• Title/Summary/Keyword: prosocialness

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Consumer prosocialness and the attitude-intention relations in fashion product recycling (소비자 친사회성과 패션 제품 재활용에 대한 태도-의도 관계)

  • Lee, Minsun;Lee, Hyun-Hwa
    • The Research Journal of the Costume Culture
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    • v.29 no.3
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    • pp.437-452
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    • 2021
  • The objectives of this study were: (1) to identify differences in consumer attitudes and intentions to recycle fashion products using three types of recycling (including resale, reform, and donation), and (2) to examine the moderating effects of consumer prosocialness on the relationships between attitude and intention for each type of fashion product recycling. Men and women aged 20 years and over were recruited from a marketing research firm panel. Participants completed an online questionnaire incorporating measures for attitudes and intentions to resale, reform, and donate fashion products, prosocialness, frequency of purchasing fashion products, monthly amount of spending on fashion products, and demographic information. Data from 224 participants were analyzed using SPSS 25.0 and PROCESS macro. The results demonstrated that consumers had significantly different attitudes and intentions depending on type of fashion product recycling. Consumers had more positive attitudes toward donation compared to resale and reform types of recycling. Consumer intentions toward resale and donation were significantly higher than their intention to reform. Furthermore, this study confirmed that the attitude-intention gap in fashion product recycling can be explained by individual prosocialness. The moderating effects of prosocialness on the associations between attitude and intention to recycle were significant. The implications of increasing consumers' behavior intention to recycle fashion products was discussed and future research suggestions are provided.

A Comparative Analysis between Organization-Adoptable and User-Favorable Ideas in a Crowdsourcing Community (크라우드소싱 커뮤니티 내 고객 선호와 조직 수용 아이디어 간 비교 연구)

  • Lee, Hanjun;Seo, Soyoung;Suh, Yongmoo
    • Asia pacific journal of information systems
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    • v.24 no.1
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    • pp.51-64
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    • 2014
  • Open innovation concept is advocating the importance of the customer roles in firm's innovation. As a result, crowdsourcing community is drawing attention as a strategic asset for open innovation across diverse industries. Considering that the goal of crowdsourcing community is harnessing innovative ideas, understanding the characteristics of user-favorable and organization-adoptable ideas can enhance the effectiveness and efficiency of idea crowdsourcing. In our approach, we extracted idea content-based characteristics such as subjectivity, negativity, prosocialness, and depth of idea to examine what are the factors that affect user preference and organizational adoption. An analysis of 71,134 ideas from MyStarbucksIdea.com shows that there are significant differences between user-favorable and organization-adoptable ideas in terms of idea characteristics. Lastly, both theoretical and managerial implications are discussed.