Search Results (47)

This study investigates the impact of social media marketing activities on customers’ behavioral engagement with fashion clothing brands in Pakistan. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this study examined how social media marketing activities affect brand love and subsequent consumers’ behavioral engagement, and to what extent gender moderates the association between social media marketing activities and brand love. Data were collected through a cross-sectional survey using convenience sampling, resulting in 297 valid responses. Partial Least Squares Structural Equation Modeling using SmartPLS 4 software was employed for the data analysis. The findings revealed that social media marketing activities have a substantial impact on brand love, and brand love, in turn, influences customers’ behavioral engagement. Specifically, social media marketing dimensions, such as entertainment, trendiness, customization, and word of mouth, emerged as statistically significant drivers of brand love, whereas interaction did not exhibit any effects. Furthermore, brand love also serves as a predictor of behavioral engagement. Regarding the moderating role of gender, the results confirm that the effect of customization on brand love is higher for females than for males. Similarly, gender acts as a moderator, indicating that the effect of word of mouth on brand love is stronger for males than for females. This study contributes to the literature by emphasizing the significance of brand love in formulating strategies to enhance consumer engagement in the digital landscape. Full article

Consumers are increasingly willing to choose more sustainable products, driven by affordability and sustainability considerations. However, they often face difficulties in understanding the multitude of product certifications and identifying “greenwashing” marketing claims. This highlights the need for a clear and harmonized sustainability scoring system that allows consumers to benchmark products. Sustainability encompasses three key pillars: environmental, social, and economic. Accurately scoring a product’s sustainability requires addressing a wide range of criteria within these pillars, introducing significant complexity. This study proposes a multicriteria methodology for scoring the sustainability of apparel products into an A to E label. The approach combines a life cycle assessment covering environmental impacts from “farm-to-gate”, with a social evaluation based on country-level social key performance indicators (KPIs) and factory-specific data aligned with the International Labour Organization (ILO). Additionally, the sustainability score incorporates the impact of product durability, as longer-lasting products can reduce environmental footprint and costs for consumers. The methodology is defined and validated through a case study of a white T-shirt produced with 50% recycled cotton and 50% organic cotton. The results demonstrate the comprehensive assessment of the T-shirt’s environmental and social impacts, providing a detailed sustainability score, highlighting the role of recyclability. This comprehensive sustainability scoring system aims to provide consumers with a clear, harmonized, and reliable assessment of product sustainability, empowering everyone to make informed purchasing decisions aligned with their values. It will also enable brands and retailers to calculate the sustainability score of their products, including in the scope of digital product passport, provided they can ensure traceability and transparency along the supply chain. Full article

The clothing industry greatly impacts the global economy by producing billions of pieces of clothing and employing millions. However, it negatively impacts the environment, as it is one of the most polluting sectors in the world. This bibliometric review aims to identify influential authors and affiliations, journals, productive and cited countries, emerging and recent themes, and future research directions focusing on the dynamics of clothing brands’ sustainability practices. A comprehensive dataset from Scopus and the Web of Science contains 612 articles, and Biblioshiny and VOSviewer were used to analyze the data. Findings reveal that sustainability is not just a concern for developed countries but is also gaining attention in emerging economies like India. This bibliometric analysis presents its relationship with sustainable development goals (SDGs), combines performance analysis and science mapping of clothing brands’ sustainability practices, and evaluates thematic clusters to highlight future research scopes to fill the literature gap for further concentration on behavioral aspects, advanced supply chains, effective communication, and promoting the usage of sustainable technologies, which can help to align with business models for sustainability and resilience. Therefore, clothing brands’ sustainability practices should focus on smart and functional clothing through eco-friendly manufacturing and designing long-lasting clothes to enrich clothing performance. They should adopt innovative technologies for resource utilization, recycling, waste management, supply chain, and also emphasize communication with the consumers to encourage them to purchase eco-friendly and long-lasting clothes. Full article

This research aims to investigate, using the C-A-B theory, the buying decision-making processes of Gen Z consumers in the United States when exposed to fast fashion brand advertising messages including greenwashing elements. Responses of 345 valid participants from the Amazon Mturk platform were analyzed through Mplus 8.11 and SPSS 29. Two-step, structural equation modeling was implemented to test the hypothesis. Additionally, 5000 bootstrapping iterations were used to examine the indirect effects. Study findings indicated that Gen Z consumers responded positively and negatively to fast fashion brands’ product promotional messages. Despite feeling skeptical and betrayed over the greenwashing assertion, they intend to purchase the goods. A contributing factor to this unforeseen purchasing intention may be their indifference towards environmental concerns. Moreover, when greenwashing assertions are infused with product advantages through strategic ingenuity and aligned with the specific demands of certain generations, the perception of positive emotional reaction supersedes the negative, hence facilitating the purchase of the green product. Furthermore, there is evidence of optimism biases, a cognitive bias where they exaggerate their capacity to identify instances of greenwashing, prioritize more on their certain needs, and underestimate the associated environmental risk for others. This clarifies the paradoxical buying patterns of Gen Z consumers. Although Gen Z is the youngest demographic, their tastes for fast fashion apparel may alter as they develop and their lifestyles adapt, influenced by both positive and negative emotional reactions to fast fashion brands. Consequently, the fast fashion business must retain this customer by utilizing sustainability messaging instead of misleading greenwashing assertions in the future. Full article

