Perception and Processing of ‘Green’ Cues in Fashion Online Stores: An Eye Tracking Experiment
(R2023-117259)

AUTHORS

David Bourdin, FHWien der WKW University of Applied Sciences; Lisa Greslehner, FHWien der WKW University of Applied Sciences; Ilona Pezenka, FHWien der WKW University of Applied Sciences for Management & Communication

ABSTRACT

Fashion brands have been witnessing unprecedented growth, but at the same time, consumers increasingly incorporate CSR considerations into their purchase decisions while expecting authenticity and transparency in companies’ green marketing efforts. To gain an understanding of how online shoppers process eco-friendly cues, we conducted an eye tracking experiment (N = 77) in which we investigate the role of two product attributes and two design elements on consumers’ perceptions of fashion stores and their products. We found that product country of origin and website colors play a role, while eco-labels and different brand logo shapes do not.