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

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.

Full text

Published in Journal of Retailing and Consumer Services:
https://doi.org/10.1016/j.jretconser.2024.104179
Bridging the intention-behavior-gap through digitalized information (?) -
Two laboratory experiments in the textile industry
Benedikt M. Brand
The article is available via open access and can be found here:
https://doi.org/10.1016/j.jretconser.2024.104179
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.
Keywords Twin transformation; Sustainable clothing; Augmented reality; QR code; Video;
Laboratory experiment