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Biến động cô hóa học Marketing p2 - Tài liệu tham khảo | Đại học Hoa Sen
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Journal of Retailing and Consumer Services 49 (2019) 120–128
Contents lists available at ScienceDirect
Journal of Retailing and Consumer Services
journal homepage: www.elsevier.com/locate/jretconser
Investigating male consumers’ lifestyle of health and sustainability (LOHAS)
and perception toward slow fashion Jihyun Sunga, Hongjoo Woob,∗
a Consumer and Design Sciences, College of Human Sciences, Auburn University, 368 Spidle Hall, Auburn University, Auburn, AL, 36849, USA
bClothing & Textiles, College of Human Ecology, Yonsei University, Samsung Hall 110, Seodaemun-gu, 50 Yonsei-ro, Seoul, 03722, South Korea A B S T R A C T
Slow fashion indicates the new paradigm of apparel that is made through environmentally, socially, and ethically responsible practices throughout the production
cycle. This study addresses three trends in the current apparel industry, slow fashion, consumer lifestyle of health and sustainability (LOHAS), and growing po-
pulation of fashion-conscious young (Gen-Y) male consumers. The online survey data collected from 306 Gen-Y males revealed the relationships between LOHAS,
decision-making styles, and perceived value toward slow fashion based upon TRA. The findings contribute to the literature by adding empirical evidence of the
emerging trends, as well as generating suggestions for fashion marketers. 1. Introduction
male consumer groups is that previous research has shown that Gen-Y
male consumers, similar to Gen-Y female consumers, are more con-
An increasing number of consumers are becoming conscious about
cerned about global, social, and environmental issues than their older
the environmental issues that may influence their lifestyles, including
counterparts, as they have been exposed to these issues more than
their consumption behaviors (Howard, 2007). The fashion industry has
previous generations (Nayyar, 2001).
recently been paying significant attention to sustainability and ethical
To promote the new paradigm of fashion that considers social and
issues, which has influenced fashion companies to be more aware of
environmental concerns, slow fashion marketers and researchers seek
these issues as well (Moisander and Pesonen, 2002). While the trend-
to identify appropriate target consumer segments and understand their
driven fashion industry is struggling to satisfy consumers’ growing need
needs regarding slow fashion; however, research on consumers' per-
for sustainable apparel (Moisander and Pesonen, 2002), the slow
ceptions of slow fashion and thus how slow fashion could be integrated
fashion movement is obtaining increasing popularity as a potential al-
into the mainstream market is still at the nascent stage. Particularly,
ternative to fast fashion. Slow fashion indicates apparel products that
despite the growing potential of the menswear market described above,
are made through environmentally, socially, and ethically responsible
virtually no researchers have looked into male consumers’ perceived
practices throughout the production cycle, which are typically made
value toward slow fashion, although previous studies have shown that
with the aim of providing basic designs and more durable materials that
men tend to prefer a narrow variety of high quality products that last
last longer at higher prices (Watson and Yan, 2013).
longer (Bakewell et al., 2006), which perfectly aligns with the concept
Concurrently, as another trend in the fashion industry, the men-
of slow fashion. The fact that the menswear market comprises a sig-
swear market is becoming one of the fastest growing sectors in the in-
nificant portion of the industry (Smith, 2016), along with the fact that
dustry due to men's increasing involvement in fashion and clothing
Gen-Y male consumers are interested in pursuing sustainable con-
consumption. Alvarado (2017) found that men's clothing consumption
sumption alternatives (Alvarado, 2017), indicates the need for slow
has continuously increased both in stores and online in recent years,
fashion retailers to specifically target this consumer group.
and projected that consumer demand for men's fashion is expected to
Accordingly, Lifestyle of health and sustainability (LOHAS), which
reach $79.7 billion in 2018, which represents a 1.8% increase from the
describes individuals who value enhancing their lifestyle of health and
current demand. Among consumer segments in the menswear market,
sustainability by purchasing local products and thus helping the en-
Generation Y ([Gen-Y] males born between 1977 and 1994; Bakewell
vironment (Chou et al., 2012), has been a popular consumer trend in
and Mitchell, 2003) are receiving growing attention from marketers as
recent years. Consumers with LOHAS tend to value green living that
they will soon become the major purchasing power in menswear. An
includes organic foods, local produce and healthier products, which
important characteristic distinguishing Gen-Y consumers from other
further influences their family and friends to also adopt sustainable ∗ Corresponding author.
