Female Consumers’ Involvement in Intentional Non-Sustainable and Unintentional Sustainable Apparel Decisions: An Emerging Market Perspective

Elizabeth Kempen, Rejoice Tobias-Mamina, Mariette Strydom, Lorna Christie, Mirriam Makopo

Abstract:

This study is aimed at determining consumers’ sustainable apparel involvement in the purchasing or disposing of apparel in an emerging market context (EMC). Consumers in developed countries show increased interest in sustainable apparel behaviour, contrary to emerging markets such as South Africa, which is indicative of the lowest level of sustainable apparel consumption. An exploratory descriptive qualitative research design was used to determine consumers’ involvement and was facilitated through eleven digitally recorded small focus groups with female apparel shoppers who make use of a custom-made apparel designers. The findings reveal intentional non-sustainable apparel decisions manifest through eco-uninvolved instore purchases and once-off commissioned designer apparel orders. Unintentional sustainable apparel behaviour is characterised by (1) in-store apparel purchases: signifying quality clothing, observed in the material and stitching, resulting in clothing items worn for longer and handed down from generation to generation, sensitivity to the origin of the garment and (2) apparel disposal behaviour such as (a) keeping apparel as cleaning material and repurposing into wearable apparel; (b) permanent disposal through handing down items and (c) temporary disposal through exchanged items. Applying the Elaboration Likelihood Model, it was possible to explain the lack of elaborated involvement in sustainable apparel practices resembling the peripheral route of the
model. Unintentional sustainable practices have not been identifi ed in the South African context, indicating the valuable contribution consumers in an emerging market context (EMC) can make if better awareness is created by the government and the retail sector specifi cally to address intentional non-sustainable purchasing behaviours in future.

JEL classification: M00, M30, M31, M21

Keywords: Elaboration Likelihood Model, emerging market, apparel, sustainability, disposal, purchasing behaviour

DOI: 10.7172/2449-6634.jmcbem.2023.1.1

.#isoverparty. The Consequences of Brand Boycotts for Brands in the Social Media Environment After Russia’s Invasion in Ukraine

Katarzyna Sanak-Kosmowska

Abstract:

This study investigated social-media-based anti-brand communication. Guided by consumer boycotts and brand cancellation theory, the author conducted a qualitative study based on content analysis of tweets about 59 international brands that remained in Russia after the invasion in February 2022. The research was conducted on Twitter between August 10 and 17, 2022. The study aimed to determine whether brands that have decided to stay in Russia are still exposed to negative WoM, calls for a boycott or brand cancellation after 6 months since the war began. The obtained results made it possible to identify the number of tweets and their content and sentiment. They also showed the dynamics of negative WoM publications on social media and their character. The practical implications are the following: brands exposed to consumer boycotts, depending on their business goals, may decide to adopt a "wait-out" strategy.

JEL classification: M3; M14.

Keywords: consumer boycotts, brand cancellation, social media, brand reputation

DOI: 10.7172/2449-6634.jmcbem.2023.1.2

Exploring the Impact of Negative Words Usedin Online Feedback in Hotel Industry: A Sentiment Analysis, N-gram, and Text Network Analysis Approach

Daniel Dan

Abstract:

This study examines the words and situations that trigger and those that do not trigger a hotel response when customers post negative online feedback. The research explores, through sentiment analysis, bigrams, trigrams, and word networking, the valence of online reviews of five important hotels in Las Vegas. Only the feedback that has been categorized as negative by the algorithm is selected. In correspondence to this feedback, the existence of answers from the hotels is checked together with the response style. While the negative valence of the feedback can represent a mixture of subjective and objective emotions, there are common features present in their expression. On the responses side from the hotel, not all the reviews receive attention. As such, the negative feedback words are extracted and separated into those that belong to reviews that obtain a response and those that do not. The replies are standardised by following an established pattern. This paper aims to contribute to a prominent issue in tourism that is little tackled: responses to feedback. The findings may help the hotels’ management explore diff erent paths to improve their
services and responses alike. Behavioural marketing researchers might want to use these results to confirm the existence of such patterns in different datasets or situations.

JEL classification: L83, M31, Z30

Keywords: sentiment analysis, tourism, hotels, marketing, customer’s opinions

DOI: 10.7172/2449-6634.jmcbem.2023.1.3

New technologies in the field of sensory marketing and customer experience: a systematic literature review

Dawid Gajda

Abstract:

Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the fi eld of sensory marketing
related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May 2022 were included. Four inclusion criteria were used: database, terms, language, and cover period. No methods were used to assess the risk of bias in the included studies. 33 items of literature were qualifi ed for qualitative synthesis. Based on the analysis, a conceptual framework of the most commonly used antecedents and outcomes in research was created, and two main research areas were identified: sense of telepresence and research by technology type. In view of this, further research directions based on the identified research gaps were indicated.

JEL classification: M30, M31, O33

Keywords: sensory marketing, new technologies, customer experience

DOI: 10.7172/2449-6634.jmcbem.2023.1.4

Entire Volume 1 (16) 2023