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THE IMPACT of BRAND IMAGE on CONSUMER PRE-PURCHASE DECISION- MAKING PROCESS a Qualitative Study on Sustainable Fashion Consumers

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THE IMPACT of BRAND IMAGE on CONSUMER PRE-PURCHASE DECISION- MAKING PROCESS a Qualitative Study on Sustainable Fashion Consumers THE IMPACT OF BRAND IMAGE ON CONSUMER PRE-PURCHASE DECISION- MAKING PROCESS A Qualitative Study on Sustainable Fashion Consumers Mariam Aptsiauri & Veera Könni Department of Business Administration International Business Program Degree Project, 30 Credits, Spring 2021 Supervisor: Galina Biedenbach ABSTRACT The fashion industry’s massive ecological footprint and the throwaway culture of fast fashion have contributed to a growing global interest in sustainability and ethics in fashion consumption. Consumers have become more conscious of the environmental and social impacts of the fashion industry. Hence, marketers in the fashion industry have realised that creating a favourable brand image establishes positive consumer perceptions. The purpose of this thesis is to examine the impact of brand image on consumers' sustainable fashion consumption. Furthermore, the thesis aims to provide a deeper understanding of the consumer pre-purchase decision-making process concerning sustainable fashion. Researchers have agreed that understanding consumer pre-purchase considerations helps explain consumer decision-making since they highly influence purchasing decisions. A research gap could be identified since there is no study examining the three concepts combined; brand image, consumer pre-purchase decision-making process, and sustainable fashion. Moreover, there is a need for academic research that updates knowledge on sustainable fashion consumers. From prior research, it was recognisable that more in-depth research on different brand image dimensions is needed to understand the underlying factors affecting sustainable fashion consumption. This thesis focuses on the impact of brand image by examining the eight brand associations containing the brand's meaning for the consumers hence examining the impact of these brand associations on each pre-purchase stage. To fulfil the thesis's purpose and answer the research question, a qualitative study was conducted, which consisted of eight semi- structured interviews with sustainable fashion consumers. The qualitative study has provided a comprehensive understanding of how consumers perceive and are impacted by the brand image in their sustainable fashion consumption pre-purchase stage. The key finding from the qualitative study was that sustainable fashion consumers perceive the brand image of a fashion brand as essential in their consumption. It was also recognisable that brand image highly affects sustainable fashion consumers' pre-purchase behaviour. The thesis's analysis discloses that a good brand image is associated with transparency, eco-friendly materials, stable working conditions, and good quality clothing, affecting the sustainable fashion consumers' pre-purchase process tremendously. The qualitative findings on the impact of the brand associations on the pre-purchase stages resulted in a conceptual model displaying the impact of brand image on the consumer pre-purchase decision-making process. In addition to theoretical contributions, the thesis offers implications for fashion managers by providing a deeper understanding of sustainable fashion consumers' pre-purchase considerations. By understanding how consumers get influenced by different brand image associations, the thesis provides managers with valuable insight that can help meet consumer demands within sustainable fashion. ACKNOWLEDGEMENTS Umeå 20th of May 2021 We want to express our gratitude to our supervisor Dr. Galina Biedenbach for the extremely valuable guidance throughout the writing process and for sharing her advice and expertise. Her tremendous encouragement and support have been fundamental for our degree project. We would also like to express our great appreciation to the respondents for their valuable time. Our interviews and research would not have been possible without their participation. Mariam Aptsiauri & Veera Könni TABLE OF CONTENTS ABSTRACT 2 ACKNOWLEDGEMENTS 3 TABLE OF CONTENTS 6 1. INTRODUCTION 1 1.1 CHOICE OF SUBJECT 1 1.2 PROBLEM BACKGROUND 1 1.3 THEORETICAL BACKGROUND AND RESEARCH GAPS 4 1.4 PURPOSE AND THE RESEARCH QUESTION 7 2. THEORETICAL FRAMEWORK 9 2.1 FASHION AND SUSTAINABILITY 9 2.1.1 FASHION 9 2.1.1 SUSTAINABILITY 10 2.1.2 SUSTAINABLE FASHION 13 2.2 BRAND IMAGE 17 2.2.1 DIMENSIONS OF BRAND IMAGE 17 2.2.2 BRAND IMAGE AND CSR 19 2.3 SUSTAINABLE CONSUMER BEHAVIOUR 20 2.3.1. SUSTAINABLE CONSUMER BEHAVIOUR IN THE FASHION CONTEXT 20 2.3.2 CONSUMER DECISION-MAKING PROCESS 22 2.3.3 CONSUMER DECISION-MAKING AND BRAND IMAGE 25 2.4 SUMMARY AND THE CONCEPTUAL MODEL 26 3. SCIENTIFIC METHODOLOGY 27 3.1 PRE-UNDERSTANDINGS 28 3.2 RESEARCH PHILOSOPHY 31 3.2.1 ONTOLOGY 29 3.2.2 EPISTEMOLOGY 29 3.3 RESEARCH APPROACH 31 3.4 RESEARCH DESIGN 31 3.5 RESEARCH STRATEGY 32 3.6 LITERATURE SEARCH AND REVIEW 33 3.7 CHOICE OF THEORIES 34 4. PRACTICAL METHODOLOGY 37 4.1 DATA COLLECTION METHOD 37 4.2 SAMPLING TECHNIQUE 39 4.3 INTERVIEW GUIDE 41 4.4 INTERVIEW TECHNIQUE 42 4.5 PILOT STUDY 43 4.6 DATA