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2025 ACRA Annual Conference PDF Free Download

2025 ACRA Annual Conference PDF free Download. Think more deeply and widely.

“UNDER A CAROLINA SKY”

March 12-14, Columbia, SC

Welcome Note from the Conference Chairs

It is our great honor to welcome you to the 2025 ACRA Annual Conference, hosted by the

Department of Retailing at the University of South Carolina. As co-chairs, we are delighted to

have you join us for such an impressive group of scholars, educators, and industry professionals

in the field of retail. We are thrilled to host this collegial and intellectually stimulating event here

in the Palmetto State.

We are especially proud to share that this year’s conference has seen a surge in scholarly

contributions, covering a wide range of emerging topics in retailing. This remarkable response

from our academic community not only reflects the growing importance of retail research but

also underscores the intellectual curiosity and commitment that drive our discipline

forward. This year’s program highlights several key research priorities, with sustainability and

artificial intelligence standing out as leading themes. A significant portion of the papers address

issues of sustainability and ethical concerns, as well as the applications of AI and emerging

technologies in retail. Collectively, these trends reflect a growing focus on both innovation and

socially responsible practices, along with the transformative roles these topics continue to play in

shaping the future of retail.

Beyond the academic sessions, we hope you’ll take time to enjoy all that Columbia has to

offer—from its rich culinary offerings and warm Southern hospitality to the beauty of the

University of South Carolina campus. We also encourage you to take advantage of the many

networking opportunities throughout the conference to connect, collaborate, and engage with

colleagues old and new.

We extend our deepest appreciation to everyone who has made this event possible—from our

generous sponsors and the hardworking organizing committee to our meticulous reviewers and

enthusiastic volunteers from the Retailing Department. Your contributions have been essential in

creating a valuable forum for meaningful dialogue and impactful research.

Once again, welcome to the 2025 ACRA annual Conference! We are truly excited to have you

with us and look forward to a successful and memorable conference together!

Sincerely,

Dr. Sang-eun Byun Dr. Joohyung Park

Associate Professor Associate Professor

Department of Retailing Master of Retail Innovation Program Director

University of South Carolina Department of Retailing

sbyun@mailbox.sc.edu University of South Carolina

jpark@hrsm.sc.edu

President Note to Members

The American Collegiate Retailing Association (ACRA) successfully concluded the 2025 ACRA

Annual Conference (Mar 12-14) at Columbia, SC. The conference was hosted by the

Department of Retailing, University of South Carolina (USC), with Drs. Sang-Eun Byun, and

Joohyung Park from USC serving as the Conference Chairs. ACRA acknowledges their hard

work and diligent efforts in bringing this conference to fruition.

This year’s conference brought together faculty, graduate and undergraduate students who

presented their research in diverse areas such as retailing, branding, marketing, supply chain,

and other related topics. The conference also hosted a number of hands-on workshops that

aimed to enhance attendees’ teaching, research, and personal wellness skills.

On behalf of the ACRA e-board and the conference chairs, I would like to thank the reviewers

for their insights and feedback on the full papers. ACRA wishes to congratulate the Overall Best

Paper winner (and the runner-up), the Best Graduate Student Paper winner (and the runner-up),

and the International Journal of Retail and Distribution Management (IJR&DM) Best Paper

(Please see the proceedings to read the abstracts). Once again, thank you to all those who

submitted their papers to the 2025 ACRA Conference and those who attended the conference

in person. We are excited to announce that the 2026 ACRA Conference will be hosted by

California State Polytechnic, Pomona (March 25-27) in Pomona, California.

We look forward to seeing you there!

Sincerely

Archana Kumar, PhD

ACRA President

On behalf of the ACRA Executive Board

ACRA e-Board of Directors (Conference Organizers)

Dr. Archana Kumar

(President)

Dr. Jeff Campbell

(Vice President)

Associate Professor

Dept. of Marketing

Montclair State University

Montclair, NJ

Kumara@montclair.edu

Chairperson & Associate Professor

Dept. of Retailing

University of South Carolina

Columbia, SC

jcampbell@hsrm.sc.edu

Dr. Heejin (Jeanie) Lim

(Secretary)

Dr. Julie Chang

(Treasurer)

Associate Professor

Dept. of Retail, Hospitality, & Tourism

Management

University of Tennessee, Knoxville

Knoxville, TN

hlim@utk.edu

Professor & Doctoral Program Director

College of Health and Human Sciences

Hospitality and Retail Management

Texas Tech University, Lubbock, TX

Julie.chang@ttu.edu

Dr. Jewon Lyu

(Development Officer)

Dr. Michelle L. Childs

(Retail Education Outreach Committee

Chair)

Assistant Professor

Dept. of Textiles, Merchandising &

Interiors

University of Georgia

Athens, GA

Jewon.lyu@uga.edu

Director of Graduate Studies & Associate

Professor

Dept. of Retail, Hospitality, & Tourism

Management

University of Tennessee, Knoxville

Knoxville, TN

mlchilds@utk.edu

Dr. Maryam Tofighi

(Editorial Assistant for IJR&DM)

Assistant Professor

Dept of Marketing

California State University, Los Angeles

Los Angeles, CA

mtofigh@calstatela.edu

Dr. Patrali Chatterjee

(Immediate Past President)

Chairperson and Professor

Dept of Marketing

Montclair State University

Montclair, NJ

chatterjeep@montclair.edu

Table of contents

Page

Branding

1-4

• The Effects of Transparency on Brand Equity: The Moderating Role of Consumer

Aliteracy (Kavita Singh, Annie Williams, Farhan Haque, Md Arif Iqbal, Mikaylah

Perry, and Kittichai Watchravesringkan)

1-2

• The Plant-Based Food Adoption Framework: A Meta-Analysis of Plant-Based

Consumption (Victoria Pearson, Omar H. Fares, and Jenna Jacobson)

3-4

Teaching/Research Workshop

5-7

• Doodling 101: Using Sketch Noting to Facilitate Learning (Jane Thomas, Judith

White, and Cara Peters)

• Enhancing Retailing Student Learning Outcomes through Business Simulation

Activities: The Case of Glo-Bus (Jeffrey Campbell)

• Mindfulness Practices: Techniques to Hone Cerebral and Soft Skills in the Academic

Setting (Swagata Chakraborty)

AI in Advertising and Online Reviews

8-9

• Consumer Responses to AI-Generated Fashion Ads: An Exploratory Study (Xingqiu

Lou and Lauren Copeland)

8-9

• The Impact of Realism in Fashion Virtual Influencer Social Media Advertising on

Narrative Transportation and Persuasion: A Conceptual Framework (Ziyou Jiang and

Jewon Lyu)

10-11

• Proper Conspicuousness of Product Placement on YouTube Based on Demographic

Factors (Wanmo Koo)

12-13

• Exploring the Effectiveness of Positive Vs. Two-Sided AI-Generated Review

Summary for Search and Experience Products (Garim Lee, Jennifer Yeeun Huh, and

Terry Haekyung Kim)

14-15

Food Consumption and Grocery Retailing

16-18

• Understanding Meal Kit Service Customers by through Segmentation Approach

(Joohyung Park and Kawon Kim)

• Battle of the Bulge: Will AI Help to Reduce Excess in Retail Grocery Operations?

(Jeffrey Campbell and Russell Zwanka)

17-18

Consumer and Corporate Dynamics in Socio-Political Contexts

19-21

• Brand Activism: The Dynamics of Consumer Responses to Divisive Socio-Political

Issues (Sang-eun Byun and Manveer Mann)

• News Engagement Frequency (NEF) in Shaping Corporate Confidence in Canada:

Implications for Policymakers and Retailers (Victoria Pearson, Omar H. Fares, and

20-21

Seung Hwan Mark Lee)

Digital Consumer Behavior

22-23

• How Does Luxury Livestream Shopping Impact Us Consumers’ Shopping Intention?

(A. Rose Downs and Caroline Kopot)

22-23

ESG Communication and Sustainable Consumption

24-29

• Sustainable Fashion: Attitude-Behavior Gap and Moral Influence on Choices

(Lauren Cole, Jung-hwan Kim, and Joohyung Park)

• Psychological Pathways to Sustainable Consumption: Integrating Value-Belief-

Norm and Self-Determination Theories (Jiyeon Kim)

• Bridging Psychological Distance: The Impact of CSR Marketing and Construal

Levels on Consumer-Brand Quality Relationships (Min Jung Kim, Hyo Jung Chang,

and Robert Paul Jones)

26-27

• Big Data Analyses of ESG Communications with Prospective Employees on

Sustainable Sportswear Brand Webpages (Min Jung Kim, Niloufar Moshiri, and Hyo

Jung Chang)

28-29

Generational Insights in Retail

30-37

• Retail Management Students’ Perspectives and Preferences of Collegiate Athletic

Merchandise: Fashion, Authenticity and Throwback Orientation (Michelle Childs

and Robin Hardin)

30-31

• What Gen Z and Gen Y Want in Their Sustainable Clothing: A Qualitative Study

(Sharmin Shoukat and Silvia Vilches)

32-33

• Examining The Relationship between Environmental Concern, Online Reviews, and

Price on Generation Z's Purchase Intentions for Sustainable Home Textiles (Ragul

Senthil and Tasha Lewis)

34-35

• Student Development of Brand Activations for Gaming Platforms to Reach the Gen

Alpha Consumer (Nicole Bettinger and Charles Freeman)

36-37

Sustainability and Ethic Consumption

38-40

• Exploring the Influence of Regulatory Focus, Cosmopolitanism, and Ethnocentrism

on Consumer Preferences for Ethnic Products (Jonghan Hyun)

38-39

• “The Indian in Me Will Protect the Environment in India”: Perceived Self-Efficacy

and Commitment to Ethnic Identity Influencing Slow Fashion Consumption in India

(Swagata Chakraborty)

Franchising and Local Retailing

41-46

• Consumer Intention to Patronize Local Retailers Selling Fibershed-Affiliated

Products: The Moderating Role of Political Affiliation (Uma Swamy, Jin Su, and

Nancy Hodges)

41-42

• Branding Boots: An Analysis of Texas Custom Cowboy Boot Retailing (David

43-44

Loranger and Lorynn Divita)

• Leveraging Place Branding for Local Producers' Competitive Advantage: A Case

Study of a Local Dairy Farm's Successful Retail Branding (Heejin Lim, Christopher

Sneed, Michelle Childs, and Megan Leffew)

45-46

Career Readiness and Satisfaction

47-51

• Enhancing Student Career Readiness with AI and Technology Competencies: An

Industry Survey (Zee-Sun Yun and Chitra Singh)

47-48

• What Does Sense of Belonging Have to Do with Internship Satisfaction? (Melinda

Adams)

49-51

Virtual Experience in Retail

52-58

• Virtual and Augmented Reality in Retail: A Systematic Review of Methodological

Approaches, Theoretical Frameworks, and Emerging Research Themes (Yuju Rubie

Kao and Jennifer Yeeun Huh)

52-53

• Decoding Consumer Values and Challenges in the Metaverse: A Text-Mining

Analysis of IMVU Mobile App Reviews (Ziyou Jiang and Terry Haekyung Kim)

54-56

• Strange or Engaging? Artificial Intelligence Influencers’ Humanness, Eeriness, and

Consumer Responses (Terry Haekyung Kim and Hyunjoo Im)

57-58

Shifts in Consumption Behaviors

59-65

• Lessons From the COVID-19 Pandemic: A Meta-Analysis of Consumption Patterns

During COVID-19 (Omar H. Fares and Seung Hwan Mark Lee)

• Understanding Consumer Shifts to Sustainable Fashion Consumption Through the

Lens of Push Pull Mooring Theory (Md. Rafiqul Islam Rana and Hanna Lee)

60-61

• Navigating Cynicism and Skepticism: Voluntary Simplifiers’ Apparel Consumption

Behaviors (Hyojung Cho)

62-63

• AI and Consumers for Fashion Sustainability (Miranda Franco, Saheli Goswami, and

Md. Rafiqul Islam Rana)

64-65

The Role of Authenticity and Transparency

66-71

• Impact of Explicit vs. Implicit Deceptive Messages on Purchase Intention: The Role

of Skepticism and Perceived Deceptiveness (Bomi Lee and Michelle Childs)

66-67

• Exploring Black Consumers’ Perceptions of Fashion Firms’ CSR Authenticity and

Their Purchase Intention (Sherita Cuffee, Jin Su and Kittichai Watchravesringkan)

68-69

• The Power of Transparency: Influencing Consumer Behavior in Sustainable Fashion

(Ummey Hani Barsha and Veena Chattaraman)

70-71

Sustainability and Digitalization

72-79

• The Impact of Artificial Intelligence (AI) on the Supply Chain of the Retail Industry:

A Systematic Literature Review (Tanzil Nasir, Md. Rafiqul Islam Rana, and Jung-

Hwan Kim)

72-73

• Sustainable Innovation: The Role of Digitalization in the Textile Industry (Alexander

Werbik, Johannes Winter, Laura Zöllner, and Ilja Bäumler)

74-75

• Consumers’ Perception of Blockchain-Based Supply Chains: The Impact of

Blockchain Literacy (Florent Saucède, Archana Kumar, and Lucie Sirieix)

76-77

• Towards a Data-Driven Company: Digital Transformation in Germany’s Fast-

Moving Consumer Goods (FMCG) Industry (Johannes Winter and Maik Oliver

Ludewig)

78-79

Integrating Social Analytics & AI into Retail Education

80-84

• Digital Competence: Enhancing Retail Education with Social Listening and

Analytics (Sang-eun Byun)

• Developing Social Media Management and Analytics Skills through an Active,

Experiential Learning Approach (Briana Martinez)

81-82

• Exploring the Integration of Artificial Intelligence in Undergraduate Apparel

Merchandising Education (Leigh Southward and Lance Cheramie)

83-84

AI in Marketing

85-88

• The Impact of Artificial Intelligence on Marketing: A Systematic Review of

Adoption, Challenges, and Future Directions (Joyita Sarkar, Ana Orescanin,

Kimberlyne Bethea, and Ann-Marie Fiore)

85-86

• Who is Talking to the Bots? The Human Side of Conversational Bots (Omar H. Fares

and Seung Hwan Mark Lee)

• Can Conversational Artificial Intelligence Affect Brand Equity? A Systematic

Literature Review and Future Research Agenda (Mohammed Siddique, Wi-Suk Kwon,

and Tahseen Tawseef)

Consumer Identity and Cultural Dynamics

89-94

• My Identity is My Connection: Establishing Congruity among Consumers and

Fitness Tech Brands on Social Media (Paige Scro and Te-Lin Doreen Chung)

• African Americans’ Perceived Effects of Cultural Appropriation on Brand

Evaluations: A Propositional Inventory (Mikaylah Perry, Kittichai Tu

Watchravesringkan, and Haeun Grace Bang)

90-92

• Regulatory Orientation and Ethnic Identity: Drivers of Cosmopolitanism and

Xenocentrism in Consumer Behavior (Jonghan Hyun)

93-94

Building Skills for Retail Careers

95-98

• Mind the Gap: When Teachers Expect Learning and Students Expect Shortcuts

(Chae Mi Lim, Joohye Hwang, and Shubha Bennur)

95-96

• Social Learning Theory and Its Application in Developing Ethical Leadership in

Retail Education (Amanda Muhammad, Tiffany Blanchflower and Caroline Kobia)

97-98

2025 ACRA Annual Conference Proceeding

Columbia, SC

The Effect of Transparency on Brand Equity: The Moderating Role of Consumer Aliteracy

Kavita Singh*1, Annie Williams2, Farhan Haque1, Md Arif Iqbal3, Mikaylah Perry1, and Kittichai

Watchravesringkan1

1University of North Carolina at Greensboro, USA

2University of North Carolina at Chapel Hill, USA

3California State Polytechnic University Pomona, USA

*Corresponding Author: Kavita Singh, k_singh3@uncg.edu

Abstract

The fashion industry accounts for 8-10% of global CO2 emissions and faces criticism for limited

environmental consideration (Niinimäki et al., 2020). In response, brands have adopted transparent

sustainability reporting, disclosing information about supply chains, working conditions, and sourcing costs

(Jestratijevic et al., 2024). Transparency varies from production transparency to supply chain transparency,

with sensitivity ranging from cost breakdowns to sustainable production efforts (Kim et al., 2020; Yang &

Battocchio, 2021). These elements influence consumers' trust and perceived authenticity, potentially

enhancing brand equity dimensions including awareness, perceived quality, and loyalty (Aaker, 1991; Yang

& Battocchio, 2021). Transparency positively influences consumer trust and loyalty (Kim & Kim, 2016),

perceived quality (Tong & Su, 2023), and brand equity (Kim et al., 2020). However, the process of

communication is complicated by consumer aliteracy (the tendency to not read marketing communication),

which affects how consumers approach written marketing information, and the amount of time devoted to

such information (DelVecchio et al., 2019). Therefore, when a brand provides more written information to

promote transparency, consumers may not necessarily engage with the material due to the cognitive load it

imposes, along with their preferences, and beliefs (DelVecchio et al., 2019). The purpose of this study is to

examine the effect of transparency (i.e., disclosing sustainability-related information), moderated by

consumer aliteracy, on dimensions of brand equity.

A between-subjects experiment manipulated transparency levels across three conditions. Data from 282

college students were analyzed using MANOVA. Results showed significant main effect of transparency

on brand equity (Wilks' λTT = .914, p < .05), with univariate analysis revealing significant effect only on

perceived quality. Ambiguous condition yielded highest perceived quality (MAMB = 4.902), followed by

opaque (MOPQ = 4.651) and transparent (MTRA = 4.325). Univariate analysis showed significant interaction

between transparency and consumer aliteracy (Wilks' λ = .939, p < .05), for perceived quality (F(2, 282) =

3.255, p < .05) and brand awareness (F(2, 282) = 4.028, p < .05), but not for brand loyalty (F(2, 282) = 0.776, p

> .05). In the transparent condition, both perceived quality and brand awareness were higher when

consumer aliteracy was low (MPQ: 4.55 vs. 4.10; MBA: 3.344 vs. 2.811).

Increasing transparency had mixed effects on brand equity, primarily through perceived quality. This

finding aligns with studies showing product cost breakdowns can increase perceived quality (Kim et al.,

2020; Tong & Su, 2023). However, the transparent condition with detailed cost breakdowns did not yield

highest perceived quality. Instead, the ambiguous condition produced higher perceived quality than both

transparent and opaque conditions, suggesting moderate disclosure may be most effective. The lack of

effect on brand awareness and loyalty may be attributed to these dimensions typically developing through

repeated customer interactions (Aaker, 1991), which were absent in this fictional brand experiment. The

2025 ACRA Annual Conference Proceeding

Columbia, SC

significant moderating effect of consumer aliteracy demonstrates how individual consumer characteristics

influence marketing effectiveness. Consumers with high aliteracy showed lower perceived quality and

brand awareness in the transparent condition compared to those with low aliteracy. This supports existing

literature showing that aliteracy predicts attention to written marketing elements and can lead to

suboptimal product choices (DelVecchio et al., 2019). Consumer aliteracy combines low need for

cognition and dislike for verbal information with skepticism toward advertising, potentially leading to

negative responses to text-heavy marketing (DelVecchio et al., 2019). In our experiment, the transparent

condition's inclusion of more numerical data and longer text likely increased cognitive load, resulting in

less favorable responses from aliterate consumers.

These findings suggest marketers should consider consumer reading tendencies when designing

transparent communications. For aliterate consumers, marketers might employ concise language, bullet

points, visual elements, and focus on personal relevance (DelVecchio & Jae, 2023). For example, rather

than presenting five elements of cost breakdown, brands could highlight 1-2 key elements with a call to

action. Future research should explore modifications to marketing elements—including visuals, wording,

and information placement—to strengthen transparency messaging across consumer segments with

varying aliteracy levels.

References

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a band name. Simon and

Schuster.

DelVecchio, D. S., & Jae, H. (2023). Characteristics of aliterate consumers and their responses to

advertising and non-advertising communications. Journal of Promotion Management, 29(7),

927–960. https://doi.org/10.1080/10496491.2023.2165212

DelVecchio, D. S., Jae, H., & Ferguson, J. L. (2019). Consumer aliteracy. Psychology & Marketing,

36(2), 89–101. https://doi.org/10.1002/mar.21160

Jestratijevic, I., Uanhoro, J. O., & Rana, M. R. I. (2024). Transparency of sustainability disclosures

among luxury and mass-market fashion brands: Longitudinal approach. Journal of Cleaner

Production, 436, 140481. https://doi.org/10.1016/j.jclepro.2023.140481

Kim, N. L., Kim, G., & Rothenberg, L. (2020). Is honesty the best policy? Examining the role of price

and production transparency in fashion marketing. Sustainability, 12(17), Article 17.

https://doi.org/10.3390/su12176800

Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A. (2020). The environmental

price of fast fashion. Nature Reviews Earth & Environment, 1(4), 189–200.

https://doi.org/10.1038/s43017-020-0039-9

Tong, X., & Su, J. (2023). An empirical investigation into the effectiveness of cost transparency:

Evidence from apparel brands. Journal of Marketing Communications, 29(8), 796–821.

https://doi.org/10.1080/13527266.2022.2086285

Yang, J., & Battocchio, A. F. (2021). Effects of transparent brand communication on perceived brand

authenticity and consumer responses. Journal of Product & Brand Management, 30(8), 1176–

1193. https://doi.org/10.1108/JPBM-03-2020-2803

2025 ACRA Annual Conference Proceeding

Columbia, SC

THE PLANT-BASED FOOD ADOPTION FRAMEWORK: A META-ANALYSIS OF PLANT-

BASED CONSUMPTION

Victoria Pearson,* Omar H. Fares, Jenna Jacobson, Toronto Metropolitan University, Toronto,

ON, Canada

*Corresponding Author: victoria.pearson@torontomu.ca

Abstract

The way we eat is shaping the future of our planet. With animal agriculture driving climate change,

depleting resources, and impacting health, innovations in the plant-based food (PBF) industry offer a

promising sustainable food-consumption solution (Andreani et al., 2023; Chen, 2022; Faria and Kang,

2022; Ma and Chang, 2022; Seymour, 2023). Recent innovations in the plant-based food (PBF) industry have led

to this market growing faster than the overall retail food market (Gheihman, 2021), which has spurred multi-million-

dollar investments into production (Choudhury, 2020). As such, the market for PBF has expanded beyond those

following a vegan diet, reflecting broad cultural shifts in consumption patterns that have significant economic and

environmental implications (Faria and Kang, 2022; Ma and Chang, 2022). This study examines the drivers of

consumers choosing PBF across various dietary types through a meta-analysis of 33 relationships from 44 studies.

The resulting Plant-Based Food Adoption Framework provides practical insights for retailers and other stakeholders

to make PBF options more appealing and accessible worldwide.

This framework highlights 21 statistically significant drivers of PBF consumption. Strong drivers include

environmental concern, especially in developing countries, where visible environmental degradation makes these

concerns more immediate (e.g., Chang et al., 2021). However, we found that individual needs, such as nutritional

value and safety, also influence decisions (e.g., Faria and Kang, 2022; Pennanen et al., 2023). The findings

demonstrate that understood motivators of veganism, including health consciousness, are not identical to drivers of

PBF, which are being adopted by consumers across a variety of dietary types. When consumers identify a particular

PBF product to have health benefits, these qualities are a significant driver (e.g., Lanz et al., 2024), but the PBF market

is not yet universally aligned with health-conscious consumers' perceptions of health. Furthermore, adopting PBF is

influenced by immediate community factors—social norms, accessibility, and convenience (e.g., Ho et al., 2022;

Taufik et al., 2022). External constraints, like price sensitivity and perceived behavioural control, often limit

consumers’ ability to act on their broader concerns, such as environmental impact (Ajzen, 1985; Graça et al., 2019;

D'Souza et al., 2022). Social networks and familiarity with PBF also play a significant role, with the term “plant-

based” helping reduce stigma and broaden appeal (Ruby et al., 2024; Shah and Joshi, 2024). Retailers can further

reduce barriers by providing transparent labelling and in-store promotions to address food neophobia and

misconceptions.

Moreover, we also found that challenges remain in addressing meat attachment, where certain consumers view meat

as essential and derive emotional value from its consumption (Lanz et al., 2024). PBF must meet nutritional and

sensory expectations while addressing transparency and trust concerns (Trienekens et al., 2012; Wu et al., 2021).

Retailers can enhance transparency with clear labelling and educational efforts to bridge the gap between consumer

perceptions and product realities. Key adoption drivers include environmental concern, animal welfare, and perceived

product benefits (Jiang and Farag, 2023; Lanz et al., 2024; Rombach et al., 2023; Taufik et al., 2022). Retailers should

emphasize these features while addressing barriers like meat attachment and price sensitivity. Strategies such as

affordability, convenience, and cultural integration can help normalize PBF and contribute to sustainable food

consumption goals (United Nations, 2015). By understanding the drivers and overcoming the challenges to adoption,

PBF could become a cornerstone of sustainable diets and global efforts to combat climate change and food insecurity.

2025 ACRA Annual Conference Proceeding

Columbia, SC

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Taufik, D., Bouwman, E.P., Reinders, M.J., Noppers, E.H. and Dagevos, H. (2022), "Leveraging intrinsically

rewarding symbolic attributes to promote consumer adoption of plant-based food innovations", Cleaner

and Responsible Consumption, Vol. 4, p. 100050.

Trienekens, J., Wognum, P., Beulens, A. and Van der Vorst, J. (2012), "Transparency in complex dynamic food

supply chains", Advanced Engineering Informatics, Vol. 26 No. 1, pp. 55–65.

United Nations. (2015), "Transforming Our World: The 2030 Agenda for Sustainable Development", United Nations

Department of Economic and Social Affairs Sustainable Development (A/RES/70/1), available at:

https://sdgs.un.org/sites/default/files/publications/21252030%20Agenda%20for%20Sustainable%20Develo

pment%20web.pdf (accessed 8 October 2024)

Wu, W., Zhang, A., Van Klinken, R.D., Schrobback, P. and Muller, J.M. (2021), "Consumer trust in food and the

food system: A critical review", Foods, Vol. 10 No. 10, p. 2490.

A full reference list is available upon request.

2025 ACRA Annual Conference Proceeding

Columbia, SC

DOODLING 101: USING SKETCH NOTING TO FACILITATE LEARNING

Jane Thomas*, Winthrop University, Rock Hill, SC, Judith White ISCOM, Montpellier, France,

Cara Peters, Winthrop University, Rock Hill, SC

*Corresponding Author: Thomasj@winthrop.edu

Abstract

When most people think of doodling, they imagine someone who is disengaged and not paying attention. But what

if doodling was a tool that helped unlock a deeper connection to learning and engagement. This workshop offers an

engaging and practical guide for university professors, whether seasoned or new, who are looking for fresh

inspiration in the classroom. It provides hands-on strategies that can be applied immediately, bridging the gap

between theory and practice. The premise of this workshop is rooted in the concept of the "extended mind," recently

explored by Annie Murphy Paul, weaving theory into practice to help educators make meaningful adjustments in

areas ranging from classroom management to teaching techniques and content retrieval.

