Sustainability and Social Responsibility

The Power of Others: Using Socially Facilitating Message to Promote Circular Fashion Services

Authors
  • Bharath Ramkumar (The State University of New York at Oneonta)
  • Hongjoo Woo (Yonsei University)
  • Naeun Lauren Kim (University of Minnesota)

Abstract

Circular fashion refers to clothing and accessories that are designed and produced with the intention of being used, reused, repaired, repurposed, and recycled for as long as possible before being returned to the environment in a biodegradable manner. Though the environmental impacts of clothing production and consumption has triggered a push towards resale of used clothing, marketing the environmental benefits alone may not be sufficient to form favorable attitudes among consumers. The purpose of this study is to experimentally test the effect of the presence of a socially facilitating message (communicating the existence of other consumers using and benefiting from circular fashion service) on attitude toward and usage intention of a circular fashion service among consumers in the US and South Korea.

Keywords: intention, attitude, used clothing, social facilitation, Circular fashion

How to Cite:

Ramkumar, B., Woo, H. & Kim, N. L., (2020) “The Power of Others: Using Socially Facilitating Message to Promote Circular Fashion Services”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11728

Funding

  • Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (grant NRF-2019S1A5A8041031)

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Published on
28 Dec 2020
Peer Reviewed