The power of negative publicity on the fast fashion industry
2
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
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.
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.
참고문헌 (24)
- Ahluwalia, R., "Consumer response to negative publicity : The moderating role of commitment", Journal of Marketing Research, 37(2), pp.203~214 (2000)[DOI]
- Antanavičiūtė, A., "Principles of slow fashion application in clothing collection creation. Environmental Research", Engineering and Management, 71(2), pp.54~59 (2015)[DOI]
- Amélia Brandão, "The impact of a firm’s transparent manufacturing practices on women fashion shoppers", Journal of Global Fashion Marketing, 9(4), pp.322~342 (2018), 한국마케팅과학회[DOI]
- Colucci, M., "An empirical investigation of the drivers of CSR talk and walk in the fashion industry", Journal of Cleaner Production, 248(1), pp.1~8 (2020)[DOI]
- Dean, D. H., "Consumer reaction to negative publicity : Effects of corporate reputation, response, and responsibility for a crisis event", Journal of Business Communication, 41(2), pp.192~211 (2004)[DOI]
- María Del Rocío Bonilla, "The interaction of Instagram followers in the fast fashion sector: The case of Hennes and Mauritz (H&M)", Journal of Global Fashion Marketing, 10(4), pp.342~357 (2019), 한국마케팅과학회[DOI]
- Jung, S., "A theoretical investigation of slow fashion : Sustainable future of the apparel industry", International Journal of Consumer Studies, 38(5), pp.510~519 (2014)[DOI]
- Kim, H., "The motivational drivers of fast fashion avoidance", Journal of Fashion Marketing and Management, 17(2), pp.243~260 (2013)[DOI]
- Kucuk, S. U., "Brand hate: Navigating consumer negativity in the digital world" (2016), Palgrave Macmillan
- Lichtenstein, D. R., "Price perceptions and consumer shopping behavior : A field study", Journal of Marketing Research, 30(2), pp.234~245 (1993)[DOI]
- Niinimäki, K., "The environmental price of fast fashion", Nature Reviews Earth Environment, 1(5), pp.189~200 (2020)[DOI]
- Mijeong Noh, "Effect of apparel brands’ sustainability efforts on consumers’ brand loyalty", Journal of Global Fashion Marketing, 10(1), pp.1~17 (2019), 한국마케팅과학회[DOI]
- Paulins, V. A., "Ethics in the fashion industry" (2009), Fairchild Publications
- Pookulangara, S., "Slow fashion movement : understanding consumer perceptions an exploratory study", Journal of Retailing and Consumer Services, 20(2), pp.200~206 (2013)[DOI]
- Preuit, R., "Fashion and sustainability : Increasing knowledge about slow fashion through an educational module", International Journal of Environmental & Science Education, 12(5), pp.1139~1154 (2017)[DOI]
- "Measuring fashion 2018. Environmental Impact of the Global Apparel and Footwear Industries Study" (2018)[URL]
- Roozen, I., "The impact of negative endorser information and their facial appearance on advertising effectiveness for profit and not-for-profit organizations", Atlantic Journal of Communication, 25(2), pp.114~126 (2017)[DOI]
- Shen, B., "The impact of ethical fashion on consumer purchase behavior", Journal of Fashion Marketing and Management, 16(2), pp.234~245 (2012)[DOI]
- Sudbury-Riley, L., "Ethically minded consumer behavior : Scale review, development, and validation", Journal of Business Research, 69(1), pp.2697~2710 (2015)[DOI]
- Sun, Y., "Advantage of low quality in short life cycle products", Asia Pacific Journal of Marketing and Logistics, 32(5), pp.1038~1054 (2020)[DOI]
- Yang Sun, "Do Confucian principles enhance sustainable marketing and customer equity?", Journal of Business Research, 69(9), pp.3772~3779 (2016), Elsevier BV[DOI]
- Yang Sun, "Examining relationships among sustainable orientation, perceived sustainable marketing performance, and customer equity in fast fashion industry", Journal of Global Fashion Marketing, 5(1), pp.74~86 (2014), 한국마케팅과학회[DOI]
- Tigert, D. J., "Advances in Consumer Research, Vol. 3", pp.46~52 (1976), Association for Consumer Research
- Arch G. Woodside, "Sustainable fashion themes in luxury brand storytelling: The sustainability fashion research grid", Journal of Global Fashion Marketing, 10(2), pp.111~128 (2019), 한국마케팅과학회[DOI]