Introduction
Literature review
Environmentally conscious companies
“Green” issues of apparel retailers
Green issues among consumer generations
Consumer loyalty towards retail stores
Research design and methodology
Construct [Literature] | Apparel retailers… | Loadings (EFA) | FIT |
---|---|---|---|
… seem to be responsible towards the environment. | 0.874 | EV: 2.795; % of var: 34.93 | |
… are careful to protect the environment. | 0.769 | ||
… are willing to renounce part of their profit to ensure a clean environment. | 0.725 | ||
… seem to support good environment protection causes. | 0.673 | ||
… think about the future of children and grandchildren so that they may live in an unpolluted environment. | 0.796 | EV: 2.371; % of var: 29.63 | |
… show concern for the future of society. | 0.754 | ||
… follow the example of western countries in this regard (pollution reduction etc.). | 0.664 | ||
… changes in legislation. | 0.645 | ||
I intend to buy clothes made of organic materials in the next three months. | 0.913 | EV: 1.98; % of var: 19.35 | |
I will recommend retailers who sell “green” clothes (clothes made of organic materials) to my friends and acquaintances. | 0.867 | ||
I will buy more “green” clothes in the future. | 0.854 | ||
In the near future I will try other “green” clothes which I have not bought before. | 0.821 | ||
If I happen to seek “green” clothes/clothes made of organic materials and they are not available in the nearby stores, then I will seek them in other stores, even if they are a long distance away. | 0.801 |
Dimension | No. of items | αa > 0.7 | KMOb > 0.7 | χ2; df; pc | Eigen-value | % variance |
---|---|---|---|---|---|---|
Environmental protection strategy | 4 | 0.804 | 0.838 | 1459.43; 26; * | 2.531 | 63.282 |
Environmental responsibility | 4 | 0.823 | 0.760 | 1651.49; 37; * | 2.622 | 65.541 |
Loyalty towards green-oriented retail store | 5 | 0.900 | 0.864 | 3319.839; 43; * | 3.588 | 71.759 |
Effects | All generations | Baby Boomers | X | Millennials (Y) | Z |
---|---|---|---|---|---|
No of cases | 1068 | 143 | 278 | 401 | 246 |
Environmental protection strategy → Loyalty | 0.524**** | 0.537**** | 0.527**** | 0.669**** | 0.690**** |
Environmental Responsibility → Loyalty | 0.161** | 0.095n.s. | 0.161n.s. | 0.148* | 0.157** |
Sample structure
Generations | Baby Boomers | X | Millennials | Z | Total | |||||
---|---|---|---|---|---|---|---|---|---|---|
n | % | n | % | n | % | n | % | n | % | |
Gender | ||||||||||
Male | 66 | 6.2 | 109 | 10.2 | 204 | 19.1 | 115 | 10.8 | 494 | 46.3 |
Female | 77 | 7.2 | 169 | 15.8 | 197 | 18.4 | 131 | 12.3 | 574 | 53.7 |
Total | 143 | 13.4 | 278 | 26.0 | 401 | 37.5 | 246 | 23.0 | 1068 | 100.0 |
Highest level of education completed | ||||||||||
High school | 32 | 3.0 | 59 | 5.5 | 97 | 9.1 | 192 | 18.0 | 380 | 35.6 |
Vocational training | 29 | 2.7 | 44 | 4.1 | 62 | 7.5 | 13 | 1.2 | 148 | 13.8 |
Higher education | 69 | 6.5 | 167 | 15.6 | 227 | 27.6 | 15 | 1.4 | 478 | 44.8 |
Other forms of education | 13 | 1.2 | 8 | 0.7 | 15 | 1.8 | 26 | 2.4 | 62 | 5.8 |
Total | 143 | 13.4 | 278 | 26.0 | 401 | 37.5 | 246 | 23.0 | 1068 | 100.0 |
Monthly net income (lei) | ||||||||||
Below minimum wages* | 6 | 0.6 | 5 | 0.5 | 21 | 2.0 | 47 | 4.4 | 79 | 7.4 |
minimum* - average** wages | 79 | 7.4 | 94 | 8.8 | 186 | 17.4 | 67 | 6.3 | 426 | 39.9 |
Between 1 and 2 average wages** | 36 | 3.4 | 125 | 11.7 | 126 | 11.8 | 12 | 1.2 | 300 | 28.1 |
Over 2 average wages** | 11 | 1.0 | 32 | 3.0 | 21 | 2.0 | 2 | 0.2 | 66 | 6.2 |
Undisclosed wages | 11 | 1.0 | 22 | 2.1 | 47 | 4.4 | 117 | 11.0 | 197 | 18.4 |
Total | 143 | 13.4 | 278 | 26.0 | 401 | 37.5 | 246 | 23,0 | 1068 | 100.0 |
Chain | Apparel | Sportswear | Footwear |
---|---|---|---|
Articles | |||
Romanian | Bigotti, Guara, Effect, Eponje, IQ | DH Sport, Fashionsport | Benvenutti, Ameli, Marelbo, Clujana |
International | Zara, Bershka, Stradivarius, New Yorker, C&A, H&M, Calvin Klein, Hugo Boss, Lee Cooper | Decathlon, Intersport, Hervis, Adidas, Nike | Humanic, Ecco, Deichmann |