Exploring US Millennial consumers’ consumption values in relation to traditional and social cause apparel product attributes and purchase intentions
| Autor: | Nancy J. Miller, Daniela Jankovska, Camille Hensely, Ruoh-Nan Terry Yan |
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| Rok vydání: | 2017 |
| Předmět: |
Marketing
Cultural Studies Consumption (economics) Product category business.industry Strategy and Management 05 social sciences Advertising Clothing Purchasing Style (sociolinguistics) Management of Technology and Innovation 0502 economics and business Sustainability Survey data collection 050211 marketing Product (category theory) business 050203 business & management |
| Zdroj: | Journal of Global Fashion Marketing. 8:54-68 |
| ISSN: | 2325-4483 2093-2685 |
| Popis: | Millennial consumers, born between 1980 and 2000, are one of the largest consumer groups, yet there is limited knowledge about their apparel product purchasing intentions. Millennials are said to make sustainability-based decisions and to have a strong social and environmental consciousness. This study explores US Millennial consumers’ consumption values in relation to social cause product attributes of environment, labor, and traceability along with 12 more traditional attributes such as fit or style. Consumption values include the perceived importance of functional, monetary, emotional, social, and epistemic benefits derived from the apparel products. Online survey data were collected from 307 students attending a major western US university. The research hypotheses are tested using regression analyses with jeans as the apparel product category. Results suggest that traditional attributes remain a stronger influence on consumption values than social cause attributes, and that social cause produc... |
| Databáze: | OpenAIRE |
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