دانلود رایگان مقاله نمایش تجربیات لوکس برای درک روش مصرف پایدار مد

abstract

Increasingly, sustainable fashion products consumption (SFPC) receives attention from both academic scholars and practitioners. While fashion consumers profess concerns about sustainability issues, the extant literature demonstrates a gap between such concerns and actual consumption decisions and behaviors. This study illustrates how marketers can encourage contemporary consumers to become strongly oriented toward sustainable fashion product consumption (SFPC). Heider's balance theory and consumer luxury brand experiences explain and reveal how a state of psychological imbalance causes the attitude–behavior gap between sustainable fashion and SFPC behaviors. This report includes new propositions explaining SFPC that receive support via focus group interviews and direct observations and post-behavior interviews of staged shopping trips— each participant was given money (approx. USD $180) to spend in the two eco-fashion stores. Developing and staging memorable consumer-centered experiences that orient consumers toward SFPC encourages the consumers achieving desired balance states.

5. Conclusion and implications

This study demonstrates that fashion consumers' limited awareness and knowledge about sustainable fashion products may promote negative sentiments toward SFPC. However, the findings demonstrate that fashion marketers can overcome negative sentiments by staging personalized experiences. Specifically, the staged experiences enable fashion consumers to acquire practical knowledge about sustainable fashion and thus become more open to adopting SFPC behaviors. Traditional communication tools, such as advertising and public relations, encounter difficulty in trying to foster sustainable fashion consumer literacy. Thus, staged consumption experiences are an essential platform to conveying design and quality. Furthermore, staged experiences develop individualized competencies that may guide SFPC decisions and choices. Understanding how consumers acquire competencies and evaluate sustainable fashion, provides marketers with important insights for effective eco-fashion brand positioning strategies.