This paper describes how ethnographic and quasi‐ethnographic research methods can be used in order to address the problems of the “limitations of asking” and that “people don’t always do what they say”, and to develop a “thick description” of the lived experience of consumers. A range of approaches are discussed and examples of their use in consumer research are given. Two case studies of ethnographic methods being used in strategic commercial research projects are described in detail. The implications for utilising ethnography in order to obtain managerially actionable insights are discussed.

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Using ethnography in strategic consumer research

The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR.,The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: describing corporate-level CSR activities of a company (n=109) and describing brand-level CSR activities of a company (n=113). After processing the information, the participants were asked to evaluate their reciprocity perception, corporate image, brand image, and purchase intention.,Regarding corporate-level CSR, participants’ reciprocity perception positively and directly affected purchase intention. It also positively affected corporate image, and corporate image affected brand image, and brand image positively affected purchase intention. Regarding brand-level CSR, reciprocity perception did not affect purchase intention directly, but positively affected purchase intention through mediation of corporate image. This study found a construct where reciprocity perception influences purchase intention with a mediating role of corporate image and brand image. The effect of reciprocity perception shaped by corporate-level CSR is greater than that shaped by brand-level CSR.,The outcome of this study provides meaningful insights and practical implications for companies that have multiple brands.

Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

The effects of mall personality and fashion orientation on shopping value and mall patronage intension

In recent times, the concept of sustainability has gradually taken on a leading role, particularly because of its potential ability to influence consumers’ view and, consequently, their buying choices. Based on this consideration, the work, by means of an empirical analysis, pursues two research questions: (i) is it possible to imagine a theoretical model in the fashion world able to show whether “importance”, “expectations” and “social influence” effectively affect consumers’ willingness to reward a sustainable fashion brand via their purchasing behavior? and (ii) how much are consumers willing to pay to get a sustainable item of clothing? In order to answer these two research questions, a Multiple Linear Regression Model is tested, which offers an interesting result: consumers attach little relevance to the importance accorded to a brand’s sustainability, since they orient themselves on the basis of their expectations and their own group’s thoughts. Another finding is that consumers state that they are willing to pay a price not higher than 20% to get a sustainable item of clothing. However, the paper presents two limitations, which are linked to the use of the questionnaire for the understanding of the respondents’ opinions and to the small reference sample, composed of 271 people with a high level of education.

What about Sustainability? An Empirical Analysis of Consumers’ Purchasing Behavior in Fashion Context

At any moment, approximately half of the world’s population is wearing blue jeans and other denim garments. We examine the footprint of our modern blue jean society by investigating the environment...

The Widespread Environmental Footprint of Indigo Denim Microfibers from Blue Jeans

The purpose of this study is to explore and investigate the functional and aesthetic attributes of denim jeans and the perceptions and behaviours generated within the youth market. In order to understand the varied considerations a consumer makes in her purchasing decisions, and within a cross-national context, the countries of China and Canada were selected for the current study. The sample consisted of 247 Chinese women and 380 Canadian women. The results indicate that Chinese respondents were more concerned with the functional characteristics of denim jeans, whereas their Canadian counterparts focused heavily on their aesthetic appeal. It is also evident that social conformity played a significant role in the consumption of denim jeans among the Chinese, while self-expression/personal enhancement was more important to the Canadian consumers. The findings of this study provide insight and implications for fashion practitioners on future product design and development, and further research on thi...

Evaluative Criteria of Denim Jeans: A Cross-national Study of Functional and Aesthetic Aspects

Purpose – This study aims to explore and understand consumers' perceptions and behaviour towards pyjamas in the People's Republic of China (China).Design/methodology/approach – A quantitative analysis and comparative methods were used for this study. From a large body of literature, seven product attributes were identified and used to measure and evaluate what constitutes consumers' purchasing decision for pyjamas. A total of 203 usable surveys were compiled, analyzed and collated.Findings – This study shows evidence that consumers are more conscious of the functional values of a low‐involvement product than the symbolic values. The results of this survey indicate that comfort, fabric and quality are significant attributes, whereas country‐of‐origin and brand are relatively insignificant determinants for purchasing a pair of pyjamas.Research limitations/implications – Limitations of this study include the use of a convenience sample of female college students and confinement to a specific product – pyjama...

A study of the pyjamas purchasing behaviour of Chinese consumers in Hangzhou, China

The purpose of this study is to explore and investigate Chinese male consumers' perceptions and behaviours towards low involvement and privately consumed product – pyjamas. According to our literature review, little research has been devoted to this particular topic. In this study, multiple product cues were used to measure and uncover what constitute consumers' evaluation and purchase decisions. The questionnaire survey for this study was conducted in a second-tier city by using the convenience sampling method. In total, 256 useable questionnaires were collected and analysed. This study shows evidence that a majority of the Chinese male respondents did not wear pyjamas for sleeping. The intrinsic cues of sleepwear were ranked relatively higher than extrinsic cues, and the comfort cue was the most important criterion for product evaluation. Further research on this topic focusing on different products, samples and cities are recommended. The findings of this study provide insight and implications for fash...

Wing-sun Liu

Papers

Evaluative Criteria of Denim Jeans: A Cross-national Study of Functional and Aesthetic Aspects

A study of the pyjamas purchasing behaviour of Chinese consumers in Hangzhou, China

Evaluative criteria for sleepwear: a study of privately consumed product in the People's Republic of China

Shopper=S Paradise-Hong Kong: Poststructuralism and Acculturation