Impact of Negative News on Ethical Fashion: Case Study to Investigate the Effect of Fashion CSR Ad Framing on Purchase Intention
The purpose of this paper is to examine the relationship between the fashion corporate social responsibility (CSR) ad framing and consumer purchase behaviours with the focus on consumer’s concern and involvement towards fashion brands. A self-completion questionnaire was administered to 200 respondents. Factor analysis and other statistical analyses were applied to test hypotheses. The results suggested that the quality of the product was the most important factor when consumers purchase fashion brand products with high level of responsibility towards unethical practices but surprisingly favourability for fast fashion. Unexpectedly, it was shown that consumers took the plenty of blame, but not much responsibility on buying fast fashion evading their responsibility to CSR ad, and their purchase intentions remained unchanged. The result, on the other hand, showed that fashion CSR ads can significantly moderate individuals’ emotions even though this had no significant correlation with the purchase intentions. Despite the limited sample size and geographical region, this research has important implications for contemporary fashion brands that use ad framing to understand how consumers’ involvement and concernedness toward the CSR actions in ad, influence their favourability (purchase intention) for fashion brands.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1474481Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 735
 Williams, B. (1981) Moral luck. Cambridge: Cambridge University Press.
 Coulter, R., Zaltman, G. and Coulter, K. (2001). Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique. Journal of Advertising, 30(4), pp.1-21.
 Solomon, M., Duke Cornell, L. and Nizan, A. (2009). Launch! Advertising and Promotion in Real Time.
 Turino, H. and Soetjipto, B. (2012). The Effect of Image Compatibility and Escalation of Commitment on Decision Performance. The South East Asian Journal of Management, 6(1).
 Cassotti, M., Habib, M., Poirel, N., Aïte, A., Houdé, O. and Moutier, S. (2012) "Positive emotional context eliminates the framing effect in decision-making.", Emotion, 12(5), pp. 926-931. doi: 10.1037/a0026788.
 Ho, S. and Lin, C. (2010) “The effects of positive and negative message framings on game players’ self-control”, International Journal of Management Cases, 12(2). pp. 643-650. DOI: 10.5848/APBJ.2010.00100.
 Smith, S., Fabrigar, L., Powell, D. and Estrada, M. (2007) "The Role of Information-Processing Capacity and Goals in Attitude-Congruent Selective Exposure Effects", Personality and Social Psychology Bulletin, 33(7), pp. 948-960. doi: 10.1177/0146167207301012
 Raines, S. (2016) Conflict management for managers. San Francisco: Jossey-Bass.
 DeCatanzaro, D. (1999) Motivation and emotion. Upper Saddle River, N.J.: Prentice Hall.
 Morton, J. (2015) "Shoemaker, David, ed.Oxford Studies in Agency and Responsibility. Vol. 1.Oxford: Oxford University Press, 2013. Pp. 328. $99.00 (cloth); $85.00 (paper).", Ethics, 125(1), pp. 288-292. doi: 10.1086/676992.
 Petty, R., Cacioppo, J. and Schumann, D. (1983) "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement", Journal of Consumer Research, 10(2), p. 135. doi: 10.1086/208954.
 Mandler, G. (1981) The structure of value. La Jolla, CA: Center for Human Information Processing, Dept. of Psychology, University of California, San Diego.
 Chaiken, S, Liberman, A & Eagly, AH (1989) Heuristic and Systematic Information Processing within and beyond the Persuasion Context. in JS Uleman & JA Bargh (eds), Unintended Thought. Guilford, New York, pp. 212-252.
 Petty, R. (1986) Communication and persuasion.
[Place of publication not identified]: Springer
 Cox, A., Cox, D. and Zimet, G. (2006) "Understanding Consumer Responses to Product Risk Information", Journal of Marketing, 70(1), pp. 79-91. doi: 10.1509/jmkg.2006.70.1.79.
 O'keefe, D. and Jensen, J. (2006) "Chapter 1: The Advantages of Compliance or the Disadvantages of Noncompliance? A Meta-Analytic Review of the Relative Persuasive Effectiveness of Gain-Framed and Loss-Framed Messages", Communication Yearbook, 30(1), pp. 1-43. doi: 10.1207/s15567419cy3001_1.
