The cross-cultural effects of brand status and social facilitation on enhancing consumer perception toward circular fashion services

Bharath Ramkumar, Hongjoo Woo, Naeun Kim

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish (US)
JournalCorporate Social Responsibility and Environmental Management
DOIs
StateAccepted/In press - 2021

Bibliographical note

Funding Information:
National Research Foundation of Korea, Grant/Award Number: NRF‐2019S1A5A8041031; Ministry of Education of the Republic of Korea Funding information

Funding Information:
This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF‐2019S1A5A8041031). This article is expanded from conference abstracts, “The power of others: Using socially facilitating message to promote circular fashion services”, presented at the International Textiles and Apparel Association Annual Conference 2020, and “The role of brand in consumer acceptance of circular fashion”, presented at the International Conference in Clothing and Textiles 2020.

Publisher Copyright:
© 2021 ERP Environment and John Wiley & Sons Ltd.

Keywords

  • brand
  • circular
  • environment
  • facilitation
  • fashion
  • secondhand
  • service
  • social
  • sustainability

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