Marketing Green Apparel: Do Advertisement Claims Influence Consumer Perceptions?
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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The study was designed to answer (1) how different advertisement claims result in positive perceptions (purchase intention and willingness to pay premium) and (2) how consumers' orientation to impression management moderates the effects of each claim on these positive perceptions. To this end, we designed a between-subject experimental study with the manipulation of three different claims.