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2 2024

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Perceptions of eco-responsible initiatives of the brand and their impact on consumer engagement of generation Z

Tarapata Jolanta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 193

685--700

Purpose: The aim of the study is to present the relationship between generation Z consumers' perception of sustainable brand initiatives in the area of environmental protection and the degree of their cognitive, emotional and behavioral involvement in the brand. Design/methodology/approach: The study was conducted on a sample of 500 consumers in the period August-September 2023 throughout Poland (16 voivodeships). The sample selection was random. The research covered Generation Z consumers (aged 18 to 28), both sexes, and those from towns with different numbers of inhabitants who follow clothing brands on social media. The method used in the study was a diagnostic survey. Findings: The research results prove that the perception of brand's ecologically responsible initiatives determines young consumers’ involvement in all three spheres (cognitive, emotional and behavioral). In turn, the perception of these activities as ecologically irresponsible does not translate into their lack of involvement. Moreover, consumers who have no opinion on the activities undertaken by the brand that demonstrate their ecological responsibility declare their involvement in the brand to a similar extent as consumers who perceive these activities as responsible. Research limitations/implications: The research results encourage a more in-depth analysis of consumers' involvement in the brand, considering extended scales proving their involvement, as well as covering a larger population of respondents. Practical implications: Research results prove that a significant percentage of generation Z consumers do not have knowledge about ecologically responsible initiatives undertaken by their favorite brands. Hence, socially responsible brands that consider environmental protection in their activities should use more opportunities to communicate the activities to consumers, which are undertaken in this area, in order to create a more expressive image of a responsible brand, and thus strengthen their relationship with the brand, influencing their commitment. Social implications: A better understanding of the impact of environmentally friendly practices undertaken by companies/brands on shaping relationships with stakeholders. Originality/value: The article has primarily cognitive value, emphasizing the importance of the perception of ecologically responsible activities undertaken by brands in creating consumer involvement in the brand. Until now, little research has contributed to understanding the impact of brand activities perceived as sustainable on customer relationships from both cognitive, emotional and behavioral perspectives. The article therefore enriches the current theory of sustainable practices of brands and their relationships with consumers.

Consumer engagement in the clothing industry

Pawlak Katarzyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 193

271--303

Purpose: The development of ICT has led to an increased interest in the domain of consumer engagement. The article entails an attempt at identifying the symptoms of and the factors influencing consumer engagement, as well as seeks to formulate a model for building Generation Z consumer engagement in the clothing industry. Design/methodology/approach: The study was conducted using in-depth group interviews, in accordance with the principles of grounded theory. The data collected in interviews was processed by transcription. The data coding and analysis was carried out using Atlas.ti computer software. Findings: The article elaborates a consumer engagement model incorporating the impact of the following factors on consumer engagement: satisfaction, loyalty, trust, product quality, customer involvement and interest in the product category. The consumer engagement behaviors expressed by the interviewees were classified. Research limitations/implications: The consumer engagement model was formulated based on qualitative data. A future quantitative study should provide quantitative verification of the relationships identified. Further research can be expanded to include other groups of respondents, varying in financial status, age. Practical implications: The results of the study indicate the urgency of following both pathways of building consumer engagement in the practice of clothing companies. They provide clues of sources that should be utilized in consumer engagement building as well as routes to motivate consumers and modify their behavior. Social implications: The results of the study reveal a link between consumer engagement behavior and customer needs satisfaction, as well as high product quality and brand trust. They touch upon the issues of sustainability and the need for a strategy shift in the clothing industry toward sustainable production. Originality/value: The article elaborates a consumer engagement model serving as a basis for the building of strategies aimed at increasing consumer engagement.