 Oliver, MB 2002, 'Individual differences in media effects', Media effects: Advances in theory and research, 2nd ed pp. 507-524 Mahwah, NJ, US: Lawrence Erlbaum Associates Publishers PsycINFO, EBSCOhost, viewed 7 August 2017.
 Toll, B., Salovey, P., O'Malley, S., Mazure, C., Latimer, A. and McKee, S. (2008) "Message framing for smoking cessation: The interaction of risk perceptions and gender", Nicotine & Tobacco Research, 10(1), pp. 195-200. doi: 10.1080/14622200701767803.
 Luca, A, Carmen, L, & Luca, R 2017, 'Youth and the Reinvention of Politics. New Forms of Participation in the Age of Individualization and Presentification', Partecipazione E Conflitto, Vol 9, Iss 3, Pp 717-747 (2017), 3, p. 717, Directory of Open Access Journals, EBSCOhost, viewed 7 August 2017.
 Hill, L. and Rutledge-Prior, S. (2016) "Young people and intentional informal voting in Australia", Australian Journal of Political Science, 51(3), pp. 400-417. doi: 10.1080/10361146.2016.1200534.
 Clogg, C. and Bollen, K. (1991) "Structural Equations with Latent Variables.", Contemporary Sociology, 20(1), p. 156. doi: 10.2307/2072165.
 Holbrook, M. and Batra, R. (1987). Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14(3), p.404.
 Mitchell, A. and Olson, J. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?. Journal of Marketing Research, 18(3), p.318.
 Gardner, M., Mitchell, A. and Russo, J. (1985). Low Involvement Strategies for Processing Advertisements. Journal of Advertising, 14(2), pp.4-56.
 Anselmsson, J., Johansson, U. and Persson, N. (2008) "The battle of brands in the Swedish market for consumer packaged food: A cross-category examination of brand preference and liking", Journal of Brand Management, 16(1-2), pp. 63-79. doi: 10.1057/bm.2008.21.
 Srinivasan, V., Park, C. and Chang, D. (2005) "An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources", Management Science, 51(9), pp. 1433-1448. doi: 10.1287/mnsc.1050.0405
 Ekmekçi, A 2014, An Examination Of The Relationship Between Companies' Corporate Social Responsibility (CSR) Activities And Consumers' Purchase Behavior, n.p.: Springer-Verlag Berlin Heidelberg, Scopus®, EBSCOhost, viewed 7 August 2017.
 Paulhus, D. (1983). Sphere-specific measures of perceived control. Journal of Personality and Social Psychology, 44(6), pp.1253-1265.
 Auger, P. and Devinney, T. (2007). Do What Consumers Say Matter? The Misalignment of Preferences with Unconstrained Ethical Intentions. Journal of Business Ethics, 76(4), pp.361-383.
 Naletova, A. and Safronova, N. (2016) "Assessment of Performance Indicators CSR for Socially Responsible Investment in Emerging Markets", SSRN Electronic Journal. doi: 10.2139/ssrn.2550332
 Lee, S. and Carroll, C. (2011) "The Emergence, Variation, and Evolution of Corporate Social Responsibility in the Public Sphere, 1980–2004: The Exposure of Firms to Public Debate", Journal of Business Ethics, 104(1), pp. 115-131. doi: 10.1007/s10551-011-0893-y.
 Pierce, L., Salas, E. and Burke, C. (2009) Understanding adaptability. Bingley: Emerald Group Publishing Limited.
 Rothman, AJ, Wlaschin, J, Bartels, R, Latimer, A & Salovey, P (2008), How persons and situations regulate message framing effects: The study of health behavior. in A Elliot (ed.), Handbook of approach and avoidance motivation. LEA, Mahwah, NJ, pp. 475-486.
 Higgins, E. and Kruglanski, A. (2000) Motivational science. Philadelphia
[etc]: Psychology Press.
 Heller, J., Pallak, M. and Picek, J. (1973) "The interactive effects of intent and threat on boomerang attitude change.", Journal of Personality and Social Psychology, 26(2), pp. 273-279. doi: 10.1037/h0034461.
