Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europe's millennials

被引：61

作者：

Johnstone, Leanne ^{[1
]}

Lindh, Cecilia ^{[2
]}

机构：

[1] Orebro Univ, Dept Business Adm, Sch Business, Orebro, Sweden

[2] Malardalen Univ, Sch Business Soc & Engn, Vasteras, Sweden

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2022年 / 64卷

关键词：

Online consumer behaviour; Influencers; Millennials; (un)planned behaviour; Sustainable fashion; Trust; MODERATED-MEDIATION MODEL; SOCIAL MEDIA; BRAND ENGAGEMENT; PURCHASE INTENT; SELF-CONCEPT; CONSUMERS; WORD; CSR; CONSCIOUSNESS; GENERATION;

D O I：

10.1016/j.jretconser.2021.102775

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study explores if, how and through what channels millennials' sustainability values translate into action when it comes to fashion garments. By testing a research model on 448 European millennials, it contrasts extant theories of planned behaviour, finding that purchase intent is often guided by unintentional, non-linear processes wherein trust in intermediaries such as celebrity influencers, rather than the fashion retailers' corporate social responsibility (CSR) approach condition behaviour. For fashion retailers, it suggests the strategic use of influencers to (un)consciously market sustainable garments. Its novelty is built on sustainably sustaining fashion consumption in a post-pandemic world, characterised by increased online sales.

引用

页数：16