A preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour
Abstract This study examines the complex mechanisms shaping consumer attitudes and behaviours towards sustainable fashion, with a focus on Ducoffe’s advertising model. Using a questionnaire, it investigates how informativeness, entertainment, credibility, and irritation in advertising influence purc...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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SpringerOpen
2025-04-01
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| Series: | Future Business Journal |
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| Online Access: | https://doi.org/10.1186/s43093-025-00503-z |
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| _version_ | 1850156507746795520 |
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| author | Mariya Ali Asad Ahmad Sadaf Siraj Dag Øivind Madsen |
| author_facet | Mariya Ali Asad Ahmad Sadaf Siraj Dag Øivind Madsen |
| author_sort | Mariya Ali |
| collection | DOAJ |
| description | Abstract This study examines the complex mechanisms shaping consumer attitudes and behaviours towards sustainable fashion, with a focus on Ducoffe’s advertising model. Using a questionnaire, it investigates how informativeness, entertainment, credibility, and irritation in advertising influence purchase behaviour, given the high social media usage and environmental awareness among young consumers. Data were collected via SPSS and AMOS from a convenience sample of 376 consumers aged 18–30. The results indicate that informativeness, entertainment, and credibility positively influence purchase intention, confirming the model’s robustness. These findings contribute to the effective promotion of sustainable apparel, benefiting companies adopting such strategies. |
| format | Article |
| id | doaj-art-e8fb814880a7461daca261d68dadc6fa |
| institution | OA Journals |
| issn | 2314-7210 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | SpringerOpen |
| record_format | Article |
| series | Future Business Journal |
| spelling | doaj-art-e8fb814880a7461daca261d68dadc6fa2025-08-20T02:24:30ZengSpringerOpenFuture Business Journal2314-72102025-04-0111111310.1186/s43093-025-00503-zA preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviourMariya Ali0Asad Ahmad1Sadaf Siraj2Dag Øivind Madsen3Department of Management, Jamia HamdardDepartment of Management, Jamia HamdardDepartment of Management, Jamia HamdardUSN School of Business, University of South-Eastern NorwayAbstract This study examines the complex mechanisms shaping consumer attitudes and behaviours towards sustainable fashion, with a focus on Ducoffe’s advertising model. Using a questionnaire, it investigates how informativeness, entertainment, credibility, and irritation in advertising influence purchase behaviour, given the high social media usage and environmental awareness among young consumers. Data were collected via SPSS and AMOS from a convenience sample of 376 consumers aged 18–30. The results indicate that informativeness, entertainment, and credibility positively influence purchase intention, confirming the model’s robustness. These findings contribute to the effective promotion of sustainable apparel, benefiting companies adopting such strategies.https://doi.org/10.1186/s43093-025-00503-zDucoffe’s modelSustainable apparelConsumer behaviourAdvertisement |
| spellingShingle | Mariya Ali Asad Ahmad Sadaf Siraj Dag Øivind Madsen A preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour Future Business Journal Ducoffe’s model Sustainable apparel Consumer behaviour Advertisement |
| title | A preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour |
| title_full | A preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour |
| title_fullStr | A preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour |
| title_full_unstemmed | A preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour |
| title_short | A preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour |
| title_sort | preliminary analysis of the impact of advertising appeals on sustainable apparel purchase behaviour |
| topic | Ducoffe’s model Sustainable apparel Consumer behaviour Advertisement |
| url | https://doi.org/10.1186/s43093-025-00503-z |
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