Thesis
BEHIND THE PRICE TAG: EXAMINING CONSUMER PERCEPTIONS AND BEHAVIOR IN RESPONSE TO COST TRANSPARENCY IN THE APPAREL INDUSTRY
Washington State University
Master of Science (MS), Washington State University
05/2024
DOI:
https://doi.org/10.7273/000006942
Abstract
By applying the Signaling Theory and Schema Congruity Theory, the purpose of this study is to investigate the effect of disclosure of cost transparency on consumer’s brand perceptions and behavioral responses toward the brand. Additionally, it examines the moderating effect of fashion model types (slow versus fast) on the relationship between cost transparency and brand trust. Consumers’ perceptions and behavior towards cost transparency under different scenarios (fast fashion vs slow fashion) are compared to see how the effect differentiates under two conditions. This study entails four experimental scenarios, where the effects of cost transparency disclosure and fashion business strategy are manipulated through hypothetical online shopping web page scenarios. 402 eligible survey responses from U.S. consumers through Prolific were gathered for data analysis and hypothesis testing. The findings suggest that disclosure of cost transparency information on a product's webpage does not elicit brand trust, nor does the type of fashion business model (fast fashion or slow fashion) moderate this relationship. Results indicate that the disclosure of cost transparency does not affect consumers’ brand perceptions and behavioral responses toward the brand. Additionally, the fashion business model, fast fashion or slow fashion, does not positively moderate the relationship between cost transparency and brand trust. However, brand equity positively mediates the significant relationship between brand trust and purchase intention, resulting in a partial mediating effect. The findings of our study pave the way for apparel brands who want to focus their efforts on the signaling mechanisms of brand trust and brand equity to leverage their cost transparency better. The limitations of the research are stated, along with suggestions for future research.
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Details
- Title
- BEHIND THE PRICE TAG
- Creators
- Hannah Huynh
- Contributors
- Yini Chen (Chair)Ting Chi (Committee Member)Jihyeong Son (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Department of Apparel, Merchandising, Design and Textiles
- Theses and Dissertations
- Master of Science (MS), Washington State University
- Publisher
- Washington State University
- Number of pages
- 83
- Identifiers
- 99901125940401842
- Language
- English
- Resource Type
- Thesis