Impact of a Fashion fTRACE App on the Perception of Sustainability

Jochen Strahle and Franziska Girwert
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Jochen Strahle: International Fashion Management, Reutlingen University, Reutlingen, Germany
Franziska Girwert: International Fashion Management, Reutlingen University, Reutlingen, Germany

Journal of International Business Research and Marketing, 2016, vol. 1, issue 2, 7-18

Abstract: The purpose of this paper is to examine the relationship between the consumers’ perception of sustainability and the application of a QR-code in stores with the focus on the information searching behavior regarding sustainable aspects. An online questionnaire was conducted with fashion students at Reutlingen University: in total, 65 students participated in the survey. Paired samples t-test and other statistical analyses were applied to test research questions. Apart from this, the research paper is based on a literature review. Furthermore, the decision was taken to use a projective method in the form of a dummy fashion fTRACE website. Key findings of the survey are that participants give sustainable aspects a higher importance with a QR-code than without one. Participants who prefer a product with detailed information experience a “positive shopping feeling” when provided with transparency via a QR-code. “Origin”, “production” and “quality” were rated of higher importance by those participants. These findings suggest that, transparency provided through the application of a QR-Code in stores influences the consumers’ perception of sustainability. Due to the small sample size of participants (65) in the study, findings of this research not generalizable to a larger population. This paper focused on the consumers’ information searching behavior regarding sustainable aspects, limiting its findings to impacts on perception of sustainability. Further research is therefore recommended.

Keywords: Insurance; Risk; Premium; Annuity; Re-insurance (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:1:y:2016:i:2:p:7-18

DOI: 10.18775/jibrm.1849-8558.2015.12.3001

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