Consumer responses to trade-offs in eco-friendly clothing: The moderating effects of fashion leadership and regulatory focus

Jonghan Hyun, Kiwon Lee and Jihyun Kim-Vick

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: Consumers of eco-friendly clothing often face trade-offs between eco-friendliness and other product attributes. Across two experiments, we investigate the moderating role of fashion leadership and regulatory focus in such trade-off situations. Our results suggest that while non-fashion leaders are willing to trade-off hedonic attributes for eco-friendliness, fashion leaders are not willing to trade-off either hedonic or utilitarian attributes. It is also suggested that prevention-focused fashion leaders are more likely than promotion-focused fashion leaders to trade-off hedonic attributes for eco-friendliness. Implications for practitioners as well as directions for future research are discussed.

Keywords: Trade-off; Eco-friendliness; Eco-friendly clothing; Fashion leader; Regulatory focus; Fashion retailer (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313734

DOI: 10.1016/j.jretconser.2020.102365

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