Strategic profile for positioning eco-apparel among mainstream apparel consumers

Article

Neupane, Saugat, Chimhundu, Ranga and Kong, Eric. 2021. "Strategic profile for positioning eco-apparel among mainstream apparel consumers." Journal of Global Fashion Marketing. 12 (3), pp. 229-244. https://doi.org/10.1080/20932685.2021.1915836
Article Title

Strategic profile for positioning eco-apparel among mainstream apparel consumers

ERA Journal ID125179
Article CategoryArticle
AuthorsNeupane, Saugat (Author), Chimhundu, Ranga (Author) and Kong, Eric (Author)
Journal TitleJournal of Global Fashion Marketing
Journal Citation12 (3), pp. 229-244
Number of Pages16
Year2021
Place of PublicationSingapore
ISSN2093-2685
2325-4483
Digital Object Identifier (DOI)https://doi.org/10.1080/20932685.2021.1915836
Web Address (URL)https://www.tandfonline.com/doi/full/10.1080/20932685.2021.1915836
Abstract

This paper develops a strategic profile for positioning ecologically produced apparel (eco-apparel) to make eco-apparel the preferred choice among mainstream apparel customers. This qualitative study employed 24 in-depth interviews involving eco-apparel consumers and managers. Thematic analysis was used to analyze the qualitative data. This research suggests that there is a mismatch between the value expected by apparel consumers and the value offered by eco-apparel. To attract mainstream apparel consumers, environment-friendliness claims need to be implicit while aesthetic claims should be explicit. Perceived psychological risk due to misleading information, combined with the effort required to purchase due to limited availability, has added to the problems of marketing eco-apparel. Eco-apparel companies could consider this study as a guide to develop value and actions for promoting their products to apparel consumers, through the application of the Four Actions Framework. While previous studies have suggested environment-friendliness as a key factor in marketing eco-apparel, this study suggests that environment-friendliness features should not be the emphasis of eco-apparel marketing. This research has determined the customer value proposition for eco-apparel using the Four Actions Framework, and this is a novel approach that has not been applied by previous research in eco-apparel marketing.

KeywordsEco-apparel; apparel marketing; fashion; customer value proposition; Four Actions Framework
ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
Byline AffiliationsSchool of Business
Institution of OriginUniversity of Southern Queensland
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Ko, Stephen and Kong, Eric. 2009. "Mapping out social enterprises development: a framing perspective." Solomon, George T. (ed.) AOM 2009: Green Management Matters. Chicago, United States 07 - 11 Aug 2009 New York, NY. United States.
Harnessing knowledge for innovation in social enterprises: an intellectual capital perspective
Kong, Eric. 2009. "Harnessing knowledge for innovation in social enterprises: an intellectual capital perspective." Solomon, George T. (ed.) AOM 2009: Green Management Matters. Chicago, United States 07 - 11 Aug 2009 Westchester, NY. United States.
Private label marketing performance: An analysis of historical trends using theories of cumulative change and punctuated equilibrium
Chimhundu, Ranga. 2011. "Private label marketing performance: An analysis of historical trends using theories of cumulative change and punctuated equilibrium." International Journal of Business and Management. 6 (8), pp. 58-65. https://doi.org/10.5539/ijbm.v6n8p58
The role of human resource practices in developing knowledge and learning capabilities for innovation: A study of IT service providers in India
Kong, Eric, Chadee, Doren and Raman, Revti. 2011. "The role of human resource practices in developing knowledge and learning capabilities for innovation: A study of IT service providers in India." Sohal, Amrik (ed.) QIK 2011: Aligning Innovation in Developed and Emerging Economies. Kuala Lumpur, Malaysia 15 - 18 Feb 2011 Kuala Lumpur, Malaysia.