The workshop takes a visual approach, incorporating sketch notes and concept maps to help educators simplify and

illustrate key ideas. These visuals help educators not only communicate theoretical concepts more quickly but also

provide a new set of tools that students can use when working on individual and team projects.

Combining practical strategies with visual

storytelling (i.e., sketch notes and concept

maps), this workshop is an invaluable resource

for educators who want to see real change in

their teaching and their students' learning

experiences. The workshop will be a hands-on

learning experience where participants will

apply several sketch noting concepts to explore

strategies for how to revive the American

department store.

References

Brand, W. (2018) Visual thinking: Empowering people & organizations through visual collaboration. Amsterdam:

BIS Publishers.

Caviglioli, O. (2021) Organizing ideas: The key to effective teaching and learning. Woodbridge: John Catt

Educational.

Weinstein, Y., Sumeracki, M. and Caviglioli, O. (2018) Understanding how we learn: A visual guide. Abingdon:

Routledge.

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2025 ACRA Annual Conference Proceeding

Columbia, SC

ENHANCING RETAILING STUDENT LEARNING OUTCOMES THROUGH BUSINESS

SIMULATION ACTIVITIES: THE CASE OF GLO-BUS

Dr. Jeffrey M. Campbell*, University of South Carolina, Columbia, SC, USA

*Corresponding Author: jcampbell@hrsm.sc.edu

Abstract

The session will provide ACRA members the ability to walk-through the Glo-Bus business

strategy game, learning what students see on their screens and reviewing the various aspects of running a

business in competition to others within the classroom. Glo-Bus is a multifaceted business simulation game

that allows instructors the ability to create student teams to manage “camera and drone” companies across

multiple markets around the world. Student competitive teams are ranked and evaluated based upon

decisions they make within seven functional business areas. These areas include product development,

camera marketing, drone marketing, compensation & facilities, special contract offers, corporate citizenship,

and finance & cash flow. Best practices for instructors will be provided within the session so that current

session attendees and ACRA members may consider whether to integrate as

part of their current or future classes. It was suggested that the simulation be considered as a “capstone-

based” course, particularly for merchandising students who want to apply knowledge learned in the

functional areas to a working business.

Benefits to the session members include: 1) better understanding of simulation activities within the

classroom and how use of simulation can strongly enhance student learning outcomes, 2) an

understanding of the specific simulation (Glo-Bus) and the specifics to run the program within a 3-week,

8-week, or full 16-week semester activity, 3) how the simulation enhances student engagement with

other students, increases critical thinking skills as well as entrepreneurial activities, and allows students

to make own choices on how to run a business, 4) the session and simulation addresses business from

an end-to-end process, including manufacturing, marketing and sales, international business, corporate

citizenship, human resources and finance. 5) The session will provide further support and guidance to

faculty who may be interested in integrating this within their curricula.

*reference list upon request*

2025 ACRA Annual Conference Proceeding

Columbia, SC

Mindfulness Practices: Techniques to Hone Cerebral and Soft Skills in the Academic Setting

Swagata Chakraborty,* University of North Texas, Denton, Texas, USA

*Corresponding Author: Swagata.Chakraborty@unt.edu

Abstract

Mindfulness practices such as breathing techniques and meditation have gained immense

popularity in the recent years. Specifically, mindfulness practices are followed as a coping mechanism for

negative psychological or emotional experiences (e.g., stress, nervousness, anxiety) and to improve general

well-being in life (Daniel et al., 2024; Lyulicheva et al., 2023). However, despite the effectiveness of these

techniques in improving one’s cerebral outcomes and emotional intelligence, the techniques are yet to be

adopted systematically in the academic setting. Therefore, the workshop covered topics on the techniques

of mindfulness practices and their potential impact in the academic setting and professional development.

Specific examples were shared in terms of implementing these techniques in the classroom setting or by

researchers in a secular way. Broadly, the workshop covered: (1) Knowledge Session discussing (i) current

research on the relationships between mindfulness practices and positive cognitive (e.g., concentration,

analytical ability, effective time management, general productivity) and affective outcomes (e.g., resilience,

intuition, compassion, patience, etc.); (ii) ways to implement these techniques in the academic setting to

hone cerebral and soft skills and (iii) expected outcomes in professional growth in the areas of teaching and

research; (2) Practice Session demonstrating mindfulness practices including breathing techniques

followed by a guided meditation and (3) Reflection and Discussion Session that included an interactive

session where the audience shared their thoughts, experiences, and questions.

Keywords: Mindfulness practices, cognitive outcomes, affective outcomes, emotional intelligence,

professional development

References

Daniel, C., Chowdhury, R. M., & Gentina, E. (2024). Mindfulness, spiritual well-being, and sustainable

consumer behavior. Journal of Cleaner Production, 455, 142293.

Lyulicheva, M., Yap, S. F. and Hyde, K. (2023), “Identity transition process: A study of the holistic

wellness retreat experience”. Journal of Consumer Marketing, 40(4), 506-520.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Consumer Responses to AI-Generated Fashion Ads: An Exploratory Study

Xingqiu Lou*, Lauren Copeland

School of Fashion Design and Merchandising, College of the Arts, Kent State University, Kent, Ohio,

USA

* Corresponding author: Xingqiu Lou, xlou@kent.edu

Artificial Intelligence (AI) is transforming the field of content generation. With the development of AI

tools such as ChatGPT, businesses are increasingly adopting AI to generate new product ideas,

advertising campaigns, social media ads, and marketing communications – tasks that were once

considered uniquely human (Kirk & Givi, 2025). AI-generated content (AIGC) refers to the use of AI

technology to efficiently and automatically create new content, including text, images, video, and audio

(Wu et al., 2023). Notably, 86% of US marketers now use AI tools in their businesses, with 76%

specifically using generative AI for basic content creation (Hubspot, 2023). Despite the great potential

and rapid adoption of AI in marketing practices, empirical research on AI-generated content and

communication remains in its early stages (Wu & Wen, 2021), with even fewer studies focusing on the

specific context of the fashion industry. To address this gap, this study used a mixed-method approach to

explore how consumers respond to AI-generated fashion ads, as well as to investigate the impact of AI

authorship disclosure on consumers’ emotional responses and attitudes.

In the qualitative phase, two focus group discussions were conducted with 20 university students. After

collecting basic demographic information, participants were shown two fashion marketing ads: one

created by humans and the other by generative AI. The ads were selected to be comparable in style,

format, and intended target audience. Semi-structured, open-ended discussions were facilitated to explore

participants’ initial impressions and aesthetic evaluations. Participants were then asked to identify which

ad they believed was AI-generated and to share their trust in the accuracy of the information, perceived

product quality, and overall brand perceptions related to the AI-generated ad. The transcripts were

processed using NVivo 14 software and analyzed line by line following a thematic analysis approach. The

deductive coding process was guided by existing literature, and inductive coding was then used to identify

new themes from the data. To validate and generalize the findings from the focus groups, an online

survey was conducted with a larger sample of university students. The survey included the same questions

discussed in the focus groups. A total of 118 valid responses were included in the data analysis.

Participants described both fashion ads as conveying a street-cool vibe with edgy styles and urban chic. A

few participants noted that the lighting and color in the AI-generated ad felt more vibrant and engaging.

Most participants agreed that without prior knowledge, they would not have guessed the ad was AI-

generated, as they found it realistic and similar to marketing images they had seen before. However, upon

learning that one ad was AI-generated and being asked to look for differences, all participants could

identify which one it was. They questioned the “picture-perfect” appearance of the models in the AI-

generated ad and noticed certain elements, such as unnatural body positioning, overly edited and flawless

facial features, and unrealistic textures in garments, appeared unnatural and artistic. Furthermore, most

participants expressed negative feelings and attitudes after learning that the ad was generated by AI.

Specifically, they felt less excited and more disconnected from the ad. The lack of human involvement

made the ad feel lacking in personality and emotion. Participants perceived AI-generated ads as less

authentic and credible, which led to feelings of deception and decreased their interest in the ad. Moreover,

2025 ACRA Annual Conference Proceeding

Columbia, SC

most participants indicated that AI-generated marketing images affected their trust in the information and

product being presented. Without real images or models, they found it difficult to accurately judge how

the product would fit, drape, or appear in real life. Participants were also concerned about the quality of

products as they believed AI-generated ads could be misleading and that the products might not look as

shown. Additionally, many participants expressed trust issues with brands using AI in their marketing

efforts and questioned the rationale behind relying on AI for marketing content creation. They perceived

brands using AI as putting in less effort and valued brands that invested in traditional marketing efforts,

such as hiring photographers, makeup artists, and models.

This research studies consumer responses to AI-generated marketing content within the fashion industry,

with a focus on emotions and attitudes toward AI-generated fashion ads, as well as the impact of AI

authorship disclosure on perceptions of the ad, the product, and the brand adopting such practices. The

findings offer practical guidance for fashion marketers seeking to integrate generative AI into their

marketing strategies and provide insights on mitigating negative consumer reactions and reducing

aversion to machine-generated content.

References

Kirk, C. P., & Givi, J. (2025). The AI-authorship effect: Understanding authenticity, moral disgust, and

consumer responses to AI-generated marketing communications. Journal of Business Research, 186,

114984.

Hubspot (2023). AI trends for marketers: how AI is changing marketing and driving rapid business

growth. Retrieved from https://blog.hubspot.com/marketing/state-of-generative-ai.

Wu, T., He, S., Liu, J., Sun, S., Liu, K., Han, Q. L., & Tang, Y. (2023). A brief overview of ChatGPT:

The history, status quo and potential future development. IEEE/CAA Journal of Automatica Sinica, 10(5),

1122-1136.

Wu, L., & Wen, T. J. (2021). Understanding AI advertising from the consumer perspective: What factors

determine consumer appreciation of AI-created advertisements?. Journal of Advertising Research, 61(2),

133-146.

2025 ACRA Annual Conference Proceeding

Columbia, SC

The Impact of Realism in Virtual Influencer Social Media Advertising on

Narrative Transportation and Persuasion: A Conceptual Framework

Ziyou Jiang*, University of Georgia, Athens, GA; University of South Carolina, Columbia, SC, United

States

Jewon Lyu, University of Georgia, Athens, GA, United States

*Corresponding Author: ziyou@mailbox.sc.edu,

Introduction. With the rise of social media platforms, partnering with influencers has become

increasingly popular for brands to promote their products or services as influencers’ insights from their

personal experiences position them as trusted sources of information among consumers (Liu & Zheng,

2024). While human influencers (HIs) have dominated the social media landscape in recent years, the

rapid adoption of Artificial Intelligence (AI) is giving rise to a new type of influencer: virtual influencer

(VI), a computer-generated persona designed to replicate the physical features, traits, attributes, and

personalities of HIs (Sands et al., 2022). VI presents narratives on social media that mimic real-life

experiences (Lim & Lee, 2023) and create engaging content that captivates consumers and generates

interest in brands’ products and services (Kim et al., 2024). Due to these capabilities, VIs have

significantly captured consumers’ attention. In the United States, a report by Statista (2023) reveals that

58% of consumers follow a VI, and 35% of consumers made a purchase influenced by a VI’s

endorsement of a product or service. Given the increasing presence of VIs in practical applications,

researchers have begun to explore into their effectiveness in brand promotion and their capability to

engage consumers. Current research on VIs spans multiple disciplines, including marketing (Dabiran et

al., 2024), advertising (Um, 2023), and psychology (Dondapati & Dehury, 2024). However, these studies

primarily have focused on investigating the VI character, with limited studies exploring the attributes of

VI advertising comprehensively on social media. Besides, existing research has extensively focused on

the psychological mechanisms emphasizing the consumer-VI relationship. Yet, a crucial psychological

mechanism remains unexplored in relation to the effects of Narrative Transportation (NT). As advertising

often utilizes storytelling to weave the brand or message into the story’s plot to attract consumers (Riley,

2023), the mechanism of NT is fundamental in the context of advertising, given its ability to captivate

consumer attention and foster a deeper emotional connection with brands or products (Chang, 2009).

While Lim and Lee (2023) have explored the narrative aspect of VI advertising, their research primarily

investigated the impact of emotional narratives (i.e., positive vs. negative posts) on the consumer-VI

relationship. The mechanism of NT, how narratives captivate consumers, transforming consumers’

attitudes and behaviors by immersing them into a persuasive and fictional narrative, has not been

investigated within VI advertising, to the author’s knowledge. Therefore, drawing on the Narrative

Transportation Theory (NTT), this study aims to explore the following research questions: (1) What

attributes of fashion VI advertising on social media that evoke NT? (2) How does the mechanism of NT

work for fashion VI advertising on social media? (3) What are the potential outcomes driven by NT?

Theoretical background and conceptual framework development. The Narrative Transportation

Theory (NTT) is introduced by Green and Brock (2000), refers to “a convergent mental process where all

mental system and capacities focused on the events occurring within a narrative” (p. 701). NT can happen

across various media, including books, movies, images, spoken stories, and even virtual reality (Green,

2014). NT can also occur in both non-fictional and fictional narratives. Particularly, Hu et al. (2020)

indicated that NT entails narratives that include fictional characters and plots. For fictional narratives to

be compelling, they should “develop in a way that is consistent with the rules established within that

narrative world and the characters act the way real people would act” (Green, 2014, p. 88). Therefore,

2025 ACRA Annual Conference Proceeding

Columbia, SC

realism plays a critical role in fictional narratives, such as VI advertising settings, in facilitating

transportation. Drawing on the Theory of Avatar Marketing (Miao et al., 2021) and Kay et al.’s (2022)

dimensions of social media advertising content, five dimensions of realism in fashion VI advertising are

identified: form, behavioral, product placement, visual, and textual realism. We propose that these five

dimensions positively influence consumers’ NT into fashion VI advertising (P1a-b, P2a-c). Green (2014)

suggested identification with characters in narratives also plays a critical role in the mechanism of NT.

Identification with characters involves individuals experiencing the narrative through the perspective of

characters within stories (Busselle & Bilandzić, 2008). Cho et al. (2012) suggested that narrative

characteristics, particularly the realism of characters, can enhance the likelihood of identification. With

the emergence of VIs, Li and Ma (2023) investigated factors promoting identification with VIs and found

that VIs with more human-like features promote consumers’ perception of commonalities with VIs. In

this regard, when a fashion VI’s appearance and behavior are closer to real humans, consumers are more

likely to identify with fashion VIs (P3a-b).

Hamby et al. (2017) indicated that merely immersing oneself in a story is not sufficient to result in

persuasion. Receivers may have memories of a story but not incorporate the elements from this story into

their own real-world beliefs, attitudes, and actions. A reflective process is needed to influence receivers’

beliefs, attitudes, and actions after NT. Reflection refers to “processes by which the story receiver

interprets and links the story message to their own world” (Hamby et al., 2016, p.118). Busselle and

Bilandzić (2008) identified external realism and narrative realism as key factors in evaluating the realness

and rationality of narratives during the reflective process. External realism assesses how well the narrative

elements mirror real-life scenarios and experiences, while narrative realism focuses on the story’s internal

consistency, logical flow, and credibility. Therefore, we propose that identification and transformation

positively influence consumers’ perceptions of external realism, which in turn enhance perceptions of

narrative realism (P4-P6).

Narrative Persuasion (NP) is considered the consequence of the reflection process (Phillips & McQuarrie,

2010). Cho et al. (2012) defined NP as “a message strategy to influence attitudes, beliefs, and behaviors

through stories” (p. 829), highlighting its effectiveness in message delivery and persuasion. Given that

changes in attitudes, beliefs, and behaviors have been confirmed as NP outcomes resulting from NT

processing, and that the reflection process can influence individuals’ attitudinal and behavioral responses

(Hamby et al., 2016), this study incorporates consumer attitude toward fashion VI advertising and

purchase intention for products featured in VI advertising as outcomes of NP. Hence, we propose that

narrative realism positively affects consumers’ attitudes toward fashion VI advertising and their purchase

intentions toward the featured products (P7-P8). Besides, Herrando and Hoyos (2022) found that

consumers’ positive attitudes toward influencer posts positively lead to their intention to buy the endorsed

products. Thus, in the context of fashion VI advertising, when consumers hold positive attitudes toward

the advertising, they are more likely to purchase the featured products (P9).

Discussion. The proposed conceptual framework in this study expands the application of Narrative

Transportation Theory (NTT) and broadens the understanding of how various dimensions of realism in

fashion VI advertising contribute to consumers’ transportation and identification, leading to a reflection

process that promotes consumers’ attitudinal and behavioral responses. This study makes a significant

theoretical contribution by expanding the scope of fashion VI advertising. Specifically, the proposed

conceptual model introduces additional dimensions of VI advertising realism: product placement, visual,

and textual realism. By incorporating these aspects into existing forms and behavioral realism, this

research broadens the understanding of how various dimensions of realism in fashion VI advertising

contribute to consumers’ NT and NP. Furthermore, this study offers practical insights for fashion

marketers and advertisers to design their VI advertising campaigns with a higher degree of realism. Future

research may benefit from conducting a quantitative study to empirically test the proposed model.

** A full reference list upon request**

2025 ACRA Annual Conference Proceeding

Columbia, SC

Proper Conspicuousness of Product Placement on YouTube Based on

Demographic Factors

Wanmo Koo,* Western Illinois University, Macomb, IL, USA

*Corresponding Author: w-koo@wiu.edu

Abstract

This study investigates the moderating effects of demographic factors (age, income, gender,

education, and marital status) on the relationship between conspicuousness of product placement and brand

attitude in YouTube videos. The deliberate placement of products and services within media content as a

marketing strategy has gained popularity because audiences increasingly reject intrusive traditional

advertisements (Gamage et al., 2023). Marketers' dependency on social media platforms like YouTube has

increased because the platform serves approximately one billion users worldwide in 2024 and maintains a

balanced demographic spread among different age groups (Statista, 2024).

The degree of obviousness with which products and services are featured in YouTube videos

continues to spark debate. While high conspicuousness boosts brand recall and perceived credibility

(Davtyan & Tashchian, 2022), it can also reduce viewer immersion, leading to negative brand attitudes

(Cholinski, 2012). This study investigates demographic differences as potential explanations for varying

consumer responses to highly visible product placements in light of known conflicting results.

The research data was gathered by conducting an online survey through Qualtrics which was

distributed to participants in Clickworker panels. The survey began by selecting participants with previous

exposure to YouTube product placement. In total, 355 usable responses were analyzed. The study validated

the measurement scales through stringent procedures using Mplus Version 6.1 after adapting them from

established sources.

The model fit indices of the measurement model showed satisfactory scores as follows: CFI = 0.974;

TLI = 0.957; and RMSEA = 0.052. Composite reliability and AVE scores of all factors exceeded the

thresholds of 0.7 and 0.5, respectively. In addition, all shared variances were lower than AVEs. Therefore,

the reliability, convergent validity, and discriminant validity were supported.

Multigroup structural equation modeling assessed demographic moderating effects. Demographic

variables were dichotomized using central reference points. Structural models maintained acceptable fit

scores. Wald tests for moderating effects yielded the following outcomes: age: χ²(1) = 0.012, p = 0.911;

income: χ²(1) = 8.688, p = 0.003; gender: χ²(1) = 1.566, p = 0.211; education: χ²(1) = 0.072, p = 0.789;

marital status: χ²(1) = 0.602, p = 0.438.

Results indicate that among the five demographic factors examined, only income significantly

moderated the relationship between conspicuousness of product placement and brand attitudes. Specifically,

the conspicuousness could not explain the attitude toward a brand for the higher income group. This

suggests that most demographic groups develop positive attitudes towards conspicuous product placements

because they enhance brand visibility and credibility.

Conversely, the conspicuous product placement practices cannot predict positive attitudes toward

brands for consumers in the higher-income group. This aligns with findings by Goodrich, Schiler, and

2025 ACRA Annual Conference Proceeding

Columbia, SC

Galletta (2015) that highlight consumers with higher incomes prefer premium online experiences and tend

to reject intrusive marketing communications. Users with higher incomes often pay for services such as ad-

blockers or YouTube Premium to control their viewing experience (Murray, 2020). Since viewers cannot

control product placements, they tend to provoke irritation and frustration among this group, which reduces

the impact of conspicuous product placements.

The results suggest that marketers need to avoid conspicuous product placements on YouTube

when aiming for higher-income audiences. Product placement strategies must consider audience

demographics with particular attention to income levels to maximize promotional success and cultivate

positive brand perceptions.

References

Cholinski, A. (2012). The effectiveness of product placement: A field quasi-experiment. International

Journal of Marketing Studies, 4(5), 14-25. https://doi.org/10.5539/ijms.v4n5p14

Davtyan, D., & Tashchian, A. (2022). Exploring the impact of brand placement repetition on the

effectiveness of umbrella branding. Journal of Product & Brand Management, 31(7), 1077-1090.

https://doi.org/10.1108/JPBM-02-2021-3381

Gamage, D., Jayasuriya, N., Rathnayake, N., Herath, K., Jayawardena, D., & Senarath, D. (2023). Product

placement versus traditional TV commercials: New insights on their impacts on brand recall and

purchase intention. Journal of Asia Business Studies, 17. https://doi.org/10.1108/JABS-04-2022-

0126

Goodrich, K., Schiller, S. Z., & Galletta, D. (2015). Consumer reactions to intrusiveness of

online-video advertisements. Journal of Advertising Research, 55(1), 37-50.

https://doi.org/10.2501/jar-55-1-037-050

Murray, P. N. (2020). Why consumers no longer like advertising. Psychology Today.

https://www.psychologytoday.com/us/blog/inside-the-consumer-mind/202007/why-

consumers-no-longer-advertising

Statista. (2024). Number of YouTube users worldwide from 2020 to 2029. Retrieved from Statista.

https://www.statista.com/forecasts/1144088/youtube-users-in-the-world

2025 ACRA Annual Conference Proceeding

Columbia, SC

Exploring the Effectiveness of Positive vs. Two-Sided AI-Generated

Review Summary for Search and Experience Products

Garim Lee, Indiana University, Bloomington, Indiana, USA

Jennifer (Yeeun) Huh*, Texas Tech University, Lubbock, Texas, USA

Terry Haekyung Kim, University of South Carolina, Columbia, South Carolina, USA

* Corresponding Author: jennifer.huh@ttu.edu

Abstract

AI-generated customer review summary is the brief integrated information on customer reviews

summarized by AI, which synthesizes the major points that appear in customer feedback and conveys

common sentiments and opinions (Kastrenakes, 2023). While the role of AI review summaries is getting

more attention, few studies have explored this topic from the consumers’ point of view. Thus, this study

aims to understand the effectiveness of AI review summaries by exploring how and why AI review

summaries affect consumers’ information search, especially the intention to follow the summary.

AI review summaries highlight the most commonly appeared product features and sentiments from

customer reviews (Jia et al., 2025). This characteristic makes AI review summaries feature the major one-

sided valence of the customer feedback (i.e., positive, negative) in many cases, while negative-only

summaries are rare. In cases when customers have mixed opinions, the summaries show both positive and

negative sentiments (i.e., two-sided). Such summary types characterized by positive or two-sided are likely

to differently affect the effectiveness from consumer’s view, reflected by the intention to follow AI review

summary. Based on the literature on message sidedness and customer reviews, this study hypothesizes that

the effect of AI review summary types (positive vs. two-sided) will differ depending on product types

(search vs. experience). It is predicted that, for experience products, two-sided AI review summaries are

perceived as more accurate. In contrast, for search products, positive AI review summaries are expected to

be perceived as more accurate. Consequently, consumers’ intention to follow the AI review summaries will

be higher for two-sided ones than positive ones for experience products, but the opposite direction is

expected for search products. The relationships will be serially mediated; the effect of summary type on

follow intention will be moderated by product type, which is serially mediated by perceived accuracy and

need for information.

A 2 (summary type: positive vs. two-sided) × 2 (product type: search vs. experience) between-subject online

experiment was conducted (n = 264). The review type was manipulated using the stimuli of the screenshot

of Amazon website showing the AI review summary. LED desk lamp and perfume were selected as the

search and experience products based on previous studies (e.g., Xie et al., 2022). The existing multi-item

scales were used. The results of Exploratory Factor Analysis (EFA) and Cronbach’s alpha confirmed the

validity of the measurements (α > .84).

MANCOVA showed the main effect of product type (Wilk’s λ = .96, p = .039, η2p = .03) and summary ×

product interaction effect (Wilk’s λ = .95, p = .005, η2p = .05). Subsequent ANCOVA showed that the

summary × product interaction had a significant effect on accuracy (F (1, 258) = 8.13, p = .005, η2p = .03)

and a marginally significant effect on the need for information (F = 3.74, p = .054, η2p = .01), but not on

follow intention (p = .533). A pairwise comparison showed that perceived accuracy was higher for the

2025 ACRA Annual Conference Proceeding

Columbia, SC

positive AI review summary than the two-sided one for the LED lamp (p = .013), but the difference between

the two summaries was nonsignificant for the perfume (p = .130). Need for more information was

marginally significantly higher for the two-sided AI review summary than the positive one for the LED

lamp (p = .054), but the difference between the two summaries was nonsignificant for the perfume (p = .425).

The difference in the follow intention between the two summary types was nonsignificant for both LED

lamp (p = .087) and perfume (p = .403). The results of PROCESS Model 83 revealed that product type

moderated the serial mediation of accuracy and need for information (moderated mediation index = 0.02,

95% CI = [0.0029, 0.0483]). The serial mediation was significant for the LED lamp (b = -0.0131, CI = [-

0.0323, -0.0012]), but not for the perfume (b = -0.0079, CI = [-0.0014, 0.0229]). Similarly, the mediation

of accuracy was moderated by product type (moderated mediation index = 0.18, 95% CI = [0.0548, 0.3155]).

The mediation of accuracy was significant for the LED lamp (b = -0.1091, CI = [-0.2131, -0.0225]), but not

for the perfume (b = -0.0659, CI = [-0.0138, 0.1501]). This means that the indirect effect of summary type

on follow intention through perceived accuracy and need for information is significant for the LED lamp,

but not for the perfume.

This study reveals the subtle effect of summary types on consumers’ follow intention with the moderating

effect of product types, providing important implications for research and practitioners. The findings

revealed that participants’ overall responses toward AI review summaries were more favorable for an

LED lamp (i.e., search product) than a perfume (i.e., experience product). In the case of LED lamp, the

overall effectiveness of positive AI review summaries was found to be higher than two-sided ones.