E-mail addresses: jihyun.sung@auburn.edu (J. Sung), h_woo@yonsei.ac.kr (H. Woo).
https://doi.org/10.1016/j.jretconser.2019.03.018
Received 18 September 2018; Received in revised form 7 February 2019; Accepted 22 March 2019
0969-6989/ © 2019 Elsevier Ltd. All rights reserved. J. Sung and H. Woo
Journal of Retailing and Consumer Services 49 (2019) 120–128
living and healthier lifestyle choices (Howard, 2007), which is a similar
(e.g., Slowfood.com). Similar to the slow food movement, slow fashion concept with slow fashion.
emphasizes the importance of the quality of fashion apparel products
As one of the first studies to address this need, our study investigates
which is made with natural, durable materials, thus enabling consumers
Gen-Y male consumers' perceptions of slow fashion. Specifically, this
to wear clothes for a longer period of time and minimizing the en-
study examines how Gen-Y males' LOHAS and various decision-making
vironmental and social impact of apparel production (Fletcher, 2007).
styles influence their perceived value toward slow fashion.
For example, Alternative Apparel, an online multi-brand retailer, sells
Furthermore, based on the Theory of Reasoned Action (TRA), this study
fashion apparel and accessories that are produced by meeting the slow
examines whether such perceptions consequently influence Gen-Y
fashion criteria, and provides an outsourcing service connecting en-
males' attitude and purchase intention toward slow fashion. This
vironmental-friendly local garment factories with small retailers
finding will provide practical implications for slow fashion marketers in
(alternativeapparel.com). Everlane, a U.S.-based startup fashion com-
understanding this consumer segment as potential consumers of slow
pany, aims to provide slow fashion products that are made with long-
fashion. The results of this study will reveal Gen-Y males' current per-
lasting designs and eco-friendly materials, thus ultimately minimizing
ceptions and future purchase intention toward slow fashion, and slow
the waste from fast fashion consumption (everlane.com).
fashion researchers and marketers will then understand the influence of
Based on the above, LOHAS and slow fashion both aim to decrease
this particular consumer group's LOHAS and characteristic decision-
the social and environmental impact of consumption by supporting making styles.
products that are consciously and locally made and contribute to the
sustainability of the environment and local communicates. This con- 2. Literature review
nection implies that consumers’ LOHAS, particularly that of Gen-Y
males, would be positively related to their perceptions of slow fashion,
2.1. Lifestyle of health and sustainability (LOHAS) and slow fashion
as consumers with LOHAS are likely to perceive more value in slow
fashion as it addresses their concerns about the environment and so-
As an increasing number of consumers become interested in social
ciety. Thus, H1 was developed as:
and environmental issues related to what they eat and what they wear,
H1. Gen-Y males' lifestyle of health and sustainability (LOHAS)
a new trend describing such conscious lifestyle choices was introduced:
positively influences their perceived value toward slow fashion.
lifestyle of health and sustainability (LOHAS). Consumers with LOHAS
are characterized as valuing quality of life by caring about health and
sustainability, and as a result these consumers prefer environmentally-
2.2. Consumers’ decision-making style
friendly locally-made products that can help sustain their communities
(Chou et al., 2012). More specifically, LOHAS consumers are inclined to
Consumers confront the reality that they need to make decisions
make purchasing decisions which meet their standards for social and
every day from what to wear, what to eat, and what to buy. Consumers
environmental responsibility (Urh, 2015). According to Rudell (2006),
either consciously or unconsciously make daily purchasing decisions,
over 30% of the adult population in the United States were considered
and these decisions are informed by decision-making styles, which re-
to be LOHAS consumers, as they considered environmental and social
fers to “a patterned, mental, cognitive orientation towards shopping
issues when they made purchases.
and purchasing, which consistently dominates the consumer's choices”
As this trend has continued to grow, today one in four adults in the
(Sproles, 1985, p. 79). According to Sproles and Kendall (1986), the
United States are LOHAS consumers (i.e., approximately 41 million
diversity in consumer decision-making styles could be explained by the
people) and they spend $290 billion annually on goods and services,
following eight domains: recreational shopping consciousness, perfec-
which shows how much LOHAS consumers contribute to the market
tionism, brand consciousness, confused by overchoice, fashion con-
(“The era of ethical consumerism”, 2017). Accordingly, companies have
sciousness, price consciousness, impulsive/careless, and habitual/brand
created new market strategies in order to meet LOHAS consumers'
loyal. Specifically, 1) recreational shopping consciousness explains con-
needs and expectations (Urh, 2015). For instance, companies such as
sumers' orientation toward the enjoyable feeling that they can gain
Nike, Coca-Cola, and Starbucks, have begun to emphasize “green
from shopping, which represents consumers' need for adventure and
living” to serve LOHAS consumers’ demand for sustainability-related
leisure while shopping (Sproles and Kendall, 1986). 2) perfectionism, on
products and services (Urh, 2015). As the population of LOHAS con-
the other hand, explains consumers' orientation toward making the best
sumers continues to increase, more and more studies have been pub-
choice, by making decisions based on finding the products with the best
lished aiming to understand the needs and characteristics of LOHAS
quality and value (Sproles and Kendall, 1986). Third, brand conscious-
consumers (e.g., Kim et al., 2013a; Wan and Toppinen, 2016). Despite
ness explains consumers' tendency to make purchasing decisions based
this increase in attention, Gen-Y male consumers and their interest in
on well-known brand names and higher prices (Sproles and Kendall,
LOHAS were largely neglected in these studies.