Retailer brand share statistics in four developed economies from 1992 to 2005: Some observations and implications
Chimhundu, Ranga, Hamlin, Robert P. and McNeill, Lisa. 2011. "Retailer brand share statistics in four developed economies from 1992 to 2005: Some observations and implications." British Food Journal. 113 (3), pp. 391-403. https://doi.org/10.1108/00070701111116455
Intellectual capital and non‐profit organizations in the knowledge economy: Editorial and introduction to special issue
Kong, Eric. 2010. "Intellectual capital and non‐profit organizations in the knowledge economy: Editorial and introduction to special issue ." Journal of Intellectual Capital. 11 (2), pp. 97-106. https://doi.org/10.1108/14691931011039624
The role of intellectual capital in non-profit strategic management: an exploratory study of social service non-profit organisations (SSNPOs) and new public management in Australia
Kong, Eric. 2011. The role of intellectual capital in non-profit strategic management: an exploratory study of social service non-profit organisations (SSNPOs) and new public management in Australia. Saarbrüchen, Germany. VDM Verlag Dr. Muller.
Strategic relationships of human capital, strategic human resource management and human resource management
Kong, Eric. 2010. "Strategic relationships of human capital, strategic human resource management and human resource management." Ali, Ruhani (ed.) AAMC 2010: Asian Management: Challenges and Opportunities in Turbulent Times. Macau, China 12 - 14 Dec 2010 Macau, China.
A qualitative analysis of intellectual capital in social service non-profit organisations: a theory-practice divide
Kong, Eric and Ramia, Gaby. 2010. "A qualitative analysis of intellectual capital in social service non-profit organisations: a theory-practice divide." Journal of Management and Organization. 16 (5), pp. 656-676. https://doi.org/10.5172/jmo.2010.16.5.656
The coexistence of manufacturer brands and retailer brands in FMCG product categories
Chimhundu, Ranga. 2010. The coexistence of manufacturer brands and retailer brands in FMCG product categories. PhD Thesis Doctor of Philosophy. University of Otago.
Impact of manufacturer brand innovation on retailer brands
Chimhundu, Ranga, Hamlin, Robert P. and McNeill, Lisa. 2010. "Impact of manufacturer brand innovation on retailer brands." International Journal of Business and Management. 5 (9), pp. 10-18.
The role of image and reputation as intangible resources in non-profit organisations: a relationship management perspective
Kong, Eric and Farrell, Mark. 2010. "The role of image and reputation as intangible resources in non-profit organisations: a relationship management perspective." Tsui, Eric (ed.) ICICKM 2010: 7th International Conference on Intellectual Capital, Knowledge Management and Organisational Learning. Hong Kong, China 11 - 12 Nov 2010 Reading, United Kingdom.
Developing organizational knowledge and learning capabilities: synergistic relationships of human capital, strategic human resource management and human resource management
Kong, Eric. 2010. "Developing organizational knowledge and learning capabilities: synergistic relationships of human capital, strategic human resource management and human resource management." The International Journal of Learning. 17 (5), pp. 63-80.
Knowledge and learning capabilities in non-profit organizations: a relational capital perspective
Kong, Eric and Farrell, Mark. 2010. "Knowledge and learning capabilities in non-profit organizations: a relational capital perspective." The International Journal of Learning. 17 (3), pp. 97-116.
