Sonali Diddi

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.

Exploring the role of values and norms towards consumers’ intentions to patronize retail apparel brands engaged in corporate social responsibility (CSR)

This study provides understanding of factors that affect US consumers’ intentions to patronize retail apparel brands engaged in corporate social responsibility (CSR). The study utilizes a dual theoretical framework comprised of the theory of reasoned action (TRA) and Schwartz’s value theory. Data were collected via a web-based survey from a national sample of 407 US consumers. Findings revealed that moral norms, subjective norms, and attitudes were all important predictors of US consumers’ intentions to patronize retail apparel brands engaged in CSR. Overall, the results of this study provide important theoretical implications for extending the TRA to include measures of self-transcendent values (universalism and benevolence) and moral norms in the context of consumers’ ethical decision making. The findings also provide important practical implications for retail apparel brands planning to incorporate CSR policies in their corporate agenda. It is proposed that retail apparel brands should integrate CSR related information in their strategic marketing activities to increase consumer awareness of its socially responsible business practices, which in turn may enhance brand image.

“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.