Browsing by Author "Rosa, Maria Rodrigues"
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- Smart shoppers : studying the relationship between Perceived Quality and Willingness to Pay in Fast and Slow FashionPublication . Rosa, Maria Rodrigues; Romeiro, PauloFashion is, undeniably, one of the largest and most lucrative industries with growing expectations. Despite its general acceptance and the success, recently it has been heavily scrutinized regarding its practices and criticized accordingly. From the exploitation of natural resources, poor working conditions and environmental footprint to intellectual property issues, to name a few. This has led companies to rethink and adopt more sustainable practices, which consumers are becoming increasingly aware of and demanding. However, there seems to be quite a gap in the literature between consumers’ perceptions of slow and fast fashion and their purchasing behavior. This dissertation therefore examines four brands, with different levels of perceived quality and from different fashion models, and their effect on willingness to pay. The results show that these dimensions influence consumers’ willingness to pay. Moreover, the mediating effect of brand image and the moderating effect of being a smart shopper were analyzed. Perceived quality was found to have an impact on brand image, although brand image did not have a direct significant effect on WTP and therefore, not suitable as a mediator. Finally, smart shopper dimensions were better understood in the context of fashion, but also not eligible as moderator. The present study adds to the existing literature of the fashion and smart shopper with theoretical and managerial implications that help better understand consumer behavior towards the fashion industry.