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Comparing the relative importance of sustainability as a consumer purchase criterion of food and clothing in the retail sector

Author

Listed:
  • Ragna Nilssen

    (University of Cape Town)

  • Geoff Bick

    (University of Cape Town)

  • Russell Abratt

    (Nova Southeastern University
    University of the Witwatersrand)

Abstract

This paper aims to determine the relative importance of sustainability as a purchase criterion in South African retailing for food and clothing. A mixed methods approach was used. A focus group study was hosted to obtain the initial data and then a survey of 558 respondents was carried out using conjoint analysis. Results of the focus group identified the criteria that influenced the purchase of food as price, quality, convenience, humane treatment of animals and the organic component of food. For clothing purchases, the criteria were price, fit, quality, brand appeal, ethical sourcing, and the organic component of the fabric. In the conjoint study, it was found that although sustainability-related factors were considered in the purchase decision, other factors played a more important role during the purchase decision process. Recommendations are suggested for retailers.

Suggested Citation

  • Ragna Nilssen & Geoff Bick & Russell Abratt, 2019. "Comparing the relative importance of sustainability as a consumer purchase criterion of food and clothing in the retail sector," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 71-83, January.
    • Handle: RePEc:pal:jobman:v:26:y:2019:i:1:d:10.1057_s41262-018-0113-5
    DOI: 10.1057/s41262-018-0113-5
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    References listed on IDEAS

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    Cited by:

    1. Shaun M. Powell, 2019. "Journal of Brand Management: year end review 2019," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 615-620, November.
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    4. Vazirani, Ashish & Sarkar, Subhro & Bhattacharjee, Titas & Dwivedi, Yogesh K & Jack, Sarah, 2023. "Information signals and bias in investment decisions: A meta-analytic comparison of prediction and actual performance of new ventures," Journal of Business Research, Elsevier, vol. 155(PB).
    5. Mahesh Shaw & Abhijit Majumdar & Kannan Govindan, 2022. "Barriers of social sustainability: an improved interpretive structural model of Indian textile and clothing supply chain," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(6), pages 1616-1633, December.
    6. Breyer-Mayländer, Thomas & Zerres, Christopher, 2023. "Bio, vegan – oder was? – Nachhaltiger «Fleisch»- und «Wurst»-Konsum als Aufgabe der Kommunikations-, Produkt- und Sortimentspolitik des Lebensmitteleinzelhandels – Fallstudie am Beispiel EDEKA Südwest," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 40(2), pages 28-35.
    7. Konuk, Faruk Anıl, 2021. "The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    8. Mushahid Ali Shamsi & Imran Anwar & Asiya Chaudhary & Samreen Akhtar & Alam Ahmad, 2023. "Sustainable Transition through Circular Textile Products: An Empirical Study of Consumers’ Acceptance in India," Sustainability, MDPI, vol. 15(18), pages 1-20, September.
    9. Sara Cavagnero & Simona Giordano, 2022. "Sui Generis Geographical Indications Fostering Localized Sustainable Fashion: A Cross-Industry Assessment," Sustainability, MDPI, vol. 14(9), pages 1-21, April.
    10. Kumar, Anil & Prakash, Gyan & Kumar, Gaurav, 2021. "Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    11. Elg, Ulf & Welinder, Axel, 2022. "Sustainabilty and retail marketing: Corporate, product and store perspectives," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    12. Preechaya Chavalittumrong & Mark Speece, 2022. "Three-Pillar Sustainability and Brand Image: A Qualitative Investigation in Thailand’s Household Durables Industry," Sustainability, MDPI, vol. 14(18), pages 1-22, September.

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