Consumer Behavior

Older Female Consumers’ Environmentally Sustainable Apparel Consumption: The Impact of Time Perspective and Advertising Appeals

---

Abstract

Built on the socioemotional selectivity theory, the purpose of this paper is to observe elderly female consumers' consumption of environmentally sustainable apparel (ESA) according to their time perspective (expansive vs. limited) and different types of advertising appeals (emotional vs. rational and positive vs. negative emotional appeals). A total of 154 usable data from female adults who were 65 or older were used for hypothesis testing. The results showed that older female adults with an expansive time perspective tended to consume environmentally sustainable apparel, with their fashion consciousness moderating results. Rational and either positive or negative emotional advertisements with environmental messages were found to encourage the higher purchase intentions to environmentally sustainable apparel consumption. The study addressed an under-studied segment in EAS consumption, elderly female consumers. In addition, the study confirmed which advertising appeals would effectively encourage their ESA consumption by providing theoretical explanations of these finding and practical implications.

Keywords: environmentally sustainable apparel consumption, Older female consumers, time perspective, advertising appeals

How to Cite:

Kim, G. & Jin, B. E., (2019) “Older Female Consumers’ Environmentally Sustainable Apparel Consumption: The Impact of Time Perspective and Advertising Appeals”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi: https://doi.org/10.31274/itaa.8867