A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice
Abstract
:1. Introduction
2. Literature Review and Conceptual Framework
2.1. Human-Centered Environmental Ethics
2.2. Humanistic Response
2.2.1. Perceived Caring
2.2.2. Perceived Ethicality
2.3. Environmental Response
2.3.1. Perceived Environmental Benefit
2.3.2. Perceived Nature Connectedness
2.4. Product-Related Response
2.4.1. Perceived Apparel Quality
2.4.2. Perceived Apparel Uniqueness
2.5. Conceptual Framework and Research Questions
- RQ 1. Do consumers’ perceptions of caring (RQ1a), ethicality (RQ1b), environmental benefit (RQ1c), nature connectedness (RQ1d), apparel quality (RQ1e), and apparel uniqueness (RQ1f) in an advertisement for green apparel predict their intention to purchase the green apparel?
- RQ 2. What are the influential perceptions that predict high-purchase (RQ2a) versus low-purchase (RQ2b) groups of consumers?
2.6. Decision Tree Analytics
3. Methods
3.1. Research Design and Stimulus Pretest
3.2. Participants and Main Data Collection
3.3. Measures
3.4. Main Data Analysis Procedure
4. Results
4.1. Measurement and Reliability
4.2. Main Analysis: Decision Tree Predictive Model
4.3. Cross-Validation and Model Evaluation
5. Discussion and Implications
Limitations and Directions for Future Research
6. Conclusions
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
References
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Category | Subfactors | Authors | Year | Related Constructs for Green Advertising Response Factors |
---|---|---|---|---|
Humanistic response | Perceived caring | Kareklas, Carlson, and Muehling [15] | 2014 | Altruistic considerations, predicting consumers’ purchase intentions and attitudes toward organic products in an advertisement |
Romani, Grappi, and Bagozzi [62] | 2013 | Consumers’ altruistic values positively moderating their feelings of gratitude for companies’ Corporate Social Responsibility (CSR) initiatives | ||
Paek and Nelson [63] | 2009 | Altruism and beliefs in advertising ethics related to consumers’ responses | ||
Perceived ethicality | Luchs et al. [35] | 2010 | High product ethicality associated with gentleness-related attributes of a sustainable product, enhancing consumers’ preference | |
Davis [64] | 1994 | Influence of ethical attributions in environmental advertising | ||
Environmental response | Perceived environmental benefit | Dangelico and Pujari [65] | 2010 | Three critical environmental dimensions of green product innovation: energy minimization, material reduction, and pollution prevention |
Schuhwerk and Lefkoff-Hagius [66] | 1995 | Environmental attributes of a product in green advertising and the role of consumers’ involvement with the environment | ||
Perceived nature connectedness | Schultz et al. [43] | 2004 | Implicit connections with nature and explicit environmental concerns | |
Mayer and Frantz [45] | 2004 | Connection to nature, predicting ecological behavior and well-being | ||
Product-related response | Perceived apparel quality | Hugo and van Aardt [52] | 2012 | Evaluative criteria for apparel quality: durability, comfort, and fit |
D’Souza et al. [53] | 2007 | Quality and price attributes as contributors to green purchase intentions | ||
Cason and Gangadharan [67] | 2002 | Consumer preference for product quality in environmental goods | ||
Woodside and Taylor [68] | 1978 | Relationship between perceived product quality and consumers’ purchase intentions in response to national advertising | ||
Perceived apparel uniqueness | Halepete, Littrell, and Park [59] | 2008 | Consumers’ need for uniqueness positively influencing attitudes toward personalization and intention to purchase fair trade apparel | |
Knight and Kim [69] | 2007 | Consumers’ need for uniqueness related to perceived quality | ||
Hansen [70] | 2000 | Uniqueness of clothing in the secondhand clothing market |
Ad Stimulus | Orientation | Beneficiary | Regulatory Focus | Pretest (n = 134) | Main Test (n = 829) | Ad Rating Example Statements | ||
---|---|---|---|---|---|---|---|---|
n | Ad Rating Mean | n | Ad Rating Mean | |||||
Ad 1 | Other-oriented | Earth | Promotion | 16 | 6.0 | 103 | 5.6 | (1) Other-Oriented: The ad message is related to the environment for all of us and others. (2) Earth/Promotion: The ad message is related to maintaining the environment clean and beautiful. |
Ad 2 | Other-oriented | Earth | Prevention | 16 | 5.6 | 108 | 5.7 | (1) Other-Oriented: as Ad 1. (2) Earth/Prevention: The ad message is related to preventing the environment from pollution. |
Ad 3 | Other-oriented | Human | Promotion | 16 | 5.0 | 106 | 5.4 | (1) Other-Oriented: The ad message is related to human welfare for all of us and others. (2) Human/Promotion: The ad message is related to caring about people and promoting human well-being. |
Ad 4 | Other-oriented | Human | Prevention | 18 | 4.7 | 99 | 5.5 | (1) Other-Oriented: as Ad 3. (2) Human/Prevention: The ad message is related to protecting other people from abuse. |
Ad 5 | Self-oriented | Earth | Promotion | 16 | 5.5 | 102 | 5.6 | (1) Self-Oriented: The ad message is related to the environmental issue that is of concern to me. (2) Earth/Promotion: The ad message is related to maintaining the environment clean and beautiful. |
Ad 6 | Self-oriented | Earth | Prevention | 17 | 5.2 | 104 | 5.3 | (1) Self-Oriented: as Ad 5. (2) Earth/Prevention: The ad message is related to preventing the environment from pollution. |
Ad 7 | Self-oriented | Human | Promotion | 17 | 4.8 | 102 | 5.4 | (1) Self-Oriented: The ad message is related to human welfare and ethical issues that are of concern to me.
