본문 바로가기
KERD
논문KCI 등재

The effect of social norms and product knowledge on purchase of organic cotton and fair-trade apparel

2

조회

0

다운로드

9

인용

0

참고문헌

키워드

주제분류경영학

초록

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)

  1. Aertsens, J., "Theinfl uence of subjective and objective knowledge on attitude, motivations and consumption of organic food", British Food Journal, 113, pp.1353~1378 (2011)
  2. Jung-Min Ahn, "Different impacts of normative influences on pro-environmental purchasing behavior explained by differences in individual characteristics", Journal of Global Scholars of Marketing Science(마케팅과학연구), 22(2), pp.163~182 (2012), 한국마케팅과학회[DOI]
  3. Ajzen, I, "The theory of planned behavior", Organizational Behavior and Human Decision Processes, 50, pp.179~211 (1991)
  4. Anderson, J. C., "Structural equation modeling in practice: A review and recommended two-step approach", Psychological Bulletin, 103, pp.411~423 (1988)
  5. Bamberg, S., "Twenty years aft er Hines, Hungerford, and Tomera: A new metaanalysis of psycho-social determinants of pro-environmental behavior", Journal of Environmental Psychology, 27, pp.14~25 (2007)
  6. Bansal, H., "Investigating interactive eff ects in the theory of planned behavior in a service-provider switching context", Psychology & Marketing, 19, pp.407~425 (2002)
  7. Brucks, M., "The eff ects of product class knowledge on information search behavior", Journal of Consumer Research, 12, pp.1~16 (1985)
  8. Ronnie Cheung, "Factors affecting consumer attitude towards organic food: an empirical study in Hong Kong", Journal of Global Scholars of Marketing Science(마케팅과학연구), 25(3), pp.216~231 (2015), 한국마케팅과학회[DOI]
  9. Cialdini, R. B., "A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places", Journal of Personality and Social Psychology, 58, pp.1015~1026 (1990)
  10. Conner, M., "Alcohol consumption and the theory of planned behavior: An examination of the cognitive mediation of past behavior", Journal of Applied Social Psychology, 29, pp.1676~1704 (1999)
  11. De Pelsmacker, P., "Do consumers care about ethics? willingness to pay for fair-trade coffee", The Journal of Consumer Affairs, 39, pp.363~385 (2005)
  12. Dean, M., "Moral concerns and consumer choice of fresh and processed organic foods", Journal of Applied Social Psychology, 38, pp.2088~2107 (2008)
  13. "What is fairtrade?" (2013)[URL]
  14. Feick, L., "Knowledge and knowledge of knowledge:What we know, what we think we know and why the diff erence makes a diff erence", A dvances in Consumer Research, 19, pp.190~192 (1992)
  15. Fitzmaurice, J., "Incorporating consumers’ motivations into the theory of reasoned action", Psychology & Marketing, 22, pp.911~929 (2005)
  16. Flynn, L. R., "A short, reliable measure of subjective knowledge", Journal of Business Research, 46, pp.57~66 (1999)
  17. Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18, pp.39~50 (1981)
  18. Goldstein, N. J., "Using social norms to motivate environmental conservation in hotels", Journal of Consumer Research, 35, pp.472~482 (2008)
  19. Gorman, P., "The Millennial generation: A strategic opportunity", Organizational Analysis, 12, pp.255~270 (2004)
  20. Ha-Brookshire, J., "Cotton and sustainability: Impacting student learning through sustainable cotton summit", International Journal of Sustainability in Higher Education, 12, pp.369~380 (2011)
  21. Hair, J. F., "Multivariate data analysis" (2010), Pearson Prentice-Hall
  22. 함선옥, "Effect of cause-related marketing for green practices in the hotel industry", Journal of Global Scholars of Marketing Science(마케팅과학연구), 22(3), pp.249~259 (2012), 한국마케팅과학회[DOI]
  23. Han, H., "Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities", Tourism Management, 31, pp.325~334 (2010)
  24. Howe, N., "Millennials rising: The next great generation" (2000), Vintage Books
  25. Kalafatis, S. P., "Green marketing and Ajzen’s theory of planned behaviour: a cross-market examination", Journal of Consumer Marketing, 16, pp.441~460 (1999)
  26. Kang, J., "Environmentally sustainable textile and apparel consumption: the role of consumer knowledge, perceived consumer eff ectiveness and perceived personal relevance", International Journal of Consumer Studies, 37, pp.442~452 (2013)
  27. Kim, H., "Consumer attitudes toward fashion counterfeits: application of the theory of planned behavior", Clothing and Textiles Research Journal, 28, pp.79~94 (2010)
  28. Kim, H., "The normative social infl uence on eco-friendly consumer behavior:the moderating effect of environmental marketing claims", Clothing and Textiles Research Journal, 30, pp.4~18 (2012)
  29. 이현주, "Environmental orientation in going green: A qualitative approach to consumer psychology and sociocultural factors of green consumption", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(3), pp.245~262 (2013), 한국마케팅과학회[DOI]
  30. Loureiro, M. L., "A comparison of consumer willingness to pay for a local (Colorado grown), organic, and GMO-free product", Journal of Agricultural & Applied Economics, 34, pp.477~487 (2002)
  31. Loureiro, M. L., "Do fair trade and eco-labels in coffee wake up the consumer conscience?", Ecological Economics, 53, pp.129~138 (2005)
  32. MacGillivray, A., "The fair share: The growing market share of green and ethical products" (2000), New Economics Foundation
  33. Manget, J., "Capturing the green advantage for consumer companies" (2009), The Boston Consulting Group
  34. Helena Martins Gonc􀀁alves, "Explaining consumer use of renewable energy: determinants and gender and age moderator effects", Journal of Global Scholars of Marketing Science(마케팅과학연구), 25(3), pp.198~215 (2015), 한국마케팅과학회[DOI]
  35. McEachern, M. G., "Exploring the relationship between consumer knowledge and purchase behaviour of value-based labels", International Journal of Consumer Studies, 32, pp.414~426 (2008)
  36. Mohr, L. A., "The eff ects of corporate social responsibility and price on consumer responses", The Journal of Consumer Affairs, 39, pp.121~147 (2005)
  37. Morton, L. P., "Targeting generation Y: Segmenting publics", Public Relations Quarterly, 47, pp.46~48 (2002)
  38. Rivis, A., "Descriptive norms as an additional predictor in the theory of planned behaviour: A meta-analysis", Current Psychology, 22, pp.218~233 (2003)
  39. Selnes, F., "Subjective and objective measures of product knowledge contrasted", Advances in Consumer Research, 13, pp.67~71 (1986)
  40. Shaw, D., "Belief formation in ethical consumer groups: An exploratory study", Marketing Intelligence & Planning, 17, pp.109~119 (1999)
  41. Sheppard, B. H., "The theory of reasoned action: A meta-analysis of past research with recommendations for modifi cations and future research", Journal of Consumer Research, 15, pp.325~343 (1988)
  42. Smith, R. E., "The impact of advertising creativity on the hierarchy of eff ects", Journal of Advertising, 37, pp.47~62 (2008)
  43. Sparks, P., "Self-identity and the theory of planned behavior: Assessing the role of identifi cation with “Green consumerism”", Social Psychology Quarterly, 55, pp.388~399 (1992)
  44. Sullivan, P., "Looking at Gen Y shopping preferences and intentions, exploring the role of experience and apparel involvement", International Journal of Consumer Studies, 32, pp.285~295 (2008)
  45. Tarkiainen, A., "Subjective norms, attitudes and intentions of Finnish consumers in buying organic food", British Food Journal, 107, pp.808~822 (2005)
  46. "All about organic cotton" (2013)[URL]
  47. White, K. M., "Social infl uence in the theory of planned behaviour: The role of descriptive, injunctive and in- group norms", British Journal of Social Psychology, 48, pp.135~158 (2009)

