The values and motivations behind sustainable fashion consumption

The growth in ethical consumption behaviour and greater interest in sustainable fashion from a production side provides grounding for the emergence of a new consumer market for sustainable fashion. To date, however, most studies in this field focus on the production end of the emerging market, with little exploration of the consumers. Of the work, there is on sustainable fashion consumption; the majority discuss perceptions of sustainable fashion by the general population, with little work sampling actual consumers of sustainable fashion. Therefore, the purpose of this study is to explore the values and motivations underpinning actual sustainable fashion consumption. Thirty‐nine in‐depth interviews were conducted with a sample of frequent sustainable clothing consumers. The study follows a means‐end theory approach linking purchased products back to purchasing criteria and personal values. This study therefore contributes to the overall understanding of sustainable fashion consumption and gives insights into purchasing criteria and behavioural choices of sustainable fashion consumers. Copyright © 2015 John Wiley & Sons, Ltd.     

Who is more ethical? Cross‐cultural comparison of consumer ethics between religious and non‐religious consumers

Religion is a significant part of daily life that affects consumers' decisions and behaviors. Religious consumers are predicted to be more ethical than non‐religious consumers. Nonetheless, past research suggests mixed results. Hence, the present study has two main objectives: (1) to examine differences in moral ideologies and ethical beliefs among religious and non‐religious consumers in Indonesia and Australia and (2) to investigate the impact of moral ideologies and religiosity on consumer ethical beliefs. This is one of the first cross‐cultural studies to compare consumer moral ideology (specifically, idealism and relativism) and consumer ethical beliefs between religious and non‐religious consumers. The results show that religious consumers tend more toward idealism than relativism and have stronger ethical beliefs regarding negative consumer ethical behaviors compared with non‐religious consumers. However, for ethical beliefs regarding specific consumer behaviors, namely, recycling and software piracy/buying counterfeit, the effect of religion was overshadowed by cultural differences between the two countries. This study contributes to the debate on the impact of moral ideologies and religiosity on consumer ethical beliefs. The findings may assist managers and public policymakers in their efforts to mitigate unethical consumer activities. Copyright © 2016 John Wiley & Sons, Ltd.     

Differences in consumer preferences when facing branded versus non‐branded choices

Because brands can signal reputation and serve as proxies for trust, consumer preferences for credence attributes may differ for branded and non‐branded products. We test this hypothesis using data from a choice experiment conducted with US pork consumers. The results indicate that consumers are usually willing to pay more for a certification attribute in a non‐branded as compared to branded product. Additionally, greater variation in consumer willingness‐to‐pay for credence attributes is observed in the non‐branded case. This latter characteristic of the results may represent the increased uncertainty some consumers internalize concerning quality consistency when brand information is not provided. These results have interesting implications for producers, processors, retailers, and policy makers. Copyright © 2011 John Wiley & Sons, Ltd.     

Consumer recycling: An ethical decision‐making process

Although recycling is often experienced as a moral dilemma, studies that systematically approach this issue from an ethical perspective are scarce. Moreover, previous studies have explored recycling by mainly using single ethical constructs, such as moral norms, values or obligations, rarely approaching it as an ethical decision‐making process. Our study takes a more holistic approach and integrates the recycling literature with business ethics theory in order to develop a conceptual model of ethical decision making involved in recycling. The model is based on Jones' issue‐contingent model and its key concept, that is, moral intensity, which we extend by adding altruism as an important personality trait that influences pro‐social behaviour. The data were collected from a sample of 367 adult consumers, representative of the Slovenian population by gender and age. The hypotheses were tested using structural equation modelling. The results of our study confirmed the relationships between three key facets of ethical decision making: moral recognition, moral judgment and moral intention. Higher levels of moral recognition were found to lead to more positive moral judgments, which in turn positively influenced the formation of intentions to recycle. Moreover, moral intensity was found to be a significant predictor of moral recognition and moral judgment, while altruism was found to be a significant predictor of moral recognition. These findings hold important implications for public policy makers and social marketers who have to consider not only the consumer characteristics but also the issue characteristics in seeking to understand and influence consumer recycling. Copyright © 2013 John Wiley & Sons, Ltd.     

