A Study of U.S. Consumer Perceived Value and Purchase Intention Toward Recycled Material Made Athleisure Apparel
Primary Author: Olabisi Adesanya
Faculty Sponsor: Ting Chi
Primary College/Unit: Agricultural, Human and Natural Resource Sciences
Category: Business, Communication, and Political Sciences
Apparel and textile industries are known for their immense contribution to environmental pollution worldwide. In recent years, practitioners and researchers work collaboratively to mitigate the negative impact of the industry on the environment. Polyester is the mostly used (60% of all materials), and non-biogradable material in apparel. Athleisure apparel is a prominent everyday wear and primarily made of polyester. Due to its latent contribution to pollution, this study aimed to identify U.S. consumers’ sustainable behavior through their perception of athleisure apparel made from recycled polyester as opposed to virgin polyester and the influence of their perception on purchase intentions. The Perceived Green Value (PGV) framework by Sheth, Newman and Gross (1991) was used. The theoretical framework consists of five-dimensional values: functional, social, emotional, conditional and epistemic values. Qualitative research method was used to ensure a rich exploration of the topic. Semi-structured interview was conducted with 16 U.S. female millennials, which were recruited through a snowball sampling method. The interviews were transcribed, and content analyzed. All the above values were important to the consumers in shopping for sustainably produced athleisure apparel. Fit and comfort were the most important qualities to the participants, and they showed willingness to pay 10-15% price premium for athleisure apparel made from recycled polyester if quality is comparable to those made from virgin polyester. This study provides implication for apparel retailers and manufacturers to communicate their sustainable practices to consumers because they showed willingness to pay price premium for sustainably produced apparel products.
Safe by comparison: Unintended Consequences of the Effects of Comparison Between Alternative Tobacco Products.
Primary Author: Kamal Ahmmad
Faculty Sponsor: Elizabeth Howlett
Primary College/Unit: Carson College of Business
Category: Business, Communication, and Politial Sciences
Principle topic: Graphic Health Warnings (GHWs) on cigarette packages are used to discourage smoking. However, the use of GHWs on cigarette packages may have unintended negative consequences. We examined how GHWs on cigarette packages can bias consumers’ evaluation of e-cigarettes. Negative emotions such as fear, guilt, and disgust generated by warnings and disclosures on cigarette packages lead to changes in cognitions, judgments, and behaviors (Andrews et al 2014, Netemeyer et al 2016). Similarity and preference judgment literature also posit that consumers’ engage in comparison processes when they asses product similarity (Simonson & Tversky 1992. Hagius & Mason 1993). Since cigarettes and e-cigarettes are two similar product and most smokers switch to e-cigarettes as a means to quit smoking, counter-marketing of cigarettes with GHWs would influence the evaluation of e-cigarettes.
Method: We conducted two online studies and one lab study to examine the mechanism through which GHWs influence e-cigarette-related consumer responses. In addition to testing behavioral intention related to e-cigarettes, we also tested consumers’ information seeking behavior in response to GHWs on cigarette pack.
Results and Implications: Results from three studies show that GHWs on cigarette packages increase cigarette related fear and decrease e-cigarette related fear. The elicited fear influences attitudes and health hazard beliefs related to e-cigarettes. We also find that GHWs on cigarettes increase the information seeking behavior related to e-cigarettes. The results have significant policy implications which show that counter-marketing efforts of one harmful products have unintended negative consequences by increasing the preference for another potentially harmful product.