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The Fashion Consumer's Attitude When Confronted With Communication Actions of Social Causes and Their Influence on the Purchase Decision
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Author(s): Sara Rodrigues Pimenta (University of Minho, Portugal), André Whiteman Catarino (University of Minho, Portugal), Manuel José Serra da Fonseca (Polytechnic Institute of Viana do Castelo, Portugal & UNIAG, Portugal)and Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave, Portugal & UNIAG, Portugal)
Copyright: 2025
Pages: 12
Source title:
Neurosensory and Neuromarketing Impacts on Consumer Behavior
Source Author(s)/Editor(s): Reena Malik (Chitkara University, India), Shivani Malhan (Chitkara University, India)and Manpreet Arora (Central University of Himachal Pradesh, India)
DOI: 10.4018/979-8-3693-8222-6.ch016
Purchase
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Abstract
The increasing social concern and the attempt to change behaviours make more and more fashion brands interested in and working with social causes. In general marketing of social causes seeks the benefit of the community in which the brand is inserted. As a result of this study authors intend to understand the attitude of the fashion consumer in relation to marketing actions of social causes and their influence on the purchase decision. It is also intended to show in one study two aspects, that of the brands and the consumers. The constructs under analysis showed that there is an increasing concern for what is called “a socially active individual”. The study points to the fact that it is possible to verify an effective influence of the marketing strategies of social causes and what these could influence positively the purchase decision.
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