1986), while 4) confused by overchoice represents consumers' needs for
The trends of sustainability and LOHAS have influenced the fashion
avoiding an overabundance of options in brands/stores that can cause
industry and consumers' criteria around fashion products. More and
confusion, thus hindering decision-making (Sproles and Kendall, 1986).
more consumers have become tired of short-lived fast fashion products
5) fashion consciousness explains consumers' orientation toward the
made with low-quality materials by unsustainable production pro-
latest fashion trends and new styles in decision-making, whereas, 6)
cesses. For a long period of time, fast fashion has exclusively taken
price consciousness refers to their sensitivity toward the price of products
possession of the fashion industry by releasing new styles every week
(Sproles and Kendall, 1986). Lastly, 7) impulsive/careless explains con-
based upon the latest trends, which satisfies consumers' tastes and
sumers' propensity for making spontaneous decisions without much
needs with relatively lower prices (Moisander and Pesonen, 2002).
consideration, while 8) habitual/brand loyal represents consumers' ten-
However, fast fashion has caused serious problems in the environment
dency toward inertia, preferring to shop at the same brands/stores ra-
due to consumers’ over-consumption and waste of fashion apparel
ther than try new places, thus they tended to make repeated purchases
(Fletcher, 2007). Thus, the concept of slow fashion has been introduced
from those specific brands/stores (Sproles and Kendall, 1986). Based
as an alternative to fast fashion. The concept of slow fashion is inspired
upon Sproles and Kendall (1986), we distinguished brand loyalty and
by the slow food movement, which began in Italy in 1986 as a reaction
brand consciousness that brand loyalty is loyalty toward those parti-
to the fast food culture. This movement encourages consumers to
cular favorite brands, while brand consciousness is sensitivity toward
choose local, healthier food made through slow, natural processing
all well-known brand names. For example, with brand loyalty con-
methods, which help sustain both local economies and the environment
sumers make repeated purchases from the same brand. However, brand 121 J. Sung and H. Woo
Journal of Retailing and Consumer Services 49 (2019) 120–128
consciousness does not necessarily force them to shop only from the
2.4. Consumers’ attitude, subjective norm, and purchase intention toward
loyal brand but describes their overall high interest in best-selling
slow fashion: Theory of Reasoned Action (TRA) brand names.
Previous research on consumer decision-making styles has mostly
The Theory of Reasoned Action (TRA) is a theoretical framework
investigated female consumers by still treating purchase activity as a
that has been widely utilized in previous literature to investigate the
feminine activity (Bakewell and Mitchell, 2004). However, Bakewell
relationships among attitude, subjective norm, and purchase intention,
and Mitchell (2004) found that a considerable number of male con-
especially in consumer research (Ajzen and Fishbein, 1977). TRA ex-
sumers are highly involved in purchase activities and exhibited a
plains that each individual tends to act in certain ways that generate
variety of decision-making styles that could be further explored. In
favorable feelings and meet other people's expectations simultaneously,
general, researchers found that similar to female consumers, men were
which eventually influences their purchase intention (Ajzen and
often price conscious and they tend to expect higher quality from
Fishbein, 1980; Park, 2000). According to Ajzen and Madden (1986),
products with higher prices (Bakewell and Mitchell, 2004). However,
TRA includes two specific independent factors influencing purchase
even though male consumers’ various decision-making styles guide
intention: attitude toward a behavior and the normative factor. Speci-
their consumption behavior, very little is known about these styles and
fically, attitude toward a behavior refers to the extent to which an in-
how they influence their perceptions of a particular type of consump-
dividual has a favorable or unfavorable evaluation of certain behaviors,
tion trend, such as slow fashion.
while subjective norm determined by an individual's normative beliefs,
As consumer decision-making styles largely guides their perceptions
such as perceptions of normative actions and pressures from society or
of particular products, it is expected that the various dimensions of
other individuals (e.g., family and friends).
decision-making styles of Gen-Y males' would influence their perceived
TRA has been utilized in numerous studies investigating apparel
value toward slow fashion. However, given the scarcity of relevant
products and how individuals' attitude and subjective norm influence
literature on Gen-Y males’ decision-making styles, it is difficult to de-
their purchase intention toward those products (i.e., Belleau et al.,
termine what dimension(s) of decision-making style(s) will be influ-
2007; Marcketti and Shelley, 2009; Yan et al., 2010; Yoh et al., 2003).
ential and how (positively or negatively) these characteristics will in-
Previous researchers have recognized that TRA provides a good ex-
fluence their perceived value toward slow fashion. Thus, H2 was
planation of how consumers' attitude, subjective norm, and purchase
developed in an exploratory form as:
intention are interrelated in the context of introducing a relatively new
product into the fashion market (i.e., slow fashion). Among the limited
H2. Gen-Y males' decision-making styles significantly (either positively
research on green purchasing behavior using TRA as a framework (i.e.,
or negatively) influence their perceived value toward slow fashion.