(2) Human/Promotion: The ad message is related to fostering ethical purchasing. |
Ad 8 | Self-oriented | Human | Prevention | 18 | 4.4 | 105 | 5.3 | (1) Self-Oriented: as Ad 7. (2) Human/Prevention: The ad message is related to avoiding selfish and unethical purchasing. |
Total | 134 | 829 |
Variable | |||
---|---|---|---|
Age | Years | Gender | % |
Mean age | 40.93 | Male | 47.65 |
Median age | 40.00 | Female | 52.35 |
Annual Household Income | % | Education | % |
Less than $20,000 | 9.77 | High school or less | 24.85 |
$20,000–39,999 | 18.46 | Associate degree | 23.52 |
$40,000–59,999 | 17.85 | Bachelor’s degree | 31.60 |
$60,000–79,999 | 15.80 | Graduate degree | 16.65 |
$80,000–99,999 | 10.50 | Other | 3.38 |
$100,000–119,999 | 7.00 | ||
$120,000–139,999 | 4.46 | Employment | % |
$140,000–$159,999 | 3.98 | Employed | 66.95 |
$160,000 or more | 6.03 | Unemployed | 19.54 |
I prefer not to answer | 6.15 | Retired | 13.51 |
Race | % | Marital Status | % |
African-American | 18.70 | Married | 51.27 |
Caucasian | 55.13 | Single, never married | 35.10 |
Native American | 0.72 | Separated, divorced, widowed | 10.86 |
Asian or Pacific Islander | 5.07 | Other | 2.77 |
Hispanic | 17.13 | ||
Other | 3.26 |
Construct | Total Number of Scale Items | Source in the Literature | Cronbach’s Alpha (α) |
---|---|---|---|
Perceived caring | 3 | Aaker, Stayman, and Vezina (1988) | 0.899 |
Perceived ethicality | 5 | Reidenbach and Robin (1988) | 0.947 |
Perceived environmental benefit | 3 | Schuhwerk and Lefkoff-Hagius (1995) | 0.882 |
Perceived nature connectedness | 5 | Mayer and Frantz (2004) | 0.943 |
Perceived apparel quality | 4 | Chandrashekaran (2004) | 0.912 |
Grewal, Monroe, and Krishnan (1998) | |||
Perceived apparel uniqueness | 4 | Argo, Popa, and Smith (2010) | 0.883 |
Kim, Han, and Yoon (2010) | |||
Purchase intention | 3 | Dodds, Monroe, and Grewal (1991) | 0.908 |
Sample | Sampling Strategy | n | AUROCC | Overall Error Rate | Accuracy | Precision |
---|---|---|---|---|---|---|
Validation dataset | 25% | 208 | 0.91 | 0.16 | 0.84 | 0.89 |
Testing dataset | 25% | 207 | 0.86 | 0.19 | 0.81 | 0.83 |
Training dataset | 50% | 414 | 0.92 | 0.14 | 0.88 | 0.86 |
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Song, S.Y.; Kim, Y.-K. A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice. Sustainability 2018, 10, 3688. https://doi.org/10.3390/su10103688
Song SY, Kim Y-K. A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice. Sustainability. 2018; 10(10):3688. https://doi.org/10.3390/su10103688
Chicago/Turabian StyleSong, So Young, and Youn-Kyung Kim. 2018. "A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice" Sustainability 10, no. 10: 3688. https://doi.org/10.3390/su10103688