IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v84y2025ics0969698924004752.html
   My bibliography  Save this article

Bridging the intention-behavior-gap through digitalized information (?) - Two laboratory experiments in the textile industry

Author

Listed:
  • Brand, Benedikt M.

Abstract

Since literature revealed limited information among consumers as one of the main drivers for the intention-behavior-gap, this article focuses on how information can be communicated in a more effective manner. To overcome previous shortcomings (reliance on (online) surveys) for investigating this gap and increase closeness to reality (enabling touching textiles; try-ons), two laboratory experiments with between-subjects designs are conducted. It is examined if displaying textiles’ sustainability information through (i) QR codes linking to videos (n = 114) and/or (ii) Augmented Reality (AR; n = 124) enables informing consumers better than through conventional, textual hangtags. While QR codes linking to video improve product evaluation (p < 0.001) compared to textual hangtags, this effect could not be proven for AR (p = 0.058). Purchase intention increased in both studies when using digitalized information. Additionally, the intention-behavior gap can be narrowed using AR, since consumers who will actually buy the exhibited textiles make higher bids regarding willingness-to-pay.

Suggested Citation

  • Brand, Benedikt M., 2025. "Bridging the intention-behavior-gap through digitalized information (?) - Two laboratory experiments in the textile industry," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:joreco:v:84:y:2025:i:c:s0969698924004752
    DOI: 10.1016/j.jretconser.2024.104179
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924004752
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.104179?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jeffery Bray & Nick Johns & David Kilburn, 2011. "An Exploratory Study into the Factors Impeding Ethical Consumption," Journal of Business Ethics, Springer, vol. 98(4), pages 597-608, February.
    2. Hung Vu Nguyen & Cuong Hung Nguyen & Thoa Thi Bao Hoang, 2019. "Green consumption: Closing the intention‐behavior gap," Sustainable Development, John Wiley & Sons, Ltd., vol. 27(1), pages 118-129, January.
    3. Joerß, Tom & Hoffmann, Stefan & Mai, Robert & Akbar, Payam, 2021. "Digitalization as solution to environmental problems? When users rely on augmented reality-recommendation agents," Journal of Business Research, Elsevier, vol. 128(C), pages 510-523.
    4. Benedikt M. Brand & Cristopher Siegfried Kopplin & Theresa Maria Rausch, 2022. "Cultural differences in processing online customer reviews: holistic versus analytic thinkers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1039-1060, September.
    5. Aslam, Usman & Davis, Leon, 2024. "Analyzing consumer expectations and experiences of Augmented Reality (AR) apps in the fashion retail sector," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    6. Lee, Eung Jin & Bae, Joonheui & Kim, Kyung Hoon, 2020. "The effect of environmental cues on the purchase intention of sustainable products," Journal of Business Research, Elsevier, vol. 120(C), pages 425-433.
    7. Konstantinos Rotsios & Aggeliki Konstantoglou & Dimitris Folinas & Thomas Fotiadis & Leonidas Hatzithomas & Christina Boutsouki, 2022. "Evaluating the Use of QR Codes on Food Products," Sustainability, MDPI, vol. 14(8), pages 1-15, April.
    8. Pantano, Eleonora & Rese, Alexandra & Baier, Daniel, 2017. "Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 81-95.
    9. Kyra Wang & Zeynep Duygu Tekler & Lynette Cheah & Dorien Herremans & Lucienne Blessing, 2021. "Evaluating the Effectiveness of an Augmented Reality Game Promoting Environmental Action," Sustainability, MDPI, vol. 13(24), pages 1-16, December.
    10. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    11. Benedikt M. Brand & Theresa Maria Rausch & Jannika Brandel, 2022. "The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z," Sustainability, MDPI, vol. 14(9), pages 1-28, May.
    12. Schultz, Carsten D. & Kumar, Harish, 2024. "ARvolution: Decoding consumer motivation and value dimensions in augmented reality," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    13. Dhir, Amandeep & Sadiq, Mohd & Talwar, Shalini & Sakashita, Mototaka & Kaur, Puneet, 2021. "Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    14. Shaw, Norman & Eschenbrenner, Brenda & Brand, Benedikt M., 2022. "Towards a Mobile App Diffusion of Innovations model: A multinational study of mobile wallet adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    15. Iain Davies & Zoe Lee & Ine Ahonkhai, 2012. "Do Consumers Care About Ethical-Luxury?," Journal of Business Ethics, Springer, vol. 106(1), pages 37-51, March.
    16. Jochen Strahle & Franziska Girwert, 2016. "Impact of a Fashion fTRACE App on the Perception of Sustainability," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 1(2), pages 7-18, January.
    17. Ulrich, Isabelle & Cacho-Elizondo, Silvia & Damay, Coralie & Loussaïef, Leïla, 2024. "A practice theory perspective on apparel sharing consumption models exploring new paths of consumption in France and Mexico," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    18. Rese, Alexandra & Baier, Daniel, 2025. "Rental clothing box subscription: The importance of sustainable fashion labels," Journal of Retailing and Consumer Services, Elsevier, vol. 83(C).
