Chanmi Hwang

Generation Y's moral obligation and purchase intentions for organic, fair-trade, and recycled apparel products

This study examined Generation Y (Gen Y)’s knowledge, attitudes, moral obligation, and purchase intentions for apparel products with the corporate social responsibility (CSR) attributes of being organic, fair trade, and recyclable. An online survey methodology including open- and closed-ended questions was implemented. A convenience sample of 442 responses was obtained from one US Midwestern institution and used for data analyses. The results of content analysis showed that Gen Y had a lack of knowledge regarding apparel with CSR attributes, specifically those pertaining to fair-trade products. The results of independent samples’ t-test and multiple linear regressions confirmed positive significant effects of moral obligation on purchase intentions, with females having significantly higher levels of moral obligation and attitudes towards purchasing apparel products made of organic materials, fair-trade label, and recycled materials. Findings provide insights into Gen Y as ethical consumers that can lead to future growth of CSR promotions in the apparel industry.

“Don’t buy this jacket”: Consumer reaction toward anti-consumption apparel advertisement

Purpose The purpose of this paper is to examine the effects of anti-consumption advertisement on consumers’ attitudes and purchase intentions (PIs) of an apparel product. Design/methodology/approach An experiment was conducted with a sample of college students (n=1,300) who were randomly assigned to view either a traditional advertisement for a Patagonia jacket or an anti-consumption advertisement of the same jacket. After that, consumer attitudes toward buying the jacket and PIs were measured employing online survey. In addition, consumer environmental concern (EC), perceived intrinsic brand motivation and extrinsic brand motivation (PIBM and PEBM) were measured to test a proposed research model. Findings Participants exposed to the anti-consumption advertisement reported less positive attitudes toward and lower PIs to buy the jacket than participants who viewed the traditional advertisement. Participants’ EC, PIBMs and PEBMs were found to be important predictors of the attitude and PI. Research limitations/implications This study provides a foundation for future research on consumer attitudes and PIs in the context of anti-consumption behavior and the effects of anti-consumption advertisement. Limitations of the present study include convenience sampling. Practical implications Anti-consumption advertising might be used effectively to raise consumers’ awareness on their spending habits on clothing and reduce the clutter of consuming culture. Originality/value The research findings contribute to the corporate social responsibility literature in the apparel context, specifically socially responsible marketing, by focusing on the nascent topic of anti-consumption. This was the first study that examined how anti-consumption advertisement might affect consumer attitudes toward buying products displayed in this advertisement.

Attitudes and Purchase Intentions for Smart Clothing Examining U.S. Consumers’ Functional, Expressive, and Aesthetic Needs for Solar-Powered Clothing

This research extends the technology acceptance model with apparel design attributes and examines factors influencing consumers’ attitudes and purchase intentions of smart clothing, specifically, solar-powered clothing. A random sample of college students and faculty (N = 720) participated in this study. Results from structural equation modeling reveal that perceived usefulness is the strongest predictor of attitude and purchase intention. Perceived compatibility is the strongest predictor of perceived usefulness, and along with perceived comfort, it determines perceptions of usefulness, ease of use, and performance risk. Perceived performance risk, aesthetic attributes, and environmental concern are significant predictors of attitude. This research validates the technology acceptance model in explaining new technology adoption in clothing and confirms the importance of multiple dimensions of smart clothing. Retailers can emphasize the shift from a technical concern to a user-centered one by highlighting utilitarian aspects of clothing and providing compatible and aesthetically appealing design features that interconnects functionality, expressiveness, and aesthetics (FEA) consumer needs.

The use of 3D body scanning technology to assess the effectiveness of shapewear: changes in body shape and attractiveness

ABSTRACT This study investigated the effectiveness of shapewear by examining changes in body shape (CBS) and waist-to-hip ratio (WHR) using 3D body scanning technologies and by exploring an understanding of individuals’ perceived body shape and body attractiveness. Using a mixed methods research design, a total of 24 female respondents participated in one of two sessions: quantitative session (n = 13) and follow-up qualitative session (n = 11). The results showed that measured CBS were inconsistent with the perceived CBS: a majority of the participants perceived CBS because wearing a shapewear helped them get closer to an hourglass shape and become straighter in the posture, which were not corresponding to the body measurements. Furthermore, significantly lower WHR was partially consistent to perceived attractiveness in general. However, a few participants perceived their bodies as more attractive although their WHR were not changed or even increased.