Proceedings of the 5th World Conference on Management and Economics
Year: 2024
DOI:
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Consumer Perception and Eco-Friendly and Sustainable Practices: Mediating Role of Market Advertising Campaigns and the Moderating Role of Social Influence
Asfand Yar Khan Lodhi
ABSTRACT:
The study’s findings underscore a robust correlation between consumers’ attitudes toward eco-friendly and sustainable practices and their financial commitment to such products. Individuals who harbor positive sentiments regarding sustainability within the apparel industry exhibit a heightened propensity to invest in eco-friendly and sustainable garments. Moreover, the study reveals the pivotal role of apparel marketing campaigns as mediators, shaping consumers’ perceptions and consequently influencing their willingness to pay. Effective marketing endeavors that accentuate the value and advantages of eco-friendly and sustainable apparel serve to cultivate a more favorable perception among consumers, thereby amplifying their willingness to pay. Furthermore, social influence emerges as a critical moderator in the intricate relationship between perception and purchasing behavior. The opinions, recommendations, and behaviors of peers, family members, and social networks wield considerable sway, either bolstering or diminishing the impact of perception on consumers’ willingness to pay for sustainable clothing. This highlights the significance of social networks in shaping consumer behavior and underscores the need for marketers to leverage the power of social influence in promoting sustainable apparel consumption. Overall, these findings provide valuable insights for stakeholders in the apparel industry, offering guidance on how to effectively market eco-friendly and sustainable products and harness the influence of social networks to drive consumer engagement and support sustainable practices in the market.
keywords: intricate relationship; perception among consumers; willingness to pay; effective marketing; consumer engagement