Article2023

Promoting the right attitude: exploring the ethical fashion attitudes of fashion aficionados and materialists

11 citations0/0 files storedJournal of Fashion Marketing and Management

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

Abstract

Purpose This research applied Homer and Kahle's (1988) theoretical framework, which describes the hierarchical relations of personal values, attitude and behavior to test the moderated mediation model. The major focus of this study was to evaluate how individual characteristics such as fashion involvement and materialism influenced the formation of socially responsible attitudes and ethical fashion purchasing intentions. By focusing on fashion aficionados and materialists, this research examines each step of the hierarchical model by exploring the relation between values and attitude and evaluating the attitude–behavior gap. The main finding highlights the critical role that attitude plays in ethical fashion consumption. Design/methodology/approach Different sets of latent models with each ethical quality such as ethical concern and ethical obligation were tested to explore if those consumer characteristics had any moderating effects on both front-end (IV-M) and back-end (M-DV) relations of Homer and Kahle's (1988) hierarchical model. Findings Both ethical values failed to instill a socially responsible mindset in individuals who were heavily immersed in fashion or materialism. Once such attitudes were formed, however, those who were fashion-conscious or materialistic were more likely to purchase ethical apparel than those who were less interested in fashion or materialism. Originality/value Previous research has mainly identified external or situational factors that create the attitude or intention and behavior gap in ethical consumption. Given the lack of understanding about psychological factors in understanding the gap, this study added to the literature by identifying fashion involvement and materialism as critical factors positively influencing attitude and behavioral intention associations.

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References

1991The theory of planned behavior 1992A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation 1988A structural equation test of the value-attitude-behavior hierarchy.1985A Contingency Framework for Understanding Ethical Decision Making in Marketing 2010Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers 2005Do Consumers Care about Ethics? Willingness to Pay for Fair‐Trade Coffee 2002Materialism and Well-Being: A Conflicting Values Perspective 1998Attitude change: Multiple roles for persuasion variables.

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