Ha and Janda, 2012; Minton and Rose, 1997; Paul et al., 2016; Sparks
and Shepherd, 1992), Minton and Rose (1997) found that consumers
who are more involved in environmental-friendly activities avoided
2.3. Consumers’ perceived value toward slow fashion
purchasing products from companies that did not sell environmental-
friendly products. Furthermore, consumers who have a positive attitude
In studying consumers' perceived value toward slow fashion, the
toward green consumption and pursue LOHAS aspects in their lives
concept of perceived value is applied as the dependent variable in the
frequently consumed green products, which further shows the influence
above hypotheses. Consumers' perceived value has been considered as a
of consumers’ general lifestyle choices on their consumption behaviors
significant variable influencing consumers' overall thoughts and atti- (Paul et al., 2016).
tude toward a particular product. Consumers' perceived value refers to
Previous researchers have found that all dimensions (i.e., emotional,
“the consumer's overall assessment of the utility of a product based on
social, price, and quality) of consumers' perceived value toward fashion
perceptions of what is received and what is given” (Zeithaml, 1988, p.
products significantly influence their attitude toward the products in
14). Consumers' perceived value toward a product mainly consists of
question (Chi and Kilduff, 2011). Furthermore, Chi and Kilduff (2011)
four value dimensions: emotional, social, price, and quality value
suggest that when consumers perceive value in certain products, they
(Sweeney and Soutar, 2001). Specifically, 1) emotional value explains
are more willing to choose those products, which demonstrates a po-
consumers' affective feelings that they have toward certain products
sitive relationship between consumers' perceived value and attitude
(Sweeney and Soutar, 2001), and 2) social value explains the self-con-
toward the products. By applying TRA and these findings, this study
cept that individuals generate through the products they use to make a
speculates that Gen-Y males' perceived value toward slow fashion
favorable impression on other individuals (Sweeney and Soutar, 2001).
would likely enhance their attitude toward slow fashion. According to
3) price value explains the perceived costs and value of products, such as
TRA, such attitude will eventually enhance their purchase intention
whether the price of the product is reasonable and provides an appro-
toward slow fashion, as recent research investigating the relationship
priate value for its cost (Sweeney and Soutar, 2001), while 4) quality
between concern for the environment and green purchase intention has
value explains consumers' perceived quality of products, and whether or
found (Chekima et al., 2016). Following TRA, subjective norm is in-
not the quality of the product is satisfactory (Sweeney and Soutar,
cluded, representing how other people's opinions influence Gen-Y 2001).
males' purchase intention and attitude toward slow fashion. Subjective
Understanding consumers' perceived value toward a product is im-
norm regarding slow fashion is expected to enhance purchase intention,
portant because consumers' perceived value forms their attitude and, in
as the more consumers believe that their role models have a positive
turn, purchase intention toward the product (Chi and Kilduff, 2011).
perception of slow fashion, the more likely they would be to purchase
That is, if consumers value the alignment of price and quality of certain
slow fashion products. Thus, H3–H5 were developed as:
products along with their social and emotional value, they are more
H3. Gen-Y males' perceived value toward slow fashion positively
likely to have a favorable attitude toward those products and experi-
influences their attitude toward slow fashion.
ence satisfaction with their purchasing decisions (Chi and Kilduff,
2011). Furthermore, when individuals are more concerned about en-
H4. Gen-Y males' attitude toward slow fashion positively influences
vironmental issues and have intentions to enhance green lifestyles, they
their purchase intention toward slow fashion.
are more likely to value products (i.e., fashion apparel) that are pro-
H5. Gen-Y males' subjective norm toward slow fashion positively
duced in a way that is environmentally, socially and ethically re-
influences their purchase intention toward slow fashion.
sponsible. This supports H1 and H2, which proposes that Gen-Y male
Given these hypotheses developed, the conceptual framework of
consumers’ LOHAS and decision-making styles will significantly influ-
this study is provided as Fig. 1.
