Publicação
The impact of external ethical information on consumer perceived ethicality and purchase intentions in the fashion context
| Resumo: | This dissertation examines the impact of external ethical information (positive vs. negative) on Consumer Perceived Ethicality and on purchase intentions in the fashion context. Additionally, it explores the influence of brand type (ethical vs. mainstream) and brand attachment (low vs. high) on consumers’ ethical perceptions (CPE) and purchase intentions. This study aims to add value to the literature in fashion consumer behaviour and ethical consumption. For this purpose, an experimental study was conducted and results show that both positive and negative ethical information have an impact on consumer perceived ethicality and purchase intentions in the fashion context. Overall, the impact of negative information is stronger than the one of positive information. Additionally, considering the two types of brand – ethical versus mainstream, the impact of negative information is stronger on ethical than mainstream brands while the opposite occurs, when positive ethical information is provided to consumers. These findings underline the importance consumers give to external information about brands’ ethical behaviour. Consequently, brands not only should avoid unethical behaviours, but also proactively undertake ethical practices in their bottom line since they can enhance both ethical perceptions and purchase intentions of consumers. In this regard, our study highlights the importance of Public Relations to manage information. |
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| Autores principais: | Bontempi, Camilla |
| Ano: | 2017 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | This dissertation examines the impact of external ethical information (positive vs. negative) on Consumer Perceived Ethicality and on purchase intentions in the fashion context. Additionally, it explores the influence of brand type (ethical vs. mainstream) and brand attachment (low vs. high) on consumers’ ethical perceptions (CPE) and purchase intentions. This study aims to add value to the literature in fashion consumer behaviour and ethical consumption. For this purpose, an experimental study was conducted and results show that both positive and negative ethical information have an impact on consumer perceived ethicality and purchase intentions in the fashion context. Overall, the impact of negative information is stronger than the one of positive information. Additionally, considering the two types of brand – ethical versus mainstream, the impact of negative information is stronger on ethical than mainstream brands while the opposite occurs, when positive ethical information is provided to consumers. These findings underline the importance consumers give to external information about brands’ ethical behaviour. Consequently, brands not only should avoid unethical behaviours, but also proactively undertake ethical practices in their bottom line since they can enhance both ethical perceptions and purchase intentions of consumers. In this regard, our study highlights the importance of Public Relations to manage information. |
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