidance

Cited by 92 publications

References 26 publications

Key Issues in Slow Fashion: Current Challenges and Future Perspectives

Key Issues in Slow Fashion: Current Challenges and Future Perspectives

Post-purchase behavior toward fast fashion brands - Applying the expectancy disconfirmation model -

Brand Avoidance Motivators Stimulate to Brand Equity in the Mediating Role of Brand Hate: A Case of Smartphone Industry of Pakistan

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