Business

Environmentally sustainable fashion and conspicuous behavior

S. E. Lee and K. Lee

This study by Sae Eun Lee and Kyu-Hye Lee explores how conspicuous consumption impacts word-of-mouth marketing for environmentally sustainable fashion brands. The research reveals exciting insights into the interplay between fashion trends, environmental beliefs, and brand connection, paving the way for a new understanding of consumer behavior in sustainability.

00:00

Playback language: English

Index

Abstract

This study investigates the influence of conspicuous consumption on environmentally sustainable fashion brands (ESFBs). It examines how conspicuous consumption (fashion trend conspicuousness and socially awakened conspicuousness), environmental beliefs, environmental norms, and brand-self-connection affect word-of-mouth (WOM) marketing of ESFBs. Using a structural equation model with 237 questionnaires, the study finds that conspicuous consumption positively impacts WOM, environmental belief indirectly affects WOM through environmental norms, and brand-self-connection moderates the relationship between environmental norms/socially awakened conspicuousness and WOM.

Publisher

Humanities and Social Sciences Communications

Published On

Apr 10, 2024

Authors

Sae Eun Lee, Kyu-Hye Lee

Related Publications

Explore these studies to deepen your understanding of the subject.

Engineering and Technology

Highly durable and sustainable heterogeneous fabric using in-and-out fluorinated urethane coating for elimination of bacteria and oil-water separation

M. Choi, S. Park, et al.

Engineering and Technology

Nondestructive monitoring of annealing and chemical-mechanical planarization behavior using ellipsometry and deep learning

Q. Sun, D. Yang, et al.

Business

A global blockchain-based agro-food value chain to facilitate trade and sustainable blocks of healthy lives and food for all

K. Tyagi

The Arts

Race- and gender-based under-representation of creative contributors: art, fashion, film, and music

C. M. Topaz, J. Higdon, et al.

Listen, Learn & Level Up

Over 10,000 hours of research content in 25+ fields, available in 12+ languages.

No more digging through PDFs, just hit play and absorb the world's latest research in your language, on your time.

listen to research audio papers with researchbunny