Eco-friendly clothing- “Fashion for a better future”

Eco-friendly clothing- “Fashion for a better future”











Eco-friendly clothes to save the Environment.


Consumer Attitude


Consumer attitude in simple terms is described as an emotion of liking or disliking that a consumer has for a product, brand or a service (Clark, Brock & Stewart, 2019). It is the favorableness or the unfavorableness that an individual customer experiences towards a product or service before purchasing it. Consumer attitude is nothing but a combination of a customer’s beliefs and opinions about the product or service, their feelings about it, and their intentions toward some product or service and its related components like consumers belief or feelings for a particular bran or store. Consumer attitude strongly influences the buying decision of a consumer. A positive attitude consumer often is more inclined to purchase a particular service or product. There are three components of consumer attitude (Fam et al., 2019). The three components of the consumer attitude which appeal to the consumers and influence their buying decision can be explained as follows:

  • Cognitive Component – this component of the consumer attitude model appeals to a consumer’s perception and knowledge towards some brand, product, company, or service (Fam et al., 2019). This knowledge or perception is attained by the consumer from personal experience. It also developed through similar information received from many sources. This received knowledge leads to the development of beliefs among a consumer and which gives him the typical purchasing behaviour.
  • Affective Component –this affective component targets the feelings, sentiments, and emotions of a consumer about a particular brand or product. These emotions form the main selection criteria for the consumer for evaluation purpose about that product or brand (Fam, 2019). The particular state of mind of the consumer like happiness, anger, or stress also affects the attitude of a consumer.
  • Conative Component −this conative element appeals the customer’s intention or liking towards some brand, product or service (Fam, 2019). It usually refers to the actual behaviour or the intention of the consumer.

The marketing team usually designs integrated marketing mix and communication mix strategies keeping in the mind this consumer attitude. The promotions tools like advertisement campaigns are designed such that they appeal and target any one of these components of consumer attitude (Clark, Brock & Stewart, 2019) .Similarly, the consumer attitude component that will be targeted through the following advertisement of Eco-friendly clothes, is the cognitive approach.

As explained, the cognitive approach or component relates to a person’s knowledge about an object or product, the consumer must have the adequate knowledge to purchase an Eco-friendly product. A consumer will only be influenced to buy Eco-friendly clothes if the consumer is well-aware about the importance and essence of using eco-friendly products. This awareness is gained through knowledge and experience sharing, which has an impact on the consumer to buy the product.




















Eco-friendly clothing- “Fashion for a better future”

194 Clothes Recycled Material Photos - Free & Royalty-Free Stock ...









Clark, E., Brock, T.C. & Stewart, D.W. (2019). Attention, attitude and affect in response to advertising. New York: Psychology press.

Fam, K.S, (2019). Consumer attitude towards sales promotion techniques: a multi-country study. Asia Pacific Journal of Marketing and Logistics, 31(2), 437-463.



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