What is meaningful for responsible shoppers in online fashion retail?
Kemppainen, T., Frank, L., & Luhtanen, V. (2022). What is meaningful for responsible shoppers in online fashion retail?. In P. Bednar, A. S. Islind, H. Vallo-Hult, A. Nolte, M. Rajanen, F. Zaghloul, A. Ravarini, & A. M. Braccini (Eds.), Proceedings of the 8th International Workshop on Socio-Technical Perspective in Information Systems Development (STPIS 2022) (pp. 311-322). RWTH Aachen. CEUR Workshop Proceedings, 3239. http://ceur-ws.org/Vol-3239/paper25.pdf
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Date
2022Discipline
MarkkinointiSustainable BusinessKestävä liiketoiminta ja talous (painoala)TietojärjestelmätiedeValue Creation for Cyber-Physical Systems and ServicesBasic or discovery scholarshipMarketingSustainable BusinessSustainable Business and Economy (focus area)Information Systems ScienceValue Creation for Cyber-Physical Systems and ServicesBasic or discovery scholarshipCopyright
© 2022 Copyright for this paper by its authors.
This qualitative study investigates what is meaningful for responsible shoppers in online fashion retail. The study aims to identify and describe these essential themes from the customers’ perspective. The data were collected by interviewing nine self-proclaimed responsible shoppers aged 26–51 years. All participants were female. The findings highlight six meaningful themes for responsible shoppers. These include 1) comprehensive and versatile information; 2) familiar brands and retailers; 3) domesticity; 4) pricing; 5) justification of purchase; and 6) the durability of fashion wear. The study indicates that these meaningful themes are related to the online store characteristics and brands sold in them, as well as to the shopper. Online fashion retailers create the conditions for a responsible purchase by the information the retailers present, their selection of brands, and pricing. However, favorable purchasing conditions alone do not guarantee purchases, as responsible shoppers avoid clothing purchases, and their purchases must be well justified. Future studies should examine how online retailers and service providers can appeal to these careful and reluctant shoppers.
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RWTH AachenConference
International Workshop on Socio-Technical Perspective in Information Systems DevelopmentIs part of publication
Proceedings of the 8th International Workshop on Socio-Technical Perspective in Information Systems Development (STPIS 2022)ISSN Search the Publication Forum
1613-0073Keywords
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http://ceur-ws.org/Vol-3239/paper25.pdfPublication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/159239259
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