ence their perceived value toward slow fashion. 122 J. Sung and H. Woo
Journal of Retailing and Consumer Services 49 (2019) 120–128
Fig. 1. Research framework. 3. Methods
by reliability tests. Factor loadings lower than 0.50 and eigen values
lower than 1.00 were eliminated from further analysis. The results of
3.1. Sample and data collection
the EFAs showed that LOHAS, attitude toward slow fashion, subjective
norm, and purchase intention toward slow fashion were unidimen-
Upon receiving an Institutional Review Board (IRB) approval on
sional. Gen-Y male participants' decision-making styles were revealed
ethical research compliance for human subjects, a total of 330 males
as having eight factors (i.e., recreational shopping consciousness, per-
born between 1977 and 1994 (i.e., Gen-Y group) and currently living in
fectionism, brand consciousness, confused by overchoice, fashion con-
the United States participated in the survey (Bakewell and Mitchell,
sciousness, price consciousness, impulsive/careless, and habitual/brand
2003). An online survey questionnaire was created in Qualtrics and
loyal decision-making style), after excluding five items that had factor
distributed through the Amazon Mechanical Turk (MTurk) platform to
loadings lower than 0.50 (see Table 1). As quality value and emotional
recruit a diverse male population from the United States. Only the
value were merged into one factor through EFA, perceived value to-
participants who met the age (i.e., born between 1977 and 1994) and
ward slow fashion ultimately consisted of three factors (i.e., quality/
gender (i.e., male) criteria were able to participate in the online survey,
emotional, social, and price) (see Table 2). The reliability of the mea-
and there was a $.50 incentive for each person who completed the
sures was all acceptable, with Cronbach's α values ranging from 0.63 to
survey questionnaire after receiving the approval of the researcher. 0.94 (see Tables 1 and 2). 3.2. Measures 4. Results
The measures of lifestyle of health and sustainability (LOHAS), the
After eliminating unusable data, 306 responses were utilized for
Gen-Y male participants' decision-making styles, their perceived value
further analysis. Descriptive statistics showed that the respondents' age
toward slow fashion, attitude toward slow fashion, subjective norm,
ranged from 24 to 41 (i.e., born between 1977 and 1994). The ethnicity
and purchase intention toward slow fashion were all included in the
of the participants was varied, showing that majority of them were
survey questionnaire, followed by demographic information (i.e.,
Caucasian (nearly 70%), followed by Asian American, Hispanic, African
gender, birth year, ethnicity, education level, annual income, and state
American, Mixed Race and Other. In terms of their education level,
of residence). The measurement scales were adapted from previous
approximately 57% of the participants reported that they had a ba-
research. The LOHAS scale was adapted from Kim et al. (2013b), the
chelor's degree, 30% had high school or less, 9% had a professional
measurement for consumer decision-making styles was adapted from
degree, 6% had a master's degree, and only 3% had a doctorate degree.
Sproles and Kendall (1986), and consumers’ perceived value toward
The participants' income level was also varied from $19,999 or less to
slow fashion was measured with the perceived value scale modified
$100,000 or above (see Table 3).
from Sweeney and Soutar (2001). The scales were measured according
The results of the simple regression analysis, testing the relationship
to a seven-point Likert-type scale, ranging from “1 = strongly disagree”
between LOHAS and each of the three dimensions of Gen-Y males'
to “7 = strongly agree.” To measure attitude toward slow fashion, a
perceived value toward slow fashion (H1), showed that LOHAS sig-
seven-point semantic differential scale was adapted from Han et al.
nificantly influenced all dimensions of Gen-Y males’ perceived value
(2010), anchored by “1 = extremely bad” to “7 = extremely good.”
toward slow fashion. Specifically, LOHAS positively influenced the
Subjective norm was measured with three items adopted from Yoh et al.
perceived quality/emotional value of slow fashion (β = 0.30, t = 5.56,
(2003), anchored by “1 = highly unlikely” to “7 = highly likely,” while
p < .001), perceived price value of slow fashion (β = 0.31, t = 5.60,
purchase intention toward slow fashion clothing was measured with
p < .001), and perceived social value of slow fashion (β = 0.21,
three items, ranging from “1 = not at all” to “7 = very much” (Kim
t = 3.66, p < .001). In terms of relative prediction power (β coefficient et al., 2013b).
values), LOHAS showed a similar prediction power across the three
Prior to testing our hypotheses, exploratory factor analyses (EFA)
value dimensions ranging from 0.21 to 0.31 (see Table 4).