However, the effectiveness of the two summary types did not significantly differ in the case of perfume.

Companies are recommended to fine-tune their AI algorithms for review summaries so that positive

product features are more highlighted for search products if the major customer feedback is positive. If

mixed opinions appear from the reviews, it will be beneficial to provide more comprehensive product

information outside the AI review summaries to help meaningful consumer information search. Given

that overall perceptions of AI review summaries are low for experience products, it will be strategic to

facilitate the AI review summaries for search products first while experimenting with new strategies to

increase the effectiveness of AI review summaries for experience products.

References

Jia, S. J., Chi, O. H., & Chi, C. G. (2025). Unpacking the impact of AI vs. human-generated review

summary on hotel booking intentions. International Journal of Hospitality Management, 126,

104030.

Kastrenakes, J. (2023, August 14). Amazon adds AI-generated review summaries so you don’t have to

read the comments. The Verge. https://www.theverge.com/2023/8/14/23831391/amazon-review-

summaries-generative-ai

Xie, Z., Yu, Y., Zhang, J., & Chen, M. (2022). The searching artificial intelligence: Consumers show less

aversion to algorithm-recommended search product. Psychology & Marketing, 39(10), 1902-

1919.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Understanding Meal Kit Customers through Segmentation Approach

Joohyung Park*, Kawon Kim

University of South Carolina, Columbia, SC, USA

*Corresponding Author: JPARK@hrsm.sc.edu

Abstract

The meal kit service industry has been enjoying significant popularity in recent years due to various

factors that cater to modern consumers’ needs and lifestyles, as well as the COVID-19 pandemic. The

market size is valued at USD 17.4 billion in 2022 and is anticipated to reach 65.3 billion by 2032 (GMI,

2024). As lifestyles continue to evolve, the widespread appeal of meal kit services is likely to keep

growing and the meal kit industry is expected to continuously adapt to meet these demands. In this fast

growing, continuously evolving meal kit industry, companies strive to find the best way to maximize

customer value by understanding their lifestyle-related to food consumption (Brunso et al., 2021). A

segmentation approach, which categorizes potential consumers into distinct segments (Akkaya, 2021),

enables meal kit service providers to target the right audience with effective and efficient marketing

strategies. Recognizing the lack of studies investigating the value of segmentation approach to understand

different meal kit customer segments (Choi et al., 2024), this study aims to profile distinct segments of

meal kit customers based on their lifestyle related to food consumption and examine differences among

the segments in their responses to meal kit services. The results from a series of cluster analyses revealed

different segments of meal kit customers derived from lifestyle differences. The findings also indicated

that these groups differ in their post-usage evaluations and behaviors. By unveiling how consumers’

lifestyle can be used to identify distinctive segments of meal kit users and elucidating the differences in

their responses among distinct segments, this study enhances our understanding of consumers’ food

delivery consumption behavior in the context of meal kit service use.

References

Akkaya, M. (2021). Understanding the impacts of lifestyle segmentation & perceived value on brand

purchase intention: An empirical study in different product categories. European Research on

Management and Business Economics, 27(3), 100155.

Brunsø, K., Birch, D., Memery, J., Temesi, Á., Lakner, Z., Lang, M., ... & Grunert, K. G. (2021). Core

dimensions of food-related lifestyle: A new instrument for measuring food involvement,

innovativeness and responsibility. Food Quality and Preference, 91, 104192.

Choi, J., Lee, Y. M., & Jeon, H. (2024). Values of meal kit delivery services: a segment-based approach.

Journal of Foodservice Business Research, 27(6), 833-858.

Global Market Insights (2024). Meal Kit Delivery Services Market Size. Retrieved from

https://www.gminsights.com/industry-analysis/meal-kit-delivery-services-market

2025 ACRA Annual Conference Proceeding

Columbia, SC

BATTLE OF THE BULGE: WILL AI HELP TO REDUCE EXCESS IN RETAIL GROCERY

OPERATIONS?

Jeffrey M. Campbell*, Department of Retailing, University of South Carolina, Columbia, SC, USA,

Russell Zwanka, Department of Marketing, Western Michigan University, Kalamazoo, MI, USA.

*Corresponding Author: jcampbell@hrsm.sc.edu

Abstract

As artificial intelligence (AI) continues to become adopted and integrated into business across multiple

channels and functions including e-commerce, m-commerce, marketing, operations, and sales, the

opportunity for AI in predictive analytics becomes even more important to companies. For areas of business

such as retail grocery, AI has been utilized to review shopping patterns, behaviors, predict outcomes and

assist with decision making at the corporate and store level (Kestenbaum, 2023). Predictive analytics in

the grocery space is becoming even more critical, as grocery margins are often quite low, having hit 1.6%

in 2023 across the industry (Moran, 2024). To address low margins, factors such as excess inventory

become more important, as additional inventory increases costs in both warehousing and shelf space,

preventing more productive stock from being sold at higher margins and food not going to waste (Latham,

n.d.). The aim of the current study is to review the state of artificial intelligence (AI) usage within retail

grocery channels to determine the extent of impact on management of food waste and improvement of

profitability.

A systematic review of trade literature including reporting from McKinsey, Forbes, Prosper

Insights and Analytics, Oracle, Food Industry Association, and NielsenIQ among others was completed

along with key research reports from the Journal of Retailing (e.g., Guha et al., 2021), Foods (Wolniak et

al., 2024), and industry interviews from key executives who deal with AI decisions were included for

review. Following this review, a thematic analysis was completed to identify issues and opportunities for

grocery retailers. From the data collected, three primary themes developed related to the integration of AI

within the retail grocery segment and the effects on profitability. The first theme includes physical store

operations, the second theme included a focus on supply chain issues from production to store point-of-

sale, with a third theme focus on employee outcomes and support.

The review of AI within the workspace suggests great opportunity for grocery retailers, particularly

in areas of planning, control, and store operations. While workers believe AI can assist in their jobs, it is

not evident to what extent generative AI will be used as an innovation tool to better streamline the process.

Unintended consequences of AI integration in grocery retail may include replacement of workers, constant

updating of technology in the workspace as AI continues to evolve, and demand planning issues. For

example…as demand planning and profit improves while food excess reduces, impacts to food banks and

others whose business model is dependent upon product excess may be severely impacted to the point of

elimination. With improved planning comes strategic decisions on how to support food banks and how

much to allocate for those in need vs. those to whom a grocery will sell. Ethical considerations will need

addressed as generative AI becomes the norm for the grocery business model of the future.

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

Guha, A., Grewal, D., Kopalle, P. K., Haenlein, M., Schneider, M. J., Jung, H., ... & Hawkins, G. (2021).

How artificial intelligence will affect the future of retailing. Journal of Retailing, 97(1), 28-41.

Kestenbaum, R. (2023, Sept 27). Artificial Intelligence is Already Taking Over Grocery Stores.

Forbes.com. Retrieved October 16, 2024 from:

https://www.forbes.com/sites/richardkestenbaum/2023/09/27/artificial-intelligence-isnt-coming-to-

supermarkets-its-there/

Latham, J. (n.d.), Predictive analytics in the food and beverage space. Stockiqtech.com. Retrieved

October 17, 2024 from: https://stockiqtech.com/blog/predictive-analytics-food-beverage/

McKinsey. (2024, May 30). The state of AI in early 2024. Gen AI adoption spikes and starts to generate

value. Retrieved October 15, 2024 from: https://www.mckinsey.com/capabilities/quantumblack/our-

insights/the-state-of-ai

Moran, (2024, Feb 29). How grocers evaluate the impacts of AI, tech on workers. Grocerydive.com.

Retrieved November 08, 20245 from: https://www.grocerydive.com/news/artificial-intelligence-digital-

innovation-tech-labor-grocery-workers/707379/

Moran (2024, July 03). Grocery industry profit margins fall to pre-pandemic levels: FMI.

Grocerydive.com. Retrieved October 17, 2024 from: https://www.grocerydive.com/news/grocery-

industry-profit-margins-fall-to-pre-pandemic-levels-

fmi/720517/#:~:text=In%202023%2C%20profit%20margins%20in,total%20expenses%20increased%2C

%20FMI%20found.

Wolniak, R., Stecuła, K., & Aydın, B. (2024). Digital Transformation of Grocery In-Store Shopping-

Scanners, Artificial Intelligence, Augmented Reality and Beyond: A Review. Foods, 13(18), 2948.

“A full reference list available upon request”

2025 ACRA Annual Conference Proceeding

Columbia, SC

Brand Activism: The Dynamics of Consumer Responses to Divisive

Socio-Political Issues

Sang-eun Byun,* University of South Carolina, Columbia, SC, USA

Manveer Mann, Montclair State University, Monclair, NJ, USA

*Corresponding Author: sbyun@mailbox.sc.edu

Abstract

This study examines the collective effects of perceived value orientation, brand-issue alignment, and

consumer-issue alignment on consumer reactions to brand activism within controversial socio-political

contexts. Conducting an online survey with U.S. adults, the study assesses responses to activism

campaigns by Dick's, Nike, and Patagonia, which have prominently addressed gun control, racial

inequality, and environmental conservation, respectively. Findings suggest that stronger value orientation

and alignments are related to lower perceived hypocrisy and higher trust. Notably, brand-issue alignment

significantly affects both perceptions of hypocrisy and brand trust, making it the most impactful factor in

this relationship. Furthermore, the findings demonstrate important variability in the influence of value

orientation, brand-issue, and consumer-issue alignment across different brands and issues, underscoring

the complexity of consumer-brand dynamics in the realm of socio-political activism. This variability

highlights the nuanced ways that consumers perceive and respond to brand initiatives in different socio-

political arenas.

2025 ACRA Annual Conference Proceeding

Columbia, SC

NEWS ENGAGEMENT FREQUENCY (NEF) IN SHAPING CORPORATE

CONFIDENCE IN CANADA: IMPLICATIONS FOR POLICYMAKERS

AND RETAILERS

Victoria Pearson,* Omar H. Fares, Seung Hwan (Mark) Lee, Toronto Metropolitan University,

Toronto, ON, Canada

*Corresponding Author: victoria.pearson@torontomu.ca

Abstract

This study examines the relationship between news engagement frequency (NEF) and corporate confidence

and highlights how factors such as gender, age, visible minority status, and political interest influence this

relationship. During and after the COVID-19 pandemic, Canadians have experienced a growing lack of

confidence in major retailers and businesses (Blois, 2023). High-profile corporate scandals, such as price-

fixing among leading grocery chains, have further eroded public confidence in corporate governance (Clark

et al., 2024; Gagnon and Boulanger, 2023). Confidence in institutions, including major corporations and

retailers, is important for a nation's socio-economic stability and well-being (Child and Rodrigues, 2003;

Suryahadi et al., 2023). In Canada, the implications of Meta's response to Bill C-18 and the ongoing distrust

in major corporations highlight the need to examine how news consumption influences corporate

confidence, particularly in the retail industry (Gagnon and Boulanger, 2023; Waatainen, 2024). A deficit in

public confidence can lead to decreased consumer spending, hindered economic growth, and increased

political and social instability (Bolger et al., 2021; Moran et al., 2019).

We analyze a large dataset of 28,089 Canadians from the General Social Survey by Statistics Canada

through multiple regression analysis. Two additional regression models are run to examine gender

differences. Our findings indicate that increased NEF is associated with higher corporate confidence, an

effect more pronounced among women and visible minorities. This finding aligns with the theoretical

framework of agenda-setting theory, which posits that news coverage directs the public's attention to certain

issues and influences their perceptions and attitudes toward those issues (Martin and Grüb, 2016; McCombs

and Shaw, 1972). Given the detrimental effects on the economy stemming from a lack of public corporate

confidence (Moran et al., 2019), the media may often promote favourable outlooks for corporations, even

during times of crisis (Gagnon and Boulanger, 2023). Women exhibit greater corporate confidence than

men, while younger individuals and those with disabilities show lower levels of confidence. These patterns

may reflect generational differences and highlight challenges faced by individuals with disabilities in

accessing information and services (Jacobs, 2018; Tompa et al., 2015). Intersectionality theory emphasizes

the importance of overlapping social identities in shaping these perceptions (Carastathis, 2014; Crenshaw,

1989).

From a practical standpoint, our findings suggest several actionable steps to enhance public corporate

confidence, including developing policies for news accessibility to mitigate the impact of content-blocking

in response to Bill C-18 and promoting diversity in media leadership to promote comprehensive news

coverage. By collectively implementing these measures, stakeholders (i.e., corporations, media

organizations, policymakers, educational institutions, and individuals) can enhance public corporate

confidence, ensure equitable access to information, and foster a more informed society.

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

Blois, K. (2023) "Grocery affordability: Examining rising food costs in Canada: Report of the Standing

Committee on Agriculture and Agri-Food" Available at:

https://www.ourcommons.ca/Content/Committee/441/AGRI/Reports/RP12503602/agrirp10/agrir

p10-e.pdf

Bolger, D., Thomson, R. and Ecklund, E.H. (2021), "Determinants of confidence in U.S. institutions:

Comparing Congress and corporations", Social Science Quarterly, Vol. 102 No. 1, pp. 324-342.

Carastathis, A. (2014), "The concept of intersectionality in feminist theory", Philosophy Compass, Vol. 9

No. 5, pp. 304-314.

Child, J. and Rodrigues, S. (2003), "The international crisis of confidence in corporations", Journal of

Management & Governance, Vol. 7 No. 3, pp. 145-147.

Clark, R., Horstmann, I. and Houde, J.F. (2024), "Hub-and-spoke cartels: Theory and evidence from the

grocery industry", American Economic Review, Vol. 114 No. 3, pp. 783-814.

Crenshaw, K. (1989), "Demarginalizing the intersection of race and sex: A Black feminist critique of

antidiscrimination doctrine, feminist theory and antiracist politics", University of Chicago Legal

Forum, Vol. 1989 No. 1, pp. 139-167.

Gagnon, C. and Boulanger, P.P. (2023), "Investigating positive/negative bias in Canadian newspapers

through translation: A study of 'confidence' in a corpus of business news", Perspectives, pp. 1-18.

Jacobs, L. (2018), "The interplay between human rights and accessibility laws: lessons learned and

considerations for the planned federal accessibility legislation", available at:

https://works.bepress.com/laverne-jacobs/6/

Martin, S. and Grüb, B. (2016), "Towards a process of agenda setting driven by social media",

International Journal of Energy Sector Management, Vol. 10 No. 1, pp. 38-55.

McCombs, M.E. and Shaw, D.L. (1972), "The agenda-setting function of mass media", The Public

Opinion Quarterly, Vol. 36 No. 2, pp. 176-187.

Moran, K., Nono, S.A. and Rherrad, I. (2019), "Does confidence data help forecast business cycles? New

evidence from Canada", Applied Economics, Vol. 51 No. 21, pp. 2289-2312.

Statistics Canada. (2023), 2020 General Social Survey: Cycle 35: Social Identity Public Use Microdata

File, c35_2020.zip, Statistics Canada (distributor), available at:

https://www150.statcan.gc.ca/n1/pub/45-25-0001/cat6/c35_2020.zip (accessed 8 October 2024)

Suryahadi, A., Al Izzati, R., Suryadarma, D. and Dartanto, T. (2023), "How inequality affects trust in

institutions: Evidence from Indonesia", Asian Economic Policy Review, Vol. 18 No. 1, pp. 73-91.

Tompa, E., Buettgen, A., Mahood, Q., Padkapayeva, K., Posen, A. and Yazdani, A. (2015), Evidence

Synthesis of Workplace Accommodation Policies and Practices for Persons with Visible

Disabilities: Final Report, available at: https://www.crwdp.ca/sites/default/files/document-

uploader/full_report-evidence_-_synthesis_visible_disabilities_tompa_et_al._2015.pdf

Waatainen, H. (2024), "The news about the news: exploring the impact of Meta’s social media ban on the

quality and quantity of online news in Canada", working paper, University of British Columbia,

Vancouver, 22 May.

A full reference list is available upon request.

2025 ACRA Annual Conference Proceeding

Columbia, SC

How Does Luxury Livestream Shopping Impact US Consumers’

Shopping Intention?

A. Rose Downs* and Dr. Caroline Kopot, University of Missouri, Columbia, MO, USA

*Corresponding Author: aro5h4@missouri.edu

Abstract

Livestream shopping is an emerging channel in the industry that allows consumers to view products

in real-time, while interacting with both the host and other livestream participants (Yin et al., 2023).

Increasing by 36% since 2023, the 2026 US livestream market sales are estimated to reach $68 billion in

2026 (Chevalier, 2024). For luxury brands, livestream shopping is important to consider because it allows

consumers to connect with the brand through the host in addition to inspecting specific product features (Li

et al., 2023). Livestream shopping has been the focus of studies in other countries (Chen & Liao, 2022; Huo

et al, 2023; Yin et al., 2023); however, a gap exists in research on US luxury and high-end market livestream

shopping. As a result of the gap, this qualitative study explored the motivation of US luxury and high-end

consumers to livestream shop related to their perceived risk and how this impacts their purchase intention.

The theoretical background of this study included Consumer Culture Theory (Arnould & Thompson, 2005)

and the theory of perceived risk (Cox & Rich, 1964). The research questions guiding this study were: RQ1:

In the US luxury and high-end market, why do consumers participate in livestream shopping? RQ2: How

does livestream shopping impact consumers’ perceived risk of a product? RQ3: How does livestream

shopping impact consumers’ purchase intentions?

The researchers used snowball and purposive sampling to sample participants for the semi-

structured Zoom interviews. The interviews were conducted between October 2023 through November

2024. There were 9 participants in this study; 7 identified as female, 1 identified as male, and 1 identified

as non-binary. The participants are from across the US and their birth years ranged from 1965-1994. With

participant approval, the interviews were recorded and automatically transcribed. The accuracy of the

transcripts was verified prior to beginning analysis. The data was analyzed in MAXQDA version 24 using

Braun and Clarke’s (2012) process to thematic analysis. This study identified three themes: (1) Drivers of

livestream shopping participation, (2) Impacts on consumers’ perceptions, and (3) Impacts on consumers’

perceived risk and purchase intention. The participant’s motivation to participate in livestream shopping

was influenced by internal and external drivers. The external drivers were more prominent, with the host

as the most important, whereas curiosity was the dominant internal driver. In the participants’ experiences

with livestream shopping, their trust, brand, host, platform, and product perceptions were evident. Lastly,

livestream shopping presented a low perceived risk for all participants and a decrease in perceived risk was

connected to purchase intention for many of the participants. The primary limitation of this study relates to

the smaller sample size. Future areas of study include a comparison between the participants’ gender or age

to evaluate differences in livestream shopping or an analysis of the influence of livestream shopping on

brand loyalty. This study has scholarly and industry applications. From a scholarly perspective, this study

begins to fill the research gap on livestream shopping in the US. In addition, the findings of this study

extend the literature on theory of perceived risk and Consumer Culture Theory to US luxury and high-end

livestream shopping. From an industry perspective, the findings can aid managers in livestream shopping

implementation that aligns with the external and internal drivers of participation. Additionally, by

emphasizing host and brand trustworthiness, retailers can potentially reduce perceived risk and increase

purchase intention.

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

Arnould, E. J., & Thompson, C. J. (2005). Consumer Culture Theory (CCT): twenty years of research.

Journal of Consumer Research, 31(4), 868–882. https://doi.org/10.1086/426626

Braun, V., & Clarke, V. (2012). Thematic analysis. In H. Cooper, P. M. Camic, D. L. Long, A. T. Panter,

D. Rindskopf, & K. J. Sher (Eds.), APA handbook of research methods in psychology, Vol 2:

Research designs: Quantitative, qualitative, neuropsychological, and biological. (pp. 57–71).

American Psychological Association. https://doi.org/10.1037/13620-004

Chen, J., & Liao, J. (2022) Antecedents of viewers’ live streaming watching: A perspective of social

presence theory. Frontiers in Psychology, 13, Article 839629.

https://doi.org/10.3389/fpsyg.2022.839629

Chevalier, S. (2024, March 28). Livestreaming commerce sales in the United States between 2022 and

2026 (in billion U.S. dollars). Statista. Retrieved May 20, 2024, from

https://www.statista.com/statistics/1276120/livestream-e-commerce-sales-united-states/

Cox, D. F., & Rich, S. U. (1964). Perceived risk and consumer decision-making: The case of telephone

shopping. Journal of Marketing Research, 1(4), 32–39. https://doi.org/10.2307/3150375

Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring factors affecting consumer’s impulse

buying behavior in live-streaming shopping: An interactive research based upon SOR model.

SAGE Open, 13(2), 1–15. https://doi.org/10.1177/21582440231172678

Yin, J., Huang, Y., & Ma, Z. (2023). Explore the feeling of presence and purchase intention in livestream

shopping: A flow-based model. Journal of Theoretical and Applied Electronic Commerce

Research, 18(1), 237–256. https://doi.org/10.3390/jtaer18010013

2025 ACRA Annual Conference Proceeding

Columbia, SC

Sustainable Fashion: Attitude-Behavior Gap and Moral Influences on Choices

Lauren Cole, Jung-Hwan Kim*, Joohyung Park

University of South Carolina, Columbia, SC, USA

* Corresponding Author: jhkim@mailbox.sc.edu

Abstract

In the aftermath of the COVID-19 pandemic, consumer awareness regarding sustainability significantly

increased in the fashion industry (Filho et al., 2022). This heightened consciousness led to a growing

interest in adopting sustainable practices and advocating for environmentally responsible behaviors.

However, despite the increased awareness, a notable gap exists between consumers' intentions and their

actual behaviors (i.e., attitude-behavior gap) (Ronda, 2024). Many consumers express a desire to engage

in sustainable consumption, yet various barriers hinder their ability to do so effectively. This study aims

to explore the challenges of sustainable fashion consumption, focusing specifically on the role of guilt as

a motivating factor in bridging the attitude-behavior gap.

The fashion industry is one of the most polluting sectors globally. As a result of fast fashion and ongoing

trends, around 1.92 million tons of textile waste is produced every year (Igini, 2023). The apparel industry

is responsible for substantial garment waste, carbon emissions, and water consumption, which highlights

the urgent need for sustainable practices. While many sustainability initiatives originate from

organizational practices, consumers also play a crucial role in fostering sustainable fashion. Sustainably

minded consumers engage in practices such as purchasing sustainably made garments, shopping

secondhand products, renting clothing, and advocating for changes within fashion manufacturing and

retailing for a better future. (Ronda, 2024). Despite increased awareness, there remains a gap in the actual

adoption of sustainable practices. This gap is referred to as the attitude-behavior gap, more specifically

known as the fashion paradox from a sustainable fashion perspective (Blas Riesgo et al., 2022). This

research investigates the emotional aspect of consumer behavior, particularly how feelings of guilt can

motivate individuals to embrace sustainable fashion practices. To better understand the role of guilt and

its relationship with the attitude-behavior gap, this study also examines key factors that may hinder the

adoption of sustainable fashion practices, such as product price, product availability, consumer education,

and organizational trust.

References

Blas Riesgo, S., Lavanga, M., & Codina, M. (2022a). Drivers and barriers for sustainable fashion

consumption in Spain: A comparison between sustainable and non-sustainable consumers.

International Journal of Fashion Design, Technology and Education, 16(1), 1–13.

doi:10.1080/17543266.2022.2089239

Filho, W. L., Salvia, A. L., Paco, A., Dinis, M., Vidal, D., Da Cunha, D., … Rios, F. (2022). The

influences of the COVID-19 pandemic on sustainable consumption: an international study.

Environmental Sciences Europe, 34(54). doi:https://doi.org/10.1186/s12302-022-00626-y

Igini, M. (2024). 10 concerning Fast Fashion Waste Statistics. Retrieved from https://earth.org/statistics-

about-fast-fashion-waste/

Ronda, L. (2024). Overcoming barriers for sustainable fashion: Bridging attitude-behaviour gap in retail.

International Journal of Retail & Distribution Management, 52(1), 44–61. doi:10.1108/ijrdm-02-

2023-0056

2025 ACRA Annual Conference Proceeding

Columbia, SC

Extended Value-Beliefs-Norm Model of Green Consumerism

Jiyeon Kim,* University of South Carolina, Columbia, SC, U.S.A.

*Corresponding Author: jkim01@mailbox.sc.edu

Abstract

Growing environmental concerns heighten the importance of sustainable consumption. This conceptual

paper describes the socio-psychological factors and mechanisms leading to green consumerism and

sustainable purchase intent. This paper explains how the Value-Beleifs-Norm (VBN) theory can be

enhanced to fit modern consumer environments and how the Self-determination theory (SDT) can

complement VBN to get holistic insights into green consumerism and sustainable purchase intent. VBN

Theory provides a framework for understanding how values (biospheric, altruistic, egoistic) shape beliefs,

norms, and pro-environmental behaviors, while SDT highlights the role of autonomy, competence, and

relatedness in fostering intrinsic motivation for sustainability. By integrating these theories, a conceptual

model is proposed to examine how values, beliefs, social recognition, and personal and subjective norms

collectively influence sustainable purchase intentions. The extended VBN model offers valuable insights

into cognitive and motivational factors driving green consumerism, with implications for encouraging long-

term sustainable behavior.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Bridging Psychological Distance: The Impact of CSR Marketing and

Construal Levels on Consumer-Brand Quality Relationships

Min Jung Kim*, Hyo Jung (Julie) Chang, Robert Paul Jones

Texas Tech University, Lubbock, Texas, USA

*Corresponding Author: minjung.kim@ttu.edu

Abstract

Introduction: Recently, fashion companies have shifted from traditional profit-driven strategies toward

value-driven approaches that emphasize corporate social responsibility (CSR). This shift reflects a growing

focus on long-term sustainability and stakeholder engagement through the integration of social and

environmental considerations (Ardiansyah & Alnoor, 2024). Among various CSR strategies, cause-related

marketing has gained prominence for its ability to foster consumer engagement and enhance brand image

(Varadarajan & Menon, 1988). While such strategies can strengthen consumer trust and emotional

connection with brands, poorly executed or insincere donation campaigns may lead to consumer skepticism

and damage brand relationships (Choi & Hong, 2022). Previous research has mainly focused on message

framing, emotional response, and donation behavior, lacking exploration into how donation marketing

affects the quality of consumer-brand relationships. Moreover, little attention has been paid to how

consumers’ psychological distance and construal levels influence their responses to donation strategies.

This study aims to examine how donation strategies affect consumer-brand relationship quality and

investigate the moderating effects of donation construal levels and consumer psychological distance. By

addressing these gaps, the study provides insights for fashion brands seeking to implement effective and

authentic donation marketing strategies.

