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Bridging the information asymmetry in e-commerce : an intercultural perspective on sustainable clothing

Title data

Robichaud, Zachary ; Brand, Benedikt Martin ; Yu, Hong:
Bridging the information asymmetry in e-commerce : an intercultural perspective on sustainable clothing.
In: International Journal of Retail & Distribution Management. Vol. 52 (2024) Issue 10/11 . - pp. 1004-1019.
ISSN 1758-6690
DOI: https://doi.org/10.1108/IJRDM-12-2023-0708

Official URL: Volltext

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Abstract in another language

Purpose – This study addresses the information asymmetry issue in e-commerce, particularly prevalent in the clothing industry, leading to high product returns and environmental harm. The research aims to fill gaps in the existing literature by holistically examining multiple information cues and considering intercultural differences, utilizing signaling theory. Design/methodology/approach – An Adaptive Choice-Based Conjoint experiment involving German (n=332) and Chinese (n=331) respondents from Generation Y is conducted. This cross-cultural comparison explores consumer preferences for sustainable clothing and analyses factors influencing their choices, including price, shipping costs, sustainability labels and online customer reviews. Findings – German online shoppers exhibit a stronger preference for sustainable clothing compared to their Chinese counterparts, with notable differences in the emphasis placed on various factors. Chinese respondents prioritize monetary aspects (e.g. price and shipping costs), while Germans attach greater importance to sustainability labels and online customer reviews. Originality/value – This research contributes to the existing literature by providing a comprehensive analysis of information cues in e-commerce, considering cultural variations. The findings shed light on the distinct preferences of German and Chinese respondents from Generation Y, offering valuable insights for businesses aiming to address information asymmetry and enhance environmental sustainability in online clothing retail.

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: Sustainability; Information asymmetry; Intercultural; Online shopping; Signaling theory; Sustainable clothing
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation > Chair Business Administration XIV - Marketing and Innovation - Univ.-Prof. Dr. Daniel Baier
Faculties
Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences > 330 Economics
Date Deposited: 27 Aug 2024 07:05
Last Modified: 16 Jan 2025 12:55
URI: https://eref.uni-bayreuth.de/id/eprint/90273