From Literature Review to Conceptual Model: Apparel Brand's Sustainability Efforts and Consumers' Purchase Decisions

Date
2015-11-11
Authors
Noh, Mijeong
Johnson, Kim
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Altmetrics
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Abstract

As sustainability initiatives by apparel companies increase, our research purpose is to establish and test a conceptual model examining the effect of sustainability efforts on purchase intention. Our model proposes that sustainability efforts have indirect effects on purchase intention that are mediated by (a) customer-brand (CB) identification, (b) brand attitude, and (c) brand loyalty.

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