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Business transparency and willingness to act environmentally conscious behavior: Applying the sustainable fashion evaluation system “Higg Index”

Author

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  • Eunha Chun
  • Heerim Joung
  • Young Ju Lim
  • Eunju Ko

Abstract

The authors conducted a survey of 120 consumers in South Korea to study how fashion brands can use “Higg Index” to increase information transparency, which then enhances environmental concerns, brand trust, willingness to act environmentally conscious behavior, and purchase intentions. Furthermore, consumer sustainable knowledge moderates the effects of environmental concerns and brand trust. The analysis indicates that business transparency positively affects environmental concerns, brand trust, and willingness to act environmentally conscious behavior. Consumers’ sustainable knowledge moderates the effects of business transparency on environmental concerns and brand trust. The findings have meaningful implications for marketer by suggesting the need for transparency, which can be indicated by using an effective transparent evaluation system.

Suggested Citation

  • Eunha Chun & Heerim Joung & Young Ju Lim & Eunju Ko, 2021. "Business transparency and willingness to act environmentally conscious behavior: Applying the sustainable fashion evaluation system “Higg Index”," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(3), pages 437-452, July.
    • Handle: RePEc:taf:jgsmks:v:31:y:2021:i:3:p:437-452
    DOI: 10.1080/21639159.2021.1904784
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    Cited by:

    1. Bo Wu & Xiufen Xie & Weicheng Ke & Huiying Bao & Zhilan Duan & Zhenyu Jin & Xiaoqun Dai & Yan Hong, 2022. "Merchandising for Sustainable Fashion: A Systematic Literature Review," Sustainability, MDPI, vol. 14(20), pages 1-19, October.
    2. Cheng-Wen Lee & Mao-Wen Fu, 2024. "Conceptualizing Sustainable Business Models Aligning with Corporate Responsibility," Sustainability, MDPI, vol. 16(12), pages 1-31, June.

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