Literature Review and Hypothesis Development: As part of CSR, brands engaging in donation and

charitable efforts aim to benefit society while enhancing consumer involvement and corporate image

(Bekkers & Wiepking, 2011). Various donation strategies affect consumer participation. Consumer-brand

quality relationship is a multidimensional concept encompassing emotional, social, and behavioral

interactions (Fournier, 1998). Strong consumer-brand relationships enhance consumer attitudes, loyalty,

and behavioral intentions. As relationship quality improves, consumers respond more positively to CSR

activities (Cojuharenco et al., 2016). Construal level theory (Trope & Liberman, 2010) explains how

psychological distance shapes individuals’ mental representations, with greater distance leading to abstract

(high-level) thinking and closer distance prompting concrete (low-level) thinking. Applied to donation

marketing, this theory suggests that consumers respond differently based on how donation messages are

framed (Gu & Chen, 2021). Thus, hypotheses were posited. H1: Donation strategy types invoke different

consumer-brand quality relationships. H2: The construal level of donation moderates the relationship

between the donation marketing strategy and the consumer-brand quality relationship. H3: The construal

level of consumers moderates the relationship between the consumer-brand quality relationship and (1)

donation marketing strategy and (2) the construal level of donation.

Method: This study used a 2´2 between-subjects design to test how donation marketing strategies and

construal levels affect consumer-brand relationships. Stimuli were created with two donation strategy

conditions: asking consumers to donate and telling consumers the brand donates. Construal level was also

manipulated into low (detailed, concrete info) and high (abstract, minimal info) levels. Participants (N=249,

U.S. adults aged over 18) were shown one of four scenarios involving the purchase of shoes, a universally

relatable product. After viewing the stimuli, participants then completed measures on the consumer-brand

2025 ACRA Annual Conference Proceeding

Columbia, SC

relationship quality (Xie & Heung, 2012). Additionally, participants answered the behavior identification

form (Vallacher & Wegner, 1989) to assess their construal level. The study employed a two-way MANOVA

to examine how donation strategy type and construal level interact to influence consumer-brand relationship.

Results: The study found that donation marketing strategies significantly influenced consumer-brand

relationship dimensions, notably love/passion (F=10.84, p<.001) and personal commitment (F=13.34,

p<.001), though brand partner quality showed no significant effect. Donation construal levels also had

significant effects on love/passion (F=21.79, p<.001), personal commitment (F=12.5, p<.001), and intimacy

(F=5.21, p<.01) but not on behavioral interdependence, partner quality, or self-connection. Among low-

construal consumers, donation strategies only affected behavioral interdependence (F=6.49, p<.05). For

high-construal consumers, donation strategies significantly affected love/passion, commitment, intimacy,

and self-connection, while construal level differences impacted love/passion and commitment. No

interaction effects were found in either construal group. These findings highlight the independent influence

of both donation strategy type and construal level on consumer-brand relationship dimensions.

Discussion and Implications: This study emphasizes that donation marketing strategies and psychological

distance significantly impact the emotional aspects of consumer-brand relationships, especially

love/passion and commitment. Low construal (concrete, proximate) strategies foster emotional closeness,

while high construal (abstract, distant) strategies enhance idealistic brand perceptions. Consumer construal

level moderates these effects, with low-level consumers reacting more to interdependence and high-level

consumers to abstract values. Brands should tailor donation messages to align with consumer psychology

for stronger engagement. Future research should explore diverse donation formats and brand types using

more nuanced and mixed-method approaches.

References

Ardiansyah, M., & Alnoor, A. (2024). Integrating corporate social responsibility into business strategy:

Creating sustainable value. Involvement International Journal of Business, 1(1), 29-42.

Bekkers, R. and P. Wiepking (2011), A literature review of empirical studies of philanthropy: Eight

mechanisms that drive charitable giving, Nonprofit and Voluntary Sector Quarterly, 40(5), 924-973.

Choi, M., & Hong, S. (2022). Another form of greenwashing: The effects of chaebol corporations’

corporate governance performance on the donations. Sustainability, 14(6), 3373.

Cojuharenco, I., Cornelissen, G., & Karelaia, N. (2016). Yes, I can: Feeling connected to others increases

perceived effectiveness and socially responsible behavior. Journal of Environmental Psychology,

48, 75-86.

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer

research. Journal of Consumer Research, 24(4), 343-373.

Gu, Y., & Chen, R. (2021). How does money phrasing influence intention to donate: The role of construal

level and fit. Psychology & Marketing, 38(11), 1911-1927.

Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal levels and psychological distance: Effects on

representation, prediction, evaluation, and behavior. Journal of Consumer Psychology, 17(2), 83-

95.

Vallacher, R. R., & Wegner, D. M. (1989). Levels of personal agency: Individual variation in action

identification. Journal of Personality and Social Psychology, 57(4), 660.

Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy

and corporate philanthropy. Journal of Marketing, 52(3), 58-74.

Xie, D., & Heung, V. C. (2012). The effects of brand relationship quality on responses to service failure

of hotel consumers. International Journal of Hospitality Management, 31(3), 735-744.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Big Data Analyses of ESG Communications with Prospective Employees on

Sustainable Sportswear Brand Webpages

Min Jung Kim*, Niloufar Moshiri, Hyo Jung (Julie) Chang,

Texas Tech University, Lubbock, Texas, USA

*Corresponding Author: minjung.kim@ttu.edu

Abstract

Introduction: In the global sportswear market, sustainability, ethics, and environmental, social, and

governance (ESG) indicators have become key drivers of companies’ value (Venuez, 2024b). ESG

management is no longer optional but a vital growth strategy. Stakeholders increasingly value a brand’s

principles and use their brand choices to express their identities. ESG practices are reshaping not only

external corporate performance but also organizational internal culture and talent acquisition paradigms.

As a result, recruitment webpages have evolved from simple job posting platforms into critical

communication channels that convey a company’s values and culture to prospective employees (O'Neill,

2024; Taylor, 2023). Today’s sportswear brands require ESG expertise across a wide range of operations,

from product development to retail (Venuez, 2024b). Despite the importance of disclosing ESG information,

current research primarily focuses on one-way sustainability messaging and marketing perspectives

(Nguyen, 2015; Lee, 2024). There remains a significant gap in understanding how ESG values are

communicated and internalized during the recruitment process. Accordingly, this study aims to examine

how sustainable sportswear brands communicate with prospective employees through recruitment

webpages, with a focus on ESG information. This study is expected to offer new insights into how ESG

management can be integrated with human resource practices.

Literature Review: Sustainable sportswear brands such as Nike and Adidas have demonstrated innovative

approaches to ESG practices. From an environmental standpoint, they have implemented initiatives to

reduce their ecological footprint across the entire supply chain (Bruun & Langkjær, 2016). In terms of social

practices, sportswear brands have focused on promoting fair labor conditions, enhancing diversity and

inclusion, and contributing to community development (Holtström et al., 2019). Regarding governance,

brands have worked to strengthen corporate structures to ensure accountability, transparency, and ethical

business operations (Holtström et al., 2019; Kopplin, 2023). Today's consumers increasingly view ESG

practices as key factors in evaluating prospective employers, prompting sportswear brands to strengthen

their sustainable employer branding strategies. Effectively communicating ESG values during recruitment

has become a strategic imperative for attracting and retaining talent (O'Neill, 2024; Taylor, 2023).

Method: This study used the Business of Fashion Sustainability Index to select eight sportswear fashion

brands that met rigorous ESG standards and provided valid career webpages. Data were collected from the

‘career’ webpages of each brand’s official website. The data acknowledged the hierarchical structure of

retail organizations, which ranges from entry-level roles to top executives. Data collection involved web

crawling, followed by text preprocessing using R 4.3.1 and TEXTOM to clean and refine the data. A one-

mode matrix was created to analyze word frequency and TF-IDF, and degree centrality values were

extracted to assess keyword prominence. CONCOR analysis was performed using Ucinet 6.7 on the top 50

TF-IDF keywords to identify keyword clusters and visualize the network structure for career webpages.

Results: This study analyzed TF-IDF and degree centrality to uncover key themes in the career webpages

of sportswear brands, highlighting a strong emphasis on team-oriented culture, inclusivity, and employee

well-being. The findings suggest that career webpages function as strategic platforms for communicating a

2025 ACRA Annual Conference Proceeding

Columbia, SC

brand’s core values, positioning the company not merely as an employer but as a partner in personal and

professional development. The results of CONCOR analysis with the top 50 keywords further identified

four keyword clusters, each representing distinct thematic areas. The first cluster centers on employee

benefits, opportunities, and resources—such as development programs and flexible work arrangements—

that are vital for talent attraction and retention. The second cluster reflects a focus on employee growth and

well-being, emphasizing organizational efforts to foster skill development, career advancement, and holistic

health. The third cluster highlights brands’ dedication to social and environmental responsibility, aligning

with growing employee expectations around corporate ethics and sustainability. Lastly, the fourth cluster

underscores a commitment to inclusivity and community, reflecting the value placed on diverse

perspectives and a sense of belonging in the workplace.

Discussion and Implications: Through these thematic elements, sustainable sportswear brands showcase

a comprehensive approach to the 'social' dimension of ESG communication. Their career webpages

emphasize inclusive organizational cultures and support for diverse employee backgrounds. Moreover, they

convey strong support for employee welfare, quality of life, professional growth, and ethical employment

practices. Rather than serving solely as recruitment tools, career webpages reflect a deeper organizational

commitment to social responsibility and long-term sustainability. Thus, sportswear brands effectively

communicate their values, vision, and identity to prospective employees. This study offers significant

implications by revealing how sportswear brands use ESG-focused career webpages to strategically

communicate organizational identity and align with modern talent expectations. It highlights a shift from

transactional recruitment to value-driven, inclusive, and socially responsible engagement strategies.

Practically, it provides a roadmap for crafting authentic employer branding that resonates with today’s

workforce. For future research, the study suggests expanding beyond sportswear brands, incorporating

empirical methods, and exploring ESG communication across sectors, regions, and digital platforms to

better understand its impact on both employees and consumers.

References

Bruun, M. B. & Langkjær, M. A. (2016). Sportswear: Between fashion, innovation and sustainability.

Fashion Practice, 8(2), 181-188.

Holtström, J., Bjellerup, C., & Eriksson, J. (2019). Business model development for sustainable apparel

consumption: The case of Houdini sportswear. Journal of Strategy and Management, 12(4), 481-

504.

Kopplin, C. S. (2023). Sports fashion and sustainability: A perfect match? International Journal of Sports

Marketing and Sponsorship, 24(5), 891-912.

Lee, J. (2024). Analysis of corporate sustainability management cases in sneaker brands. International

Journal of Advanced Culture Technology, 12(3), 317-324.

Nguyen, S. (2015). Sustainability marketing: How to effectively speak greening in the sport industry. In

B. McCullough & T. Kellison (Eds.), Sport Management and the Natural Environment (pp. 115–

130). Routledge.

O'Neill, S. (2024). Why ESG communications are important. Corporate Governance Institute.

https://www.thecorporategovernanceinstitute.com/insights/guides/why-esg-communications-are-

important/?srsltid=AfmBOoqkfvJQCOF1T2h-peC7kxbqELuBuiWV0qTCZYCHjxvxwPFmNzOP

Taylor, J. (2024, January 3). What do job seekers really look for on a careers site? Happy Dance.

https://www.happydance.love/resources/insights/what-job-seekers-really-want-from-your-careers-

site/

Venuez. (2024b, May 27). Consumer attitudes toward sustainability in sportswear. Venuez.

https://www.venuez.dk/consumer-attitudes-toward-sustainability-in-sportswear/

2025 ACRA Annual Conference Proceeding

Columbia, SC

Retail Management Students’ Perspectives and Preferences of Collegiate Athletic Merchandise:

Fashion, Authenticity and Throwback Orientation

Michelle Childs* & Robin Hardin

The University of Tennessee, Knoxville, TN, USA

*Corresponding Author: mlchilds@utk.edu

Background: Display of collegiate athletic merchandise is a tangible way for students to display their

affiliation and fandom with a university and a collegiate sport team. In fact, officially licensed collegiate

merchandise is growing, with sales topping $7.6 billion in 2021 with apparel sales accounting for 22% of

that total (Heijjer, 2022). The value of logos and affiliated marks (e.g., official mascot, color, etc.) to

students cannot be underestimated as they represent the institution and its athletic teams that are so

important to fans. An important aspect of these concepts though is what impact does personal characteristics

have on the perceived attractiveness of these logos or the merchandise displaying these logos. One such

characteristic is the student’s academic major. The academic major utilized in this study were retail

management students. It is important to examine retail management students, as they may offer a unique

perspective on merchandise and clothing due to the interest in the topic and exposure through their academic

programs. The purpose of this study was to examine retail management students’ university-affiliated sport

clothing and logo preferences and related behaviors?

Method: An exploratory qualitative research design using focus groups was conducted to investigate

students’ in-depth perceptions and preferences (Kvale, 2006; Rashid et al., 2016). Students were recruited

as retail management majors (n = 6) using a convenience sampling method. This number of participants

allowed for researchers to use a more in-depth and extensive exploration of participant experiences (Crouch

& McKenizie, 2016). A range of university apparel and accessories were used as visual examples in the

focus group to prompt conversation. The focus group lasted approximately one hour in length, was audio-

recorded, and transcribed verbatim. The transcription was analyzed through an iterative process of analysis,

including coding for common meaning, which were compared, contrasted, and developed into themes as

part of the interpretation of data (Spiggle, 1994).

Findings and Discussion: Retail management students touched on important aspects related to

merchandise and logo adoption. They emphasized the importance of a fashion-forward look, where they

selected a shade of the primary color that complemented their unique look. The retail management students

were not focused on showcasing official university-affiliated logos and colors for team affiliation and team

pride. Additionally, retail management students recognized their interest towards vintage logos and

university-affiliated apparel/accessories products. They sought true vintage products for their unique

qualities that allowed them to stand out among their peers rather than faux vintage products.

This research helps to shed light on students’ perceptions and preferences of collegiate athletic merchandise,

but more research is needed to further understand how each logo is interpreted by different groups of

students for future target marketing. The implications expand to professional sports teams that routinely

implement the use of vintage and retro logos. Marketers and merchandisers should be aware of their target

markets and seek input from a variety of stakeholders. Subtle differences in consumers demonstrate a great

contrast in the type of merchandise, logo, and color that students want. Future research should continue to

explore how different consumer groups within the student body perceive collegiate athletic merchandise.

This will aid in further target marketing to consumers.

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

Crouch, M., & McKenzie, H. (2016). The logic of small samples in interview-based qualitative

research. Social Sciences Information, 45(4), 485–499.

Heijjer, J. (2022, August 3). Sales of licensed sports merch in 2021 showed global gains from 2019. Sport

Business Journal.

Kvale, S. (2006). Dominance through interviews and dialogues. Qualitative Inquiry, 1(3), 480–

500. https://doi.org/10.1177/1077800406286235

Rashid, A., Barnes, L., & Warnaby, G. (2016). Management perspectives on country of origin.

Journal of Fashion Marketing and Management, 20(2), 230–244. https://doi.org/10.1108/JFMM-

07-2015-0056

Spiggle, S. (1994). Analysis and interpretation of qualitative data in consumer research. Journal

of Consumer Research, 21(3), 491–503. https://doi.org/10.1086/209413

2025 ACRA Annual Conference Proceeding

Columbia, SC

WHAT GEN Z AND GEN Y WANT IN THEIR SUSTAINABLE CLOTHING: A QUALITATIVE

STUDY

Sharmin Shoukat*, Silvia Vilches, Auburn University, Auburn, AL, USA

*Corresponding Author: szs0292@auburn.edu

Abstract

Consumer attention to sustainable clothing has continuously increased in recent years (Hageman et

al., 2024). The attributes of sustainable clothing positively affect consumer’s purchasing intentions, and the

effect is significant in the context of fast fashion (Grazzini et al., 2021). However, some past research states

that consumers are not always concerned about sustainability, especially the attributes during sustainable

clothing purchases (Gardetti & Torres, 2015). Younger consumers, particularly Gen Z (born between 1997-

2012) and Gen Y (born 1981-1996), have distinct preferences and values when it comes to sustainability

(Lavuri et al., 2021). Understanding their preferences is crucial for fashion brands to influence the

purchasing behaviors of these generations. The aim of this qualitative study is to identify the preferred

sustainable clothing attributes of Gen Z and Gen Y, aiming to understand their preferences and motivations

for purchasing sustainable clothing. This study will also compare the preferences and motivations of Gen

Z and Gen Y regarding sustainable clothing attributes. The participants, aged 19-43 from a southeastern

land-grant university's Human Development and Family Science department. Among nine participants,

eight participants were Gen Z, and one participant was Gen Y. The interview questions were predeveloped,

and the focus group interviews were conducted via Zoom, with participation indicating consent for

recording. The focus group session was recorded, transcribed, and examined through reflexive thematic

analysis (Braun & Clarke, 2006). Codes were used to develop categories and themes to understand Gen Z

and Gen Y consumers’ preferred sustainable clothing attributes.

This study finds that consumers seek to observe reductions in carbon emissions and the amount of

water used in sustainable clothing production. They also want to observe minimized impacts on the 3Ps

(people, profit, planet). Consumers prefer sustainable brands that have water, carbon, and waste-neutral

initiatives. Moreover, they also prefer sustainable brands that waste less and have recycling initiatives.

Consumers want to know about the sustainable clothing manufacturing process, who the workers are, and

their working conditions. They also seek to have natural materials (100% cotton), or specific fabrics (cotton,

silk, organic cotton) for their sustainable clothing. Consumers don’t want to have the fabric in their

sustainable clothing which takes a long time to break down. They also want to know how sustainable

clothing materials are sourced, and from where the sustainable clothes materials are sourced. Moreover,

consumers feel motivated to purchase sustainable clothing when brands take big steps towards sustainability,

and initiatives to improve sustainability. They prefer buying fast fashion clothing instead of expensive

sustainable clothing. Consumers think that brands should be more committed to sustainability than the

consumers themselves. Some consumers also worry that brands produce more clothes (denim), which need

more water and energy. They want to have return benefits for worn sustainable fabrics, along with shopping

incentives, such as store credits or gift cards. Consumers also prefer comfortable, trendy, and durable

sustainable clothing, and they want to have economically green clothing that is available. The consumer

also wants to reuse and access their sustainable clothing easily. Gen Y consumers prefer price and durability,

and Gen Z consumer prioritize for style, comfort, environment, and workers condition for their sustainable

clothing.

The findings of this study will assist sustainable fashion brands, manufacturers, and designers in

comprehending consumer needs and making informed decisions. Additionally, the results will aid fashion

brands and retailers in designing and marketing sustainable clothing that aligns with the values of these

generations. The insights gained from this research can be utilized to develop sustainable clothing shopping

practices for the younger generation. Furthermore, the outcomes can be disseminated and adopted in

sustainable fashion practices.

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology,

3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa

Gardetti, M. A., & Torres, A. L. (Eds.). (2015). Sustainable luxury: Managing social and environmental

performance in iconic brands. Routledge.

Grazzini, L., Acuti, D., & Aiello, G. (2020). Solving the puzzle of sustainable fashion consumption: The

role of consumers’ implicit attitudes and perceived warmth. Journal of Cleaner Production, 287,

125579. https://doi.org/10.1016/j.jclepro.2020.125579

Hageman, E., Kumar, V., Duong, L., Kumari, A., & McAuliffe, E. (2023). Do fast fashion sustainable

business strategies influence attitude, awareness and behaviours of female consumers? Business

Strategy and the Environment, 33(2), 1081–1098. https://doi.org/10.1002/bse.3545

Lavuri, R., Jusuf, E., & Gunardi, A. (2021). Green sustainability: factors fostering and behavioural

difference between Millennial and Gen Z: mediating role of green purchase intention. Ekonomia I

Środowisko - Economics and Environment, 76(1), 31. https://doi.org/10.34659/2021/1/1

2025 ACRA Annual Conference Proceeding

Columbia, SC

Examining The Relationship Between Environmental Concern, Online

Reviews, And Price On Generation Z's Purchase Intentions For

Sustainable Home Textiles

Ragul Senthil *, Texas Tech University, Lubbock, Texas, United States

Tasha Lewis, The Ohio State University, Columbus, Ohio, United States

*Corresponding Author: rasenthi@ttu.edu

Abstract

As sustainability becomes a growing priority across global industries, the home textile sector is

experiencing a major shift, fueled by a new generation of environmentally conscious consumers. Among

the most influential of these are members of Generation Z, a demographic cohort born between 1997 and

2012, known for their digital fluency, social awareness, and commitment to sustainability (Manley et al.,

2023). Their purchasing decisions increasingly reflect values around environmental responsibility and

ethical production practices. This is particularly relevant in the home textiles market, where traditional

products—such as bed linens, towels, and kitchen fabrics—have historically relied on resource-intensive

manufacturing. A growing interest in textiles made from organic cotton, bamboo fibers, and recycled

materials is shaping the way this generation interacts with consumer goods (Luo, 2023; Zaidi, 2023).

Despite the increasing visibility of sustainable products, businesses often lack clarity on the

complex decision-making processes that guide Gen Z’s purchases. While environmental concern is a

recognized motivator, other variables such as price sensitivity and the impact of online reviews are also at

play. This study seeks to examine the interplay of these three factors—environmental concern, online

reviews, and price—on Generation Z’s purchase intentions for sustainable home textiles.

Using a quantitative approach, survey data were collected from 167 Gen Z respondents, aged 18–

27, via the Qualtrics platform. The survey measured purchasing behavior, attitudes toward sustainability,

reliance on digital feedback, and sensitivity to product pricing. Statistical analysis included descriptive

statistics, correlation analysis, and ANOVA. The results revealed a moderate and statistically significant

relationship between environmental concern and purchase intention (r = 0.388, p < 0.001), indicating that

sustainability remains a central driver of consumer behavior. While online reviews received high

importance scores their correlation with purchase intention was weak and not statistically significant

suggesting that while reviews are consulted, they may serve more as a reassurance than a deciding factor.

Price sensitivity, however, showed a weak but statistically significant relationship (r = 0.295, p = 0.006),

emphasizing the need for brands to strike a balance between affordability and environmental value.

The study concludes that businesses aiming to capture the Gen Z market for sustainable home

textiles should prioritize transparent environmental communication, authentic digital engagement, and

competitive pricing strategies. These findings offer practical insights for brands looking to connect with

value-driven, socially conscious consumers in a highly competitive and evolving retail environment.

Keywords: Generation Z, Sustainable Home Textiles, Environmental Concern, Price Sensitivity,

Online Reviews, Consumer Behavior, Eco-Friendly Products, Digital Influence

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

Luo, Y. (2023, March 23). Home Textile Products List – Types, Classification, And Uses.

https://www.perfectextile.com/author/luoyylanmigo-com/

Manley, A., Seock, Y., & Shin, J. (2023). Exploring the perceptions and motivations of Gen Z and

Millennials toward sustainable clothing. Family and Consumer Sciences Research Journal, 51(4), 313–

327. https://doi.org/10.1111/fcsr.12475

Zaidi, K. (2023, August 3). Sustainable Home Textiles: The Eco-Friendly Path To Cozy Living.

https://pth-homes.com/blogs/news/sustainable-home-textiles-the-eco-friendly-path-to-cozy-living

2025 ACRA Annual Conference Proceeding

Columbia, SC

Student Development of Brand Activations for Gaming Platforms to

Reach the Gen Alpha Consumer

Freeman Bettinger,* Nicole Bettinger, and Dr. Charles Freeman, Texas Christian University,

Fort Worth, Texas, USA

*Corresponding Author: n.bettinger@tcu.edu

Abstract

The Gen Alpha consumer is the newest form of digital native and the marketing/media opportunities for

fashion brands to tap into the spending power are significant. However, traditional mediums and consumer

connection points may not apply to Gen Alpha when their spending power reaches a critical mass. Therefore,

when developing fashion marketing/media plans, vast opportunities exist to reach and appeal to Gen Alpha

consumers in metaverse/gaming environments (Park & Lim, 2023). From the contemporary classroom

perspective, new marketing mediums and consumer connection points are essential to teaching the fashion

marketers of tomorrow - the current Gen Z collegiate student. The opportunity for teaching brand

activations and fashion marketing/media in the gaming environment is two-fold: expanding the vision of

the current Gen Z university student to think cross-generationally and to define and interpret ROI by fashion

brands engaging with Gen Alpha consumers in metaverse/gaming environments.

Junior and senior level Gen Z students discussed the utilization of the Roblox game and in-system

experiences with two groups of Gen Alpha students. The Gen Z students were amazed at Gen Alpha's

eagerness to discuss Roblox, the excitement of purchasing branded and non-branded apparel within games

to personalize their avatars, and the overall extent of Gen Alpha's knowledge of the gaming environment

and brands within the gaming environment. Gen Z university students approached the development of

fashion media plans and brand activation with a new perspective, especially regarding the next generation's

expectations and experiences with emerging technology. The opportunities for marketing and revenue

generation were evident to the Gen Z students. The development of virtual and physical apparel combined

with the willingness of the Gen Alpha consumer to purchase can create new avenues for revenue generation,

brand loyalty, and brand engagement. Gen Z students noted that Gen Alpha consumers' willingness to invest

in avatar personalization offers brands an unprecedented pathway to engage with this demographic.

Developing immersive campaigns targeting gaming environments, particularly Roblox, was identified as

an accessible entry point for brands seeking to establish early connections with Gen Alpha.

The insight gained by Gen Z students into the anticipated expectations and preferences of the Gen Alpha

generation as future college students and consumers was invaluable. As Gen Z moves into management

roles, then Gen Alpha will be the new targeted generation with significantly different expectations and

interests of brands. Gen Alpha is a new kind of digital native consumer, especially when factoring in not

only gaming experiences but also upcoming changes in social media accessibility for youth. Another

implication was teaching students realistic 3D designs for apparel for 3D avatars on gaming platforms such

as Roblox.