Analysing BSC and IC's usefulness in nonprofit organizations
Kong, Eric. 2010. "Analysing BSC and IC's usefulness in nonprofit organizations." Journal of Intellectual Capital. 11 (3), pp. 284-304. https://doi.org/10.1108/14691931011064554
Harnessing knowledge for innovation in social enterprises: an intellectual capital perspective
Kong, Eric. 2010. "Harnessing knowledge for innovation in social enterprises: an intellectual capital perspective." Al-Hakim, Latif and Jin, Chen (ed.) Innovation in business and enterprise: technologies and frameworks. Hershey, PA. United States. IGI Global. pp. 162-184
Innovation processes in social enterprises: an IC perspective
Kong, Eric. 2010. "Innovation processes in social enterprises: an IC perspective." Journal of Intellectual Capital. 11 (2), pp. 158-178. https://doi.org/10.1108/14691931011039660
Perceptions of information flow and sharing in non-profit organisations: a relational capital perspective
Kong, Eric. 2009. "Perceptions of information flow and sharing in non-profit organisations: a relational capital perspective." Peng, Jie, Al-Hakim, Latif and Chen, Guoqing (ed.) COINFO 2009: Managing Virtual Organisations and Information in the Era of Globalisation. Beijing, China 21 - 23 Nov 2009 Los Alamitos, CA. United States. https://doi.org/10.1109/COINFO.2009.67
Human capital as a key component of intellectual capital in non-profit organisations
Kong, Eric. 2003. "Human capital as a key component of intellectual capital in non-profit organisations." Delener, Nejdet and Chao, Chiang-Nan (ed.) Challenging the Frontiers in Global Business and Technology: Implementation of Changes in Values, Strategy and Policy, Governance and Knowledge Management (2003). Budapest, Hungary 08 - 12 Jul 2003 New York, United States.
An intellectual capital perspective of non-profit strategy: a strategic advantage conceptual framework
Kong, Eric. 2006. "An intellectual capital perspective of non-profit strategy: a strategic advantage conceptual framework." Basu, Parikshit K, O’Neill, Grant and Travaglione, Anthony (ed.) ICCB 2006: Engagement and Change: Managing in a Free Trade Environment. Leura, Australia 21 - 22 Sep 2006 Wagga Wagga, Australia.
Non-profit strategy in the knowledge economy: an intellectual capital perspective
Kong, Eric. 2006. "Non-profit strategy in the knowledge economy: an intellectual capital perspective." Zhao, Xiande and Baoding, Liu (ed.) 11th Annual Conference of Asia Pacific Decision Sciences Institute (APDSI 2006): Innovation and Service Excellence for Competitive Advantage in the Global Environment. Hong Kong, China 14 - 18 Jun 2006 Hong Kong, China.
Strategic relationships of human capital, strategic human resource management and human resource management
Kong, Eric. 2007. "Strategic relationships of human capital, strategic human resource management and human resource management." Christopher, Bart, Bontis, Nick and Wakefield, Patricia (ed.) 28th McMaster World Congress on Intellectual Capital and Innovation. Hamilton, Canada 24 - 26 Jan 2007 Hamilton, Canada.
The human capital and human resource management relationships in non-profit organisations: misunderstanding and implication
Kong, Eric. 2007. "The human capital and human resource management relationships in non-profit organisations: misunderstanding and implication." International Journal of Knowledge Management Studies. 1 (3/4), pp. 471-483. https://doi.org/10.1504/IJKMS.2007.012536
Social responsibility framework and business-nonprofit-government partnerships
Sirisuthikul, Varintra and Kong, Eric. 2007. "Social responsibility framework and business-nonprofit-government partnerships." Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.
A review of the strategic management literature: the importance of intellectual capital in the non-profit sector
Kong, Eric. 2007. "A review of the strategic management literature: the importance of intellectual capital in the non-profit sector." Christopher, Bart, Bontis, Nick and Wakefield, Patricia (ed.) 28th McMaster World Congress on Intellectual Capital and Innovation. Hamilton, Canada 24 - 26 Jan 2007 Hamilton, Ontario, Canada.
The strategic importance of intellectual capital in the non-profit sector
Kong, Eric. 2007. "The strategic importance of intellectual capital in the non-profit sector." Journal of Intellectual Capital. 8 (4), pp. 721-731. https://doi.org/10.1108/14691930710830864
Manufacturer and retailer brand innovation in grocery packaged goods categories
Chimhundu, Ranga. 2008. "Manufacturer and retailer brand innovation in grocery packaged goods categories." 12th Annual Waikato Management School Student Research Conference. Hamilton, New Zealand 20 Oct 2008 Hamilton, New Zealand.
