Consumer attitudes and intentions toward personalization of fair trade apparel

Abstract

<p>The purpose of this study was to examine the attitudes and purchase intentions of customers of Marketplace: Handwork of India (Marketplace) toward personalized apparel. The theory of uniqueness, theory of perceived risk, involvement, and body size were used as theoretical frameworks. These frameworks were integrated into the part of the theory of reasoned action being tested in the study. The proposed model was empirically tested through an online survey. Structural equation modeling was used to examine the fit of the proposed model;Various scales were used to measure all the variables included in the research. Body size was measured using the body mass index formula. The online survey was e-mailed to a random sample of 2,500 Marketplace customers. A total of 246 usable responses was received making the response rate 12.32%. A non-response bias test was conducted to confirm the generalizability of results;The multi-item scales used to measure each construct were tested for reliability, based on Cronbach alphas, and all the scales were found to be reliable. The two measures of perceived risk, financial and social perceived risks, were tested to ensure they were distinct constructs. Structural modeling analysis included analysis of the measurement model and analysis of the hypothesized model. Based on the results of the hypothesized model, an alternate model was proposed and tested;Marketplace customers were highly educated customers with an average age of 52 years, had a high level of familiarity with the Internet and often used the Internet to gather information and make purchases. The respondents were satisfied with Marketplace purchases, and willing to pay more and wait longer for a personalized product as compared to a regular Marketplace product;Analysis of the hypothesized model showed that consumers with greater need for self-uniqueness and higher BMI had a positive attitude toward personalized apparel. Consumes with a positive attitude toward personalized apparel had an intention to purchase personalized fair trade apparel. Greater need for self-uniqueness was associated with lowered perceived financial and social risks among fair trade consumers and increased consumer apparel involvement. The results of this study provide fair trade organizations with direction toward implementing personalization of apparel.</p>