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

Medina, C. (2023). Exploring Gen Z’s motivation toward branded fashion products in gaming metaverse

[Dissertation, California State Polytechnic University, Pomona].

https://scholarworks.calstate.edu/downloads/zp38wm38w

Nabukalu, R., & Wanjohi, A. (2023). Impact of Metaverse on Marketing Communication A case study of

the fashion industry [Luleå University of Technology Department of Social Sciences, Technology

and Arts]. https://www.diva-portal.org/smash/get/diva2:1792601/FULLTEXT02

Park, H., & Lim, R. E. (2023). Fashion and the metaverse: Clarifying the domain and establishing a

research agenda. Journal of Retailing and Consumer Services, 74, 103413.

https://doi.org/10.1016/j.jretconser.2023.103413

Saxena, G., Jain, S., & Mishra, S. (2023). Enhancing affective commitment through gamified services of

luxury brands: Role of game mechanics and self-congruity. Journal of Services Marketing, 37(8),

1018–1031. https://doi.org/10.1108/JSM-06-2022-0217

2025 ACRA Annual Conference Proceeding

Columbia, SC

Exploring the influence of regulatory focus, cosmopolitanism, and

ethnocentrism on consumer preferences for ethnic products

Jonghan Hyun, * University of North Texas, Denton, TX, USA

*Corresponding Author: Jonghan.Hyun@unt.edu

Introduction

Why do consumers approach ethnic products? And why do some consumers do not approach ethnic products?

Previous literature provides some indication of consumer characteristics that could help predict consumers that are

likely to approach or avoid ethnic products – specifically, consumer cosmopolitanism (e.g., Zeugner-Roth et al., 2015)

and consumer ethnocentrism (e.g., Hyun and Lee, 2022). This study aims to extend this understanding by developing

and testing a conceptual model that investigates the role of regulatory focus as an antecedent of cosmopolitanism and

ethnocentrism.

Literature Review and Hypotheses Development

Regulatory focus theory, proposed by Higgins (1997), suggests that individuals are driven by two distinct

motivational orientations: promotion-focus and prevention-focus. Promotion-focused individuals are primarily

motivated by growth, advancement, and the pursuit of gains. They seek stimulation, embrace change, and are generally

open to new opportunities. In contrast, prevention-focused individuals prioritize safety, security, and the avoidance of

losses. They prefer conservation, are resistant to change, and are more inclined to maintain stability (Kark & Van Dijk,

2007). Studies have shown that these two orientations significantly influence consumer behavior across various

contexts (Wang et al., 2020). This study applies the above to the context of cosmopolitanism and ethnocentrism.

Specifically, it is proposed that cosmopolitanism aligns closely with a promotion-focus, as cosmopolitan individuals

tend to be open to new experiences, less risk-averse, and more willing to explore diverse alternatives (Riefler et al.,

2012). Research by Cleveland et al. (2011) further supports this, showing that cosmopolitan consumers actively seek

novelty and stimulation. On the other hand, it is proposed that prevention-focused individuals exhibit behaviors more

consistent with ethnocentrism. Ethnocentric consumers are more sensitive to perceived threats from foreign products

and show a stronger preference for domestic goods to protect the local economy (Bizumic et al., 2009). This desire

for security and resistance to foreign influence reflects a typical prevention-focused orientation. Thus, the following

hypotheses are proposed:

H1a: Promotion orientation, compared to prevention orientation, is more likely to lead to cosmopolitanism

H2b: Prevention orientation, compared to promotion orientation, is more likely to lead to ethnocentrism

Previous studies have highlighted the influence of cosmopolitanism on consumer preferences for foreign

products and brands. For instance, Nijssen and Douglas (2008) found that individuals with higher cosmopolitanism

tend to have a positive image of grocery stores that offer an imported food section. Similarly, cosmopolitan consumers

were shown to hold favorable attitudes toward foreign products and brands (Zeugner-Roth et al., 2015). On the other

hand, ethnocentric consumers tend to have a more positive perception of domestic products and are often skeptical or

negative toward global or foreign advertisements (Hyun and Lee, 2022). While no study has specifically tested the

effects of cosmopolitanism and ethnocentrism in the context of ethnic products, their demonstrated impact on foreign

brands, global advertising, and imported foods suggests a similar influence on ethnic products. Thus, the following

hypothesis is proposed.

H2: Cosmopolitanism, compared to ethnocentrism, is more likely to lead to positive preference for ethnic products

Method and Results

To test the conceptual model, an online survey was conducted with 211 participants recruited through MTurk

via CloudResearch. These participants responded to promotion orientation scale (α=.787), prevention orientation scale

(α=.761), cosmopolitanism scale (α=.957), and ethnocentrism scale (α=.940). Preference for ethnic products was

assessed by calculating the difference between participants' responses to two behavioral intention scales: one for

ethnically congruent products and one for ethnically disparate products. Confirmatory Factor Analysis of the

measurement model indicated an acceptable fit χ2(242)=322.933 (RMSEA=.040, CFI=.977, NFI=.916). Additionally,

2025 ACRA Annual Conference Proceeding

Columbia, SC

all AVE values exceeded .50 and the squared correlations between any two scales were lower than their respective

AVEs, supporting both the convergent and discriminant validity of the scales. Structural Equation Modeling was used

to test the proposed model. The overall model fit was also acceptable χ2(244)=323.725 (RMSEA=.039, CFI=.978,

NFI=.916). Promotion orientation had a significant positive effect on cosmopolitanism (β=.35, p<.01), and prevention

orientation had a significant positive effect on ethnocentrism (β=.68, p<.001), confirming hypotheses H1a and H1b.

Furthermore, cosmopolitanism positively influenced the preference for ethnic products (β=.26, p<.01), while

ethnocentrism had a negative effect (β=-.20, p<.001), leading to the acceptance of H2. An alternative model, which

included two additional direct paths from promotion and prevention focus to preference for ethnic products, was tested.

The chi-square difference between the original and alternative models was insignificant (p=.673), and the additional

paths were also insignificant (promotion to preference: β=-.082, p=.495; prevention to preference: β=-.081, p=.568),

confirming that the relationship between regulatory orientation and preference for ethnic products is indirect.

Discussion

This study demonstrates that promotion orientation is positively associated with cosmopolitanism, while

prevention orientation is positively linked to ethnocentrism. Furthermore, the results indicate that cosmopolitan

consumers tend to prefer ethnic products, whereas ethnocentric consumers do not. These findings carry several

theoretical implications. First, by introducing regulatory orientation as an antecedent to cosmopolitanism and

ethnocentrism, this study expands the understanding of these constructs. Second, it highlights the relevance of

cosmopolitanism and ethnocentrism in the context of ethnic product preferences, broadening their application beyond

the settings explored in previous research. From a practical perspective, the study suggests that retailers offering ethnic

products should target consumers likely to be promotion-focused rather than prevention-focused. According to Das et

al. (2018), promotion-focused consumers can potentially be identified through customer relationship management

technologies. It is also worth noting that regulatory focus can also be situationally induced (Hyun, 2022). Accordingly,

retailers of ethnic products may potentially attract more customers by employing promotion-inducing strategies. While

this study offers some implications, it also has limitations that should be acknowledged. First, the data were collected

through an online survey using MTurk, which may limit the generalizability of the findings to broader populations.

Future research could explore the model with more diverse samples. Additionally, this study focused primarily on U.S.

consumers. Cross-national research could provide further insight into how regulatory focus, cosmopolitanism, and

ethnocentrism influence preferences for ethnic products in different national contexts.

References

Bizumic, B., Duckitt, J., Popadic, D., Dru, V., & Krauss, S. (2009). A cross-cultural investigation into a

reconceptualization of ethnocentrism. European Journal of Social Psychology, 39(6), 871-899.

Cleveland, M., Erdoğan, S., Arıkan, G., & Poyraz, T. (2011). Cosmopolitanism, individual-level values and cultural-

level values: A cross-cultural study. Journal of Business Research, 64(9), 934-943.

Das, G., Mukherjee, A., & Smith, R. J. (2018). The perfect fit: The moderating role of selling cues on hedonic and

utilitarian product types. Journal of Retailing, 94(2), 203-216.

Higgins, E. T. (1997). Beyond pleasure and pain. American psychologist, 52(12), 1280.

Hyun, J. (2022). Investigating the role of regulatory focus in apparel attribute prioritization. Journal of Fashion

Marketing and Management: An International Journal, 26(4), 565-581.

Hyun, J., & Lee, K. (2022). Authenticity in ethnic restaurants: investigating the roles of ethnocentrism and

xenocentrism. Tourism and hospitality management, 28(3), 683-690.

Kark, R., & Van Dijk, D. (2007). Motivation to lead, motivation to follow: The role of the self-regulatory focus in

leadership processes. Academy of Management Review, 32(2), 500-528.

Nijssen, E. J., & Douglas, S. P. (2008). Consumer world-mindedness, social-mindedness, and store image. Journal of

International Marketing, 16(3), 84-107.

Riefler, P., Diamantopoulos, A., & Siguaw, J. A. (2012). Cosmopolitan consumers as a target group for segmentation.

Journal of International Business Studies, 43, 285-305.

Wang, L., Jin, M., & Yang, Z. (2020). Regulatory focus and consumption of counterfeit luxury goods: Roles of

functional theories of attitudes and perceived similarity. Journal of Business Research, 107, 50-61.

2025 ACRA Annual Conference Proceeding

Columbia, SC

“The Indian in Me Will Protect the Environment in India”: Perceived Self-Efficacy and

Commitment to Ethnic Identity Influencing Slow Fashion Consumption in India

Swagata Chakraborty,* University of North Texas, Denton, Texas, USA

*Corresponding Author: Swagata.Chakraborty@unt.edu

Abstract

Many culturally important elements of nature in India (e.g., melting of snowcapped Himalayan

mountains, loss of endangered species) are facing environmental crisis (Sharma & Masiwal, 2024; Satyal

et al., 2017). These alarming environmental changes are raising questions to the fate of India’s

environmental prosperity and the associated Indian identity. Based on the theory of self-efficacy (Bandura,

1994), the study proposed and empirically tested a conceptual model delineating the mediating role of

commitment to ethnic identity in the relationship between the self-efficacy in protect the environment and

attitude toward slow fashion amongst the consumers of India. An online experiment was conducted with

the national population of India (n = 365). Performing a structural equation modeling, the results indicated

that perceived self-efficacy in protecting the environment positively influenced commitment to Indian

ethnic identity, which evoked positive attitude toward slow fashion. Commitment to ethnic identity

mediated the relationship between perceived self-efficacy in protecting the environment and attitude toward

slow fashion. The slow fashion brands should offer opportunities for vicarious experiences of and/or verbal

appreciation for protecting the environment in India, which will contribute to the perceived self-efficacy,

strengthening commitment to the ethnic identity and attitude toward slow fashion. The local shops selling

Indian handcrafts/handlooms should market their products emphasizing Indian heritage and culture and

how the products are protecting the environment in India. Doing this could cater to Indians’ commitment

to ethnic identity in protecting the natural resources of India, consequently, evoking favorable attitude

toward slow fashion consumption.

Keywords: Perceived self-efficacy, commitment to ethnic identity, slow fashion, environment protection

References

Bandura, A., & Wessels, S. (1997). Self-efficacy (pp. 4-6). Cambridge: Cambridge University Press.

Satyal, P., Shrestha, K., Ojha, H., Vira, B., & Adhikari, J. (2017). A new Himalayan crisis? Exploring

transformative resilience pathways. Environmental Development, 23, 47-56.

Sharma, A., & Masiwal, R. (2024). Climate Crisis in the Indian Himalayas: An Introduction. In

Addressing the Climate Crisis in the Indian Himalayas: Can Traditional Ecological Knowledge

Help? (pp. 1-30). Cham: Springer Nature Switzerland.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Consumer Intention to Patronize Local Retailers Selling Fibershed-Affiliated Products: The

Moderating Role of Political Affiliation

Uma Swamy,* North Carolina Wesleyan University, Rocky Mount, USA,

Jin Su, Nancy Hodges, The University of North Carolina at Greensboro, USA

*Corresponding Author: uswamy@ncwu.edu

Abstract

The global apparel industry and fast fashion, has come under scrutiny for its harmful environmental

and social impacts, prompting interest in sustainable alternatives. Fibershed, a non-profit organization,

promotes localized, regenerative textile systems through its Soil-to-Soil (S2S) Framework, which connects

regional resources to create a closed-loop production cycle (Fibershed, n.d.). While the S2S Framework

supports climate-conscious agriculture, local manufacturing, and consumer education (Burgess & White,

2019), it currently omits a defined role for retailers. This study addresses that gap by examining the role of

local retailers in the Fibershed framework, focusing on how consumer factors of community attachment,

need for uniqueness, environmental awareness, and social awareness influence intentions to patronize local

retailers selling Fibershed-affiliated products. Political orientation is proposed as a moderator. By extending

the S2S Framework to include retail channels, the study offers new insights into sustainable apparel

consumption and provides strategic directions for engaging consumers across diverse market segments.

The study draws upon the Value-Belief-Norm (VBN) theory (Stern et al., 1999), which links pro-

environmental actions through personal values, ecological worldview, awareness of consequences, and

personal norms. This study extends VBN to add additional factors, namely community attachment and

environmental and social awareness of textile and apparel production (Mihaylov & Perkins, 2015).

Community attachment is hypothesized to influence both awareness of textile production impacts and

intentions to patronize local retailers (Diddi & Niehm, 2016; Wilson & Hodges, 2022). The model also

includes need for uniqueness as a direct predictor of patronage intentions (Lang & Armstrong, 2018) and

political orientation as a moderator, reflecting how ideological differences shape beliefs about

environmental and social issues in apparel production (Kidwell et al., 2013; Ternullo, 2024).

A survey of 295 U.S. adults was conducted using validated Likert-scale items to measure key variables,

including community attachment (Miller, 2001), environmental and social awareness (Diddi & Niehm,

2016), need for uniqueness (Tian et al., 2001), and patronage intentions (Peterson et al., 2021). Political

orientation was self-reported and grouped into liberal and conservative categories. Data were analyzed

using Structural Equation Modeling in SPSS AMOS 29, with confirmatory factor analysis, structural model

testing, and multi-group analysis to assess moderation by political orientation. Confirmatory factor analysis,

the structural model, as well as the multi-group models indicated good model fit and strong reliability and

validity across all constructs. Environmental awareness and need for uniqueness were both significant

predictors of patronage intentions, while community attachment directly influenced patronage intentions

only for the whole sample and liberal participants. Contrary to VBN expectations, community attachment

did not significantly predict either environmental or social awareness. Social awareness was also not a

significant predictor of patronage behavior. Although structural differences by political orientation were

evident, moderation effects on specific hypothesized relationships were not statistically significant.

This study advances sustainable fashion research by exploring the role of local retailers within the

Fibershed framework, revealing key deviations from the Value-Belief-Norm (VBN) theory. While VBN

suggests that personal values drive awareness, which then informs behavior, findings show that community

attachment directly influences patronage intentions without significantly impacting environmental or social

2025 ACRA Annual Conference Proceeding

Columbia, SC

awareness. This suggests alternative behavioral mechanisms, such as place-protective tendencies (Devine-

Wright, 2009), and a consumer focus on local rather than global issues (Dickson, 1999). The consistent

influence of need for uniqueness highlights identity-driven motivations beyond environmental concerns

(Lang & Armstrong, 2018). Political orientation did not significantly moderate key relationships, indicating

these patterns may transcend ideological lines. The study extends VBN theory within a retail context

offering strategic insights for engaging diverse consumer segments in sustainable apparel. Limitations

include limited geographical scope and reliance on self-reported political orientation; future research can

expand on both and include additional factors that may influence patronage intentions.

References

Burgess, R., & White, C. (2019). Fibershed: Growing a movement of farmers, fashion activists, and

makers for a new textile economy. Chelsea Green Publishing.

Devine-Wright, P. (2009). Rethinking NIMBYism: The role of place attachment and place identity in

explaining place-protective action. Journal of Community & Applied Social Psychology, 19(6),

426–441. https://doi.org/10.1002/casp.1004

Dickson, M. A. (1999). US consumers’ knowledge of and concern with apparel sweatshops. Journal of

Fashion Marketing and Management: An International Journal, 3(1), 44–55.

https://doi.org/10.1108/eb022547

Diddi, S., & Niehm, L. S. (2016). Corporate social responsibility in the retail apparel context: Exploring

consumers’ personal and normative influences on patronage intentions. Journal of Marketing

Channels, 23(1–2), 60–76. https://doi.org/10.1080/1046669X.2016.1147892

Fibershed. (n.d.). Retrieved September 25, 2024, from https://fibershed.org/mission-vision/

Kidwell, B., Farmer, A., & Hardesty, D. M. (2013). Getting liberals and conservatives to go green:

Political ideology and congruent appeals. Journal of Consumer Research, 40(2), 350–367.

https://doi.org/10.1086/670610

Lang, C., & Armstrong, J. C. M. (2018). Collaborative consumption: The influence of fashion leadership,

need for uniqueness, and materialism on female consumers’ adoption of clothing renting and

swapping. Sustainable Production and Consumption, 13, 37–47.

https://doi.org/10.1016/j.spc.2017.11.005

Mihaylov, N., & Perkins, D. (2015). Local environmental grassroots activism: Contributions from

environmental psychology, sociology and politics. Behavioral Sciences, 5(1), 121–153.

https://doi.org/10.3390/bs5010121

Miller, N. J. (2001). Contributions of social capital theory in predicting rural community inshopping

behavior. The Journal of Socio-Economics, 30(6), 475–493. https://doi.org/10.1016/S1053-

5357(01)00122-6

Peterson, M., Minton, E. A., Liu, R. L., & Bartholomew, D. E. (2021). Sustainable marketing and

consumer support for sustainable businesses. Sustainable Production and Consumption, 27, 157–

168. https://doi.org/10.1016/j.spc.2020.10.018

Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A Value-Belief-Norm Theory of

support for social movements: The case of environmentalism. Human Ecology Review, 6(2), 81–

97.

Ternullo, S. (2024). Place-based partisanship: How place (re)produces Americans’ partisan attachments.

American Journal of Sociology, 130(2), 293–343. https://doi.org/10.1086/731768

Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale

development and validation. Journal of Consumer Research, 28(1), 50–66.

https://doi.org/10.1086/321947

Wilson, J. L., & Hodges, N. J. (2022). What does it mean to “shop local”? Examining the experiences of

shoppers and store owners within the framework of downtown revitalization. Journal of Retailing

and Consumer Services, 65, Article 102890. https://doi.org/10.1016/j.jretconser.2021.102890

2025 ACRA Annual Conference Proceeding

Columbia, SC

Branding Boots: An Analysis of Texas Custom Cowboy Boot Retailing

David Loranger,* Sacred Heart University, Fairfield, CT, USA,

Lorynn Divita, Baylor University, Waco, TX, USA

*Corresponding Author: loranged@sacredheart.edu,

Introduction

Cowboy boots are an important segment of the retail industry in Texas, with revenue of

approximately $254.5M, and this volume is estimated to double by 2033 (Future Market Insights, 2023).

The small- and midsize enterprises (SMEs) that make and market this product are important both in terms

of revenue and the global perception of what it is to be “American” (Beard, 1999, 2005; Gibson, 2016,

2018). Consumers’ demand for cowboy boots can be partially attributed to popular culture in the form of

movies, books, and music. Images of J.R. Ewing, Gene Autry, Ronald Reagan, Roy Rogers, and the

Marlboro Man have raised cowboy boots to legendary status in media in the U.S. for over a century

(Gibson, 2016, 2018). Songs have also been written about cowboy boots and boot makers (Walker, n.d.).

One such song touts the boot making prowess of boot maker Charlie Dunn: “Charlie’s been makin’ boots

over there/He says about fifty some odd years/And once you wear a pair of his hand- mades/Boy, you’ll

never wear no store-bought pair” (Walker, n.d.).

Surprisingly, very little research has been dedicated to this niche part of the retail sector in the

United States. Extant research that has been conducted into the cowboy boot making industry included

investigations of the history of the cowboy boot (Anonymous, 2023; Beard, 1999, 2005), economic

geographies of the cowboy boot making craft (Gibson, 2016, 2018), and relationship marketing

techniques that boot makers employ (Anonymous, 2023) however, no studies have attempted to construct

or adapt a framework to understand the way these SMEs construct and maintain their brands.

Therefore, the present research sought to use an extant framework (Hameide, 2011) to understand how

custom Texas cowboy boot makers form, perpetuate, and differentiate their retail brands.

Method

The present study was part of a larger study of boot makers that was conducted for an oral history

institute at a large midwestern university. Participants were not required to be anonymous, as the

transcripts of the interviews are publicly available on the institute’s website therefore, the names reported

below are respondents’ actual names. The researchers recruited nine (n=9) Texas custom boot makers

utilizing a purposeful critical case sampling approach (Creswell, 2007) to participate in qualitative,

phenomenological interviews (Moutsakas, 2007). Respondents were asked open-ended questions about

their background, boot making knowledge, various aspects of their retail businesses and brands, and

networks within the boot making community and customers. An inter-rater reliability of 71% was reached

while coding, which is within the guidelines recommended by Creswell (2007).

Framework and Themes

Emergent themes were categorized utilizing a framework that applies to branding fashion retail.

The framework is proposed in the text Fashion Branding Unraveled, which is a widely used fashion

branding textbook. In the text, Hameide (2011) states:

Branding is a multifunctional process that highlights proposed value for a product and transforms

it into a real customer experience. The brand starts with a concept...the concept is transformed

into a product…the product is given an identity that distinguishes it and reflects its values, which

are communicated to the potential customer through various marketing channels (p. 38)

Findings

Brand Decision: Company/Consumer/Culture. Carman stated that a large part of his Brand

Decision (see Figure 1) has to do with exclusivity and limited production. He turns away business to

maintain his standards, even though he has a huge potential to generate much higher revenues. Bob

2025 ACRA Annual Conference Proceeding

Columbia, SC

explained that his brand culture is driven by a sense of creativity, diversity, and a down-to-earth

mentality.

Positioning Strategy. Carman noted that staying true to old product traditions and making items

of quality is important to building and maintaining the brand. Carman went on to explain that pricing is

one of the elements that contributes to the exclusive position of his brand. Lee stated that features such as

rare, imported materials are important to distinguish the brand’s position as high-end, and this also drives

the pricing. Greg explained that his retail brand’s positioning is tethered to his knowledge and artistic

expression, much like the positioning of a restaurant with a particular chef. Also noted here by the

researchers was a sense of “salt of the earth” humbleness that adds to the authenticity of the brand, as

Greg is one of the top boot makers in the world.

Communication. Lee acknowledged that social media is a vehicle that is available to SMEs in

promoting their brands. In fact, he posts videos of the making process as a promotional tool. Zephan said

that his brand doesn’t utilize any advertising or social media; it’s all word-of-mouth:

Consumer Experience (the image). Karson explained that he utilizes co-customization approach

in the consultation process with the customer. Carman explained that the making process can add to

customers’ experience and anticipation.

Evaluation and Control. Carman explained that there needs to be extensive quality control built

into the brand. Greg said that control of the brand is directly related to controlling product inputs.

Growth or Repositioning Strategies. Carman stated that his boot brand is not growth oriented,

due to the personal relationships he has with his retail customers. Greg said that he would love to grow the

brand but that means increasing production, and this could lead to compromise that damages the brand image. So

any growth needs to be undertaken carefully.

Conclusion

As part of the larger study, the current research was successful in developing a better understanding of

Texas custom bootmakers’ retail branding strategies. Major findings mainly related to: a) positioning

through exclusivity in product quality, pricing, and authentic customer relationships, b) leveraging the

boot brand’s expressive point-of-view, and, c) utilizing brand communication channels on macro- and

micro-levels to develop and maintain interest. The researchers also came to the realization that the retail

brand and owner are viewed as interchangeable, which results in a consistency of brand personality for all

other components in the framework.

References

Beard, T. (1999). Art of the Boot. Gibbs Smith.

Beard, T. (2005). Cowboy Boots. Gibbs Smith.

Gibson, C. (2016). Material inheritances: how place, materiality, and labor process underpin the path-

dependent evolution of contemporary craft production. Economic Geography, 92(1), 61-86.

Gibson, C. R. (2018). Souvenirs, animals, and enchantment: encountering Texas cowboy boots. Tourists

and Tourism: A Reader. Waveland Press.

Hameide, K. K. (2011). Fashion Branding Unraveled. Bloomsbury.

Loranger, D. & Divita L. (November 2023). Every Pair has a Story: Relationship Marketing Practices of

Artisnal Texas Cowboy Boot Makers. Presented at the International Textile and Apparel Association

Conference, Baltimore, MD.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Leveraging Place Branding for Local Producers' Competitive

Advantage: A Case Study of a Local Dairy Farm's Successful Retail

Branding

Heejin Lim,* Christopher T. Sneed, Michelle Childs & Megan B. Leffew,

University of Tennessee, TN, USA

*Corresponding Author: hlim@utk.edu

Abstract

Every place has a unique essence shaped by its history, culture, and community, which can be an asset in

differentiating it from others. Place branding capitalizes on this distinctiveness to create a unique identity that

attracts resources and consumers (Swain et al., 2024). This study explores the concept of place branding,

focusing on how local producers can harness its power to enhance their brand development and competitive

advantage. Using Cruze Farm as a case study, we demonstrate how local farms can leverage place branding

strategies to differentiate themselves in the market and foster consumer engagement. By analyzing Cruze Farm’s

successful retail branding through Kapferer’s brand-identity prism (2009), we examine how six key elements—

physique, personality, culture, relationship, reflection, and self-image—are intricately connected to place

branding themes. The study highlights the importance of brand elements like name, logo, and tagline in creating

a brand’s meaning, which influences consumer behavior (Kladou et al., 2017).

Established on April 21, 1980, Cruze Farm, a family-owned local dairy farm, began by bottling milk for home

delivery and expanded to local grocers in 1988. In 1992, they opened an ice cream shop at East Town farmers'

market. Colleen Cruze, a daughter of the founder, later leveraged social media marketing to grow the business,

leading to multiple brick-and-mortar stores and significant expansion in East Tennessee. Their brick-and-mortar

stores have become a major tourism attraction in downtown Knoxville.

Cruze Farm’s brand identity is a seamless integration of physical attributes, personality, culture, relationships,

customer reflection, and self-image, each contributing to the farm’s strong connection with both the local

community and visitors. The farm’s physique is anchored by its iconic red and white logo and 1950s-styled

gingham uniforms, evoking nostalgic memories of traditional American farm life. These visual elements create

an instantly recognizable identity that aligns with high-quality dairy products and exceptional service. The retro

farm-to-table decor in their establishments reinforces this physical identity, fostering a tactile and emotional

connection with customers.

The personality of Cruze Farm exudes Southern hospitality and charm, characterized by a friendly, hardworking,

and caring “Cruze Farm Girl” persona. This persona is inclusive, offering ice cream flavors inspired by diverse

cultures, emphasizing the farm’s welcoming atmosphere and broad appeal. This personality extends to the

culture of Cruze Farm, which blends traditional Southern values of hard work and selflessness with modern

inclusivity. The farm’s culture is communicated through social media narratives, product labeling, and everyday

interactions with employees, underscoring its commitment to both heritage and diversity.

