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The cross-cultural effects of brand status and social facilitation on enhancing consumer perception toward circular fashion services
Corporate Social Responsibility and Environmental Management ( IF 8.464 ) Pub Date : 2021-06-14 , DOI: 10.1002/csr.2166
Bharath Ramkumar 1 , Hongjoo Woo 2 , Naeun (Lauren) Kim 3
Affiliation  

While existing clothing consumption practices are contributing to increasing environmental degradation, circular fashion promises to be a more sustainable approach to keep used clothes in circulation instead of being sent to landfills. However, it is necessary to use more than just environmental benefits to motivate consumers to shop for secondhand clothing online through a circular fashion service. Therefore, through two experiments, this study tests the role of brand and social facilitation due to perceived economic and social benefits and the attitude and intention to use a circular fashion service among U.S. and Korean consumers. By applying commodity theory and social facilitation theory, this study found that brand status and a socially facilitating message can enhance perceived benefits, attitude, and intention toward using a circular fashion service, while specific effects are found differently between U.S. and Korean consumers. Implications of these findings and limitations of the study are discussed.

中文翻译:

品牌地位和社会便利化对增强消费者对循环时尚服务的认知的跨文化效应

虽然现有的服装消费习惯正在加剧环境退化,但循环时尚有望成为一种更可持续的方法,让旧衣服保持流通,而不是被送到垃圾填埋场。然而,有必要不仅仅利用环境效益来激励消费者通过循环时尚服务在线购买二手服装。因此,本研究通过两个实验来检验由于感知到的经济和社会效益以及美国和韩国消费者使用循环时尚服务的态度和意愿,品牌和社会促进的作用。通过应用商品理论和社会促进理论,本研究发现品牌地位和社会促进信息可以增强感知利益、态度、和使用循环时尚服务的意图,而美国和韩国消费者之间发现的具体效果不同。讨论了这些发现的含义和研究的局限性。
更新日期:2021-07-16
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