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How social capital impacts the purchase intention of sustainable fashion products

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  • Kim, Juran
  • Kang, Seungmook
  • Lee, Ki Hoon

Abstract

This study investigated how social power, parasocial interaction, and social capital influence the consumer's purchase intention of sustainable fashion products in the fashion YouTube context. We surveyed 230 YouTube users from South Korea to investigate the effects of social power on parasocial interaction, the effects of parasocial interaction on social capital, and the effects of social capital on purchase intention. The results confirm that social capital is a strong influential variable for the purchase intention of sustainable fashion products. Thus, fashion marketers should consider social capital management in the fashion YouTube context when tailoring their brand communications. This study helps clarify the relationships between social capital and the purchase intention for sustainable fashion products. It also contributes to the theoretical foundation of and has implications for sustainable fashion marketing and management.

Suggested Citation

  • Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2020. "How social capital impacts the purchase intention of sustainable fashion products," Journal of Business Research, Elsevier, vol. 117(C), pages 596-603.
    • Handle: RePEc:eee:jbrese:v:117:y:2020:i:c:p:596-603
    DOI: 10.1016/j.jbusres.2018.10.010
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    References listed on IDEAS

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    Cited by:

    1. Hyesun Hwang & Harim Yeo, 2022. "Inconsistency between subjective propensity and practice of sustainable consumption: Impact of the consumers' values‐in‐behavior and social participation," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(6), pages 1796-1810, December.
    2. Subhasis Ray & Lipsa Nayak, 2023. "Marketing Sustainable Fashion: Trends and Future Directions," Sustainability, MDPI, vol. 15(7), pages 1-28, April.
    3. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    4. Mukta Garg & Apurva Bakshi, 2024. "Exploring the effects of audience and strategies used by beauty vloggers on behavioural intention towards endorsed brands," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    5. Clare Saunders & Irene Griffin & Fiona Hackney & Anjia Barbieri & Katie J. Hill & Jodie West & Joanie Willett, 2024. "A Social Practices Approach to Encourage Sustainable Clothing Choices," Sustainability, MDPI, vol. 16(3), pages 1-19, February.
    6. Xiaoyun Zhang & Feng Dong, 2020. "Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review," IJERPH, MDPI, vol. 17(18), pages 1-25, September.
    7. Zafar, Abaid Ullah & Shahzad, Mohsin & Shahzad, Khuram & Appolloni, Andrea & Elgammal, Islam, 2024. "Gamification and sustainable development: Role of gamified learning in sustainable purchasing," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    8. Fernanda Muniz & Francisco Guzmán, 2021. "Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 347-358, May.
    9. Mukta Garg & Apurva Bakshi, 2024. "Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    10. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    11. Sher Jahan Khan & Saeed Badghish & Puneet Kaur & Rajat Sharma & Amandeep Dhir, 2023. "What motivates the purchasing of green apparel products? A systematic review and future research agenda," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4183-4201, November.
    12. Shunfeng Zhang & Linghao Zhang, 2023. "The Influence of Brand Social Interaction on Purchase Intention: A Perspective of Social Capital," SAGE Open, , vol. 13(2), pages 21582440231, May.
    13. Grappi, Silvia & Bergianti, Francesca & Gabrielli, Veronica & Baghi, Ilaria, 2024. "The effect of message framing on young adult consumers’ sustainable fashion consumption: The role of anticipated emotions and perceived ethicality," Journal of Business Research, Elsevier, vol. 170(C).

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