The relationship Cruze Farm fosters with its customers is built on trust, reliability, and community engagement.

Their consistent service excellence and high-quality, locally sourced ice cream create an emotional bond, while

active participation in community initiatives further solidifies their role as a trusted local institution. These efforts

strengthen Cruze Farm’s connection with its customer base, which is diverse yet united by shared values of

2025 ACRA Annual Conference Proceeding

Columbia, SC

Southern charm, hospitality, and local business support. The reflection of Cruze Farm’s brand is seen in the

broad spectrum of its customers, including families, college students, and community leaders, who identify with

the farm’s values and support for small businesses.

Finally, Cruze Farm’s self-image aligns with the values of its customers—supporting local businesses,

embracing family orientation, and enjoying wholesome community experiences. Vargo and Lusch (2004)

highlight integrating customer input into brand creation processes—a principle embraced by Cruze Farm—to

enhance meaningful community impact beyond just providing high-quality products. This co-creation augments

the value customers perceive in their interactions with the brand. This shared identity fosters customer loyalty,

as patrons see themselves as integral to the farm’s mission, creating a strong sense of belonging. The farm’s

engagement with the community, through both product offerings and charitable initiatives, further reinforces

this identity, encouraging customers to feel like active participants in the brand’s story.

In summary, Cruze Farm’s brand identity is a cohesive narrative that blends visual elements, personality traits,

cultural values, customer relationships, and shared self-image to build a strong, emotionally resonant brand. By

strategically aligning these abstract elements, Cruze Farm not only enhances customer loyalty but also

contributes to the broader place branding of East Tennessee, becoming a key part of the region’s identity. The

findings from this case study demonstrate the brand is shaped by the interaction of culture, image, and identity,

and that the brand’s symbolic elements also contribute to the overall place brand (Kladou, 2017).

Practically, local producers can build strong place-based brands by identifying unique community attributes,

crafting compelling narratives, and maintaining consistent communication across various platforms. Engaging

with local events and offering immersive experiences can deepen customer relationships and trust. Local

agencies should support these efforts to ensure that individual brand identities align with the broader destination

branding, ultimately strengthening both the producer’s and the community’s brand equity.

References

Kapferer, J. N. (2009). Kapferer's Brand-Identity Prism Model. European Institute for Brand Management, 24,

2014.

Kladou, S., Kavaratzis, M., Rigopoulou, I., & Salonika, E. (2017). The role of brand elements in destination

branding. Journal of Destination Marketing & Management, 6(4), 426-435.

Swain, S., Jebarajakirthy, C., Sharma, B. K., Maseeh, H. I., Agrawal, A., Shah, J., & Saha, R. (2024). Place

branding: A systematic literature review and future research agenda. Journal of Travel Research, 63(3), 535-

564.

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing,

68(1), 1-17.

Acknowledgement Funding was made possible by the U.S. Department of Agriculture’s (USDA) Agricultural

Marketing Service through grant AM21DBITN005. Contents are solely the responsibility of the authors and do

not necessarily represent the official views of the USDA.

2025 ACRA Annual Conference Proceeding

Columbia, SC

ENHANCING STUDENT CAREER READINESS WITH AI AND TECHNOLOGY

COMPETENCIES: AN INDUSTRY SURVEY

Zee-Sun Yun* and Chitra Singh, Western Michigan University, Kalamazoo, MI, USA

*Corresponding Author: zee-sun.yun@wmich.edu

Abstract

With the rapid advancement of Artificial Intelligence (AI) and digital technologies, higher education is at

a pivotal moment. AI is enhancing the educational experience by providing tailored feedback, interactive

engagement, and immediate performance analysis. These advancements are redefining the learning process

for student, alongside an increasing need for digital skills in today’s job market. In the fashion industry, AI

and technology are revolutionizing processes by streamlining design, reducing marketing costs,

accelerating workflows, and enhancing consumer engagement. Three-quarters of companies plan to adopt

AI by 2027 (“AI in the Workplace”, 2024; “Future of Jobs”, 2023). As AI becomes more integrated into

the fashion industry, the growing importance of AI literacy as a key factor in employability (Miah, 2024).

To stay competitive, students must adapt to these changes for their professional growth and development.

This change highlights the integration of AI in higher education is unavoidable and the necessity for higher

educational institutions to integrate AI-focused skills into their programs (Kampakaki & Papahristou, 2020;

Kampakaki et al., 2022; Woods et al., 2022).

Given these changes, our research aimed to bridge this gap by examining how AI and technology can

strengthen students’ readiness in fashion and enrich retail focused learning experiences by aligning

educational content with industry expectations in fashion merchandising. This study was divided into Phase

I and II. In Phase I, we investigated:

- How is AI and digital technology currently being used in merchandising and product development

within the fashion industry?

- What key skills and technological proficiencies do employers seek in entry-level hires for fashion-

related careers?

This study employed a mixed method approach, beginning with an analysis of job postings, followed by

surveys and interviews with fashion industry professionals. In Phase I, we identified current applications

of AI and digital technology in the fashion industry and analyzed the essential skills and software

proficiencies employers look for in new hires. Employers seek a blend of technical and soft skills.

Proficiency in Microsoft Office, particularly Excel, Adobe Creative Suite, and PLM software is commonly

required, with an openness to learning more specialized retail tools. Digital marketing platforms are also

relevant, especially for merchandising roles with marketing components. Employers indicated a clear

consensus on the importance of AI literacy alongside traditional competencies. The graduates should have

basic to intermediate AI and technology proficiency balanced with strong soft skills. Universities need to

think of curriculum enhancements to include AI and digital tools.

Building on insights from Phase I, in Phase II (ongoing), we are developing strategies for integrating AI

and digital tools into fashion education—through class projects, hands-on activities, and curriculum

enhancements—to better equip students for the evolving demands of the industry.

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

AI in the Workplace Statistics 2024 (2024). AIPRM, https://www.aiprm.com/ai-in-workplace-statistics/

Future of Jobs Report 2023 (2023). World Economic Forum,

https://www3.weforum.org/docs/WEF_Future_of_Jobs_2023.pdf

Kampakaki, E., & Papahristou, E. (2020). Digital Intelligence as Prerequisite of Artificial

Intelligence's Integration in the Clothing Industry 4.0. In SETN Workshops (pp. 36-41).

Kampakaki, E., Papachristou, E., Tarnanidis, T., & Bilalis, N. (2022, September). What are the

most important digital qualifications of the employees in the clothing and fashion

companies?. In Proceedings of the 12th Hellenic Conference on Artificial Intelligence

(pp. 1-7).

Miah, M. (2024). Unveiling the evolutionary impact of Artificial Intelligence on the workforce.

Informatica Economica, 28(1), 39-58.

Woods, R., Doherty, O., & Stephens, S. (2022). Technology driven change in the retail sector:

Implications for higher education. Industry and Higher Education, 36(2), 128-137.

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What Does Sense Of Belonging Have To Do With Internship

Satisfaction?

Adams, Melinda K,* University of the Incarnate Word, San Antonio, TX, USA

*Corresponding Author:madams@uiwtx.edu

Introduction Internships are considered a key piece of higher education and advertised as opportunities to

enhance prospects for employment. Not all internships are created equally and provide the same learning

experience or satisfaction. Faculty, internship coordinators, and internship supervisors need to understand

how to create positive and satisfying internship experiences for both student and employer.

Statement of the Problem Published research identifies experiences to increase satisfaction within

internships (D’abate, Youndt, & Wenzel, 2017; Gupta, Burns, & Schiferl, 2010; Hora, Che, Wolfgram,

Zhang, & Fischer, 2023; Hussien & La Lopa, 2018). None of the research includes sense of belonging as

part of internship satisfaction. This was an area where academia and internship supervisors need a better

understanding to create positive experiences.

Research Questions How is a supervisor’s care and trust and a student’s sense of belonging related to a

student’s satisfaction with their internship? What experiences contribute to a student’s sense of belonging?

Internship Satisfaction The literature notes different aspects that lead to satisfaction with an internship.

Supervisor mentoring and support as well as support and encouragement from co-workers were reported to

have a significant impact on internship satisfaction (D’abate, Youndt, & Wenzel, 2017; Gupta, Burns, &

Schiferl, 2010; Hora, Che, Wolfgram, Zhang, & Fischer, 2023; Hussien & La Lopa, 2018). Students also

identified supervisor exhibited care, respect for student’s work, and scaffolded supervision as other impacts

that influenced satisfaction. Knowledge acquisition related to academic field, attention to intern learning,

professional growth and academic preparedness also create a positive impact (D’abate, Youndt, & Wenzel,

2017; Gupta, Burns, & Schiferl, 2010; Hora, Che, Wolfgram, Zhang, & Fischer, 2023; Hussien & La Lopa,

2018).

Students’ Sense of Belonging Defined by Strayhorn (2019) as “students' perceived social support on

campus, a feeling or sensation of connectedness, the experience of mattering or feeling cared about,

accepted, respected, valued by, and important to the group (e.g., campus community) or others on campus

(e.g., faculty, peers)” (3), sense of belonging has emerged as a central factor in students’ satisfaction in

college (Hurtado & Carter, 1997; Strayhorn, 2015).

Assisting students in developing a positive sense of belonging has been linked to a host of positive

outcomes (Harper & Quaye, 2007; Hausmann, Feifei, Schofield, & Woods, 2009; Pittman & Richard, 2007).

Higher education researchers and professionals should attend to sense of belonging more intentionally when

designing academic initiatives. Johnson (2022) argued that students’ sense of belonging should be among

the factors considered when shaping or reforming campus initiatives.

Summary Higher education has found that a student’s sense of belonging leads to positive outcomes in

college. Students who feel they belong are more likely to develop relationships with faculty and peers, look

for and ask for help, and persist to graduation (Harper & Quaye, 2007; Hausmann, Feifei, Schofield, &

Woods, 2009; Pittman & Richard, 2007). Factors that impact a positive sense of belonging for college may

translate to the internship experience. Research shows factors that appear to impact internship satisfaction

include supervisor mentoring and support, support and encouragement from co-workers, supervisor’s

respect of an intern’s work, and a supervisor exhibiting care toward the intern (D’abate, Youndt, & Wenzel,

2017; Gupta, Burns, & Schiferl, 2010; Hora, Che, Wolfgram, Zhang, & Fischer, 2023; Hussien & La Lopa,

2018).

Sample Our study took place on two campuses. The first was a large, private, urban Catholic,

Predominantly White Institution (PWI) located in the Midwest. The second was a medium, private, urban

Catholic, Hispanic Serving Institution (HSI) located in the South. We worked with institutional research

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leaders at our institutions to generate a random sample of 1/3 of the sophomores, juniors, and seniors at

each institution. The survey was sent to 4,688 students. A total of 304 students replied, which yielded a

response rate of 6%.

Survey We developed the survey using literature related to students’ reasons for pursuing internships, their

experiences in internships, outcomes of internships and sense of belonging. We also included questions that

pertained to students’ demographics. Our final survey included 74 items and was administered with skip

logic through Qualtrics. The relevant variables scales used in our analysis are depicted below. Internship

satisfaction was a Likert-scale item that measured the extent to which students felt satisfied with their

internships experience. The scale ranged from extremely dissatisfied to extremely satisfied. We created a

scale of supervisor care and trust from existing literature (D’abate, Youndt, & Wenzel, 2017; Gupta, Burns,

& Schiferl, 2010; Hora, Che, Wolfgram, Zhang, & Fischer, 2023; Hussien & La Lopa, 2018), to measure

students’ beliefs about the extent to which their supervisor cared for and trusted them. We conducted a

principal components analysis on the scale, which yielded a 6-item scale explaining 62.39% of the variance,

had factor loadings ranging from .845 to .601, and a reliability of α = .874. Items included measures of the

extent to which students reported feeling respected, appreciated, cared about, experienced flexibility and

freedom, and had shared goals with their supervisor. Defined as a feeling of being accepted and welcomed

into a community, researchers and practitioners are gaining awareness of the importance that students

experience a sense of belonging in their college going experience. We adapted an existing 3-item scale

originally developed by Haussman, Schofield, and Woods (2007) to measure students’ sense of belonging.

In addition to variables indicating whether students experienced a sense of belonging (Haussman, Schofield,

& Woods, 2007), we wanted to know more about what may have contributed to their sense or lack of

belonging. Drawing on the literature and anecdotal conversations with students, we identified variables

from our survey that we believed may lead to students experiencing belonging. Among these variables were

ratings of the extent to which students’ internships led to: Opportunities for networking; increased

confidence in pursuing other career opportunities, meaningful feedback on their performance from a

supervisor, opportunities to use career related skills.

Analysis and Results. We began our analysis by examining the descriptive statistics of the survey data,

checking for missing data, assessing normality and multicollinearity, examining outliers, and conducting

bivariate correlations of the variables. The model, which included sense of belonging and supervisor care

and trust resulted in a significant change to the model, with the r-square change (R2D) = .60, FD (2, 90) =

67.01, p < .001. The only significant variable in the second model was sense of belonging (β=.70). The

final model accounted for 60% of the variation in internship satisfaction, F (3, 90) = 44.68, p < .001.

Because sense of belonging was significant to students’ satisfaction with their internship, we examined

what variables correlated with sense of belonging. After identifying variables that were moderately to

highly (> .5) correlated with sense of belonging, we conducted a multiple regression model to examine the

strength of the relationship between the variables and sense of belonging. The model accounted for 43%

of the variation in students’ sense of belonging, F (4, 79) = 15.12, p<.001. Significant predictors of sense

of belonging included opportunities to use career related skills, including communication, teamwork,

problem solving, and leadership (β=.33) and gaining confidence to pursue future job opportunities (β=.28).

Conclusions and Recommendations Our results help to extend understanding about the importance of

creating a sense of belonging to the internship context. The findings illustrate its importance outside of the

university, to broader contexts. In situating sense of belonging alongside some of the other factors that

research points to as important for internship satisfaction, such as support and care from supervisors,

mentorship opportunities, and network building (D’abate, Youndt, & Wenzel, 2017; Gupta, Burns, &

Schiferl, 2010; Hora, Che, Wolfgram, Zhang, & Fischer, 2023; Hussien & La Lopa, 2018), our research

illustrates that feeling part of the community might be a foundation upon which the other factors rest.

Our research points to some elements in the internship space that may be critical in helping to create

a sense of belonging. Aligned with calls from researchers to understand sense of belonging from a social-

ecological perspective (Johnson 2022), our research calls for internship supervisors and coordinators to

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ensure that students are provided with meaningful opportunities to utilize and hone their professional skills

while also gaining confidence for their future job prospects.

References

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Bittmann, F., & Zorn, V. S. (2020). When choice excels obligation: about the effects of mandatory and

voluntary internships on labour market outcomes for university graduates. Higher Education, 80(1),

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D'abate, C. P., Youndt, M. A., Wenzel, K. E. (2009). Making the most of an internship: An empirical

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Farrow, B. C., Wetzel, E. M., Leathem, T. (2021). An initial investigation of student experiences with the

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Harper, S. R., & Quaye, S. J. (2007). Student organizations as venues for Black identity expression and

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Hausmann, L. R., Feifei, Y., Schofield, J. W., Woods, R. L. (2009). Sense of belonging and persistence

in White and African American first-year students. Research in Higher Education, 50, 649-669.

Hora, M. T., Che, Z., Wolfgram, M., Zhang, J., Fischer, J. J. (2023). Designing effective internships: A

mixed-methods exploration of the sociocultural aspects of intern satisfaction and development.

Hurtado, S., & Carter, D. F. (1997). Effects of college transition and perceptions of the campus racial

climate on Latino college students' sense of belonging. Sociology of education, 324-345.

Hussien, F. M., & La Lopa, M. (2018). The determinants of student satisfaction with internship programs

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Johnson, R. M. (2022). A socio-ecological perspective on sense of belonging among racially/ethnically

minoritized college students: Implications for equity-minded practice and policy. New Directions

for Higher Education, 197, 59-68. https://doi.org/10.1002/he.20427

Krieger, N., LeBlanc, M., Waterman, P. D., Reisner, S. L., Testa, C., Chen, J. T. (2023). Decreasing

survey response rates in the time of COVID-19: implications for analyses of population health and

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Pittman, L. D., & Richmond, A. (2007). Academic and psychological functioning in late adolescence: The

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Rogers, S. E., Miller, C. D., Flinchbaugh, C., Giddarie, M., Barker, B. (2021). All internships are not

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2025 ACRA Annual Conference Proceeding

Columbia, SC

Virtual Reality and Augmented Reality in Retail: A Systematic

Literature Review on Methodological Approaches, Theoretical

Frameworks, and Research Trends

Yuju Rubie Kao, Jennifer Yeeun Huh*

Texas Tech University, Lubbock, Texas, United States

*Corresponding Author: jennifer.huh@ttu.edu

Abstract

The emergence of virtual reality (VR) and augmented reality (AR) technologies is significantly reshaping the

retail landscape. The VR/AR market is projected to reach $15.4 billion by 2028 in the U.S., highlighting its

potential to enhance sales and revolutionize consumer engagement (Price, 2024). Major retailers like Walmart

and Amazon have already implemented VR platforms, such as Walmart Realm and Amazon’s virtual holiday

gift shop, to boost product discovery and improve customer interaction (Britt et al., 2024; Walk-Morris, 2024).

This growing interest in VR/AR applications requires a systematic review of research trends and insights to

understand the evolving landscape better.

This study conducts a systematic review of VR/AR research in retail, focusing on four key aspects: (a)

publication trends, (b) methodological and theoretical approaches, (c) VR/AR research themes, and (d) academic

journal activity related to VR/AR. Using the Web of Science databases, 1251 articles were initially identified,

from which 38 peer-reviewed studies were selected based on specific inclusion criteria. A keyword search was

performed, utilizing terms such as "virtual reality," "VR," "augmented reality," "AR," or "VR store" etc. in the

title, abstract, and keywords. These articles were sourced from high-impact journals like the Journal of Business

Research and the Journal of Retailing and Consumer Services, ensuring their relevance and quality. This

meticulous selection process yielded a dataset of 38 studies drawn from journals with an average impact factor

of 8.38, which served as the basis for our analysis.

This study identifies four key findings. First, the number of publications surged in 2019 and 2023, but declined

in 2024. Second, laboratory experiments dominate the methodologies in research, enabling real-time

manipulation of variables such as sensory inputs and hardware (e.g., Flavián et al., 2021), which primarily

provide actionable insights for VR/AR system design during this emerging technological phase. Cognitive and

social interaction theories (e.g., social cognitive theory) are widely applied, while other theoretical frameworks

are noted (i.e., self-identity, decision-making, and psychological frameworks). Third, 70% of VR research

focuses on virtual stores and metaverse communities, while AR prioritizes virtual try-ons, particularly for

cosmetics. Finally, journals exhibit distinct focuses. For instance, the Journal of Business Research emphasizes

practical immersion dynamics (e.g., Alzayat & Lee, 2021), whereas the Journal of Retailing and Consumer

Services links design elements to behavioral outcomes (e.g.,Plotkina & Saurel, 2019).

In the discussion, four emerging avenues in the VR/AR field deserve attention: multisensory integration in

sensory marketing (e.g., olfactory stimuli), the long-term effects of gamification on customer loyalty, the impact

of virtual experiences on sustainable consumer decision-making, and personalized AI-driven shopping

experiences in VR/AR environments.

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References

Alzayat, A., & Lee, S. H. M. (2021). Virtual products as an extension of my body: Exploring hedonic and

utilitarian shopping value in a virtual reality retail environment. Journal of Business Research, 130, 348–

363. https://doi.org/10.1016/j.jbusres.2021.03.017

Britt, T. (2024, November 15). Amazon’s virtual holiday shop is live. Mashable.

https://mashable.com/article/nov-15-amazon-virtual-holiday-shop

Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2021). The influence of scent on virtual reality experiences: The

role of aroma-content congruence. Journal of Business Research, 123, 289–301.

https://doi.org/10.1016/j.jbusres.2020.09.036

Plotkina, D., & Saurel, H. (2019). Me or just like me? The role of virtual try-on and physical appearance in

apparel M-retailing. Journal of Retailing and Consumer Services, 51, 362–377.

https://doi.org/10.1016/j.jretconser.2019.07.002

Walk-Morris, T. (2024, May 29). Walmart launches immersive digital shopping experience. Retail Dive.

https://www.retaildive.com/news/walmart-realm-immersive-virtual-store/717218/

Price, M. (2024, April 3). How will AR/VR transform the retail experience? RetailWire.

https://retailwire.com/discussion/how-will-ar-vr-transform-the-retail-experience/

2025 ACRA Annual Conference Proceeding

Columbia, SC

DECODING CONSUMER VALUES AND CHALLENGES IN THE

METAVERSE: A TEXT-MINING ANALYSIS OF IMVU APP REVIEWS

Ziyou Jiang* and Terry (Haekyung) Kim

University of South Carolina, Columbia, South Carolina, United States

*Corresponding Author: ziyou@mailbox.sc.edu

Introduction. The metaverse has emerged as a dynamic and transformative digital landscape. The global metaverse

market is expected to expand remarkably, with estimates projecting its value will reach $1 trillion by 2030 (Statista,

2024). One of the key drivers behind this growth is the ability of these sectors to generate diverse values for

consumers (Dwivedi et al., 2022a; Park & Shin, 2024). Understanding consumer values in the metaverse is crucial,

as the unique characteristics of these digital environments and the interconnected user experiences challenge

traditional approaches to value assessment. As businesses seek to navigate this evolving landscape, consumer values

regarding metaverse platforms should be clarified to leverage emerging opportunities and ensure the platforms

remain competitive and responsive to the demands of their stakeholders. On the other hand, it is also important to

explore the current challenges that consumers face when using metaverse platforms (Dwivedi et al., 2022b), as these

challenges can disrupt consumers’ evaluation of the metaverse apps. Despite a few existing studies have addressed

the importance of value creation and the challenges regarding the metaverse (e.g., Shin et al., 2021), there is limited

understanding of how consumer values and challenges are articulated and interpreted in these new digital spaces.

Furthermore, there is a significant lack of research investigating consumer comments and reviews regarding

metaverse platforms. Hence, the purpose of this study is to identify consumer values and challenges within the

metaverse by employing a text-mining analysis of consumer reviews for a metaverse app. This study seeks to

answer two research questions: (1) What values and challenges do consumers perceive in using the metaverse app?

(2) What consumer values and challenges impact consumers’ sentiments and their evaluations of the app? To answer

the proposed research questions, this study identifies themes regarding multi-dimensions of consumer value and

challenges articulated in app reviews by leveraging text-mining techniques based on the Theory of Customer Value

(TCV) (Woodruff, 1997; Zeithaml, 1988). The findings contribute to the theoretical understanding of shifting

consumer values in immersive digital environments as well as provide actionable insights for marketers and

platform developers looking to enhance user experiences in the metaverse.

Theoretical background. Woodruff (1997) addressed the Theory of Customer Value (TCV), defining customer

value (CV) as “a customer’s perceived preference for and evaluation of those product attributes, attribute

performance, and consequences arising from use that facilitate (or block) achieving the customer’s goals and

purposes in use situations” (p. 142) and describing customer value as a key source of competitive advantage. Over

time, consumers’ perceived value has been recognized as a multi-faceted construct, revealing that the CV

assessments go beyond a simple cost-benefit analysis, incorporating more subjective and experience-based factors.

In immersive digital platforms such as the metaverse, CV becomes even more multi-dimensional. The immersive

technologies (i.e., virtual reality and mixed reality) within these platforms fundamentally reshape consumer

experiences, creating a complex, interconnected CV framework. In these spaces, consumers derive values not only

from products and services but also from their interactions, sense of community, and personalized experiences. As

consumers engage more actively within these virtual environments, several dimensions of CV are enriched through

consumer participation and exchanges (Gummerus, 2013; Hoyer et al., 2020). While the metaverse offers substantial

value to consumers, metaverse also faces challenges that need to be addressed for sustainable growth and

widespread adoption. These challenges include the complexity of account management and security within

metaverse platforms, where safeguarding consumers’ privacy and preventing data breaches are critical concerns

(Dwivedi et al., 2022b). User experience presents another challenge, encompassing the accessibility of the platform

and the technical infrastructure required to support seamless virtual interactions (Delgado, 2022). Moreover, the

economic aspect of the metaverse (i.e., the use of virtual currencies) introduces further complications (Allimia et al.,

2024). Given the immersive nature of metaverse environments, failure to adequately address these issues could

undermine consumer trust and deter continued engagement.

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Method. To address the research questions, consumer reviews were analyzed, as consumers often use reviews to

express their perceptions of an app’s products and services (Lang et al., 2020). To capture consumer perspectives,

reviews of the IMVU mobile app (n = 3,240) from the Apple Store were chosen for analysis. We used text mining

method using Python in a Jupyter Notebook environment and adopted a six-phase approach to analyze consumer

reviews of the IMVU mobile app: (1) data crawling, (2) sentiment analysis, (3) data preprocessing, (4) topic

modeling using the Latent Dirichlet Allocation (LDA) algorithm, (5) Bag of Words (BoW) construction, and (6)

topic identification. After data mining process, one-way Analysis of Variance (ANOVA) and regression was

conducted to compare consumer sentiments and app ratings cross themes.

Findings. To answer our first research question (identification of consumer value and challenges), the topic

modeling analysis was conducted. To determine the number of topics, a topic coherence analysis was conducted

separately for positive and negative consumer reviews. The topic modeling analysis results revealed three key

themes: social value, economic value, and hedonic value. Social value is related to consumers’ preference for

connecting and interacting with others virtually, fostering a sense of community within the metaverse environment.

Hedonic value reflects consumers’ enjoyment and fun experiences. Lastly, economic value is associated with virtual

transactions within the metaverse app. For the negative reviews, four main themes were identified, each highlighting

specific issues: account management, user experience, virtual currency, and customer service. Specifically, account

management concerns primarily revolved around problems with banned, hacked, or restricted accounts. User

experience issues encompassed excessive advertisements that disrupt the metaverse app’s functionality and decrease

overall enjoyment. Complaints about the virtual currency were centered on the high cost of credits and virtual items,

which many users felt were overpriced. Moreover, customer service challenges included difficulties in accessing

support and inadequate responses to user inquiries.