FMCG brand, supermarket chain and consumer relationships
Chimhundu, Ranga. 2005. "FMCG brand, supermarket chain and consumer relationships." 2005 Otago Marketing Doctoral Colloquium. Dunedin, New Zealand 17 - 18 Oct 2005 Dunedin, New Zealand.
The development of strategic management in the non-profit context: Intellectual capital in social service non-profit organisations
Kong, Eric. 2008. "The development of strategic management in the non-profit context: Intellectual capital in social service non-profit organisations." International Journal of Management Reviews. 10 (3), pp. 281-299. https://doi.org/10.1111/j.1468-2370.2007.00224.x
Intellectual capital and strategic human resource management in social service non-profit organisations in Australia
Kong, Eric and Thomson, S. Bruce. 2006. "Intellectual capital and strategic human resource management in social service non-profit organisations in Australia." International Journal of Human Resources Development and Management. 6 (2-4), pp. 213-231. https://doi.org/10.1504/IJHRDM.2006.010396
Intellectual capital and external environment links in organisations: an exploratory study
Kong, Eric. 2008. "Intellectual capital and external environment links in organisations: an exploratory study." International Journal of Knowledge Management Studies. 8 (4), pp. 9-17.
An intellectual capital perspective of competitive advantage in non-profit organisations
Kong, Eric and Prior, Daniel. 2008. "An intellectual capital perspective of competitive advantage in non-profit organisations." International Journal of Nonprofit and Voluntary Sector Marketing. 13 (2), pp. 119-128. https://doi.org/10.1002/nvsm.315
Using intellectual capital as a strategic tool for non-profit organisations
Kong, Eric. 2003. "Using intellectual capital as a strategic tool for non-profit organisations." The International Journal of Knowledge, Culture and Change Management. 3 (1), pp. 467-474.
Future of the brand management structure in FMCG: A two-dimensional perspective
Chimhundu, Ranga. 2004. Future of the brand management structure in FMCG: A two-dimensional perspective. Masters Thesis Master of Commerce. University of Otago.
The brand management structure in consumer packaged goods: A research monograph on its current status and future prospects
Chimhundu, Ranga and Hamlin, Robert P.. 2008. The brand management structure in consumer packaged goods: A research monograph on its current status and future prospects. Saarbrucken, Germany. VDM Verlag Dr. Muller.
Branding and relationship marketing within the trifecta of power: Managing simultaneous relationships in consumer goods marketing
Hamlin, Robert P. and Chimhundu, Ranga. 2007. "Branding and relationship marketing within the trifecta of power: Managing simultaneous relationships in consumer goods marketing." Journal of Customer Behavior. 6 (2), pp. 179-194.
Future of the brand management structure in FMCG
Chimhundu, Ranga and Hamlin, Robert P.. 2007. "Future of the brand management structure in FMCG." Journal of Brand Management. 14 (3), pp. 232-239. https://doi.org/10.1057/palgrave.bm.2550064
An intellectual capital perspective of human resource strategies and practices
Kong, Eric and Thomson, S. Bruce. 2009. "An intellectual capital perspective of human resource strategies and practices." Knowledge Management Research and Practice. 7 (4), pp. 356-364. https://doi.org/10.1057/kmrp.2009.27
A preliminary analysis of learning processes for innovation in member-serving nonprofit organizations: the role of governance structure and its elements - shared knowledge, decision making and benefit sharing
Kong, Eric, Jenkins, Stacey and Ardagh, David. 2009. "A preliminary analysis of learning processes for innovation in member-serving nonprofit organizations: the role of governance structure and its elements - shared knowledge, decision making and benefit sharing." The International Journal of Learning. 16 (6), pp. 1-16.
Facilitating learning through intellectual capital in social service nonprofit organizations
Kong, Eric. 2009. "Facilitating learning through intellectual capital in social service nonprofit organizations." The International Journal of Learning. 16 (2), pp. 533-548.