RESUMEN
The large consumption of fast fashion brings many negative environmental impacts. Filipino consumers love and buy fast fashion because it is relatively cheap but trendy, and there are lots of fashionable designs to choose from. Despite the shortage in water supply and disposal issues of fast fashion, people still continue to purchase. The lack of awareness of consumers on sustainable fashion consumption led the researchers to conduct a study that aims to identify factors affecting Filipino consumers' buying decisions on fast fashion using the combined theory of planned behavior, elaboration likelihood model, and hedonic motivation. A total of 407 participants were gathered through a convenience sampling approach, and the data collected were analyzed using structural equation modeling (SEM). The result shows that attitude towards fast fashion is the highest contributing factor to purchase intention. While social media positively affects purchase intention, sustainability advocacy negatively impacts the consumers' intention to buy fast fashion. The awareness of sustainability leads to consumption reduction of fast fashion garments. Surprisingly, perceived product price and quality do not show a significant influence on purchase intention. Incorporating sustainability advocacy on social media may be a great strategy to encourage the sustainable consumption of fashion garments. The findings of this study could be a great tool to influence fashion companies and government institutions to promote sustainability awareness and transition marketing strategies to the sustainable consumption of fashion.
RESUMEN
Korean entertainment industries are dominating all over the world, including in the Philippines. These celebrated mediums included Korean movies, songs, and products, many of which are beloved by Filipinos. As such, this study aims to determine factors that affect the buying decisions of Filipinos with Korean products and services by an extended theory of planned behavior (TPB) approach. A total of 306 Filipino survey participants were collected and analyzed in this study through a convenience sampling approach. Structural equation modeling (SEM) was utilized to analyze the data using SmartPLS, which determined the correlation of the latent constructs of the factors. Based on the results, attitude had the highest effect on behavioral intention, followed by K-drama influence, K-pop influence, and product quality. Interestingly, product price was found to have a low effect on behavioral intention. This study can serve as a basis for investors and business owners to align business strategies concerning consumer behavior in buying Korean products and services.
RESUMEN
Online food delivery service (OFDS) has been widely utilized during the new normal of COVID-19 pandemic especially in a developing country such as Indonesia. The purpose of this study was to determine factors influencing customer satisfaction & loyalty in OFDS during the new normal of COVID-19 pandemic in Indonesia by utilizing an extended Theory of Planned Behavior (TPB) approach. 253 respondents voluntarily participated and answered 65 questions. Structural equation modeling (SEM) indicated that Hedonic Motivation (HM) was found to have the highest effect on customer satisfaction, followed by Price (P), Information Quality (IQ), and Promotion (PRO). Interestingly, this study found out that usability factors such as Navigational Design (ND) and Perceived Ease of Use (PEOU) were not significant to customer satisfaction and loyalty in OFDS during the new normal of COVID-19. This study can be the theoretical foundation that could be very beneficial for OFDS investors, IT engineers, and even academicians. Finally, this study can be applied and extended to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of COVID-19 in other countries.