 Temoshok, L. (2013) Psychosocial Perspectives on Aids.
[S.l.]: Psychology Press
 Seo, K., Dillard, J. and Shen, F. (2013) "The Effects of Message Framing and Visual Image on Persuasion", Communication Quarterly, 61(5), pp. 564-583. doi: 10.1080/01463373.2013.822403.
 Snodgrass, J. and McCullough, B. (1986) "The role of visual similarity in picture categorization.", Journal of Experimental Psychology: Learning, Memory, and Cognition, 12(1), pp. 147-154. doi: 10.1037//0278-73220.127.116.11.
 te Linde, J. (1982) "Picture–word differences in decision latency: A test of common-coding assumptions.", Journal of Experimental Psychology: Learning, Memory, and Cognition, 8(6), pp. 584-598. doi: 10.1037/0278-7318.104.22.1684.
 Mandler, G. (1981) The structure of value. La Jolla, CA: Center for Human Information Processing, Dept. of Psychology, University of California, San Diego
 Elving, W. (2013) "Scepticism and corporate social responsibility communications: the influence of fit and reputation", Journal of Marketing Communications, 19(4), pp. 277-292. doi: 10.1080/13527266.2011.631569.
 Brehm, J. (1980) A theory of psychological reactance. New York: Academic Press.
 Forgas, J. (1994) "The role of emotion in social judgments: An introductory review and an Affect Infusion Model (AIM)", European Journal of Social Psychology, 24(1), pp. 1-24. doi: 10.1002/ejsp.2420240102.
 Wyer, R. and Srull, T. (1994) Handbook of social cognition. Hillsdale, N.J.: L. Erlbaum Associates.
 Schwarz, N., Bless, H., & Bohner, G., (1991) Mood and persuasion: affective states influence the processing of persuasive communications. Advances in Experimental Social Psychology, 24, p 161-199.
 Sedikides, C. (1994) "Incongruent effects of sad mood on self- conception valence: It's a matter of time", European Journal of Social Psychology, 24(1), pp. 161-172. doi: 10.1002/ejsp.2420240112.
 Levin, I., Gaeth, G., Schreiber, J. and Lauriola, M. (2002) "A New Look at Framing Effects: Distribution of Effect Sizes, Individual Differences, and Independence of Types of Effects", Organizational Behavior and Human Decision Processes, 88(1), pp. 411-429. doi: 10.1006/obhd.2001.2983.
 Keller, P., Lipkus, I, & Rimer, B (2003). “Affect, Framing, and Persuasion”, Journal Of Marketing Research (JMR), 40, 1, pp. 54-64, Business Source Premier, EBSCOhost, viewed 15 August 2017.
 Isen, AM 1993, 'Positive affect and decision making', Handbook of emotions pp. 261-277 New York, NY, US: Guilford Press PsycINFO, EBSCOhost, viewed 15 August 2017.
 Wegener, D. and Petty, R. (1994) "Mood management across affective states: The hedonic contingency hypothesis.", Journal of Personality and Social Psychology, 66(6), pp. 1034-1048. doi: 10.1037//0022-3522.214.171.1244.
 Ingram, R, & Hollon, S 1986, 'Cognitive therapy for depression from an information processing perspective', Information processing approaches to clinical psychology pp. 259-281 San Diego, CA, US: Academic Press PsycINFO, EBSCOhost, viewed 15 August 2017
 Anguelov, N. (2015) The Dirty Side of the Garment Industry: Fast Fashion and Its Negative Impact on Environment and Society. CRC Press.
 Mick, D. and Faure, C. (1998) "Consumer self-gifts in achievement contexts: the role of outcomes, attributions, emotions, and deservingness", International Journal of Research in Marketing, 15(4), pp. 293-307. doi: 10.1016/s0167-8116(98)00006-8.
 Keller, P. and Block, L. (1996) "Increasing the Persuasiveness of Fear Appeals: The Effect of Arousal and Elaboration", Journal of Consumer Research, 22(4), p. 448. doi: 10.1086/209461.