    19. Richard L. Daft & Robert H. Lengel, 1986. "Organizational Information Requirements, Media Richness and Structural Design," Management Science, INFORMS, vol. 32(5), pages 554-571, May.
    20. Uhm, Jun-Phil & Kim, Sanghoon & Do, Chanwook & Lee, Hyun-Woo, 2022. "How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    21. Goodarzi, Shadi & Masini, Andrea & Aflaki, Sam & Fahimnia, Behnam, 2021. "Right information at the right time: Reevaluating the attitude–behavior gap in environmental technology adoption," International Journal of Production Economics, Elsevier, vol. 242(C).
    22. Caboni, Federica & Basile, Vincenzo & Kumar, Harish & Agarwal, Diksha, 2024. "A holistic framework for consumer usage modes of augmented reality marketing in retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    2. Jeganathan, Kishokanth & Szymkowiak, Andrzej, 2025. "Bridging Digital Product Passports and in-store experiences: How augmented reality enhances decision comfort and reuse intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    3. Catherine Janssen & Joëlle Vanhamme & Adam Lindgreen & Cécile Lefebvre, 2014. "The Catch-22 of Responsible Luxury: Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 119(1), pages 45-57, January.
    4. Smirti Kutaula & Alvina Gillani & Diana Gregory-Smith & Boris Bartikowski, 2024. "Ethical Consumerism in Emerging Markets: Opportunities and Challenges," Journal of Business Ethics, Springer, vol. 191(4), pages 651-673, May.
    5. Yingxiu Hong & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2024. "Sustainable consumption practices among Chinese youth," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
    6. Santhiya Ramasamy & Karpal S. Dara Singh & Azlan Amran & Mehran Nejati, 2020. "Linking human values to consumer CSR perception: The moderating role of consumer skepticism," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1958-1971, July.
    7. Kong, Hyun Min & Witmaier, Alexander & Ko, Eunju, 2021. "Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands," Journal of Business Research, Elsevier, vol. 131(C), pages 640-651.
    8. Hoffmann, Stefan & Lasarov, Wassili & Reimers, Hanna, 2022. "Carbon footprint tracking apps. What drives consumers' adoption intention?," Technology in Society, Elsevier, vol. 69(C).
    9. Caroline Moraes & Marylyn Carrigan & Carmela Bosangit & Carlos Ferreira & Michelle McGrath, 2017. "Understanding Ethical Luxury Consumption Through Practice Theories: A Study of Fine Jewellery Purchases," Journal of Business Ethics, Springer, vol. 145(3), pages 525-543, October.
    10. Catherine Janssen & Joëlle Vanhamme, 2015. "Theoretical Lenses for Understanding the CSR–Consumer Paradox," Journal of Business Ethics, Springer, vol. 130(4), pages 775-787, September.
    11. Huang, Tseng-Lung & Liu, Ben S., 2025. "Algorithm-based augmented reality increases website visit duration and total online purchase amount: Role of mindfulness," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    12. Shahid Rasool & Roberto Cerchione & Jari Salo, 2020. "Assessing ethical consumer behavior for sustainable development: The mediating role of brand attachment," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(6), pages 1620-1631, November.
    13. Joëlle Vanhamme & Adam Lindgreen & Gülen Sarial-Abi, 2023. "Luxury Ethical Consumers: Who Are They?," Journal of Business Ethics, Springer, vol. 183(3), pages 805-838, March.
    14. Robyn McCormack & Rafi M. M. I. Chowdhury, 2024. "Moral disengagement and neutralization techniques as explanations of unethical behavior," Journal of Consumer Affairs, Wiley Blackwell, vol. 58(2), pages 630-662, June.
    15. Nadeem, Waqar & Ashraf, Abdul R. & Kumar, V., 2025. "Fostering consumer engagement with sustainability marketing using augmented reality (SMART): A climate change response," Journal of Business Research, Elsevier, vol. 192(C).
    16. Qin, Hong & Peak, Daniel Alan & Prybutok, Victor, 2021. "A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    17. Singh, Rajesh Kumar & Goel, Pooja & Garg, Aashish & Struweg, Ilse, 2025. "Exploring participation intentions in metaverse-based retail stores: Implications for commute reduction," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    18. Karatzas, Stelios & Kapoulas, Alexandros & Priporas, Constantinos Vasilios, 2019. "Consumers' perceptions on complexity and prospects of ethical luxury: Qualitative insights from Taiwan," Australasian marketing journal, Elsevier, vol. 27(4), pages 224-232.
    19. Tong Zhang & Qi Jiang & Wuyang Hu & Zhanguo Zhu, 2025. "Consumption Poverty Alleviation: The Role of Poverty Attribution and Attitude in Poverty Alleviation Product Purchase," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(3), pages 3631-3646, June.
    20. Alvina Gillani & Smirti Kutaula & Leonidas C. Leonidou & Paul Christodoulides, 2021. "The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy," Journal of Business Ethics, Springer, vol. 169(3), pages 557-577, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:84:y:2025:i:c:s0969698924004752. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.