Journal
JOURNAL OF BUSINESS RESEARCH
Volume 74, Issue -, Pages 162-167Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2016.10.029
Keywords
Balance theory; Eco-fashion; Luxury experiences; Sustainable fashion
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Funding
- National Research Foundation of Korea Grant - Korean government [NRF-2015R1A2A2A04005218]
- National Research Foundation of Korea [2015R1A2A2A04005218, 31Z20151113283] Funding Source: Korea Institute of Science & Technology Information (KISTI), National Science & Technology Information Service (NTIS)
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Increasingly, sustainable fashion products consumption (SFPC) receives attention from both academic scholars and practitioners. While fashion consumers profess concerns about sustainability issues, the extant literature demonstrates a gap between such concerns and actual consumption decisions and behaviors. This study illustrates how marketers can encourage contemporary consumers to become strongly oriented toward sustainable fashion product consumption (SFPC). Heider's balance theory and consumer luxury brand experiences explain and reveal how a state of psychological imbalance causes the attitude-behavior gap between sustainable fashion and SFPC behaviors. This report includes new propositions explaining SFPC that receive support via focus group interviews and direct observations and post-behavior interviews of staged shopping trips each participant was given money (approx. USD $180) to spend in the two eco-fashion stores. Developing and staging memorable consumer-centered experiences that orient consumers toward SFPC encourages the consumers achieving desired balance states. (C) 2016 Published by Elsevier Inc.
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