What goes around comes around: The integrated role of emotions on consumer ethical decision‐making

The current study aims to further our understanding of the integrated role of emotions on consumer decision‐making involving ethical issues, by considering the influence of both positive and negative emotions on ethical decision‐making process. It considers not only the emotions experienced prior to ethical decision‐making (pre‐decision emotions) but also those resulting from the course of action chosen (post‐decision emotions). Scenarios are used, and the results of the structural modelling analyses support the proposed relationships between current emotions, consumers' ethical decision‐making, post‐decision emotions and future ethical behavioural intentions. The data suggest the possible existence of a “virtuous ethical cycle”, whereby positive emotions lead to more ethical consumer decisions and behaviours; and these in turn lead to more positive (post‐decision) emotions, which have a positive and significant effect on future ethical behavioural intentions. In addition, happiness emerges as exerting a pivotal role in predicting consumer ethical decisions.     

An exploration of values in ethical consumer decision making

Consumer concern for ethical issues has been well documented across much of the developed world. Research on values is also prominent in the literature. Neglected in consumer behaviour is an understanding of the pertinence of particular values in ethical decision making contexts. This paper outlines the results of qualitative research, which explores those values pertinent to ethical consumers in decision making and the nature of their influence in grocery consumption contexts. A questionnaire was used to ascertain the dominance and nature of values influencing consumer decision making in this context.     

‘Faking brands’: Consumer responses to counterfeiting

Whilst counterfeiting is regarded as one of the ‘oldest crimes in history’, contextualised treatments of Middle East and North Africa (MENA region) are rare despite growing interconnections with the global economy. Accordingly, this paper explores consumer motivations to purchase counterfeit products and identifies possible counter‐influences. Data from a survey of 400 respondents drawn from Morocco was tested with logistic regression models to determine the significant factors that trigger responsiveness and deterrence to counterfeit products. The tests were based on three product categories: clothing, cosmetics and mobile phones. Additionally, consumer demographics and selected social triggers were evaluated to build a profile of consumers typically likely to consider buying (or avoiding) counterfeit goods. Results show that concerns related to health, disappointment risk and integrity are the most significant countervailing factors on behavioural intentions towards purchasing counterfeits. On a socio‐demographic level, it was found that low‐income consumers are more positively disposed to buying counterfeits. Gender also seems to have an explanatory force. Women with higher educational backgrounds are less likely than men to consider buying counterfeit goods. For all the products evaluated, quality and price consistently proved the most important factors driving the intention to buy counterfeits. The implications are highlighted; combating counterfeiting is not an exclusive preserve of any single entity (governments, business or para‐governmental agencies) but a shared responsibility. There is a lot at stake for consumers, manufacturers and the industrial nations if the menace is not effectively checked. Copyright © 2012 John Wiley & Sons, Ltd.     

Effects of product portfolios and recommendation timing in the efficiency of personalized recommendation

Personalized recommendation has important implications in raising online shopping efficiency and increasing product sales. There has been wide interest in finding ways to provide more efficient personalized recommendations. Most existing studies focus on how to improve the accuracy and efficiency of the recommendation algorithms or are more concerned on ways to reduce perceived risks and thus increase consumer satisfaction. Unlike these studies, our study begins from the decision‐making process of consumers, using consumers' two‐stage decision‐making system and preference inconsistency theory as a basis, to reveal the mechanisms involved in consumers' acceptance of recommendations. This paper analyzes the effect of personalized recommendations from two angles, recommendation timing and product portfolio, tries to point out differences in consumer preferences between similar products and related products, and verifies that consumers demand diversity in the recommended content. The study analyzes differences in the acceptance of personalized recommendations between practical products and hedonic products and discovers that recommendations of hedonic products are more effective than that of practical products. Based on the research earlier, the study provides suggestions on how to better plan and operate a personalized recommendation system. Copyright © 2016 John Wiley & Sons, Ltd.     

Less is more: Online consumer ratings' format affects purchase intentions and processing

Online customer ratings of products and services are commonplace in e‐commerce; however, the format in which these ratings are presented to consumers can vary. Although not anticipated by classical models of decision making, latter models such as prospect theory and feelings‐as‐information theory suggest that the presentation format of online customer ratings could affect subsequent consumer decision making. In the present research, 3 empirical studies test whether online customer ratings' formats differentially affect consumer purchase intentions. The results offer support for feeling‐as‐information theory and suggest that online ratings presented in a mean (vs. distribution) format result in higher purchase intentions as a result of increased processing fluency. Implications for the presentation of online consumer ratings in e‐commerce, based on these findings, are addressed.     

