Marketing eco-fashion: The influence of brand name and message explicitness

This study investigated the influence of two variables - brand name and message explicitness - on attitude toward advertisement and attitude toward brand, and further, explored the impact of attitude toward advertisement, attitude toward brand, and other variables on consumer purchase intention. A q...

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Bibliographic Details
Published in:Journal of marketing communications 2012-04, Vol.18 (2), p.151-168
Main Authors: Yan, Ruoh-nan, Hyllegard, Karen H, Blaisi, LaVon F
Format: Article
Language:English
Subjects:
Advertisements
Attitudes
brand name
Brand names
College students
Consumer attitudes
eco-fashion
environmentally friendly
Green products
Konsument
Marketing
Marktforschung
message explicitness
Produkt
purchase intention
Student
Studies
Verhalten
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Summary:This study investigated the influence of two variables - brand name and message explicitness - on attitude toward advertisement and attitude toward brand, and further, explored the impact of attitude toward advertisement, attitude toward brand, and other variables on consumer purchase intention. A questionnaire with an experimental design component was administered to 343 college students. Results revealed that respondents formed positive attitudes toward apparel brand when the advertising message contained explicit information about environmentally friendly products. Attitude toward brand, subjective norm, attitude toward advertisement, eco-fashion involvement, and environmental commitment were strong predictors of intention to purchase an environmentally friendly apparel brand. Implications are that apparel marketers may build more positive attitudes toward brands by providing explicit information about environmentally friendly products in their marketing claims. This may be one way for marketers to attract college students who are interested in purchasing environmentally friendly products, but who are not fully committed to a green lifestyle. Further, marketers may be able to reach those who are less interested in purchasing environmentally friendly products by raising awareness and knowledge of the benefits associated with their products and brands, which may help to establish a sustainable market for eco-fashion.
ISSN:1352-7266
1466-4445
DOI:10.1080/13527266.2010.490420