The effects of not-for-profit messages targeting the global luxury fashion brands: An experimental research on consumers' purchase intention

Abstract

When people become more concerned about the environment, social groups and non-governmental organizations criticize global luxury fashion brands as they act socially and environmentally irresponsible. As these criticisms are increasing, non-profit campaigns are launched to target global luxury fashion brands. These campaigns use different messages and appeals to change consumers' attitudes and behaviors. This study aims to investigate the effects of NFT campaign messages' frames (loss or goal framed) targeting the global luxury fashion brands on the low and high-fashion-involved consumers' luxury purchase intentions. To demonstrate these effects, an experiment was conducted involving repeated measurement and between-subjects message manipulation. Descriptive statistics and Two-way ANOVA analysis were employed to test the hypothesis using IBM SPSS 24. It was found that the interaction effect of message frame and fashion involvement variables on consumers' luxury purchase intentions is statistically significant. © 2024 Elsevier B.V., All rights reserved.