IDEAS home Printed from https://ideas.repec.org/a/taf/rgfmxx/v12y2021i4p327-342.html
   My bibliography  Save this article

Do verbal and visual nudges influence consumers’ choice for sustainable fashion?

Author

Listed:
  • Irene Roozen
  • Mariet Raedts
  • Laura Meijburg

Abstract

The fashion industry is one of the largest polluters of the world. The exploitation of resources for the ever-changing trends in fashion puts tremendous pressure on the environment. The literature shows that nudging could be an encouraging tool to promote pro-environmental behavior. The aim of this study was to investigate whether nudging can influence consumers’ choice towards sustainable fashion.We examined if a verbal or visual nudge on a retailer’s website can significantly influence consumers’ (sustainable) fashion choice. Data was collected by an online survey. Respondents (N = 288) were randomly divided into three experimental conditions, i.e. verbal nudge, visual nudge or control group (no nudge). The findings showed a significant positive influence of the verbal nudge and, to a lesser extent, of the visual nudge on choosing the sustainable version of the apparel. The nudges also positively influenced the willingness to pay for the sustainable apparel. This suggests that nudging is a promising tool to direct consumers to a more sustainable fashion choice. Furthermore, the results showed that respondents with a relatively high score on ecological conscious consumer behavior and a relatively low score on fashion involvement are significant more likely to choose the sustainable apparel.

Suggested Citation

  • Irene Roozen & Mariet Raedts & Laura Meijburg, 2021. "Do verbal and visual nudges influence consumers’ choice for sustainable fashion?," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 12(4), pages 327-342, October.
    • Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:4:p:327-342
    DOI: 10.1080/20932685.2021.1930096
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/20932685.2021.1930096
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/20932685.2021.1930096?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Meital Peleg Mizrachi & Alon Tal, 2024. "Fast Fashion, Sustainability, and Nudge Theory: Examining the Effects of Choice Architecture on Consumption of Sustainable Fashion over Fast Fashion," Sustainability, MDPI, vol. 16(19), pages 1-32, October.
    2. Birgit Teufer & Sonja Grabner‐Kräuter, 2023. "How consumer networks contribute to sustainable mindful consumption and well‐being," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(2), pages 757-784, April.
    3. Michela Balconi & Carlotta Acconito & Katia Rovelli & Laura Angioletti, 2023. "Influence of and Resistance to Nudge Decision-Making in Professionals," Sustainability, MDPI, vol. 15(19), pages 1-17, October.
    4. Sehrash Gul & Waseem Ahmed, 2024. "Enhancing the Theory of Planned Behavior with Perceived Consumer Effectiveness and Environmental Concern towards Pro-Environmental Purchase Intentions for Eco-Friendly Apparel: A Review Article," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(1), pages 784-791.

    More about this item

    Statistics

    Access and download statistics

    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:taf:rgfmxx:v:12:y:2021:i:4:p:327-342. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rgfm .

    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.