Consumer responses to trade-offs in eco-friendly clothing: The moderating effects of fashion leadership and regulatory focus

Autor:	Jonghan Hyun, Ki Won Lee, Jihyun Kim-Vick
Rok vydání:	2021
Předmět:	Marketing business.industry 05 social sciences Trade offs Regulatory focus theory Face (sociological concept) Clothing Environmentally friendly 0502 economics and business 050211 marketing Business Product (category theory) 050203 business & management
Zdroj:	Journal of Retailing and Consumer Services. 59:102365
ISSN:	0969-6989
DOI:	10.1016/j.jretconser.2020.102365
Popis:	Consumers of eco-friendly clothing often face trade-offs between eco-friendliness and other product attributes. Across two experiments, we investigate the moderating role of fashion leadership and regulatory focus in such trade-off situations. Our results suggest that while non-fashion leaders are willing to trade-off hedonic attributes for eco-friendliness, fashion leaders are not willing to trade-off either hedonic or utilitarian attributes. It is also suggested that prevention-focused fashion leaders are more likely than promotion-focused fashion leaders to trade-off hedonic attributes for eco-friendliness. Implications for practitioners as well as directions for future research are discussed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c351e28dd73f13110cb6adc257c12297 https://doi.org/10.1016/j.jretconser.2020.102365 Zobrazit plný text záznamu Full Text from ScienceDirect