The choice between domestic and foreign production is one of the most important decisions not only for international business management but also for economic diplomacy and industrial policy. The reality is not a binary choice, but some firms use both. Why do companies maintain labour-intensive production in developed countries in the globalised world? To understand business challenges and strategies, this study examines small and medium-sized enterprises (SMEs) in the garment factory agglomeration in the North (Kenpoku) area of Iwate Prefecture, Japan. The in-depth case study, with a special focus on the six competitiveness factors of Japanese apparel firms, recognises that the ‘Made in Japan’ branding strategy is one of the effective ways to attract Japanese customers. This marketing strategy may motivate some firms to consider international market development. However, most Japanese SME apparel manufacturers play the role of original equipment manufacturer (OEM) for specific domestic market-oriented apparel companies. To meet customers’ strict delivery requirements, our case SMEs are developing multi-skilled workers to cope with high-mix small-lot production and fast delivery simultaneously. This management innovation is essential for building long-term business relationships and trust with corporate apparel buyers and surviving competition from products made in China and other developing countries. Full article

Within the global wave of manufacturing intelligence, AI technologies are revolutionizing industrial frameworks through deep integration. As a resource-intensive sector, fashion has become a pivotal arena for assessing AI’s role in sustainable development. China, the world’s largest apparel producer, faces unique AI integration challenges, highlighting the intersection of innovation and sustainability. To further explore the impact of AI-powered try-on technology on the impulsive buying intentions of young Chinese consumers, this research utilizes a modified version of the stimulus–organism–response (SOR) model. From the lens of online shopping, the research investigates how key features of AI-powered try-on technology, such as visual vividness, interactive control, personalized configuration, and ease of use, affect impulsive buying intentions. Additionally, the study examines the mediating roles of perceived utilitarian value, perceived hedonic value, and perceived immersion, alongside the moderating role of brand trust. A structured online survey was conducted with 366 participants, and the data were analyzed using the partial least squares (PLS) method. The findings reveal that the four core attributes of AI-powered try-on technology have a positive effect on impulsive buying intentions. Furthermore, the mediating roles of perceived utilitarian value, perceived hedonic value, and perceived immersion, along with the moderating influence of brand trust, were substantiated. In the realm of online apparel shopping, AI-powered try-on technology effectively stimulates impulsive buying behavior and drives online purchases. These results offer valuable theoretical insights for enhancing AI-powered try-on applications, while also providing strategic guidance for fashion brands and e-commerce platforms in developing AI-driven sustainable marketing approaches. Full article

Digital technologies represented by AR (Augmented Reality), VR (Virtual Reality), and digital twins, along with the expansion of metaverse platforms and digital marketing concepts, have attracted the attention of numerous sports fashion product consumers and brands, particularly in the category of sports shoes. Therefore, in the context of digital technologies, understanding the factors that affect consumer experience and the preferences in the online purchasing process of sports shoes is very important. This study employs Latent Dirichlet Allocation topic analysis to analyze 44,110 online user posts and comments from social platforms, extracting thematic elements of consumer experience needs for purchasing sports shoes online. The information obtained is further encoded and designed into a questionnaire, which is then utilized alongside the Kano model to analyze the overall preferences of consumer experience needs. The results indicate that webpage design and basic product information are considered as Must-be attributes for user experience needs; providing information on after-sales service policies and product comment, products’ special feature information, and online size testing are recognized as Performance attributes. Additionally, high-tech interaction methods, visual presentation, personalized customization, virtual try-on, apparel matching recommendations, and dressing scenario recommendations are identified as Attractive attributes. The study reveals that in the context of new digital technology development, the online shopping experience for sports shoes is enhanced across four dimensions: platform experience augmentation, product experience augmentation, user demand augmentation, and interactive experience augmentation. These four dimensions collectively constitute the holistic experience design for the online retail platform. Therefore, this research provides case references and theoretical insights for researchers and developers in the fields of brand marketing, experience design, and product service innovation. Full article

