How to Promote Eco-Apparel? Effects of Eco-Labels and Message Framing

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Kittichai "Tu" Watchravesringkan, Associate Professor (Creator)
The University of North Carolina at Greensboro (UNCG )
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Abstract: The study investigates the potential effects of eco-labels and advertisement message framings forpromoting consumer attitude on eco-apparel consumption. Furthermore, this paper examines howconsumers’ attitudes towards the brand and advertisement affect consumers’ evaluation of brandequity in sustainable brands. Using non-probability sampling with college students and AmazonMturkers, the authors developed the proposed hypotheses with 2 (Eco-label: Absence vs. Presence)x 2 (Framed Messages: Positive vs. Negative) between-subject design on consumers’ attitudestoward the brand, advertisement, and evaluation of brand equity. To test hypotheses, multivariateanalysis of variance (MANOVA) and a series of simple regressions were performed. Resultsrevealed that the eco-label did not significantly increase consumers’ attitude toward the ecoapparelbrand, leading to no interaction effect between eco-label and message framing onconsumer attitude. However, message framing was effectively applied as positive messages weresignificantly associated with consumers’ attitudes toward the brand, the advertisement, andconsumers’ evaluation of brand equity in the context of eco-apparel brands. This studysimultaneously examines the eco-label and message framings on consumers’ attitudes toward theadvertisements, consumers’ attitudes toward the brand, and their evaluations of brand equity in theeco-apparel context.

Additional Information

International Journal of Marketing Studies, 14(2)
Language: English
Date: 2022
eco-apparel, eco-label, message framing, signaling theory

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