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Clothing and Textiles Research Journal
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Environmental Messages in Fashion Advertisements: Impact on Consumer Responses

Youn-Kyung Kim

School of Merchandising and Hospitality Management, University of North Texas, Denton, TX 76203-0248

Judith Forney

School of Merchandising and Hospitality Management, University of North Texas, Denton, TX 76203-0248

Elizabeth Arnold

School of Merchandising and Hospitality Management, University of North Texas, Denton, TX 76203-0248

This study examined if consumers' environmental concerns influence their responses to fashion advertisements. Photographs of models wearing fashionable casual apparel, either in nature or non-nature settings, were combined with environmental or fashion advertising claims and were reproduced as slides. Independent variables were advertising message (environmental vs. non-environmental) and environmental concern (high vs. low); the dependent variable was the affective response to advertisements. Female college students (N = 120), enrolled in merchandising classes, recorded affective responses while viewing stimulus advertising slides. Environmentally-concerned subjects reacted more positively to fashion advertisements than did non-environmentally-concerned subjects, regardless of advertising message. As an interaction effect, environmentally-concerned subjects reacted more positively to the fashion advertisements with an environmental message; subjects who were not environmentally concerned reacted more positively to fashion advertisements without an environmental message. These findings demonstrate the importance of consumers' environmental concerns as a mediator of affective response to fashion advertisements, and suggest the need for further research.

Key Words: environmental • advertising

Clothing and Textiles Research Journal, Vol. 15, No. 3, 147-154 (1997)
DOI: 10.1177/0887302X9701500303
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H.-S. Kim and M. L. Damhorst
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[Abstract] [PDF]