Consumer Gratitude and Reciprocation Toward Self-Sacrificial Environmental CSR in Fashion Markets: Understanding the Moderation Effects of Incremental Theorist and Collectivist Beliefs
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The recent global movement of many businesses to emphasize environmental sustainability affects not only the fashion industry itself but also consumer behaviors. Such market-wide shifts entail valuable implications for corporations’ environment, sustainability, and governance (ESG) implementations in a world of rapidly changing consumer response and activism. We build off of existing literature on corporate self-sacrifice, consumer gratitude, implicit person theory, and collectivism to approach a deeper knowledge of the corporate-consumer mechanisms behind key engagement behaviors. Perceived corporate self-sacrifice was shown a significant determinant of consumer gratitude, as well as a direct antecedent to consumer advocacy and buying intention, reciprocal behaviors which were also motivated as gratitude grew. Notably, we find that incrementalism positively moderates the effect of perceived corporate self-sacrifice on gratitude, while a consumer’s collective self-view positively interacts with gratitude to influence buying intention. We juxtapose two important implications ― consumer advocacy is a principal reciprocal behavior stemming from gratitude, regardless of cultural or collective self-concepts. However, we show that collectivist values may amplify the impact of gratitude on purchasing decisions, making collective self-view an opportunity for fashion companies to capitalize upon; marketing and adoption of genuine, self-sacrificial CSR efforts targeted toward collective self-concepts may best amplify the obligation to reciprocate through purchasing. We conclude with notes on limitations and areas for future research in furthering knowledge of the individual and the collective across the fashion industry at large.
Abstract
The recent global movement of many businesses to emphasize environmental sustainability affects not only the fashion industry itself but also consumer behaviors. Such market-wide shifts entail valuable implications for corporations’ environment, sustainability, and governance (ESG) implementations in a world of rapidly changing consumer response and activism. We build off of existing literature on corporate self-sacrifice, consumer gratitude, implicit person theory, and collectivism to approach a deeper knowledge of the corporate-consumer mechanisms behind key engagement behaviors. Perceived corporate self-sacrifice was shown a significant determinant of consumer gratitude, as well as a direct antecedent to consumer advocacy and buying intention, reciprocal behaviors which were also motivated as gratitude grew. Notably, we find that incrementalism positively moderates the effect of perceived corporate self-sacrifice on gratitude, while a consumer’s collective self-view positively interacts with gratitude to influence buying intention. We juxtapose two important implications ― consumer advocacy is a principal reciprocal behavior stemming from gratitude, regardless of cultural or collective self-concepts. However, we show that collectivist values may amplify the impact of gratitude on purchasing decisions, making collective self-view an opportunity for fashion companies to capitalize upon; marketing and adoption of genuine, self-sacrificial CSR efforts targeted toward collective self-concepts may best amplify the obligation to reciprocate through purchasing. We conclude with notes on limitations and areas for future research in furthering knowledge of the individual and the collective across the fashion industry at large.
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