Bridging the intention-behavior-gap through digitalized information (?) : Two laboratory experiments in the textile industry

DOI zum Zitieren der Version auf EPub Bayreuth: https://doi.org/10.15495/EPub_UBT_00008244
URN to cite this document: urn:nbn:de:bvb:703-epub-8244-8

Title data

Brand, Benedikt Martin:
Bridging the intention-behavior-gap through digitalized information (?) : Two laboratory experiments in the textile industry.
In: Journal of Retailing and Consumer Services. Vol. 84 (2025) . - 104179.
ISSN 0969-6989
DOI der Verlagsversion: https://doi.org/10.1016/j.jretconser.2024.104179

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Abstract

Since literature revealed limited information among consumers as one of the main drivers for the intention-behavior-gap, this article focuses on how information can be communicated in a more effective manner. To overcome previous shortcomings (reliance on (online) surveys) for investigating this gap and increase closeness to reality (enabling touching textiles; try-ons), two laboratory experiments with between-subjects designs are conducted. It is examined if displaying textiles’ sustainability information through (i) QR codes linking to videos (n = 114) and/or (ii) Augmented Reality (AR; n = 124) enables informing consumers better than through conventional, textual hangtags. While QR codes linking to video improve product evaluation (p < 0.001) compared to textual hangtags, this effect could not be proven for AR (p = 0.058). Purchase intention increased in both studies when using digitalized information. Additionally, the intention-behavior gap can be narrowed using AR, since consumers who will actually buy the exhibited textiles make higher bids regarding willingness-to-pay.

Further data

Item Type:	Article in a journal
Keywords:	Twin transformation; Sustainable clothing; Augmented reality; QR code; Video; Laboratory experiment
DDC Subjects:	300 Social sciences > 330 Economics
Institutions of the University:	Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation > Chair Business Administration XIV - Marketing and Innovation - Univ.-Prof. Dr. Daniel Baier Faculties Faculties > Faculty of Law, Business and Economics Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Language:	English
Originates at UBT:	Yes
URN:	urn:nbn:de:bvb:703-epub-8244-8
Date Deposited:	20 Feb 2025 06:34
Last Modified:	20 Feb 2025 06:35
URI:	https://epub.uni-bayreuth.de/id/eprint/8244

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