“Why Should I Buy Sustainable Apparel?” Impact of User-Centric Advertisements on Consumers’ Affective Responses and Sustainable Apparel Purchase Intentions

نویسندگان

چکیده

Despite the urgency of protecting environment, unsustainable apparel consumption continues to damage it. We identified some most important consumer concerns (i.e., affordability, social desirability, environment protection) from literature that influence consumers’ sustainable purchase intentions and proposed a conceptual model grounded in Elaboration Likelihood Model test efficacy user-centric advertisements encouraging for apparel. conducted between-subject experiment with female millennials U.S. (n = 344). Analyzing data through ANCOVA, MANCOVA, structural equation modeling, we evinced (i) irrespective involvement environmental issues, could be centrally (thoughtfully) processed when they incorporate protection; (ii) central processing mediates relationship between advertisement modalities (textual textual visual) affective response toward apparel; (iii) evokes favorable responses (e.g., desire) minimizes unfavorable boredom) (iv) positively negatively apparel, respectively. Based on our findings, recommend marketers should communicate how meets protection holistic manner instead using pro-environmental cues only.

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ژورنال

عنوان ژورنال: Sustainability

سال: 2022

ISSN: ['2071-1050']

DOI: https://doi.org/10.3390/su141811560