관련 논문AI추천

Social Normative Influence: An Exploratory Study Investigating its Effectiveness in Increasing Engagement in Sustainable Apparel-Purchasing BehaviorsJoy M. Kozar, Kim Y. Hiller Connell한국마케팅과학회 · Journal of Global Fashion Marketing2012 · 제3권 제4호Capturing sustainable fashion purchase behavior of Hispanic consumers in the USDabas Chitra, Davis Lizhu한국마케팅과학회 · Journal of Global Fashion Marketing2021 · 제12권 제3호Consumer willingness to purchase organic products: Application of the theory of planned behaviorJennifer Maloney, Kimberly A. Miller-Spillman, Min Young Lee, Vanessa Jackson한국마케팅과학회 · Journal of Global Fashion Marketing2014 · 제5권 제4호Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types고은주, Heeju Chae, Hyun Min Kong, Pekka Mattila한국마케팅과학회 · Journal of Global Fashion Marketing2016 · 제7권 제2호Predicting environmentally responsible apparel consumption behavior of future apparel industry professionals: The role of environmental apparel knowledge, environmentalism and materialismAmrut Sadachar, Elena E. Karpova, Frayen Feng, Srikant Manchiraju한국마케팅과학회 · Journal of Global Fashion Marketing2016 · 제7권 제2호Egoistic and altruistic claims in organic cotton apparel advertisingHaesun Park-Poaps, Tae-Im Han한국마케팅과학회 · Journal of Global Fashion Marketing2024 · 제15권 제2호

이 간행물의 다른 논문 (5건)