The determinants of eco-fashion purchase intention and willingness to pay

• Published in: Spanish journal of marketing-ESIC 2023-11, Vol.27 (3), p.348-366
• Main Authors: Farzin, Milad, Shababi, Hooman, Shirchi Sasi, Golnoosh, Sadeghi, Marzie, Makvandi, Rosha
• Format: Article
• Language: English
• Subjects: Altruism; Consumer attitudes; Consumers; Eco-fashion; Environmental concerns; Environmental protection; Ethics; eWOM; Fashion; Influence; Marketing; Social influence; Social networks; Sociocultural factors; Sustainability; Willingness to pay; Willingness to pay (WTP) a price premium
• ISSN: 2444-9709; 2444-9695; 2444-9709
• DOI: 10.1108/SJME-07-2022-0158

Purpose This study aims to examine the effect of social influence, environmental concerns and altruism on consumer purchase intention of eco-fashion (PIEF). In addition, this study, exploring the essential behavioral outcomes influenced in marketing, seeks to deepen the existing insight in this area. Design/methodology/approach To obtain the required data, the authors surveyed a group of people with previous experience in the purchase of eco-friendly apparel. The research hypotheses were tested using the structural equation modeling technique. Findings According to the results, social influence had the most significant impact on PIEF. Also, environmental concerns and altruism had a significant effect on PIEF. The results further indicated that eco-fashion purchase intention, in turn, influenced consumer willingness to engage in eWOM and pay a price premium. Practical implications The results of the present study guide marketing practitioners for the segmentation of target consumers, as the information on consumers’ natural needs and desires in a socio-cultural context is of significant use to fashion managers to understand their customers deeply. This information also helps them discover better ways of designing their marketing campaigns. Originality/value This paper contributes to research by advancing an understanding of how consumers make eco-fashion consumption decisions in purchasing apparel and provides businesses with managerial insights into devising marketing strategies to promote eco-fashion consumption, which facilitates fashion companies’ development of a sustainable fashion supply chain. Propósito Este estudio examina el efecto de los factores influencia social, preocupación medioambiental y altruismo en la intención de compra de moda ecológica (PIEF) por parte de los consumidores. Además, este estudio, que explora los importantes resultados conductuales influenciados en el área del marketing, pretende profundizar en los conocimientos existentes en esta área. Diseño Se encuesto a un grupo de personas con experiencia previa en la compra de ropa ecológica. Las hipótesis de la investigación se contrastaron con SEM. Conclusiones La influencia social fue la que más influyó en el PIEF. Asimismo, la preocupación por el medio ambiente y el altruismo tuvieron un efecto significativo en el PIEF. Los resultados indicaron además que la intención de compra de moda ecológica, a su vez, influía en la disposición del consumidor a participar en el eWOM y a pag