伦理消费者为何“言行不一”:解释水平的视角

伦理消费(Ethical consumption,EC)是指消费者在获取、使用或处置产品时考虑到个人消费行为对社会、环境或动物福祉的影响。虽然伦理消费日渐流行,但在金钱支付时伦理消费的态度却往往难以转化为实际的行为,即言行不一。本文从解释水平理论视角出发,以"心理距离→解释水平→个体反应"为分析框架展开。从时间维度上来说,在态度评价阶段和产品选择阶段两个时间点上,消费者与伦理产品的心理距离远近不同,分别激活了高低解释水平表征;高低解释水平下个体在动机和认知上又存在诸多差异,这种差异导致两个阶段的反应不同,继而出现伦理消费者态度与行为的分离。未来研究应重点关注如何根据解释水平理论有效提高伦理消费行为。     

Promoting Consumer Adoption of High‐Technology Products: Is More Information Always Better?

An important challenge for firms commercializing technology‐based new products is to reduce consumers' perceptions of performance uncertainty. We build on prior research in consumer decision making and acceptance of high‐technology products and focus on the role of information in influencing perceptions of performance uncertainty of new product interfaces. In contrast to prior literature, we show here that more information is not always better in reducing performance uncertainty. We argue that the effects of more (vs. less) information on the performance uncertainty of a new interface and consumer adoption intentions of the new product are moderated by the degree of newness of the particular functionality (i.e., set of potential benefits) that is delivered by the new product. We report two experiments that investigate this problem and show that more information helps to reduce performance uncertainty only when the product provides a preexisting functionality. However, high levels of information about the new interface actually intensify performance uncertainty when the product delivers a new functionality. We conclude with a discussion of the theoretical and managerial implications of the findings.     

Mix or Match? Consumer Spending Decisions in Conditional Promotions

Conditional multi‐item promotions are a prevalent marketing tactic whereby consumers have to buy a certain number of products to get a discount. This paper examines how framing a multi‐item promotion in terms of savings on multiple items versus a single item (e.g., “buy two, get X% off on both” vs. “buy two, get 2X% off on the cheaper item”) affects consumers’ decision‐making and product choices. Two laboratory studies and a field study at a boutique clothing store demonstrate that the “2X% on cheaper” framing makes consumers more likely to select similarly priced primary and secondary items. This strategy is driven by increased focus on promotional savings under the “2X% on cheaper” framing, which leads consumers to spend more on their secondary items. Overall, this research shows how a subtle change in the framing of multi‐item promotions changes consumers’ product selection strategies and shopping basket composition.     

Materialism and Fashion Consciousness: The Moderating Role of Status Consumption Tendencies and Religiosity

Understanding whether materialistic values translate directly into fashion consciousness or whether it is the status consumption and religiosity that intensifies this relationship within the specifics of explicitly religious consumers is important as fashion consumption appears to occupy a focal position both socially and economically in the lives of many. The Islamic fashion clothing market has begun to attract recent attention and is becoming an area of interest in consumer research. The Turkish Islamic fashion clothing consumptionscape that reached a yearly sales volume of $39 billion in 2013 within a $266 billion global market shows that the explicitly Muslim Turkish consumer gains excitement and pleasure from keeping up‐to‐date with fashion. Utilizing a unique data set from a survey in Istanbul this article examines the relationships between materialism, status consumption tendencies, intrinsic religiosity, and fashion‐novelty consciousness. Strong evidence is found for the positive relationship of materialism to fashion‐novelty consciousness. In addition, intrinsic religiosity has been identified to have a negative moderating effect on the materialism‐fashion‐novelty consciousness association.     

Consumer Rights to Informed Choice on the Food Market

The discourse about traceability in food chains focused on traceability as means towards the end of managing health risks. This discourse witnessed a call to broaden traceability to accommodate consumer concerns about foods that are not related to health. This call envisions the development of ethical traceability. This paper presents a justification of ethical traceability. The argument is couched in liberal distinctions, since the call for ethical traceability is based on intuitions about consumer rights to informed choice. The paper suggests that two versions of ethical traceability find justification. The first version of ethical traceability entails that governments ensure that all consumers are provided with foods that respect some threshold level of, e.g., animal welfare that is supported by an overlapping consensus. The second version of ethical traceability entails that food producers provide consumers with products, and sufficient information about these products, that are relevant for reasonable, non-superficial values that are not supported by an overlapping consensus. Governments should facilitate this in the sense that consumers are not provided with misinformation about characteristics of foods that are relevant for reasonable, non-superficial values that are not supported by an overlapping consensus.

