ABSTRACT

The authors conducted a survey of 120 consumers in South Korea to study how fashion brands can use “Higg Index” to increase information transparency, which then enhances environmental concerns, brand trust, willingness to act environmentally conscious behavior, and purchase intentions. Furthermore, consumer sustainable knowledge moderates the effects of environmental concerns and brand trust. The analysis indicates that business transparency positively affects environmental concerns, brand trust, and willingness to act environmentally conscious behavior. Consumers’ sustainable knowledge moderates the effects of business transparency on environmental concerns and brand trust. The findings have meaningful implications for marketer by suggesting the need for transparency, which can be indicated by using an effective transparent evaluation system.

摘要

作者对韩国 120 名消费者进行了调查，研究时尚品牌如何利用“Higg 指数”来提高信息透明度，进而增强对环境的关注、品牌信任、采取环保意识行为的意愿和购买意愿。此外，消费者可持续知识可调节环境问题和品牌信任的影响。分析表明，业务透明度对环境问题、品牌信任和采取环保意识行为的意愿产生积极影响。消费者的可持续知识可调节商业透明度对环境问题和品牌信任的影响。调查结果表明对透明度的需求对营销人员具有重要意义，这可以通过使用有效的透明评估系统来表明。