Are You Truly Buying Sustainable Clothing for the Environment?Effective Benefit Appeals by Item Types and Their Link to Public Self-Consciousness
Abstract
This study examines the effectiveness of self-, other-, and mixed-benefit appeals in promoting sustainable fashion consumption, considering the moderating roles of item type (public vs. private) and public self-consciousness (PSC). Drawing on psychological egoism and impression management theory, a 3x2x2 experimental design (N=308) evaluated attitudes and purchase intentions across six advertisement stimuli. Results revealed that jackets, worn in public, elicited the highest attitudes with mixed-benefit, while sleepwear, used in private, elicited the highest attitudes with self-benefit. High PSC individuals preferred other-benefit for jackets, while low PSC participants favored mixed-benefit for jackets. Moderated moderated mediation analysis confirmed that attitude significantly mediated the relationship between appeals and purchase intentions, particularly for mixed-benefit, jackets, and high PSC. This study reveals that other-benefit appeals may not be universally effective; the presence of others magnifies the appeal of other-benefit messages, while private settings foster a shift towards self-benefit, uncovering human egoism.
Keywords: Sustainability, Benefit Appeals, Psychological Egoism Theory, Impression Management Theory, Public-Self Consciousness, sustainability, benefit appeals, psychological egoism theory, impression management theory, public-self consciousness
How to Cite:
Min, Y., Kim, J. & Jin, B. E., (2025) “Are You Truly Buying Sustainable Clothing for the Environment?Effective Benefit Appeals by Item Types and Their Link to Public Self-Consciousness”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18817
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