To answer our second research question (the impact of consumer value on consumer sentiments and app

evaluations), a one-way ANOVA was conducted in a Python Jupyter Notebook environment to examine which

theme had the strongest influence on consumer sentiments and ratings. For the positive reviews, the ANOVA results

revealed significant differences in consumer sentiment across themes (F(2, 28470) = 18.65, p < 0.001). Specifically,

the post-hoc Tukey test results indicated that economic value (Msentiment = 0.846) demonstrated the strongest

positive influence, compared to hedonic value (Msentiment = 0.814) and social value (Msentiment = 0.785). The ANOVA

results for negative reviews revealed that there were no statistically significant differences in either consumer

sentiments (F(3, 386) = 1.02, p = n.s.) or app ratings (F(3, 386) = 0.94, p = n.s.) across the themes. These results

suggest that none of the topics show a stronger influence on consumer sentiments or app ratings when compared to

the others. Regression analysis was conducted to further examine the relationship between consumer sentiments and

app ratings. Since the results of Shapiro-Wilk test showed that both variables were not normally distributed for

either positive or negative reviews, a Nonparametric Quantile regression approach was applied to examine the

relationship between consumer sentiments and app ratings (Lejeune & Sarda, 1988). The Quantile regression results

for positive reviews indicated that consumer sentiments do not have a statistically significant impact on app ratings.

In contrast, the analysis for negative reviews revealed a significant relationship between consumer sentiments and

app ratings (β = 0.51, p < 0.001). As consumer negative sentiment increases, the app ratings tend to decrease.

Discussions and Implications. Based on the findings, three primary values were identified that reflect positive

consumer reviews and influence consumer sentiments toward the metaverse app: social value, hedonic value, and

economic value. Notably, among the three major values influencing consumer sentiments and app ratings, economic

value has the strongest influence. For negative reviews, four issues were identified: account management, user

experience, virtual currency, and customer service. The findings from Quantile regression indicate that negative

consumer sentiments have a significant impact on app ratings. Therefore, it is crucial for the app to actively respond

to consumer concerns to improve ratings, increase consumer loyalty, and strengthen its reputation.

Theoretically, our study contributes to the literature by extending the Theory of Customer Value to the metaverse

context and identifying three core values, social, hedonic, and economic values, that align with metaverse app usage.

The findings support the notion that customer value is multidimensional and context dependent (Gallarza et al.,

2011). From a methodological perspective, this study demonstrates the effectiveness of integrating sentiment

analysis and topic modeling (LDA) to explore user-generated content in the metaverse context. Moreover, the

findings provide valuable insights for metaverse app developers and marketers to enhance and optimize their apps.

Social, hedonic, and economic values are critical for developers to consider when planning upgrades and designing

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new features. To gain deeper insights, future research could utilize qualitative quantitative survey methods to gain a

deeper understanding of consumers’ perceptions, expectations, and experiences within the metaverse app.

References

Allimia, H., Baror, S., & Venter, H. (2024). Cybersecurity implications of virtual currency reward systems in the

metaverse. International Conference on Cyber Warfare and Security, 19(1), 1–9.

Delgado (2022). User experience (UX) in metaverse: Realities and challenges. Metaverse Basic and Applied

Research, 1(9), 1-4.

Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., Barta, S., Belk, R., Buhalis, D.,

Dutot, V., Felix, R., Filieri, R., Flavián, C., Gustafsson, A., Hinsch, C., Hollensen, S., Jain, V., Kim, J.,

Krishen, A. S., . . . Wirtz, J. (2022a). Metaverse marketing: How the metaverse will shape the future of

consumer research and practice. Psychology and Marketing, 40(4), 750–776.

Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., Dennehy,

D., Metri, B., Buhalis, D., Cheung, C. M., Conboy, K., Doyle, R., Dubey, R., Dutot, V., Felix, R., Goyal,

D., Gustafsson, A., Hinsch, C., Jebabli, I., . . . Wamba, S. F. (2022b). Metaverse beyond the hype:

Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and

policy. International Journal of Information Management, 66, 102542.

Gallarza, M. G., Gil-Saura, I., & Holbrook, M. B. (2011). The value of value: Further excursions on the meaning

and role of customer value. Journal of Consumer Behaviour, 10(4), 179–191.

Gummerus, J. (2013). Value creation processes and value outcomes in marketing theory: Strangers or siblings?

Marketing Theory, 13(1), 19–46.

Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience

through new technologies. Journal of Interactive Marketing, 51, 57–71.

Lang, C., Li, M., & Zhao, L. (2020). Understanding consumers’ online fashion renting experiences: A text-mining

approach. Sustainable Production and Consumption, 21, 132–144.

Lejeune, M. G., & Sarda, P. (1988). Quantile regression: a nonparametric approach. Computational Statistics &

Data Analysis, 6(3), 229–239.

Park, S., & Shin, S. (2024). Attributes of the metaverse and consumers’ perceived values of fashion brands in virtual

spaces. The Research Journal of the Costume Culture, 32(3), 321-333.

Shin, H., Perdue, R. R., & Pandelaere, M. (2019). Managing Customer Reviews for Value Co-creation: An

Empowerment Theory perspective. Journal of Travel Research, 59(5), 792–810.

Statista. (2024). Metaverse market revenue worldwide from 2022 to 2032. available at:

https://www.statista.com/statistics/1295784/metaverse-market-size/ (accessed 1 Oct 2024)

Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of

Marketing Science, 25(2), 139–153.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of

evidence. Journal of Marketing, 52(3), 2–22.

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Strange or Engaging? Artificial Intelligence Influencers’ Humanness,

Eeriness, and Consumer Responses

Terry Haekyung Kim*, University of South Carolina, Columbia, South Carolina, USA

Hyunjoo Im, University of Minnesota, St. Paul, Minnesota, USA

*Corresponding Author: tk35@mailbox.sc.edu

Abstract

Artificial intelligence (AI) influencers, nonhuman characters powered by AI (Sorosrungruang et

al., 2024), are becoming increasingly prevalent. These influencers attract followers by showcasing hyper-

realistic appearances and behaviors on social media (Ju et al., 2024), using AI technologies not only to

design visuals and animations but also to create narratives and analyze follower comments for interaction.

Despite their effectiveness in influencing consumers, responses to AI influencers have been polarized,

reflecting two streams of research: one suggesting people prefer more humanlike AI influencers, and

another indicating that high humanlikeness evokes eeriness. We argue that these conflicting findings stem

from a limited focus on physical humanlikeness alone, overlooking the importance of mental human

qualities. Thus, this study investigates the impact of AI influencers’ appearance realism and self-disclosure

on consumer perceptions (humanness and eeriness) and their downstream responses.

Drawing on anthropomorphism and mind perception theory, we conceptualize AI influencers’

humanlikeness in two dimensions: physical humanlikeness, or the extent to which an AI influencer

resembles humans in physical appearance (Golossenko et al., 2020), and mental humanlikeness, or the

extent to which they are perceived as possessing a humanlike mind, particularly the capacity to think and

feel (Gray et al., 2007). Appearance realism and self-disclosure, two key social media presentations, serve

as cues to shape perceptions of humanlikeness dimensions. The perceived physical humanlikeness will be

higher for an AI influencer with high (vs. low) appearance realism (e.g., body shape, facial attributes) (H1a),

while perceived mental humanlikeness will be higher for an AI influencer with high (vs. low) self-

disclosure (e.g., sharing thoughts, emotions, or struggles) (H1b) (Altman & Taylor, 1973). In turn, both

physical (H2a) and mental humanlikeness (H2b) will increase perceived humanness, the degree to which

the AI influencer is seen as having human-like qualities (Haslam, 2006). Furthermore, both physical (H3a)

and mental humanlikeness (H3b) are predicted to reduce eeriness. We argue that the uncanny valley may

not fully apply to AI influencers, as visually appealing design and expressions of humanlike thoughts and

emotions can mitigate eeriness by activating human schemas (Morewedge et al., 2007). Finally, we propose

that increased humanness will positively influence communication and endorsement outcomes, including

intention to self-disclose (H4a), intention to follow the influencer’s advice (H4b), and brand attitude (H4c).

In contrast, greater eeriness is expected to negatively affect these same outcomes (H5a, H5b, H5c).

A 2 (appearance realism: high vs. low) x 2 (self-disclosure: high vs. low) between-subjects online

experiment was conducted (Prolific, N=721, US female consumers aged 18-40). Participants were first

randomly assigned to an unfamiliar AI influencer and then to one of four experimental conditions. The

participants viewed Instagram posts and completed a questionnaire. All measurement items were adapted

from a previously validated instrument and measured on a 7-point Likert scale.

Results indicate that the AI influencer’s realistic appearance (F=422.80, p=.000, partial η2=.38;

Mhigh=4.61, Mlow=2.31) and high self-disclosure (F=25.58, p=.00, partial η2=.04; Mhigh=3.02, Mlow=2.54)

increased perceptions of physical and mental humanlikeness, respectively. Furthermore, the effect of mental

humanlikeness on perceived humanness (β=.65, p<.001) was more pronounced than that of physical

humanlikeness (β=.17, p<.001). Mental humanlikeness alleviated eeriness (β=-.28, p<.001), while physical

2025 ACRA Annual Conference Proceeding

Columbia, SC

humanlikeness did not. The increased humanness ultimately enhanced the intention to self-disclose (β=.38,

p<.001), intention to follow the influencer’s advice (β=.48, p<.001), and brand attitudes (β=.40, p<.001).

The eeriness negatively influenced the intention to self-disclose (β=-.19, p<.001), intention to follow the

influencer’s advice (β=-.22, p<.001), and brand attitudes (β=-.27, p<.001).

Grounded in anthropomorphism and mind perception theory, this study provides a novel framework

that distinguishes between physical and mental humanlikeness to explain how AI influencers’ social media

presentations, appearance realism and self-disclosure, shape perceived humanness, eeriness, and

downstream behavioral outcomes. The mental humanlikeness plays a uniquely pivotal role in increasing

humanness, reducing eeriness, and enhancing communication and endorsement outcomes. By integrating

both positive and negative consumer responses within a single framework, this study reconciles prior

conflicting findings on AI influencers’ humanlikeness, demonstrating that increasing humanlike features,

particularly mental qualities, can foster positive engagement rather than discomfort. Theoretically, this

research extends mind perception literature into the domain of AI influencers, showing that followers are

more likely to disclose personal thoughts and develop deeper relationships when they perceive AI

influencers as possessing humanlike minds. Managerially, our findings suggest that brands and developers

should focus on enhancing both the realistic appearance and emotional expressiveness of AI influencers,

especially through reciprocal self-disclosure, to drive endorsement effectiveness.

Keywords: AI influencer, Mental humanlikeness, Physical humanlikeness, Humanness, Eeriness, Self-

disclosure

References

Altman, I., & Taylor, D. A. (1973). Social penetration: The development of interpersonal

relationships. Holt, Rinehart, and Winston.

Golossenko, A., Pillai, K. G., & Aroean, L. (2020). Seeing brands as humans: Development and

validation of a brand anthropomorphism scale. International Journal of Research in

Marketing, 37(4), 737–755.

Gray, H. M., Gray, K., & Wegner, D. M. (2007). Dimensions of mind perception. Science,

315(5812), 619.

Haslam, N. (2006). Dehumanization: An integrative review. Personality and Social Psychology

Review, 10(3), 252–264.

Ju, N., Kim, T., & Im, H. (2024). Fake human but real influencer: The interplay of authenticity

and humanlikeness in virtual influencer communication. Fashion & Textiles, 11(1), 1–27.

Morewedge, C. K., Preston, J., & Wegner, D. M. (2007). Timescale bias in the attribution of

mind. Journal of Personality and Social Psychology, 93(1), 1–11.

Sorosrungruang, T., Ameen, N., & Hackley, C. (2024). How real is real enough? Unveiling the

diverse power of generative AI-enabled virtual influencers and the dynamics of human

responses. Psychology & Marketing, 41(12), 3124-3143.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Lessons From The COVID

19 Pandemic: A Meta

Analysis Of Consumption

Patterns During COVID

Omar H. Fares* and Seung Hwan (Mark) Lee, Toronto Metropolitan University, Toronto, Canada

*Corresponding Author: omar.fares@torontomu.ca

Abstract

COVID-19 disrupted retail routines worldwide and produced a surge of empirical studies on emergency

consumption. To consolidate what is known, this meta-analysis aggregates 81 journal articles that

together report 34 relationships explaining attitude, behavioural intention, and purchase behaviour during

the pandemic. Random-effects meta-analytical synthesis shows that perceived severity and usefulness

help form favourable attitudes, while ease of use, social influence, and virus-related fear supply additional

attitudinal cues (Alhaimer, 2022; Al Amin et al., 2022; Youn et al., 2022). Attitude remains the strongest

antecedent of intention, yet intention is also lifted by trust, price perceptions, and hedonic value

(Faqih, 2022; Sumarliah et al., 2022). There was a significant relationship in the move from intention to

action, indicating that plans translated into purchases even under heavy uncertainty. Purchasing behaviour

was further shaped by perceived risk, scarcity, and social cues encouraging precautionary or

stock-building motives (Ahmed et al., 2020). Moderator tests reveal systematic heterogeneity. Intention

converts to purchasing more reliably in non-Western samples, consistent with tighter social norms and

fewer substitute channels (Hofstede, 1984). Western samples, in contrast, display a stronger link between

attitude and buying, suggesting a greater reliance on personal evaluations. Gender differences also

emerge: the attitude-to-buy pathway is more significant for females, whereas pandemic fear bears more

heavily on male intentions, a pattern aligned with evidence on gender-linked coping mechanisms

(Loureiro et al., 2012). Across studies, consumer confidence acted as a contextual amplifier; higher

confidence intensified the intention–behaviour path during the reopening phases (Ludvigson, 2004). The

review sharpens crisis consumption theory in three ways. First, it clarifies the relative weight of cognitive

appraisals versus affective triggers along the attitude–intention–behaviour chain. Second, it demonstrates

that frameworks such as the Theory of Planned Behaviour remain informative when enriched with

situational variables unique to health emergencies (Ajzen, 1991; Fishbein & Ajzen, 1975). Third, it

highlights culture and gender as boundary conditions that retailers must consider when designing

preparedness initiatives. Retailers can use the findings to prioritize clear functionality messaging,

maintain transparent pricing, and monitor scarcity cues that may ignite panic buying. Policymakers may

also employ the identified moderators when targeting communication with groups most likely to engage

in risky or defensive purchasing.

References

A full reference list is available upon request.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Understanding Consumer Shifts to Sustainable Fashion

Consumption Through the Lens of Push Pull Mooring Theory

Md. Rafiqul Islam Rana*, University of South Carolina, Columbia, South Carolina, United

States Hanna Lee, North Carolina State University, Raleigh, North Carolina, United States

*Corresponding Author: rafiqulrana@sc.edu

Abstract

The global fashion industry is under increasing scrutiny due to its substantial environmental and

social impacts, with fast fashion being a primary contributor (Niinimäki et al., 2020; Jestratijevic et al.,

2024). Despite heightened awareness, a well-documented intention–behavior gap persists, where

consumers express ethical concerns yet continue purchasing unsustainable fashion (McNeill & Moore,

2015; Bläse et al., 2024). To explore this complexity, this study applies the Push–Pull–Mooring (PPM)

theory (Bansal et al., 2005), a framework traditionally used in migration studies and now extended to

consumer behavior. This research conceptualizes consumer fatigue and perceived guilt as push factors,

product knowledge and moral concern as pull factors, and materialism and willingness to pay as mooring

factors (Agrawal et al., 2022; Culiberg et al., 2022).

Survey data were collected from 401 U.S.-based consumers aged 18+, analyzed using Partial Least

Squares Structural Equation Modeling (PLS-SEM). Key findings revealed that moral concern (β = .598, p

< .001) and willingness to pay (β = .158, p < .001) significantly influenced sustainable consumption

intentions. Surprisingly, consumer fatigue negatively influenced sustainable behavior (β = –.042, p < .05),

while perceived guilt and product knowledge showed no significant direct effect. Notably, materialism

weakened the influence of moral concern but strengthened the effect of product knowledge under certain

conditions, while willingness to pay moderated the positive effect of guilt and moral concern.

These findings enrich the literature by extending PPM theory to sustainable fashion consumption

and offering practical insights for targeted marketing. Specifically, brands should align messaging to

consumer values, appealing to moral motivations or status aspirations as appropriate, and consider pricing

strategies that account for varied willingness to pay. Theoretically, the results challenge assumptions about

guilt and knowledge as universal motivators and underscore the value of integrating psychological and

economic

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

Agrawal, G., Rathi, R., & Garg, R. (2022). Luxury as a sustainable service: A push–pull–

mooring perspective. Vision.

Bansal, H. S., Taylor, S. F., & James, Y. S. (2005). “Migrating” to new service providers:

Toward a unifying framework of consumers’ switching behaviors. Journal of the

Academy of Marketing Science, 33(1), 96–115.

Bläse, R., Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2024). Non-sustainable buying

behavior: How the fear of missing out drives purchase intentions in the fast fashion

industry. Business Strategy and the Environment, 33(2), 626–641.

Culiberg, B., Cho, H., Kos Koklic, M., & Zabkar, V. (2022). The role of moral foundations,

anticipatedguilt, and personal responsibility in predicting anti-consumption for

environmental reasons. Journal of Business Ethics, 182(2), 465–481.

Jestratijevic, I., Uanhoro, J. O., & Rana, M. R. I. (2024). Transparency of sustainability

disclosures among luxury and mass-market fashion brands: Longitudinal approach.

Journal of Cleaner Production, 436, 140481.

McNeill, L., & Moore, R. (2015). Sustainable fashion consumption and the fast fashion

conundrum: Fashionable consumers and attitudes to sustainability in clothing choice.

International Journal of Consumer Studies, 39(3), 212–222.

Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A. (2020). The

environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), 189–200.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Navigating Cynicism and Skepticism: Voluntary Simplifiers' Apparel Consumption Behaviors

Hyojung Cho*

Meredith College, Raleigh, North Carolina, USA

* Corresponding author: hcho@meredith.edu

Abstract

Introduction: In modern times, many consumers are becoming increasingly aware of overconsumption. Excessive

clothing consumption, especially driven by fast fashion, has accelerated the fashion cycle—from purchase to

disposal—causing a variety of social and environmental issues (Schor, 2005). In response, more consumers are

striving for wiser and more conscientious consumption, which can be observed in their tendency to purchase products

from fashion companies that prioritize sustainability. This shift involves diverse motivations, behaviors, and practical

approaches, often accompanied by internal conflicts and tensions. These dynamics can be examined through the

attitudes, tendencies, and consumption patterns of consumers who pursue voluntary simplicity. Voluntary simplicity

is a consumer lifestyle that minimizes unnecessary consumption to maximize non-materialistic satisfaction (Etzioni,

1998). It is a deliberate lifestyle choice aimed at reducing and optimizing consumption to focus on other aspects of

life. As a form of anti-consumption, voluntary simplicity can be seen as a manifestation of consumer cynicism

through marketplace withdrawal behavior. Consumer cynicism refers to consumers' distrust of companies or the

marketplace, stemming from perceived lack of authenticity in marketing messages (Chylinski & Chu, 2010; Helm et

al., 2015). Unlike skepticism, which questions the content of messages while still allowing for positive outcomes,

cynicism is a stronger negative attitude that doubts and denies the motivations behind messages (Chylinski & Chu,

2010; Helm et al., 2015; Reichers et al., 1997). For example, due to their cynical traits, voluntary simplifiers may

entirely reject and avoid fashion companies’ social responsibility claims, demonstrating a non-consumption behavior.

On the other hand, when displaying a skeptical attitude, they may process the companies’ messages with doubt but

still engage in related behaviors based on the information provided. While previous studies have explored tensions

between voluntary simplicity and consumption decisions in rural markets (Shaw & Moraes, 2009) and market

resistance in tourism contexts (Kannisto, 2018), there has been limited focus on the apparel consumption behaviors of

voluntary simplifiers. Therefore, the purpose of this study is to explore the relationship between cynicism and

skepticism among voluntary simplifiers and how these attitudes manifest in their apparel consumption behaviors.

Methods: This qualitative study employed phenomenology to explore voluntary simplicity as a unique phenomenon

and conducted in-depth interviews to collect data. Participants were purposefully selected using criteria from Craig-

Lees and Hill (2002). Data collection continued until saturation, resulting in eight interviews conducted. Each

interview was recorded and transcribed. The data were analyzed thematically to identify patterns across all

participants, with pseudonyms used to ensure anonymity.

Results: Four themes emerged from the data: 1) Distrust in social responsibility claims, 2) Extensive information

gathering, 3) Adopting thrifting and second-hand practices, 4) Having the privilege to choose: Time, money, and

effort. Participants expressed deep skepticism about the authenticity of apparel brands’ social responsibility claims,

even though they wanted to financially support certain types of apparel businesses, such as “women- or minority-

owned” and “fair-trade” businesses. For example, Ian shared: “You never really know what is marketing and what is

real.” Linda similarly noted that sustainability claims could be “misleading.” She stated:

It is greenwashing. It is just trying to get the customer to think, ‘Okay. I’m okay. I’m not like hurting the

planet.’ So, I think that they are sort of a similar thing with minimalism. And like the trendy, more eco look

of more natural colors, more down-to-earth looking pieces of clothing…maybe that’s why I kind of have an

issue with whole trendy clothing minimalism. The thing is, I don’t know if people just like buying things that

look like they fit that trend instead of actually doing research and making sure that it fits the ecological aspect.

Participants’ skepticism led to extensive information gathering. This second theme illustrates how

participants actively use external sources to find products that meet their specific standards, including conducting

research on apparel products, interacting with ethical brands, and seeking peer recommendations. For instance, Kala

shared her story about a recent purchase of a new bag, which involved considerable effort in gathering information:

I had bags that I could use but they were all getting very old and worn and I wanted something [else]. I was

also enjoying the professional world, so I wanted something more…so, I did a lot of research. But I also

2025 ACRA Annual Conference Proceeding

Columbia, SC

knew that I could just purchase something really fast if I wanted to. I could go anywhere and find something

that was really similar, but I really wanted it to be intentional and to fit one of the values that I had. I found

this online and I found this company just by doing research online. I’m also very connected on social media

and Instagram and I follow all of these ethical brands…and I actually had a really awesome email

correspondence with the owners.

Engaging in thrifting and second-hand shopping emerged as an alternative to traditional consumption. This

practice aligns with voluntary simplifiers’ anti-consumerism values, allowing them to participate in the consumption

cycle while “supporting causes.” Kala mentioned that “I feel like there are ways to offset things and kind of choose

wisely.” Linda also added:

I often justify like, ‘Okay. I can go out and find something new and fun just because I shop at second-hand

stores.’ So, I’m making less of an impact plus it’s just going to live in my closet until I sell it back to a store.

I feel like it’s more like checking out a library book instead of having to, you know, participate in this

consumer fast fashion culture where you just find something and then throw it out.

Lastly, participants acknowledged the privilege involved in making conscious apparel choices, as it requires

considerable time, money, and effort. Claire noted, “The downside is that it takes more time and money. It’s effort to

think about where your clothes come from...sometimes it’s just tiring.” Despite the challenges, participants appreciated

the opportunity to align their shopping habits with their values, as Claire added:

I think the benefits of having more conscious choices are [that] I feel better about my choices… I feel happier

with my choices, and I feel more satisfied with them. I feel like my morals line up with my shopping habits,

and that’s a good thing.

Implications: The findings of this study reveal that the skepticism of consumers who pursue voluntary simplicity

prevents them from unconditionally accepting fashion brands' social responsibility claims. However, this skepticism

drives them to conduct extensive information searches through various external sources and to engage in second-hand

shopping as an alternative for ethical consumption. Notably, thrifting enables these consumers to align with their anti-

consumerism values while still participating in the consumption cycle and supporting causes they care about. The

results contribute to understanding the dual role of voluntary simplifiers as both anti-consumerists and agents in the

apparel marketplace, as well as how their internal contradictions shape their apparel consumption behaviors.

Furthermore, the findings suggest that marketers and retailers in the apparel industry should prioritize transparency

and accessibility in their sustainable practices and strategies to better address the needs and concerns of these

consumers.

References

Chylinski, M., & Chu, A. (2010). Consumer cynicism: Antecedents and consequences. European Journal of

Marketing, 44(6), 796-837.

Craig-Lees, M., & Hill, C. (2002). Understanding voluntary simplifiers. Psychology & Marketing, 19(2), 187-210.

Etzioni, A. (1998). Voluntary simplicity: Characterization, select psychological implications, and societal

consequences. Journal of Economic Psychology, 19, 619-643.

Helm, A. E., Moulard, J. G., & Richins, M. (2015). Consumer cynicism: Developing a scale to measure underlying

attitudes influencing marketplace shaping and withdrawal behaviours. International Journal of Consumer

Studies, 39(5), 515-524.

Kannisto, P. (2018). Travelling like locals: Market resistance in long-term travel. Tourism Management, 67, 297-306.

Reichers, A. E., Wanous, J. P., & Austin, J. T. (1997). Understanding and managing cynicism about organizational

change. Academy of Management Perspectives, 11(1), 48-59.

Schor, J. B. (2005). Prices and quantities: Unsustainable consumption and the global economy. Ecological Economics,

55(3), 309-320.

Shaw, D., & Moraes, C. (2009). Voluntary simplicity: An exploration of market interactions. International Journal of

Consumer Studies, 33(2), 215-223.

2025 ACRA Annual Conference Proceeding

Columbia, SC

AI and Consumers for Fashion Sustainability

Miranda Franco and Saheli Goswami, University of Rhode Island, Kingston, Rhode

Island, United States

Md. Rafiqul Islam Rana*, University of South Carolina, Columbia, South Carolina, United

States

*Corresponding Author: rafiqulrana@sc.edu

Abstract

Sustainable fashion has garnered increasing interest among contemporary consumers, yet its

complex terminologies, inconsistent brand messaging, and deceptive practices like greenwashing and blue

washing often leave shoppers confused and overwhelmed (Chiu, 2023; Sierra, 2023; Goswami & Jaiswal,

2023). While the rise of concepts like slow fashion and circular fashion reflects a shift in consumer values

(McNeill & Venter, 2019), the lack of standard definitions and transparent communication hinders

effective sustainable purchasing (Karpova et al., 2024). In this context, artificial intelligence (AI) presents

a promising avenue for bridging the knowledge gap and empowering consumers with clear,

personalized, and accurate information (Pereira et al., 2022; Zhao et al., 2022). However, most current

research on AI in fashion focuses on supply-side applications rather than consumer-facing tools (Park, 2014;

Rathore, 2017). Addressing this gap, the current study investigates how AI can support consumers in

navigating sustainable fashion choices through five key research questions centered on identifying

sustainability-related confusion, AI's clarifying potential, combating deceptive marketing, and generating

tailored brand recommendations.

Using a grounded theory approach, the study will involve in-person interviews with approximately 30

adult participants who have prior experience with AI tools. Participants will engage with ChatGPT during

the interviews to search for sustainable fashion information and reflect on their experiences. Thematic

analysis will be used to code and analyze the data, ensuring reliability through intercoder agreement using

Holsti’s method (Holsti, 1969; Creswell & Creswell, 2017).