ANALYSIS 44 4.6 ETHICAL CONSIDERATIONS 45 5. EMPIRICAL FINDINGS 47 5.1 PRESENTATION OF THE INTERVIEWEES 47 5.2 CONSUMER PRE-PURCHASE DECISION-MAKING PROCESS 49 5.2.1 NEED RECOGNITION 51 5.2.2 INFORMATION SEARCH 51 5.2.3 EVALUATION OF ALTERNATIVES 51 5.3 BRAND IMAGE 52 5.3.1 BRAND ATTRIBUTES 61 5.3.2 BRAND BENEFITS 61 5.3.3 BRAND ATTITUDES 61 6. ANALYSIS AND DISCUSSION 65 6.1 BRAND IMAGE AND SUSTAINABLE FASHION CONSUMPTION 65 6.2 BRAND IMAGE AND NEED RECOGNITION 67 6.3 BRAND IMAGE AND INFORMATION SEARCH 72 6.4 BRAND IMAGE AND ALTERNATIVE EVALUATION 75 6.5 REVISED CONCEPTUAL MODEL 80 7. CONCLUSIONS AND RECOMMENDATIONS 83 7.1 GENERAL CONCLUSIONS 83 7.2 THEORETICAL CONTRIBUTIONS 84 7.3 PRACTICAL IMPLICATIONS 85 7.4 SOCIETAL IMPLICATIONS 85 7.5 LIMITATIONS AND FUTURE RESEARCH 86 8. TRUTH CRITERIA 87 LIST OF REFERENCES 89 APPENDIX 1: INTERVIEW GUIDE 101 APPENDIX: 2 INTERVIEW ANNOUNCEMENT 105 APPENDIX 3: INVITATION TO THE INTERVIEWS 105 APPENDIX 4: PRIOR TO THE INTERVIEWS CHECKLIST 106 APPENDIX 5: LIST OF CODES 106 LIST OF TABLES TABLE 1. OVERVIEW OF RESPONDENTS AND CONDUCTED 41 INTERVIEWS TABLE 2. A SUMMARY OF BRAND ASSOCIATIONS’ IMPACT ON 80 CONSUMER PRE-PURCHASE DECISION-MAKING STAGES KEY FINDINGS LIST OF FIGURES FIGURE 1. A TYPICAL REPRESENTATION OF SUSTAINABILITY 11 AS THREE INTERSECTING CIRCLES FIGURE 2. DIMENSIONS OF BRAND IMAGE 19 FIGURE 3. THE PRE-PURCHASE STAGE OF THE CONSUMER 24 DECISION-MAKING PROCESS FIGURE 4. CONCEPTUAL MODEL 27 FIGURE 5. REVISED CONCEPTUAL MODEL 82 1. INTRODUCTION This chapter presents the reasoning behind the selected topic of this degree project and provides an understanding of the topic and the problem background. The chapter continues with the theoretical background and identified research gaps followed by the expected contributions and our purpose to guide the entire project. At the end of this chapter we present the research question of the thesis. 1.1 CHOICE OF SUBJECT As two marketing students enrolled in the International Business Programme at Umeå School of Business and Economics, we share an interest in consumer behaviour. We are curious to investigate others' values and opinions toward sustainable and unsustainable fashion and the reasoning behind their consumption choices. Both authors are genuinely interested in fashion and frequently follow the industry and trends, which have raised the concern we have towards unsustainable and unethical fashion industry elements. The continued knowledge gained regarding the environment and the harmful factors has intrigued us to investigate which brand image factors influence sustainable consumer choices. The interest in fashion and the global climate crisis concern has increased our consideration for sustainable fashion consumption and production. The most significant driver behind the thesis topic is a mixture of our shared interest in fashion and the recognition of the industry's downsides and its harmful effects on both the environment and people's welfare. Concerning the choice of theories presented in this thesis, the decision was to research various concepts, such as sustainable fashion, brand image, brand associations and the pre-purchase stage of the consumer decision-making process. The concepts are defined and discussed further in the thesis. Sustainable fashion was the first fundamental concept discussed, as the harmful effects of accelerated production on the environment has required the fashion industry to take actions towards sustainability. Sustainable fashion reflects the improvements both consumers and companies have to make to prevent fast fashion damage. To be able to examine sustainable consumer behaviour drivers, the concepts of the consumer decision-making process and brand image are presented in the thesis. The pre-purchase stage of the consumer decision-making process is profoundly studied, as the section includes the majority of decisions made leading to a purchase. These choices aim to address brand image's relevant conjunction with sustainable decision-making. Moreover, the brand association components of brand image is covered for a further profound perspicacity into the factors affecting a consumer's brand choice. 1.2 PROBLEM BACKGROUND Fashion is described as modern trends in styles during a particular time, involving elements such as taste, acceptance, and change (Moona et al., 2015, p. 939). Change is a crucial element for consumer interest since profiting from such an interest requires the constant creation of new designs, contributing to the supply of fast fashion. Fast fashion can be described as trendy, cheap, and disposable (Cachon & Swinney, 2011, p. p. 778). For fast fashion growth, aggressive marketing has been identified as a critical driver, creating a trend of overdemand and oversupply, resulting in several environmental problems (Moona et al., 2015, p. 939). Sustainable fashion is restrained to clothing products that maximise positive and minimise adverse environmental, social, and economic effects in the supply and value chain (WCED, 1987). The emergence of 1 sustainable fashion began in the 1960s when consumers' awareness of clothing manufacturing's harmful environmental impacts increased, and consumers started to require a change in the industry (Henninger et al., 2016, p. 400).
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