University of Arkansas, Fayetteville Division of Agriculture
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Abstract

Consumer interest in social responsibility (SR) has greatly increased in recent years. Providing environmentally friendly packaging (recycled and reusable bags) is one example of how apparel retail brands can engage in SR. The objective of this research was to explore the impact of using environmentally friendly packaging on consumers’ attitudes and patronage intentions toward apparel retail brands. To conduct this research, undergraduate and graduate students from a major mid-Southern university completed an online survey testing consumers’ perceptions, environmental consciousness, attitudes, and patronage intentions. Results from this study revealed that young consumers’ perceptions of environmentally friendly packaging has a positive impact on their environmental consciousness and their attitudes toward apparel retail brands engaged in SR. This study also found that consumers’ environmental consciousness has a positive impact on their attitudes toward apparel retail brands engaged in SR, which lead to patronage intentions toward the brand. These findings imply that providing environmentally friendly packaging is important in enhancing positive attitudes and patronage intentions toward apparel retail brands. Retailers are advised to consider changing their current packaging to environmentally friendly packaging.

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