With the rise of the green economy and the increasing awareness of consumer sustainability, green marketing has become a global competition strategy adopted by the textile and apparel industry. This study explores key factors and challenges in green marketing to support the industry’s sustainable development. Using the PRISMA 2020 methodology, 54 studies were systematically reviewed to identify core themes: green marketing and branding, consumer behavior and green consumption, circular economy and sustainability, green supply chain management, and textile and fashion culture. The findings reveal that consumers’ understanding of green knowledge and corporate green branding strategies are key factors in the success of green marketing. This review integrates effective strategies for practitioners and new directions for future research. It also highlights the added value of green marketing in fostering sustainability and proposes a conceptual framework for industry application. By addressing gaps in existing research, this study provides actionable recommendations for bridging theory and practice in green marketing. Future research should investigate region-specific dynamics and further develop strategies to enhance the industry’s sustainability efforts. This work contributes to a deeper understanding of the interplay between green marketing and sustainable development in textiles and apparel. Full article

The negative environmental impacts of the current linear system of textile and apparel production are well-documented and require urgent action. The sector lacks an effective recycling system, resulting in massive waste and environmental pollution. This paper presents the results of qualitative research involving textile and apparel industry stakeholders, including representatives from brands and retailers, waste collectors, recyclers, non-profit organizations, academic institutions, and government agencies. Our research focused on stakeholder perceptions of the significance and importance of textile circularity, the challenges that exist for transitioning the textile and apparel industry from a linear system to a circular economy (CE), and resources that exist to support this transition. The results of this study call attention to the following urgent requirements: a consistent definition of CE to promote transparency and accountability and prevent greenwashing; improved systems for materials identification, sorting, and pre-processing of post-consumer textile waste to enable recycling; innovations in mechanical recycling technologies to maintain the value of recycled materials; and new, materials-driven approaches to design and manufacturing that are responsive to feedstock variability and diverse consumer needs. The research findings also suggest the need for flexible, regional CEs that are rooted in community partnerships. Full article

This research aims to assess consumer attitudes towards purchasing pre-loved luxury fashion items and explore how these attitudes influence their intention to buy such products. Luxury goods consumption is evolving into a multifaceted proposition where customers actively take on new responsibilities. In addition to being purchasers and users, they occasionally turn into luxury brand product dealers. Luxury fashion, which includes more expensive materials, apparel, and frequently new and limited-edition items, is unquestionably stylish. Luxury brands could draw clients and the attention of many audiences, becoming quite prominent, even though luxury fashion only makes up a small portion of the economy compared to other significant businesses. Using a convenience sampling technique, data were collected from 282 individuals in Cairo. The analysis was conducted through SPSS software v2023. Our findings show that consumers’ concerns about the environment have a big influence on their perceived value (PI) of used luxury fashion items, both directly and indirectly through the mediation of their desire for sustainability. Nonetheless, attitude strength has a moderating effect on this association. It is interesting to note that the relationship between environmental concern and sustainability is weakened under the influence of attitude strength. Furthermore, our findings indicate that modest levels of attitude strength make it easy to change how customers’ environmental concerns affect their previously owned luxury fashion items. High-end stores can also fight off counterfeit marketplaces by providing authentication services to consumers of pre-loved luxury clothing. This study emphasizes the role of consumer attitude as a mediator in shaping purchase intentions for pre-loved luxury fashion. However, its focus on one region and cross-sectional data collection presents limitations. Future studies should explore other markets and use longitudinal data for a deeper understanding. This research contributes to the existing literature by offering insights for consumers, marketers, and sellers promoting pre-loved luxury fashion. Full article

The apparel industry is the second largest source of pollution globally, following only the petrochemical industry in terms of environmental pollution caused by production, sales, and consumption processes. Low-carbon, environmentally friendly, and energy-efficient production and consumption methods are crucial pathways for the apparel industry to achieve carbon neutrality targets. Therefore, considering green investments in apparel products and the recycling of discarded apparel, this paper investigated the inventory and pricing optimization decisions of apparel enterprises within the context of a carbon neutrality target. The results indicated that green investment or recycling can effectively increase the total profits of the apparel brand. Due to the cumulative effect of comprehensive environmental strategies, apparel brands achieve greater profits when simultaneously adopting both green investments and recycling efforts compared to implementing either one alone. Green investments focus on reducing the environmental impact during production by minimizing resource consumption and emissions from the source, while recycling emphasizes product reutilization, effectively extending the utilization cycle of resources. By implementing these two strategies, brands not only reduce the negative environmental impacts during production but also maximize resource reuse throughout the product lifecycle. Full article

