The effect of social norms and product knowledge on purchase of organic cotton and fair-trade apparel
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This research study examined the infl uence of diff erent types of social norms (injunctive and descriptive) and product knowledge (subjective and objective) on consumers’ purchase of organic cotton and fairtrade apparel to clarify our understanding in this scholarly domain. An online survey was conducted among 500 Generation Y participants to examine purchasing behaviors toward the two products. Structural equation modeling (SEM) and independent t-tests were used to test the cause–eff ect relationships among constructs and to compare the results between the two product groups. Injunctive norms were more eff ective in encouraging positive attitudes while descriptive norms had a stronger eff ect on increasing purchase intentions of organic cotton and fair-trade apparel. Additionally, this study confi rmed the important role of knowledge in the purchase process. Both objective and subjective knowledge signifi cantly infl uenced attitudes toward purchasing the products.
Abstract
This research study examined the infl uence of diff erent types of social norms (injunctive and descriptive) and product knowledge (subjective and objective) on consumers’ purchase of organic cotton and fairtrade apparel to clarify our understanding in this scholarly domain. An online survey was conducted among 500 Generation Y participants to examine purchasing behaviors toward the two products. Structural equation modeling (SEM) and independent t-tests were used to test the cause–eff ect relationships among constructs and to compare the results between the two product groups. Injunctive norms were more eff ective in encouraging positive attitudes while descriptive norms had a stronger eff ect on increasing purchase intentions of organic cotton and fair-trade apparel. Additionally, this study confi rmed the important role of knowledge in the purchase process. Both objective and subjective knowledge signifi cantly infl uenced attitudes toward purchasing the products.
참고문헌 (47)
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