was conducted using principal component analysis and varimax rota-
The results of a series of multiple regression analyses testing the
tion to confirm the dimensionality of each scale measurement followed
relationship between Gen-Y males' eight decision-making styles and 123 J. Sung and H. Woo
Journal of Retailing and Consumer Services 49 (2019) 120–128 Table 1
Results of the EFA on Gen-Y males’ decision-making styles. Items Item Loading Cronbach's α
Factor 1: Recreational Shopping Consciousness .88
Shopping is not a pleasant activity. .82
Shopping in different stores is a waste of time. .77
Shopping is very enjoyable to me. .75 I enjoy shopping just for fun. .73
It's fun to buy something new and exciting. .56 Factor 2: Perfectionism .88
I make a special effort to choose the very best quality products. .83
In general, I usually try to buy the best overall quality. .82
Getting good quality is very important to me. .82
I have very high standards and expectations for the products I buy. .80
Factor 3: Brand Consciousness .82
The most advertised brands are usually good choices. .76
The higher the price of the product, the better the quality. .74
I prefer buying the best-selling brands. .73
I usually buy well-known brands. .72
Good quality department stores and specialty stores offer the best. .71
Factor 4: Confused by Overchoice .89
I am confused by all the information on different products. .85
The more I learn about products, the harder it seems to choose the best. .85
There are so many brands to choose from that I often feel confused. .83
Sometimes it's hard to decide in which stores to shop. .76
Factor 5: Fashion Consciousness .88
I usually have at least one outfit of the newest style. .82
I keep my wardrobe up to date with the changing fashions. .79
Fashionable, attractive styling is very important to me. .75
For variety I shop in different stores and buy different brands. .57
Factor 6: Price Consciousness .63
I usually buy the lower priced products. .70
I buy as much as possible at sale price. .65
I look very carefully to find the best value for money. .48
Factor 7: Impulsive/Careless .73
I often make purchases I later wish I had not. .73
I frequently purchase on impulse. .71
I should spend more time deciding on the products I buy. .62
I carefully watch how much I spend. .58
Factor 8: Habitual/Brand Loyal .68
When I find a brand I like, I buy it regularly. .78
I have favorite brands I buy every time. .70
I go to the same store each time I shop. .56
Note. All numbers are rounded up to two decimal places. Table 2
Results of the EFA on Gen-Y males’ perceived value toward slow fashion. Items Item Loading Cronbach's α
Factor 1: Quality/Emotional Value .91
Slow fashion clothing has consistent quality. .78
Slow fashion clothing is well made. .75
Slow fashion clothing would not last a long time. .75
Slow fashion clothing has poor workmanship. .73
Slow fashion clothing has an acceptable standard of quality. .69
Slow fashion clothing is one that I would feel relaxed about using. .66
Slow fashion clothing would perform consistently. .65
Slow fashion clothing is one that I would enjoy. .65
Slow fashion clothing would make me want to use it. .63
Slow fashion clothing would make me feel good. .59 Factor 2: Social Value .91
Slow fashion clothing would improve the way I am perceived. .90
Slow fashion clothing would make a good impression on other people. .87
Slow fashion clothing would give its owner social approval. .86
Slow fashion clothing would help me to feel acceptable. .80 Factor 3: Price Value .88
Slow fashion clothing is reasonably priced. .83
Slow fashion clothing would be economical. .82
Slow fashion clothing is a good product for the price. .80
Slow fashion clothing offers value for money. .79
Note. All numbers are rounded up to two decimal places. 124 J. Sung and H. Woo
Journal of Retailing and Consumer Services 49 (2019) 120–128 Table 3
supported. Furthermore, the results of H5, testing the relationship be-
Descriptive statistics of the Gen-Y male participants (N = 306).
tween subjective norm and purchase intention toward slow fashion,
showed that Gen-Y males’ subjective norm toward slow fashion also Variable Category Frequency Percentage (%)
significantly enhanced their purchase intention toward slow fashion Age 24–29 111 36.2
(β = .63, t = 14.12, p < .001), supporting H5 (see Table 6). 30–35 108 35.3 36–41 87 28.4 5. Discussion Ethnicity Caucasian 209 68.3 Asian American 42 13.7 Hispanic 16 5.2
This study provides unique insight for both the academic literature African American 15 4.9
and slow fashion marketers, by showing how Gen-Y male consumers' Other 15 4.9
LOHAS and various decision-making styles influence their perceived Mixed Race 9 2.9 Education High school or less 78 25.5
value toward slow fashion. For instance, the current study found that Bachelor's degree 173 56.5
Gen-Y male consumers who pursue LOHAS perceive that slow fashion is Master's degree 19 6.2
high quality, which makes them feel good about consuming these Professional degree 28 9.2
products (i.e., quality/emotional value), provides economic merit by Doctorate degree 8 2.6
purchasing a few items that last longer (i.e., price value), and helps Income $19,999 or less 51 16.7 $20,000 to $39,999 66 21.6
them make a favorable impression on others (i.e., social value). This $40,000 to $59,999 85 27.8
result corresponds to our assumption based on the common core values $60,000 to $79,999 50 16.3
expressed by both LOHAS and slow fashion, as Gen-Y males’ concerns $80,000 to $99,999 31 10.1
about the environment, sustainability, and local communities (LOHAS) $100,000 or above 23 7.5
(Howard, 2007) supports the concept of slow fashion, thus enhancing its value (Joergens, 2006).
In addition, the results of this study revealed which domains of Gen-
Y males' decision-making styles either positively or negatively related
their perceived value toward slow fashion (H2), showed that several
with each dimension of perceived value toward slow fashion, and which
domains of Gen-Y male consumers’ decision-making styles significantly
dimensions more or less strongly influenced their perceived value to-
influenced their perceived value toward slow fashion. Specifically, the
ward slow fashion. For example, for the quality/emotional value of
quality and emotional value of slow fashion was positively influenced
slow fashion, Gen-Y males' decision-making styles oriented toward
by perfectionism (β = 0.26, t = 4.49, p < .001) and price conscious-
choosing higher quality products (i.e., perfectionism) and price con-
ness (β = 0.17, t = 2.90, p < .001), negatively influenced by impulsive
sciousness drove them to perceive a higher quality/emotional value
style (β = −0.30, t = −4.95, p < .001), and positively influenced by
from slow fashion: which is more durable and could last longer, thus
habitual style (β = 0.14, t = 2.27, p = .02). For the price value of slow
possibly being more cost-saving in the long-term and giving them
fashion, only perfectionism was a significantly positive predictor
contentment from making a wise decision. Also, Gen-Y males' habitual/
(β = 0.30, t = 4.84, p < .001). Both perfectionism (β = 0.19, t = 3.08,
brand loyal tendencies enhanced their perceived quality/emotional
p < .001) and fashion consciousness (β = 0.17, t = 2.27, p = .02)
value of slow fashion, because slow fashion can satisfy their need for
positively influenced the social value of slow fashion. There were no
habitual/brand loyal in their product choices. For instance, as com-
multicollinearity issues throughout the analyses, as the variance infla-
pared to fast fashion, slow fashion provides a relatively fixed selection
tion factor (VIF) indicated values greater than 1.00 (see Table 5).
