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RISS 인기검색어
- 검색키워드
- 저자 : Sadachar Amrut (검색결과 4 건)
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Amrut Sadachar,Frayen Feng,Elena E. Karpova,Srikant Manchiraju 한국마케팅과학회 2016 Journal of Global Fashion Marketing Vol.7 No.2
The present study explored several critical constructs related to environmentally responsible apparel consumption, which include environmentalism, materialism and knowledge of environmental issues pertaining to apparel products. The research focused on apparel merchandising and design students ( n = 233) as future industry professionals who will soon be driving industry decisions in apparel production and consumption. A proposed research model was subject to confi rmatory factor analysis and structural equation modeling. The model explained 58% of the variance in environmentally responsible apparel consumption behavior. Environmental apparel knowledge positively infl uenced environmentalism, and, in turn, environmentalism had a signifi cant positive infl uence on environmentally responsible apparel consumption behavior. On the contrary, environmental apparel knowledge did not signifi cantly infl uence materialism, and, in turn, materialism was not related to environmentally responsible apparel consumption behavior. Practical implications and limitations of the present study are also discussed.
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Spirituality bestowing self-transcendence amid COVID-19 through slow fashion
Chakraborty Swagata,Sadachar Amrut 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.3
We proposed and tested a conceptual model exploring how (i) COVID-stress evokes spirituality; (ii) COVID-stress and spirituality engender positive attitude toward the different dimensions of slow fashion (i.e. equity, authenticity, functionality, localism, and exclusivity) as a symbol of self-transcendence and (iii) spirituality mediates the relationships between COVID-stress and the different dimensions of slow fashion. We conducted an online survey in Amazon Mechanical Turk (n = 317) and analyzed the data through structural equation modeling. (i) COVID-stress positively influences spirituality; (ii) both COVID-stress and spirituality positively influ- ence attitude toward slow fashion in terms of equity, authenticity, localism, and exclusivity; (iii) spirituality mediates the relationships between COVID-stress and all the dimensions of slow fashion except for functionality. Due to the fast-changing situations amid the pandemic and the uneven severity of the pandemic globally, a cross-sectional study may have limited the scope for capturing nuances of retail consumer behavior. In summary, we suggest that the consumption of slow fashion apparel as a symbol of self- transcendence may help consumers cope with COVID-stress in the hope of building spiritual ties with a higher power through the process of ethical consumption amid the pandemic.
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ARE SUSTAINABLE LUXURY GOODS A PARADOX FOR MILLENNIALS?
Virginia Rolling,Amrut Sadachar 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
Introduction Social and environmental damage from unsustainable fashion manufacturing (Kang, Liu, & Kim, 2013) should be addressed using sustainability marketing communications (Lu, Bock, & Joseph, 2013). Millennials are both sustainability-conscious (Lu et al., 2013) and prevalent consumers of luxury (Giovannini, Xu, & Thomas, 2015). Perceptions of luxury products using recycled fabrics were found to be negative (Beckham & Voyer, 2014). Millennials purchasing sustainable luxury goods using recycled materials may be viewed as paradoxical due to mixing prestigious luxury with disposable recyclables. Approach Impression Formation Theory (Asch, 1946) was used to determine how brand characteristics merge into a sustainable luxury brand impression. This study proposed the following hypotheses. H1a: As compared to millennials exposed to a sustainable luxury brand description, those exposed to a luxury only brand description will have a higher level of luxury impression. H1b: As compared to millennials exposed to a luxury only brand description, those exposed to a sustainable luxury brand description will have a higher level of sustainability impression. H2: (a) Luxury brand impression and (b) sustainable brand impression will positively influence the attitude toward the luxury brand. H3: Attitude toward the luxury brand will positively influence millennials’ purchase intention of its goods. Method Between-subjects experimental design was used to test the hypotheses. Two randomly assigned groups received an online survey via Amazon Mechanical Turk with either a luxury only (without the description of recycled materials) or a sustainable luxury brand (describing the use of recycled materials) description. The survey consisted of 5-point Likert-type scales measuring: brand impression (Aaker, 1997), brand attitude (Spears, & Singh, 2004), and willingness to buy luxury brand products (Dodds, Monroe, & Grewal, 1991). SPSS and MPlus were used to perform statistical analysis and multi-group SEM. Results A usable sample of 355 Millennial consumers was an average of 28 years of age (49% male and 51% female). The manipulation of brand description (luxury only and sustainable luxury) was successful. Reliability analysis revealed that all the variables had Cronbach’s α > .70 indicating an acceptable internal consistency. Hypotheses 1b, 2a, and 3 were supported, while hypotheses 1a and 2b were not supported. Conclusion The impression of luxury was the sole impression to significantly predict attitude towards the brand, and attitude positively influenced purchase intention for both brand descriptions. Luxury brands should consider using recycled materials and provide marketing communication that favors sustainable brand positioning.
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Jewon Lyu,Kim Hahn,Amrut Sadachar 한국의류학회 2018 Fashion and Textiles Vol.5 No.1
The purpose of this study was to examine a hierarchical model of consumer innovativeness in the context of 3D fashion products. In particular, this study explored how different traits, such as personal values and innate innovativeness, predict a positive attitude towards 3D fashion products through domain-specific variables such as fashion innovativeness and fashion leadership. Using a convenience sample (n = 250), the data were collected through a self-administrated online survey. The results of this study identified personal values as an antecedent of innate innovativeness and found that fashion leadership played a critical mediating role between innate innovativeness and domain-specific innovativeness, in turn developing a positive attitude towards 3D fashion products which led to intention to use. Although the effect of innate innovativeness on domain-specific innovativeness (i.e., fashion innovativeness) was partially supported and no direct effects of personal values on domain-specific innovativeness was found, findings of this study contribute to existing literature on the Technology Acceptance Model and Consumer Innovativeness by examining additional predictors. The significant mediating role of fashion leadership was valuable as the result supported the key role of innovators as opinion leaders as discussed in the previous literature.
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