This study employed the stimulus–organism–response (S-O-R) model to investigate the factors that influence consumers’ internal evaluation and, consequently, their behavioral actions toward apparel with traceable information. The S-O-R model proposed comprised information quality, brand image, and promotional efforts as the stimuli, brand trust and perceived value as the organisms, and purchase intention, word-of-mouth, and brand loyalty as the behavioral responses. Additionally, consumer environmental knowledge was included as a moderator for the relationships between the stimuli and the organisms. A total of 400 eligible U.S. consumer responses were collected for analysis through a Qualtrics online survey. The proposed model’s psychometric properties were evaluated, and the hypotheses were tested using the multiple regression method. The model shows satisfactory explanatory power for consumers’ internal states and behavioral responses toward apparel with traceable information. To enhance traceable marketing strategies, brands should focus on improving their brand image and promotional efforts to motivate consumers to make more sustainable choices. Effective traceability has a substantial impact on consumer trust, loyalty, perceived value, WOM, and purchase intention. The proposed research model shows good explanatory power. Full article

The effect of industrialization and technological developments and the rate of population growth have begun to disrupt the ecological balance in the world. A large share of the deterioration of this balance is due to the rapidly increasing energy demands of people. Fossil fuels and renewable energy sources are used to obtain the energy that is needed by human beings. Most of the world’s energy needs are met by fossil fuels such as coal, oil, and natural gas. These resources, which we call fossil fuels, cause many parallel environmental problems, such as global warming, climate change, and carbon emissions, for the world and nature. The most affected by all these experiences, of course, is the entire production sector, which is dependent on energy. However, textile and apparel, which is a pioneer in taking steps towards harmonization with the Green Agreement, is one of the sectors that started the transition to green energy within the scope of the European Union and brands’ net-zero targets. Within the scope of the Green Agreement, Turkey has participated and started to work for a 70% carbon reduction, which is the target for 2030, and carbon neutrality, which is the target for 2050. Therefore, within the scope of these targets, the textile sector of Çukurova Region, which has the highest export rate in Turkey, was chosen. Within the scope of this study, carbon emission, which is one of the global problems, was examined within the framework of the ISO 14067-ISO Product Based Carbon Footprint (CF) standard by examining the production of a textile company, and the results were analyzed in detail. The main innovation of this article is to follow all stages of the fabric called Tricia, which is the most produced product in the textile industry, from its entry as fiber to its exit as fabric in the factory, and to calculate and analyze the amount of carbon that is released into nature. The dynamic and experimental results showed that it was determined that 6.00 tons of carbon dioxide carbon were released in the time it took for the fabric to go to the sewing room as a fabric. Full article

Environmental sustainability, a pivotal facet of sustainable development, is explicitly emphasized and advocated. The textile and apparel (T&A) industry, which is resource-intensive, faces challenges in transitioning toward an ecologically friendly market. The shift toward sustainability is causing significant changes in consumer lifestyles and cultural practices, resulting in increased uncertainty in pro-environmental behaviors. This study adapts the environmentally responsible behavior (ERB) model to investigate how consumers’ subjective and objective domain-specific environmental knowledge (SUEK and OBEK) and personality traits—including personal environmental responsibility (PER), eco-centric and anthropocentric environmental beliefs (EEBs and AEBs), and internal and external environmental loci of control (IN-ELOC and EX-ELOC)—influence sustainable consumption intention (SCI) for T&A products. The data from 212 completed online survey questionnaires were analyzed using a two-stage partial least squares structural equation modeling (PLS-SEM) approach. The findings reveal that participants’ SUEK related to the T&A industry, and their PER and EEBs positively influence their SCI for T&A products. This research contributes to the literature on consumer SCI in the T&A industry and adds value to the existing ERB model, providing insights for brands, retailers, educators, policymakers, and stakeholders striving for a more sustainable industry. Full article

This study aims to investigate the effects of geographical indication (GI) and fair trade knowledge (FTK) on U.S. female consumers’ perceived brand equity and the purchase intention of fair trade apparel handicrafts. Employing a web-based experiment and survey, the study divided participants into groups exposed to brands with and without GI certification marks. A total of 206 responses were collected. A perceived brand equity model was developed, featuring elements such as perceived quality (PQ), brand awareness (BA), brand association (BS), uniqueness (UQ), and willingness to pay a price premium (PP). Structural equation modeling was used to analyze the data and validate the hypotheses. The results revealed that consumers are willing to pay a price premium for products with GI and that FTK positively impacts brand equity. Furthermore, FTK had an interactive effect with GI, enhancing PQ and BS. Increased scores in BS, UQ, and PP were also found to positively affect purchase intention. This study fills a research gap by quantitatively examining the relationship between GI, FTK, brand equity, and purchase intention in the domain of fair trade apparel handicrafts. The findings offer strategic insights for enterprises and organizations in the fair trade handicrafts sector. Full article