Article2020

The power of negative publicity on the fast fashion industry

36 citations0/0 files storedJournal of Global Fashion Marketing

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Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

The aim of this paper is to examine the impact of negative reporting in the media (hereafter negative publicity) about the fast fashion industry on the attitude of (potential) consumers towards fast fashion apparels. This is done on the basis of three experimental studies. These studies also analyzed if visual and written publicity about the working conditions in the production process and environmentally related information, e.g. environmentally unfriendly externalities of the fast fashion production process, can influence the attitude towards fast fashion apparels, i.e. intention to buy, liking, attitude towards the brand. Furthermore, the studies investigated if differences between consumers (e.g. attitude towards slow fashion, fashion involvement, and ethical and environmental consciousness of consumers) significantly influence the impact of such information on consumer attitudes.The findings of the three studies show that negative (audiovisual and written) publicity about the environmental impact and working conditions of the fast fashion industry significantly negatively influence consumers’ attitudes towards the fast fashion industry. The “power” of negative publicity is also significantly stronger than that of positive publicity and is enhanced by the consciousness of consumers towards the social and ecological impact of the fashion industry.

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References

2020The environmental price of fast fashion 1993Price Perceptions and Consumer Shopping Behavior: A Field Study 2000Consumer Response to Negative Publicity: The Moderating Role of Commitment 2004Consumer Reaction to Negative Publicity: Effects of Corporate Reputation, Response, and Responsibility for a Crisis Event 2013Slow fashion movement: Understanding consumer perceptions—An exploratory study 2014A theoretical investigation of slow fashion: sustainable future of the apparel industry 2015Ethically minded consumer behavior: Scale review, development, and validation 2012The impact of ethical fashion on consumer purchase behavior

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