of products with consistent design and quality, and thus male con-
To test H3, H4, and H5, a set of multiple regression and simple
sumers with habitual/brand loyal can repeatedly purchase quality
regression analyses were conducted. For H3, the results of the multiple
products from the slow fashion brands that they like instead of being
regression analysis testing the relationships between Gen-Y males'
overwhelmed by a variety of choices in quick rotation (e.g., fast
perceived value toward slow fashion and their attitude toward slow
fashion). However, Gen-Y males’ impulsive/careless side of decision-
fashion, showed that all three dimensions of perceived value (i.e.,
making style decreased their perceived value toward slow fashion. The
quality/emotional, price, and social value) significantly increased Gen-
result could be because the slow-moving cycle of slow fashion conflicts
Y males' attitude toward slow fashion, supporting H4. More specifically,
with the impulsive side of their decision-making style; thus, the im-
comparing β coefficient values, the quality/emotional value of slow
pulsive/careless dimension was negatively associated with the per-
fashion significantly enhanced Gen-Y males’ attitude toward slow
ceived quality/emotional value of slow fashion.
fashion (β = 0.39, t = 9.28, p < .001) the most, followed by price
In terms of the price value of slow fashion, Gen-Y males' perfec-
value (β = 0.35, t = 8.63, p < .001) and social value (β = 0.27,
tionism had a noticeably positive influence on their perceived price
t = 6.83, p < .001). There was no multicollinearity issue detected in
value toward slow fashion. Gen-Y male consumers who have a desire to
the analysis based on the VIF values being greater than 1.00.
purchase the best quality of products that could be used for a long
For H4, the results of the simple regression analysis testing the re-
period of time found higher value in the price value of slow fashion,
lationship between Gen-Y males' attitude toward slow fashion and
because they are aware of the long-term cost benefits of consuming
purchase intention toward slow fashion, showed that their attitude
slow fashion products. In terms of the social value of slow fashion,
toward slow fashion significantly increased their purchase intention
again, perfectionism enhanced Gen-Y male consumers' perceived social
toward slow fashion (β = .77, t = 21.27, p < .001). Thus, H4 was
value of slow fashion, which might be because males who pursue social Table 4
Results of testing H1: Influence of LOHAS on perceived value toward slow fashion. Independent Variable Dependent Variable R2 F β t p LOHAS
Quality/emotional value of slow fashion .09 30.96 .30 5.56 .00*** Price value of slow fashion .09 31.37 .31 5.60 .00*** Social value of slow fashion .04 13.40 .21 3.66 .00***
Note. ∗p < .05, ∗∗p < .01, ∗∗∗p < .001, all numbers are rounded up to two decimal places. 125 J. Sung and H. Woo
Journal of Retailing and Consumer Services 49 (2019) 120–128 Table 5
Results of testing H2: The influence of Gen-Y males’ decision-making styles on their perceived value toward slow fashion. Independent Variable Dependent Variable R2 F β t p VIF Decision-Making Styles
→ Quality/Emotional Value of SlowFashion .24 11.46
Recreational Shopping Consciousness .03 .46 .65 1.67 Perfectionism .26 4.49 .00*** 1.29 Brand Consciousness .02 .35 .73 1.29 Confused by Overchoice -.03 -.48 .64 1.38 Fashion Consciousness -.03 -.37 .71 1.85 Price Consciousness .17 2.90 .00*** 1.27 Impulsive/Careless -.30 −4.95 .00*** 1.41 Habitual/Brand Loyal .14 2.27 .02* 1.47 Decision-Making Styles
→ Price Value of Slow Fashion .11 4.74
Recreational Shopping Consciousness -.09 −1.29 .20 1.67 Perfectionism .30 4.84 .00*** 1.29 Brand Consciousness .11 1.75 .08 1.29 Confused by Overchoice -.03 -.53 .59 1.38 Fashion Consciousness .09 1.27 .21 1.85 Price Consciousness .07 1.15 .25 1.27 Impulsive/Careless .02 .34 .73 1.41 Habitual/Brand Loyal -.06 -.90 .37 1.47 Decision-Making Styles
→ Social Value of Slow Fashion .15 6.68
Recreational Shopping Consciousness -.08 −1.22 .22 1.67 Perfectionism .19 3.08 .00*** 1.29 Brand Consciousness .10 1.65 .10 1.29 Confused by Overchoice .05 .81 .42 1.38 Fashion Consciousness .17 2.27 .02* 1.85 Price Consciousness .06 .93 .36 1.27 Impulsive/Careless .03 .40 .69 1.41 Habitual/Brand Loyal .11 1.69 .09 1.47
Note. ∗p < .05, ∗∗p < .01, ∗∗∗p < .001, all numbers are rounded up to two decimal places.
