Measure of a customer’s likeliness to do repeat business with an organization or brand. Is a person or an organization who has expert product knowledge and influence.
Published in Chapter:
Intention to Purchase Sustainable Fashion: Influencer and Worth-of-Mouth Determinants
Cláudia Filipa Morais (School of Economics and Management, University of Porto, Portugal),
Paulo Botelho Pires (CEOS, Polytechnic of Porto, Portugal),
Catarina Delgado (School of Economics and Management, University of Porto, Portugal), and
José Duarte Santos (ISCAP, Polytechnic of Porto, Portugal)
Copyright: © 2023
|Pages: 26
DOI: 10.4018/978-1-6684-8753-2.ch010
Abstract
There is a recognized need to study sustainability in fashion. Several studies have documented the determinants that influence fashion purchase intention. However, the determinants that influence the purchase of sustainable fashion still need to be understood, particularly those factors associated with influencers and electronic word-of-mouth. This study aimed to examine the constructs influencer credibility, influencer expertise, influencer similarity, influencer's parasocial relationship, E-WOM homophily, E-WOM expertise, trust in the influencer, trust in social media, performance expectation, consumer knowledge, environmental beliefs, brand awareness and willingness to pay more, and their effect on purchase intention. The research methodology consisted of consumer interviews that were conducted using an online platform, and structural equation modeling was used to test the research hypotheses. The results obtained indicate that consumer knowledge and willingness to pay more are the only constructs that positively affect the purchase intention of sustainable fashion.