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An investigation of the effects of environmental claims in promotional messages for clothing brands

An investigation of the effects of environmental claims in promotional messages for clothing brands Purpose – The purpose of this paper is to examine how consumers respond to environmental claims of three types contained in promotional messages attributed to one respected “green” brand and one mainstream leisure clothing. Design/methodology/approach – A mall‐intercept questionnaire‐based survey in one city in Australia collected responses from 380 respondents, who rated environmental claims contained in promotional messages delivered via garment tags attached to T‐shirts. Findings – Shoppers responded more positively to product‐related messages than cause‐related messages. They found environmental claims to be more credible if attributed to the green brands than to the neutral brand. Research limitations/implications – Future research might focus on the “green” market segment rather than interacting with the general population, and devise niche marketing strategies to clothes retailers. There is also room for more vivid pro‐green statements as test stimuli, perhaps generated by in‐depth qualitative research. Practical implications – Though consumers are becoming increasingly green‐minded, the result is not necessarily more consumption of green products, but “better” consumption behaviour in general. Retailers should build a store image that clearly transmits their green credentials, as a proxy for the quality and nature of merchandise they carry. Originality/value – Relatively little is known about green brands and environmental message appeals in clothes marketing, and no study has yet focused on Australia. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

An investigation of the effects of environmental claims in promotional messages for clothing brands

Marketing Intelligence & Planning , Volume 25 (7): 17 – Oct 30, 2007

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Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500710834214
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine how consumers respond to environmental claims of three types contained in promotional messages attributed to one respected “green” brand and one mainstream leisure clothing. Design/methodology/approach – A mall‐intercept questionnaire‐based survey in one city in Australia collected responses from 380 respondents, who rated environmental claims contained in promotional messages delivered via garment tags attached to T‐shirts. Findings – Shoppers responded more positively to product‐related messages than cause‐related messages. They found environmental claims to be more credible if attributed to the green brands than to the neutral brand. Research limitations/implications – Future research might focus on the “green” market segment rather than interacting with the general population, and devise niche marketing strategies to clothes retailers. There is also room for more vivid pro‐green statements as test stimuli, perhaps generated by in‐depth qualitative research. Practical implications – Though consumers are becoming increasingly green‐minded, the result is not necessarily more consumption of green products, but “better” consumption behaviour in general. Retailers should build a store image that clearly transmits their green credentials, as a proxy for the quality and nature of merchandise they carry. Originality/value – Relatively little is known about green brands and environmental message appeals in clothes marketing, and no study has yet focused on Australia.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Oct 30, 2007

Keywords: Green marketing; Product design; Retail management; Consumer behaviour; Australia

References