The role of consumer ethical beliefs in product‐harm crises

The purpose of this paper is to investigate the consumer reaction during a product‐harm crisis by examining the interdependencies that exist among their ethical beliefs as consumers, their attributions of blame, their feelings of anger and finally their purchase intentions towards the affected company. To test the five research hypotheses, a questionnaire containing a hypothetical crisis scenario of a fictitious company was distributed to 277 consumers. Respondents were asked to read the scenario and answer questions regarding their attribution of responsibility to the company, their feelings of anger and their purchase intentions. In order to investigate consumers' ethical beliefs, a Consumer Ethics Scale was also included in the questionnaire. Structural equation modelling revealed a significant, positive correlation between attributions of blame, anger and ethical beliefs. Moreover, anger negatively affects purchase intentions, whereas the attribution of blame was not found to be significantly connected to purchase intentions. In spite of the rational connection between ethics and crisis, there is lack of research correlating these two concepts. Based on this gap in the literature, the current research attempts to connect ethical beliefs with consumer reactions and emotions during product‐harm crises. Copyright © 2011 John Wiley & Sons, Ltd.     

Political Conservatism and Anthropomorphism: An Investigation

In the current research, we explore the possibility that politically conservative consumers may anthropomorphize consumer products more than their liberal counterparts. This is possibly because conservatives need to manage uncertainty in the marketplace. One way to do so might be by assigning more human‐like attributes to inanimate products. We test this hypothesis in three studies by measuring (Studies 1 and 2) and manipulating political ideology (Study 3). We find that avoidance of uncertainty (Study 1) and need for order (Study 2) can explain conservatives’ greater anthropomorphism. The effect is stronger for unpredictable than predictable products as the former are associated with greater uncertainty, which conservatives need to manage (Study 3). Also, we report that greater anthropomorphism of products can increase the perceived functionality of the products (Studies 2 and 3), offering implications for marketers. In all, the results offer support for our key hypothesis that conservatives anthropomorphize more; they also provide preliminary support for the role of uncertainty management in conservatives’ greater anthropomorphism of products. In our General Discussion, we discuss alternate explanations for the key effect and present some directions for further research in this area.     

The pursuit of optimal distinctiveness and consumer preferences

He, L., Cong, F., Liu, Y. & Zhou, X. (2010). The pursuit of optimal distinctiveness and consumer preferences. Scandinavian Journal of Psychology, 51, 411–417. This article investigates the effect of optimal distinctiveness on consumer product consumption. The authors argue that consumers acquire and display material possessions to restore their optimal levels of distinctiveness. Results showed that placing consumers in a state of low distinctiveness increased desire to acquire distinctive products, whereas perceptions of high distinctiveness reduced desire to acquire such products. Consumers’ desire for distinctiveness‐related products held true for various consumer choices, including willingness to pay more for limited‐edition products and preference for unpopular gifts. This finding has implications for understanding consumer choice in expressing identity.     

Consumer purchasing behaviour: an investigation of the UK mature women's clothing market

There is a lack of information on the shopping behaviour of the mature consumer. This generation is economically secure and has the disposable income to provide retailers with additional sales. The purpose of this exploratory study is to examine the ways in which female consumers aged over 45 purchase fashion clothing and to explore their shopping preferences. The methodology of the study was designed in two phases: the first consisted of an exploratory qualitative examination in which 15 consumers were interviewed using a semi‐structured format to elicit the main issues, and the second was a survey issued to 150 respondents. The findings confirm that retailers are more interested in targeting the fashionable young consumer and have a lack of understanding of the needs of the mature market. This is particularly significant when associated with the demographic changes forecast for the next decade when mature consumers will become increasingly important to the fashion industry. Copyright © 2005 John Wiley & Sons, Ltd.     

Construing Consumer Decision Making

Understanding how consumers represent outcomes and weigh different decision criteria is critical to consumer behavior research. Construal‐level theory articulates how psychological distance alters the mental representation of inputs and the effective weight given to “high‐level” and “low‐level” criteria. Trope, Liberman, and Wakslak (2007) provide a review of this literature. In this commentary, we illustrate the relevance of construal‐level theory to issues in consumer psychology, particularly consumer decision making. We highlight specific questions that researchers could address by considering consumer behavior within the framework of changes in construal. We focus our discussion on how construal levels affect consideration sets and how shifts in weight from high‐level to low‐level features might lead to consumer regret and dissatisfaction. Construal level can help us understand follow‐through on stated intentions for “really new” products and illuminate public‐policy issues such as consumer saving for retirement and nonredemption of rebates. We identify open issues related to how construal levels for the same object evolve over time and whether resources differ in terms of how susceptible they are to psychological distance effects.