| Title |
A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice |
| ID_Doc |
77589 |
| Authors |
Song, SY; Kim, YK |
| Title |
A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice |
| Year |
2018 |
| Published |
Sustainability, 10, 10 |
| DOI |
10.3390/su10103688 |
| Abstract |
This study uses a human-centered approach to environmental ethics to examine which perceived factors in advertising predict consumers' intention to purchase green, or sustainably and ethically produced, apparel. We use eight different types of green apparel advertisements to build a decision tree model to determine the most influential factors that lead to future purchases of green apparel. We classify consumers' perceptions of green advertising as either humanistic, environmental, or product-related responses and propose a conceptual framework to outline the essential elements of an effective green advertising strategy. We use a sample of 829 US consumers from the period January 2015 to December 2017 in our empirical research. Our results show that four factors, namely, perception of the apparel's quality, its uniqueness, caring, and nature connectedness, predict consumers' intention to purchase green apparel. Notably, the largest segment of consumers (36%), those who perceive high levels of apparel quality and caring in the advertising, are identified as the high-purchase group. Our findings could improve strategies in green apparel advertising by providing a new analytical approach to model consumers' behavioral intention to purchase green apparel. |
| Author Keywords |
decision tree; green advertising; green apparel; green marketing; segmentation; sustainable fashion; sustainability |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Science Citation Index Expanded (SCI-EXPANDED); Social Science Citation Index (SSCI) |
| EID |
WOS:000448559400330 |
| WoS Category |
Green & Sustainable Science & Technology; Environmental Sciences; Environmental Studies |
| Research Area |
Science & Technology - Other Topics; Environmental Sciences & Ecology |
| PDF |
https://www.mdpi.com/2071-1050/10/10/3688/pdf?version=1539585623
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