Short answer
Tailor marketing messages and pricing strategies based on whether the target consumer is national or foreign, and whether the purchase is for personal use or gifting, particularly for eco-friendly handcrafted fashion.
- Field
- Innovation & Markets
- Source
- Behavioral Sciences (2023)
- Method
- Quantitative research using structural equation modeling.
- Sample
- 289 participants
- Evidence
- Moderate effect
For eco-friendly handcrafted fashion, foreign consumers are more sensitive to price when considering gifts, whereas both national and foreign consumers are motivated by fashion appeal and perceived value for both personal and gift purchases. This innovation & markets research insight is drawn from a 2023 study published in Behavioral Sciences. Using Quantitative research using structural equation modeling. with 289 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Tailor marketing messages and pricing strategies based on whether the target consumer is national or foreign, and whether the purchase is for personal use or gifting, particularly for eco-friendly handcrafted fashion.
Eco-friendly fashion gifting: Price perception drives purchase intention for foreign consumers, while fashion motivation matters for all.
For eco-friendly handcrafted fashion, foreign consumers are more sensitive to price when considering gifts, whereas both national and foreign consumers are motivated by fashion appeal and perceived value for both personal and gift purchases.
Behavioral Sciences · 2023
Key Findings
- 01Fashion motivation positively impacts purchase intention for both personal use and gifting.
- 02Perceived value positively impacts purchase intention for both personal use and gifting.
- 03Perceived price positively impacts purchase intention for gifting.
- 04Differences exist between national and foreign consumers regarding the impact of price perception on attitudes and personal purchase intentions.
Application
Design takeaway
Tailor marketing messages and pricing strategies based on whether the target consumer is national or foreign, and whether the purchase is for personal use or gifting, particularly for eco-friendly handcrafted fashion.
How to apply
When designing marketing campaigns for sustainable fashion, consider segmenting your audience by nationality and purchase intent (personal vs. gift) to refine messaging around fashion appeal, value, and price.
Project actions
- 01When researching consumer behavior, consider how cultural background might influence purchasing decisions.
- 02If your design project involves a product with an eco-friendly or handcrafted element, investigate how consumers perceive its value and price.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes structural equation modeling for robust analysis of complex relationships.
- +Compares national and foreign consumer perspectives, offering cross-cultural insights.
Limitations
Self-reported data can be biased. The study might not capture all the complex reasons why people choose to buy or not buy certain products.
Reliability & validity
The use of structural equation modeling and a sample size of 289 participants suggests a good level of statistical reliability and validity for the tested relationships. However, the generalizability to all eco-friendly fashion markets may be limited.
Think critically
How might the 'handcrafted' aspect of these products influence perceived value and price sensitivity differently across cultures?
Design Principles
"Consumer purchase intention for niche products is influenced by a combination of intrinsic (fashion, value) and extrinsic (price, gifting context) factors, with cross-cultural variations."
Understanding these nuanced consumer motivations and price sensitivities is crucial for businesses developing and marketing sustainable fashion products. It allows for targeted marketing strategies and product development that resonate with specific consumer segments, both domestically and internationally.
What This Means for Your Design
When selling eco-friendly handmade clothes, people buy them if they look good and seem like a good deal. Foreign buyers care more about the price, especially if they're buying a gift.
How to use in your project
- 1.Reference this study when discussing consumer motivations for purchasing sustainable or ethically produced goods, especially if comparing different market segments.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that consumer intention to purchase eco-friendly handcrafted fashion is significantly influenced by fashion motivation and perceived value for both personal use and gifting. However, price perception plays a more critical role for foreign consumers, particularly when purchasing for gifting occasions, suggesting a need for targeted marketing strategies that address these cross-cultural differences in purchasing drivers.
Source
Behavioral Sciences
Intention to Purchase Eco-Friendly Handcrafted Fashion Products for Gifting and Personal Use: A Comparison of National and Foreign Consumers
journal · 2023
View sourceQuestions About This Research
- What does the research say about eco-friendly fashion gifting: price perception drives purchase intention for foreign consumers, while fashion motivation matters for all?
- Tailor marketing messages and pricing strategies based on whether the target consumer is national or foreign, and whether the purchase is for personal use or gifting, particularly for eco-friendly handcrafted fashion. Evidence: Behavioral Sciences (2023).
- Why does "Eco-friendly fashion gifting: Price perception drives purchase intention for foreign consumers, while fashion motivation matters for all." matter for design?
- Understanding these nuanced consumer motivations and price sensitivities is crucial for businesses developing and marketing sustainable fashion products. It allows for targeted marketing strategies and product development that resonate with specific consumer segments, both domestically and internationally.
- How can designers apply this research?
- Tailor marketing messages and pricing strategies based on whether the target consumer is national or foreign, and whether the purchase is for personal use or gifting, particularly for eco-friendly handcrafted fashion.
- What were the main findings?
- Fashion motivation positively impacts purchase intention for both personal use and gifting.. Perceived value positively impacts purchase intention for both personal use and gifting.. Perceived price positively impacts purchase intention for gifting.. Differences exist between national and foreign consumers regarding the impact of price perception on attitudes and personal purchase intentions.
- What research method was used?
- Quantitative research using structural equation modeling. with 289 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2023 journal from Behavioral Sciences.
- What should I do differently in my next project?
- When designing marketing campaigns for sustainable fashion, consider segmenting your audience by nationality and purchase intent (personal vs. gift) to refine messaging around fashion appeal, value, and price.
- What are the limitations?
- The study relies on self-reported purchase intentions, which may not perfectly reflect actual purchasing behavior. The specific cultural nuances of 'Indonesian consumers' and 'foreign consumers' could be further explored.