IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v19y2018i5p1224-1239.html
   My bibliography  Save this article

The Impact of Utilitarian and Hedonistic Shopping Values on Sustainable Fashion Consumption: The Moderating Role of Religiosity

Author

Listed:
  • Zohaib Razzaq
  • Ali Razzaq
  • Salman Yousaf
  • Zhao Hong

Abstract

The present study aims to elaborate whether sustainable fashion consumption is characterized by emotions or rational thinking and how religiosity influences the motive for the consumers to get involved in sustainable consumption behaviour. A mall intercept survey sampling technique was employed in a large metropolitan area of Pakistan. All scales were adapted from extant literature. It was found out that sustainable fashion is more of a utilitarian aspect of clothing than a hedonistic aspect of clothing. Moreover, religiosity has a strong moderating influence on the relationship between utilitarian and hedonistic shopping values and sustainable fashion consumption. The present study has significant implications for fashion retailers in the developing countries as they need to incorporate sustainability aspects into their production processes more so because developing countries encounter severe mismanagement or scarcity of natural resources. The present study is one of the preliminary researches to investigate sustainable fashion consumption patterns of consumers with distinct disparity between the underlying motives of consumption either catering to utilitarian functions or gratifying hedonistic purposes. Another novelty is examining the moderating impact that religiosity would have on hedonic and utilitarian shopping values towards shaping sustainable behaviour.

Suggested Citation

  • Zohaib Razzaq & Ali Razzaq & Salman Yousaf & Zhao Hong, 2018. "The Impact of Utilitarian and Hedonistic Shopping Values on Sustainable Fashion Consumption: The Moderating Role of Religiosity," Global Business Review, International Management Institute, vol. 19(5), pages 1224-1239, October.
    • Handle: RePEc:sae:globus:v:19:y:2018:i:5:p:1224-1239
    DOI: 10.1177/0972150918777947
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972150918777947
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972150918777947?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Ingo Balderjahn & Anja Buerke & Manfred Kirchgeorg & Mathias Peyer & Barbara Seegebarth & Klaus-Peter Wiedmann, 2013. "Consciousness for sustainable consumption: scale development and new insights in the economic dimension of consumers’ sustainability," AMS Review, Springer;Academy of Marketing Science, vol. 3(4), pages 181-192, December.
    2. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    3. Wesley, Scarlett & LeHew, Melody & Woodside, Arch G., 2006. "Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method," Journal of Business Research, Elsevier, vol. 59(5), pages 535-548, May.
    4. Bagozzi, Richard P. & Yi, Youjae & Nassen, Kent D., 1998. "Representation of measurement error in marketing variables: Review of approaches and extension to three-facet designs," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 393-421, November.
    5. Overby, Jeffrey W. & Lee, Eun-Ju, 2006. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1160-1166, October.
    6. Akhtar, Muhammad Ramzan, 1996. "Towards An Islamic Approach For Environmental Balance," Islamic Economic Studies, The Islamic Research and Training Institute (IRTI), vol. 3, pages 57-76.
    7. Chaney, Isabella & Gamble, Jos, 2008. "Retail store ownership influences on Chinese consumers," International Business Review, Elsevier, vol. 17(2), pages 170-183, April.
    8. Roberts, James A. & Bacon, Donald R., 1997. "Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior," Journal of Business Research, Elsevier, vol. 40(1), pages 79-89, September.
    9. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ali Razzaq & Nabeel Younus Ansari & Zohaib Razzaq & Hayat Muhammad Awan, 2018. "The Impact of Fashion Involvement and Pro-Environmental Attitude on Sustainable Clothing Consumption: The Moderating Role of Islamic Religiosity," SAGE Open, , vol. 8(2), pages 21582440187, June.
    2. Muthaffar, Aisha & Vilches-Montero, Sonia, 2023. "Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Mark Ng & Monica Law & Ka-fu Kevin Lin, 2024. "Determinants of smartphone brand switching intention of consumers in Hong Kong," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 275-289, June.
    4. Heetae Yang & Hwansoo Lee, 2019. "Understanding user behavior of virtual personal assistant devices," Information Systems and e-Business Management, Springer, vol. 17(1), pages 65-87, March.
    5. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2023. "The development and validation of a scale to measure perceived value of mobile commerce (MVAL-SCALE)," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    6. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    7. Carlson, Jamie & O’Cass, Aron & Ahrholdt, Dennis, 2015. "Assessing customers’ perceived value of the online channel of multichannel retailers: A two country examination," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 90-102.
    8. Ja-Shen Chen & Piyanoot Kamalanon & Thanyamai P. Janupiboon, 2022. "Company websites and mobile apps versus social media: which service experience creates more customer value for online travel agencies?," Service Business, Springer;Pan-Pacific Business Association, vol. 16(4), pages 1081-1110, December.
    9. Jui-Chang Cheng & She-Juang Luo & Chang-Hua Yen & Ya-Fang Yang, 2016. "Brand attachment and customer citizenship behaviors," The Service Industries Journal, Taylor & Francis Journals, vol. 36(7-8), pages 263-277, June.
    10. Cervellon, Marie-Cécile & Sylvie, Jean & Ngobo, Paul-Valentin, 2015. "Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 31-51.
    11. Zhan Wang, 2021. "Social media brand posts and customer engagement," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 685-699, November.
    12. Saarijärvi, Hannu & Mitronen, Lasse & Yrjölä, Mika, 2014. "From selling to supporting – Leveraging mobile services in the context of food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 26-36.
    13. Yuhan Ge & Qing Yuan & Yaxi Wang & Keunsoo Park, 2021. "The Structural Relationship among Perceived Service Quality, Perceived Value, and Customer Satisfaction-Focused on Starbucks Reserve Coffee Shops in Shanghai, China," Sustainability, MDPI, vol. 13(15), pages 1-19, August.
    14. Maggioni, Isabella & Sands, Sean & Kachouie, Reza & Tsarenko, Yelena, 2019. "Shopping for well-being: The role of consumer decision-making styles," Journal of Business Research, Elsevier, vol. 105(C), pages 21-32.
    15. Prarawan Senachai & Puthipong Julagasigorn, 2024. "Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    16. Davis, Lizhu & Hodges, Nancy, 2012. "Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 229-239.
    17. Hatice Doğan-Südaş & Ali Kara & Emre Karaca, 2023. "Effects of Gamified Mobile Apps on Purchase Intentions and Word-of-Mouth Engagement: Implications for Sustainability Behavior," Sustainability, MDPI, vol. 15(13), pages 1-17, July.
    18. Yumei Luo & Qiongwei Ye, 2019. "Understanding Consumers’ Loyalty to an Online Outshopping Platform: The Role of Social Capital and Perceived Value," Sustainability, MDPI, vol. 11(19), pages 1-18, September.
    19. Han-Jen Niu & Fei-Hsu Sun Hung & Po-Ching Lee & Yensen Ni & Yuhsin Chen, 2023. "Eco-Friendly Transactions: Exploring Mobile Payment Adoption as a Sustainable Consumer Choice in Taiwan and the Philippines," Sustainability, MDPI, vol. 15(24), pages 1-18, December.
    20. Pierre Volle & Ahmed Anis Charfi, 2011. "Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise," Post-Print halshs-00638649, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:19:y:2018:i:5:p:1224-1239. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.