دانلود مقاله عشق به برند، نگرش و دانش سبب محیطی
چکیده
مقدمه
پیشینه نظری و توسعه فرضیه
روش ها
نتایج
بحث
نتیجه گیری
مشارکت های نویسنده
تامین مالی
بیانیه هیئت بررسی نهادی
بیانیه رضایت آگاهانه
بیانیه در دسترس بودن داده ها
تضاد منافع
مراجع
Abstract
Introduction
Theoretical Background and Hypothesis Development
Methods
Results
Discussion
Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
چکیده
یک برند شلوار لی متعهد به اهداف زیست محیطی می‌تواند خود را به عنوان منحصر به‌ف رد و از نظر اجتماعی مسئولیت‌پذیر نشان دهد و مصرف‌کنندگانی را به سمت خود جذب کند. این مطالعه تحقیقاتی رابطه بین عشق به برند و دانش دلایل محیطی مصرف کنندگان و تمایل آنها به توصیه و پرداخت حق بیمه برای شلوار لی پایدار را بررسی می کند. برای این منظور، این مطالعه مقطعی شامل یک نمونه گلوله برفی راحت از 978 پاسخ‌دهنده پرتغالی است که داده‌های آنها از دسامبر 2022 تا ژانویه 2023 جمع‌آوری شده است و تمایل به پرداخت حق بیمه برای شلوار جین آبی پایدار برجسته است. تفاوت‌هایی در تمایل به پرداخت حق بیمه بین نسل‌ها، سطوح تحصیلات و مصرف‌کنندگانی که از گسترش خطوط پایدار آگاه هستند و آنهایی که آگاه نیستند، وجود دارد. نتایج ممکن است برای برندها مفید باشد و نشان می‌دهد که ارتباطات آنها باید بر ایجاد نزدیکی بیشتر به مصرف‌کنندگان از طریق افزایش ارزش‌های آنها و تلاش برای پیوند دادن برندهایشان به منافع ذاتی و منافع زیست‌محیطی تمرکز کند. این اولین مطالعه ای است که دانش دلایل محیطی را در مدلی ترکیب می کند که عشق به برند، وفاداری به برند، تبلیغات دهان به دهان مثبت و تمایل به پرداخت حق بیمه برای شلوار جین آبی پایدار را به هم مرتبط می کند.
Abstract
A blue jeans brand committed to the environmental cause could position itself as unique and socially responsible and attract environmentally driven consumers. This research study examines the relationship between brand love and consumers’ environmental cause knowledge and their willingness to recommend and pay a premium for sustainable blue jeans. To this end, this cross-sectional study comprises a snowball convenience sample of 978 Portuguese respondents, whose data were collected from December 2022 to January 2023. Positive associations between self-expression, brand love, loyalty, environmental cause knowledge, positive word-of-mouth, and willingness to pay a premium for sustainable blue jeans stand out. There are differences in the willingness to pay a premium among generations, education levels, and consumers who are aware of sustainable line extensions and those who are not. The results may be helpful for brands, suggesting their communication should focus on creating increased proximity to consumers by enhancing their values and seeking to link their brands to intrinsic benefits and environmental stakes. This is the first study to incorporate knowledge of the environmental cause into a model linking brand love, brand loyalty, positive word-of-mouth, and willingness to pay a premium for sustainable blue jeans.
Introduction
The environmental impacts of the fashion industry are widespread and significant, as the industry is a heavy water consumer (approximately 79 trillion liters per year), producing 8 to 10 percent of the global CO2 emissions and large amounts of textile waste, most of which ends up in landfills or is incinerated, including unsold products [1].
In addition to being globally popular, blue jeans are associated with somewhat problematic sustainability and social responsibility issues [2]. The traditional jeans production process uses excessive amounts of water, chemicals, and energy, thereby generating a negative impact regarding the carbon footprint [3]. In order to remove excess dyes and achieve the desired color, blue jeans are washed at least twice before being sold; globally, approximately 3% of the water used in agriculture goes into cotton production [4] to produce more than 2 billion units per year [5]. Another factor contributing to environmental degradation comprises the chemical products used throughout the production process (from insecticides and pesticides), even in cotton production, which accounts for 2.4% of the world’s arable land use; other chemicals are used to dye and paint the jeans, which have a significant environmental impact if not properly handled and disposed of in the environment [6].
Conclusions
The work carried out in this study allowed us to find a model that fit the data for 978 respondents to verify the results reported in the literature among Portuguese consumers of blue jeans, namely the positive associations of identification with brand love; of brand love with brand loyalty, positive word-of-mouth, and willingness to pay a premium for sustainable blue jeans; and of knowledge of the environmental cause with willingness to pay a premium for sustainable blue jeans. It was also concluded that there were no significant gender differences in terms of positive word-of-mouth and willingness to pay a premium for sustainable blue jeans. Members of generation Z and consumers with higher education levels are more willing to pay a premium for sustainable blue jeans than their counterparts.
It was also found that consumers who were aware of sustainable blue jeans alternatives from their preferred brands had significantly higher scores for all variables in the model, suggesting that this awareness may be associated with greater knowledge of the environmental cause, which is critical in explaining the greater levels of identification, brand love, and brand loyalty, and the resulting intention to spread the good word and willingness to pay a premium for sustainable blue jeans.
The positive impacts of brand love on brand loyalty, word-of-mouth, and willingness to pay a price premium was further acknowledged according to the literature findings. To the best of the authors’ knowledge, this study is the first to incorporate knowledge of environmental causes in a model that relates brand love to brand loyalty and the latter to positive word-of-mouth and willingness to pay a premium, as tested by Caroll and Ahuvia [27] and Albert and Merunka [24], applied here to the Portuguese market and focused on sustainable blue jeans. This approach, thus, incorporates Bagozzi et al.’s [26] suggestion to develop models in which brand love is central to other dimensions, thereby contributing to the academic literature. The findings also have practical implications for blue jeans brands as they enhance the importance of creating awareness of the existence of sustainable extension lines, as well as of conveying a true environmental concern to capture environmentally driven consumers that would be willing to pay a premium for sustainable blue jeans, namely by focusing on creating increased proximity to consumers by enhancing their values and seeking to link the brand to intrinsic benefits and environmental stakes.