Green Transformations
Thrifting for a Sustainable Future: A Study on Online Thrift Stores of India View Digital Media
Paper Presentation in a Themed Session Shankhalina Choudhury
The Fashion Industry is arguably one of the most polluting industries of all. With the rise in consumer demand, the fashion industry has also grown at a commensurate pace which will inevitably add to the environmental deterioration. Although circular fashion has been talked about recently, the COVID19 pandemic gave it the much-needed push, especially in changing young consumers' mindsets. Studies indicate that due to the pandemic, people became more aware of environmental challenges. With a new understanding of sustainable fashion, many young Indians in the age group of 18-25 from all across the country took to Instagram, to create their online thrift stores and give clothes a second chance. It instantly gained acceptance and the store owners created a system around it. Using Instagram as a platform, these young individuals became self-dependent entrepreneurs. To conduct the study, twenty online thrift stores were identified based on their popularity on Instagram. In-depth interviews were conducted with these store owners using a structured interview. Topics like their sourcing, posting, and pain points were covered as part of these interviews. Further, an analysis of their Instagram stores was done in terms of consumer engagement. It can be said that technology played an important role by providing a platform for these small business owners as they could reach to consumers all across the nation. Access to technology saved a lot of clothes from ending up in landfills and kept the garments in circulation. Further, it has contributed to income generation for these young entrepreneurs.
The Role of Green Brand Image in Enhancing Satisfaction and Trust: The Case of a Green Coffee Shop in Thailand
Paper Presentation in a Themed Session Chonlada Sajjanit
The purpose of the study is to explore the impact of green brand image on customers’ green trust through green satisfaction. To test the research hypotheses, the study conducted a quantitative survey of 207 customers of a green coffee shop in Thailand. Structural Equation Modeling (SEM) was used for data analysis. According to the SEM analysis, the proposed model fitted the data well (TLI = 0.98, CFI = 0.98, GFI = 0.95, RMSEA = 0.06). The findings indicate that green brand image affected customers’ green satisfaction (β = 0.90, p-value =.000). Additionally, green satisfaction positively affected green trust (β = 0.95, p-value =.000). For academic contributions, this study could significantly contribute to marketing literature by integrating the body of knowledge among branding, consumer behavior and sustainability in the coffee shop industry context. For practical implications, the study findings encourage service firms in the coffee shop sector to implement more environmentally friendly initiatives in their businesses to gain a differential competitive advantage and enhance customer satisfaction and trust.