approval and self-enhancement from their peers perceived that slow
and Janda, 2012; Paul et al., 2016; Yan et al., 2010), the findings of this
fashion could meet such needs by showing that they had made the right
current study confirmed that Gen-Y males' positive attitude toward slow
decision in consuming socially desirable products. Additionally, Gen-Y
fashion, formed by their perceived value, eventually increased their
males' fashion conscious decision-making styles enhanced the social
purchase intention toward slow fashion. Furthermore, Gen-Y male
value of slow fashion for them. This may be because slow fashion is a
consumers’ perceptions about how other individuals (e.g., friends and
recent trend, thus the subjects’ fashion consciousness increased the
family members) would support the idea of slow fashion (subjective
social value of slow fashion, which could lead to them being perceived
norm) enhanced their purchase intention toward slow fashion. This
as early adopters of this emerging trend.
shows that the perceived value of slow fashion can eventually cause
Some domains of Gen-Y males’ decision-making styles (i.e., recrea-
consumers to have a favorable attitude and purchase intention toward
tional shopping consciousness, brand consciousness, and confused by slow fashion.
overchoice) did not significantly influence any dimensions of perceived
In conclusion, the findings of this study demonstrate that Gen-Y male
value toward slow fashion in the current study. Considering the concept
consumers’ LOHAS and decision-making styles can either enhance or de-
of slow fashion (e.g., higher quality and price, and environmentally/
crease their perceived value in slow fashion, which eventually influences
socially conscious products), males who view shopping as a fun activity
their attitude and purchase intention toward slow fashion. Each individual
(recreational shopping consciousness) or seek popular brand names
has different lifestyle considerations, including concerns about the en-
(brand consciousness) might not have necessarily found value in slow
vironment and general decision-making styles, which are eventually
fashion. Males who are stressed out by an overchoice of brands or stores
guided by the various perceptions toward slow fashion. Implications for
(confused by overchoice) might have perceived slow fashion as another
researchers and slow fashion retailers along with suggestions for future
new alternative that they need to consider, thus not finding it very
research are discussed in the next section.
attractive. Overall, our findings show that Gen-Y males find different
value dimensions in slow fashion depending upon their various deci-
6. Implications, limitations, and suggestions for future studies sion-making styles.
Supporting previous literature, which found a relationship among
Academically, this study contributes to the slow fashion literature
consumers' attitude, subjective norm, and purchase intention (e.g., Ha
by adding empirical evidence about the importance of consumers' Table 6
Results of testing H3, H4, and H5. Independent Variable Dependent Variable R2 F β t p VIF
Perceived value toward slow fashion
→ Attitude toward Slow Fashion .63 171.18 Quality/emotional value .39 9.28 .00*** 1.44 Price value .35 8.63 .00*** 1.28 Social value .27 6.83 .00*** 1.32 Attitude toward slow fashion
→ Purchase intention toward Slow Fashion .60 452.44 .77 21.27 .00*** Subjective Norm
→ Purchase intention toward Slow Fashion .40 199.26 .63 14.12 .00***
Note. ∗p < .05, ∗∗p < .01, ∗∗∗p < .001, all numbers are rounded up to two decimal places. 126 J. Sung and H. Woo
Journal of Retailing and Consumer Services 49 (2019) 120–128
lifestyles (e.g., LOHAS) and decision-making styles in understanding
encompassing the other types of consumer behaviors against over-
their perceived value, attitude, and purchase intention toward slow consumption.
fashion, which we found to be particularly true for Gen-Y male con-
sumers. As the current study is nearly the first and only study to analyze Financial Disclosure
Gen-Y male consumers' multi-dimensional decision-making styles in
depth, and which examined this particular group's perceptions toward Not Applicable.
slow fashion, the findings of this study provide a deeper body of
knowledge for the literature on decision-making styles, and niche in- Declaration
formation about male consumers for the slow fashion literature.
As our findings showed that several characteristic dimensions of
• This manuscript is not submitted to anywhere else.
Gen-Y males’ decision-making styles are positively related to their
• This research did not receive any external funding.
perceptions toward slow fashion and, further, increase their positive
• This research does not involve any conflict of interest.
attitude and purchase intention toward slow fashion, this study high-
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Hongjoo Woo is an Assistant Professor in the Department of Clothing & Textiles at Yonsei
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