The expected outcome of this study is a theoretical framework explaining AI’s role in enhancing

consumer knowledge and behavior regarding sustainable fashion. The research aims to inform fashion

brands about effective sustainability communication and support the broader use of AI in promoting

ethical consumerism. Ultimately, the findings will offer insights into how AI can reduce consumers'

purchase dilemmas and foster more confident and responsible fashion choices.

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

Chiu, A. (2023, January 27). ‘Vegan,’ ‘Sustainable’: How to spot misleading fashion claims.

The Washington Post. https://www.washingtonpost.com

Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed

methods approaches. Sage Publications.

Goswami, S., & Jaiswal, G. (2023). Lying by telling the truth. Journal of Global Fashion

Marketing, 14(4), 489–504.

Holsti, O. R. (1969). Content analysis for the social sciences and humanities. Reading, MA:

Addison Wesley.

Karpova, E. E., Reddy-Best, K. L., & Bayat, F. (2024). Developing a typology of sustainable

apparel consumer. Journal of Global Fashion Marketing, 15(2), 203–220.

McNeill, L., & Venter, B. (2019). Identity, self-concept and young women’s engagement

with collaborative, sustainable fashion consumption models. International Journal of

Consumer Studies, 43(4), 368–378.

Park, J. (2014). Integrating artificial intelligence and sustainability in garment manufacturing.

Journal of Intelligent Manufacturing, 25(4), 717–731.

Pereira, A. M., Moura, J. A. B., Costa, E. D. B., Vieira, T., Landim, A. R., Bazaki, E., &

Wanick, V. (2022). Customer models for artificial intelligence-based decision support

in fashion online retail supply chains. Decision Support Systems, 158, 113795.

Rathore, B. (2017). Beyond Trends: Shaping the Future of Fashion Marketing with AI,

Sustainability and Machine Learning. Eduzone: International Peer Reviewed/Refereed

Multidisciplinary Journal, 6(2), 16–24.

Sierra, B. (2023, October 6). Why is There (Still) No Industry Recognized Definition or

Benchmark for Sustainable Fashion? The Sustainable Fashion Forum.

https://www.thesustainablefashionforum.com

Zhao, L., Lee, S. H., Li, M., & Sun, P. (2022). The use of social media to promote sustainable fashion

and benefit communications: A data-mining approach. Sustainability, 14(3), 1178.

2025 ACRA Annual Conference Proceeding

Columbia, SC

IMPACT OF EXPLICIT VS. IMPLICIT DECEPTIVE MESSAGES ON

PURCHASE INTENTION: THE ROLE OF SKEPTICISM AND

PERCEIVED DECEPTIVENESS

Bomi Lee*, The Catholic University of Korea, South Korea

Michelle Childs, The University of Tennessee, Knoxville, TN, USA

*Corresponding Author: leebomi0192@naver.com

Abstract

In today’s competitive digital environment, deceptive advertising is increasingly prevalent, particularly on

social media platforms such as Instagram (ACCC, 2023). The growing reliance on social media for purchasing

decisions has heightened the need to understand how deceptive advertising strategies—both implicit and explicit—

affect consumer behavior. While explicit deception involves direct exaggeration, implicit deception relies on subtler

cues, such as omitting critical information or creating misleading impressions (Darke & Ritchie, 2007). Despite their

prevalence, the differential effects of these strategies on perceived deceptiveness and purchase intention remain

understudied. This study addresses this gap by investigating whether message explicitness (explicit vs. Implicit

deception) influences purchase intention through the mediating effect of perceived deceptiveness. Moreover, we

examine the moderating role of consumer skepticism, an individual characteristic that may mitigate the effects of

deceptive advertising. The theoretical framework is grounded in the Persuasion Knowledge Model (PKM), which

posits that consumers employ persuasion knowledge to identify and resist deceptive practices (Friestad & Wright,

1994). We hypothesize that explicit deceptive messages heighten perceived deceptiveness, reducing purchase

intention, while consumer skepticism may moderate this process by enhancing resistance to deceptive claims.

The current study employed a 2 (message explicitness level: high/explicit vs. low/implicit) x 2 (ad

skepticism: high vs. low) experimental design. A series of pre-tests were conducted to select the explicit and implicit

messages. A total of 140 participants aged between 18 and 34 were recruited for this study because this age group is

the primary demographic using Instagram (Statista, 2022). The survey participants were recruited from an online

consumer panel called Prolific in the US. Respondents were randomly assigned to view advertisements featuring

explicit or implicit messaging. Explicit messages included direct exaggerations, while implicit messages relied on

ambiguous statements. The product’s appeal is related to claims about skin health, which can be a point of

exaggeration or subtle persuasion in advertising, making it an ideal candidate for exploring the effects of deceptive

advertising strategies. In line with previous literature (Amyx & Lumpkin, 2016; Betts et al., 2021), the explicit

message stimuli included the message “I want to persuade you to try this SOAP! You will absolutely fall in love

with it! Get glowing and healthy skin just by using this perfect and revolutionary SOAP!”; for the implicit message

stimuli, the message included “Try this SOAP! You will like it! Get bright and healthy skin by using this SOAP!”

Participants then completed a survey measuring perceived deceptiveness, purchase intention, skepticism, and

persuasion knowledge. The study included the following measures: message type (explicit deception or implicit

deception), perceived deceptiveness (7-point Likert scale, 1 = not at all deceptive to 7 = extremely deceptive),

purchase intention (7-point Likert scale, 1 = very unlikely to 7 = very likely), and skepticism. All measures were

adapted from previous studies.

We employed mediation analysis using Hayes’ PROCESS macro (Model 7) to examine the indirect effects

(Hayes, 2018) of message type on purchase intention via perceived deceptiveness. Moderation analysis tested

whether skepticism influenced the strength of these relationships. The results indicated that message type (explicit

vs. Implicit) had a significant positive effect on perceived deceptiveness, with explicit messages being perceived as

more deceptive than implicit ones (β = 0.976, p = 0.029, 95% CI [0.136, 1.816]). Similarly, skepticism significantly

predicted perceived deceptiveness (β = 0.262, p = 0.021, 95% CI [0.059, 0.473]). However, the interaction between

message type and skepticism was not significant (β = 0.109, p = 0.422), indicating that skepticism did not moderate

the relationship between message type and perceived deceptiveness. The direct effect of message type on purchase

intention was not significant (β = -0.094, p = 0.325), indicating that message type did not directly influence purchase

intention. Similarly, perceived deceptiveness did not significantly influence purchase intention (β = -0.046, p =

2025 ACRA Annual Conference Proceeding

Columbia, SC

0.412), suggesting that perceived deceptiveness did not mediate the relationship between message type and purchase

intention.

This study examined the impact of message type (explicit vs. Implicit) on perceived deceptiveness and

purchase intention, with skepticism as a moderator. The findings offer valuable insights into how consumers

perceive advertising messages, while also highlighting important areas for future research. The study confirms that

explicit messages are perceived as more deceptive, supporting consumer psychology theories that transparency in

advertising can backfire. Additionally, skepticism moderated the perception of deceptiveness, with more skeptical

individuals being less influenced by explicit claims. However, contrary to expectations, skepticism did not moderate

the relationship between message type and perceived deceptiveness, challenging previous research that suggested

individual differences amplify the effect of message framing. Surprisingly, neither perceived deceptiveness nor

message type influenced purchase intention. This suggests that other factors, such as product quality, emotional

appeal, or brand reputation, might drive purchase decisions. For example, on platforms like Instagram, influencers

often use explicit messages, but purchase intentions are likely more strongly influenced by trust in the influencer or

emotional resonance, rather than perceived deceptiveness alone. These findings challenge the notion that perceived

deceptiveness directly influences purchase intention, suggesting that future research should investigate other factors

that may better explain consumer behavior. Emotional engagement, trust, and product involvement may serve as

more powerful mediators in shaping purchase decisions. Given the growing influence of influencers on social media,

exploring how message framing interacts with emotional engagement or trust in the influencer could provide deeper

insights into consumer decision-making. Future studies should also consider expanding the scope of moderators or

mediators, as factors like consumer trust or emotional resonance might play a more central role than perceived

deceptiveness. Testing these effects with larger and more diverse samples could reveal subtler dynamics and better

capture the complexities of consumer behavior in digital environments. Ultimately, these findings underscore the

complexity of consumer decision-making, particularly in digital contexts. Understanding how individual differences

and message framing interact is crucial for marketers to refine advertising strategies and enhance consumer

engagement.

References

Amyx, D. A., & Lumpkin, J. R. (2016). Interaction effect of ad puffery and ad skepticism on consumer persuasion.

Journal of Promotion Management, 22(3), 403-424.

Australian Competition and Consumer Commission (ACCC). (2023, December 7). Scrutiny of influencers and

businesses for misleading advertising and online reviews continues. Retrieved November 24, 2024, from

https://www.accc.gov.au/media-release/scrutiny-of-influencers-and-businesses-for-misleading-advertising-

and-online-reviews-continues

Betts, K. R., O’Donoghue, A. C., Johnson, M., Boudewyns, V., & Paquin, R. S. (2021). Detecting and Reporting

Deceptive Prescription Drug Promotion: Differences Across Consumer and Physician Audiences and by

Number and Type of Deceptive Claims and Tactics. Health Communication, 1-13.

Darke, P. R., & Ritchie, R. J. B. (2007). The defensive consumer: Advertising deception, defensive processing, and

distrust. Journal of Marketing Research, 44(1), 114–127.

Friestad, M., & Wright, P. (1994). The Persuasion Knowledge Model: How people cope with persuasion attempts.

Journal of Consumer Research, 21(1), 1–31.

Hayes, A. F. (2018). Partial, conditional, and moderated moderated mediation: Quantification, inference, and

interpretation. Communication monographs, 85(1), 4-40.

Statista. (2022, January 18). U.S. Instagram users by gender 2021. Statista. Retrieved March 31, 2022, from

https://www.statista.com/statistics/530498/instagram-users-in-the-us-bygender

2025 ACRA Annual Conference Proceeding

Columbia, SC

EXPLORING BLACK CONSUMERS’ PERCEPTIONS OF FASHION FIRMS’ CSR

AUTHENTICITY AND THEIR PURCHASE INTENTION

Sherita M. Cuffee*, Jin Su, & Kittichai Watchravesringkan, University of North Carolina at Greensboro, USA

*Corresponding author: Sherita M. Cuffee smcuffee@uncg.edu

Abstract

The fashion apparel retail marketplace reflects global events and social movements, highlighting the

importance of corporate social responsibility in shaping brand identities. In the fashion apparel retail industry,

initiatives centered on justice, equity, diversity, and inclusion have sparked critical discourse about brands' genuine

commitment to socio-political issues. Black fashion apparel retail consumers face challenges in assessing whether

fashion apparel retail brands' corporate social responsibility efforts are authentic or merely "woke-washing" aimed at

monetizing social issues. This study investigates the attitude-behavior gap rooted in misconceptions about corporate

social responsibility and misaligned consumer expectations. Utilizing Schwartz's Value Theory and the corporate

social responsibility Authenticity Scale, the study proposes a conceptual framework to analyze how universalistic and

benevolent values influence Black consumers’ perceptions of corporate social responsibility authenticity, ultimately

affecting their purchase intentions.

When analyzing the formation of attitudes and intentions, benevolent and universalistic values influence

Black consumers’ purchase intentions toward FAR brands that exploit the social complexities of Black Lives Matter

(BLM) and issues of racial inequality (Bonaparte, 2020; Jan et al., 2020; Schmidt et al., 2021). Defined by Schwartz

(1992) as “preserving and enhancing the welfare of those with whom one is in frequent personal contact,” (p. 11)

benevolent values can be used to describe the subjective norms of the Black consumer’s decision-making process.

The Schwartz (1992) model includes 10 fundamental values, featuring ‘universalism,’ which is placed next to

‘benevolence’ within the value category of self-transcendence. In the context of JEDI, both benevolent and

universalistic values impact Black consumers’ perceptions of CSR authenticity, when evaluating FAR brands’ JEDI

efforts aimed at improving their marketplace experiences. Carol (1979) defined CSR as “The social responsibility of

business encompasses the economic, legal, ethical, and discretionary expectations that society has of organizations at

a given point in time” (p. 500), which supports FAR brands’ motives to support social justice issues. However, due to

the socio-historic discrimination of Black consumers within the retail marketplace, their perception of CSR

authenticity is a factor that affects the group’s decision-making as valued customers and poses the question: Are FAR

brands authentically choosing to support Black 3 causes or are they commodifying cultural issues masked as artificial

allyship under CSR JEDI efforts? To evaluate this question, this study adopted the six dimensions of CSR authenticity

scale (CSRAC) developed by Joo et al. (2019) to “better understand the dimensions that influence consumer

perceptions of authenticity with regard to an organization’s CSR endeavors” (p. 236). Joo et al. (2019) examined CSR

authenticity through six dimensions: (a) community link, (b) reliability, (c) commitment, (d) congruence, (e)

benevolence, and (f) transparency. Diddi and Niehm (2017) revealed “moral norms, subjective norms and attitudes

collectively explain 41% of the total variance of consumers intentions to patronize retail apparel brands engaged in

CSR activities” (p. 15). The cultural subjective norms (beliefs) of Black consumers regarding fair treatment play a

significant role in shaping their purchase intentions for apparel products, depending on how well a brand demonstrates

genuine commitment to promoting equity within their community.

FAR brands have expanded their CSR efforts to include diversity and inclusion to abate potential damage

from displaying unsupported issues affecting the BC (Abigail & Kim, 2021; Anselmsson & Johansson, 2007; Brough

et al., 2016). With a projected national buying power of $1.8 trillion in 2024, 4 U.S. retail markets have a personal

stake in understanding the drivers of Black consumer behavior (Bonaparte, 2020; Baram, 2019; Crockett, 2008; Grace

& Scott-Anime, 2019). Due to the social justice movement BLM, consumers have become aware of their collective

power to combat the exploitation of the cause by retailers’ JEDI-focused CSR efforts (Bonaparte, 2020, Jan et al.,

2025 ACRA Annual Conference Proceeding

Columbia, SC

2020; Schmidt et al., 2021). Following the surge of public protests against retail establishments in predominantly

Black communities, several companies have become instantly socially aware and supportive of JEDI out of fear of

financial loss, donating to Black organizations such as BLM, the National Association for the Advancement of Colored

People (NAACP), Historically Black Colleges and Universities (HBCUs), and the foundations for victims Breonna

Taylor and George Floyd (Fashionista, 2019). FAR brands such as Gucci, Prada, and Chanel have created positions

focused on diversity and inclusion to protect themselves from collective consumer behaviors of boycotting (Baram,

2019; Espinoza, 2020). The reoccurring miscommunication between brands’ CSR efforts and Black consumers’

perceptions of their CSR authenticity is an attitude-behavior gap that, if properly explored, could offer valuable

insights to help both FAR consumers and brands understand the impact and value of the brands’ CSR initiatives (Basch

& Du, 2015). Existing studies raises concerns about the authenticity of retail brands’ CSR goals and their commitment

to JEDI focused efforts, questioning whether these brands are exploiting Black culture for commercial gain (Crockett,

2008; Jabali, 2021; Jordan, 2022; Meux, 2022). Zalis (2019) conducted an inclusive marketing study of U.S.

consumers, revealing various ways in which Black consumers’ perceptions of a FAR brand’s CSR efforts toward JEDI

influence their purchase intentions and support for the brand’s market equity. The study found that 69% of Black

consumers were more likely to engage with a brand that has implemented the JEDI goal of diverse representation by

featuring models of a congruent race and ethnicity (Zalis, 2019). This study explores how Black consumers’

perceptions of CSR authenticity in FAR brands’ JEDI-focused efforts have contributed to greater inclusivity in the

marketplace for this consumer group. From heightened cultural programming during Black History month ( Jabali,

2021; Jan et al., 2020) to capsule collections featuring colors and themes of Black Greek organizations (Jordan, 2022;

Jan et al., 2020), CSR authenticity remains a relevant 5 topic in JEDI-centered discourse, both in socio-cultural and

academic research, with the goals of improving relations between FAR brands and Black consumers (Jose et al., 2018;

Meux, 2023). Based on the aforementioned information, three major propositions are addressed: Proposition 1:

Universalistic values will influence different dimensions of Black consumers' perceptions of FAR brands' CSR

authenticity, which, in turn, will affect their purchase intentions. Proposition 2: Benevolent values will influence

different dimensions of Black consumers' perceptions of FAR brands' CSR authenticity, which, in turn, will affect

their purchase intentions. Proposition 3: Subjective norms among Black consumers will influence their purchase

intentions.

Further research is needed to evaluate the significance of FAR brands CSR practices within consumer

behavior and marketing research. The literature review suggests that the study of CSR authenticity should explore the

impact of consumer demographics such as gender, age, education, and income on values and perceptions of CSR

initiatives. Understanding how cultural norms shape consumer intentions underscores the importance of considering

the CSR authenticity in FAR brands’ JEDI initiatives, particularly those addressing social justice issues, as a key

motivation of Black consumers’ purchase intentions (Ajzen, 2019). In the context of understanding the impact of

authentic CSR efforts on Black consumers and global minority communities, the proposed conceptual framework will

be used to assess and validate the authenticity of brands’ Justice, Equity, Diversity, and Inclusion (JEDI) Corporate

Social Responsibility initiatives. This suggested conceptual framework aims to enhance the inclusive marketplace

experience for Black fashion apparel retail consumers by ensuring these CSR efforts are genuinely aligned with their

values and needs.

References

A full reference list is available upon request.

2025 ACRA Annual Conference Proceeding

Columbia, SC

THE POWER OF TRANSPARENCY: INFLUENCING CONSUMER BEHAVIOR IN

SUSTAINABLE FASHION

Ummey Hani Barsha*, Veena Chattaraman, Auburn University, Auburn, AL, USA

*Corresponding Author: uzb0003@auburn.edu

Abstract

Consumers warrant transparency from the brand regarding information related to the sustainability of the

product and the business to mitigate their skepticism and build trust (Fuxman et al., 2022). Transparency

about the finished product is required to achieve radical transparency (Ospital et al., 2023) and to intrigue

a consumer to respond positively (Ospital et al., 2023; Rawlins, 2008). Therefore, this study aimed to

empirically investigate how product transparency can affect sustainable fashion product consumption by

integrating signaling theory and ELM, where transparency can act as a positive signal to foster green

perceived value and brand trust and ultimately drive purchase intention and brand loyalty. In this study,

product transparency refers to the disclosure of substantial information about the product's sustainability,

detailing the materials used and the production methods employed to make the product sustainable, to

justify its classification as sustainable, ensuring it meets ethical and ecological standards (Chun et al.,

2021; Laudal, 2010; Ospital et al., 2023). In marketing, signaling theory addresses how signalers (brands)

convey information about sustainability to receivers (consumers) (Xu et al., 2023), and that serves as a

positive signal for the consumers, leading to favorable outcomes like brand trust, brand loyalty, and

purchase intention (Bhaduri & Ha-Brookshire, 2011). Additionally, the Elaboration Likelihood Model

(ELM) explains how consumers’ ability and motivation assist in processing information and determining

how the signal is received (Lien, 2001). As per ELM, consumers with high involvement in sustainability

and higher sustainability knowledge show more positive attitudes toward sustainable products (Xue &

Muralidharan, 2015) and develop a strong positive association between perceived value and brand trust

for sustainable fashion brands (Ray & Nayak, 2023).

These relationships were tested through a two-level, single-factor (i.e., low and high transparency of

product level information) between-subjects experimental design when the perceived sustainability of the

product was a control factor. A separate pretest was conducted with a mixed-factorial design to identify

the best set and confirm the manipulation check. Prolific, an online panel, was used to recruit participants

of 19–40-year-old US residents with some college education for both the pretest and the main study. The

sample included 200 U.S. residents (49% male, 50% female), mostly aged 30–39 (58%), with college

(51%) or graduate degrees (25.5%). PROCESS macro in SPSS was used to analyze the data. The results

demonstrated that product transparency significantly increases brand trust (F15,168 = 4.52, p < .001) and

green perceived value (F15,168 = 5.23, p < .001). Brand trust and green perceived value mediate the effect

of transparency on both brand loyalty and purchase intention, but product transparency alone does not

directly impact brand loyalty (β = 0.09, t = 1.52, p > .05, 95% CI [-0.03, 0.22]). or purchase intention (β =

0.02, t = 0.23, p > .05, 95% CI [-0.15, 0.19]). This result not only extends signaling theory regarding how

product transparency positively signals but also provides insight into how product transparency impacts

brands over time (through mediators such as brand trust and perceived green value) rather than directly.

Results also showed the indirect significant effect of product transparency on purchase intention through

both brand trust and brand loyalty (Product transparency → brand trust → brand loyalty → purchase

intention) (β = 0.25, SE = 0.05, 95% CI [0.16, 0.36]) and the indirect effect of product transparency on

purchase intention through both perceived green perceived value and brand loyalty (Product transparency

→ green perceived value → brand loyalty → purchase intention) (β = 0.27, SE = 0.05, 95% CI [0.17,

2025 ACRA Annual Conference Proceeding

Columbia, SC

0.38]). These results indicated that it is important to develop a long-term strategy for disclosing product-

level transparency to build consumer trust and loyalty rather than view transparency as a one-time

marketing tactic. Furthermore, sustainable knowledge significantly moderated the relationship between

perceived green perceived value and purchase intention (β = 0.73, t = 2.00, p < .05, 95% CI [0.01, 1.45])

and between product transparency and purchase intention (β = -0.88, t = -1.95, p = 0.05, 95% CI [-1.77, -

0.01]). Similarly, sustainable product involvement significantly moderated the relationship between green

perceived value and purchase intention (β = 0.17, t = 2.27, p <.05, 95% CI [0.02, 0.31]), and it also

moderated the relationship between product transparency and purchase intention (β = 0.19, t = 2.78, p

<.05, 95% CI [0.06, 0.32]). Therefore, brands should ensure that their transparency efforts are

communicated effectively to both groups, providing detailed and easily understandable information to all

customer groups, as consumers with low sustainability knowledge and sustainability involvement also

responded positively to transparency.

References

Bhaduri, G., & Ha-Brookshire, J. E. (2011). Do transparent business practices pay? Exploration of transparency and

consumer purchase intention. Clothing and Textiles Research Journal, 29(2), 135–149.

https://doi.org/10.1177/0887302X11407910

Chun, E., Joung, H., Lim, Y. J., & Ko, E. (2021). Business transparency and willingness to act environmentally

conscious behavior: Applying the sustainable fashion evaluation system “Higg Index.” Journal of Global Scholars

of Marketing Science, 31(3), 437–452. https://doi.org/10.1080/21639159.2021.1904784

Fuxman, L., Mohr, I., Mahmoud, A. B., & Grigoriou, N. (2022). The new 3Ps of sustainability marketing: The case

of fashion. Sustainable Production and Consumption, 31, 384–396. https://doi.org/10.1016/j.spc.2022.03.004

Laudal, T. (2010). An attempt to determine the CSR potential of the international clothing business. Journal of

Business Ethics, 96(1), 63–77. https://doi.org/10.1007/s10551-010-0449-6

Lien, N.-H. (2001). Elaboration Likelihood Model in Consumer Research: A Review. Proceedings of the National

Science Council Part C: Humanities and Social Sciences, 11(4), 301–310.

Ospital, P., Masson, D., Beler, C., & Legardeur, J. (2023). Toward product transparency: Communicating

traceability information to consumers. International Journal of Fashion Design, Technology and Education, 16(2),

186–197. https://doi.org/10.1080/17543266.2022.2142677

Rawlins, B. (2008). Give the emperor a mirror: Toward developing a stakeholder measurement of organizational

transparency. Journal of Public Relations Research, 21(1), 71–99. https://doi.org/10.1080/10627260802153421

Ray, S., & Nayak, L. (2023). Marketing sustainable fashion: Trends and future directions. Sustainability, 15(7),

6202. https://doi.org/10.3390/su15076202

Xu, R., Liu, J., & Yang, D. (2023). The formation of reputation in CSR disclosure: The role of signal transmission

and sensemaking processes of stakeholders. Sustainability, 15(12), Article 12. https://doi.org/10.3390/su15129418

Xue, F., & Muralidharan, S. (2015). A green picture is worth a thousand words?: Effects of visual and textual

environmental appeals in advertising and the moderating role of product involvement. Journal of Promotion

Management, 21(1), 82–106. https://doi.org/10.1080/10496491.2014.971209

2025 ACRA Annual Conference Proceeding

Columbia, SC

The Impact of Artificial Intelligence (AI) on Supply Chain in the Retail

Industry: A Systematic Literature Review

Tanzil Nasir*, Md. Rafiqul Islam Rana, and Jung-Hwan Kim

University of South Carolina, Columbia, South Carolina, United States

* Corresponding Author: tnasir@email.sc.edu

Introduction: The COVID-19 pandemic has accelerated the need for improved supply chain resilience and

efficiency, adding to the many issues the retail industry has experienced recently (Hu et al., 2024;

Theodoridis & Tsadiras, 2024). To meet these demands, artificial intelligence (AI) has become a vital tool.

It provides solutions for demand forecasting, inventory optimization, and customer service personalization,

which changes the dynamics of the industry's supply chain (Gong, 2023; Zou et al., 2024). Despite its

potential, integrating AI into retail supply chains is filled with difficulties, including data security, moral

dilemmas, and expensive infrastructure (Hao & Demir, 2024; Abualsauod, 2023). To fill these gaps, the

impact of AI on the retail supply chain is studied in this research through a systematic review of the

literature published between 2020 and 2024.

Methodology: At first, we searched for documents using a Boolean search string with ((“AI” OR “Artificial

Intelligence”) AND “Retail” AND “Supply Chain”) in the Web of Science Core Collection database. We

found 156 documents. Then, we filtered document types with only peer-reviewed articles and found 83

articles. Finally, we filtered with publication years from 2020 to 2024 to understand the post-pandemic

effect. Sixty-two articles were found, and these 62 articles were used in the final review and analysis.

Findings: We observed an increasing trend in both publications and citations from 2020 to 2024. The

Computers & Industrial Engineering, the International Journal of Retail & Distribution Management, and

the Journal of Retailing and Consumer Services are the most productive journals that published the highest

number of articles from 2020 to 2024 within our research scope. Artificial Intelligence (AI):

Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and

policy (Dwivedi et al., 2021) is one of the most influential articles with 1023 citations.

The analysis found several crucial areas where AI has a significant influence on the retail supply chain.

Supply chain optimization and efficiency: by boosting data analytics and predictive skills, AI helps retailers

cut expenses and streamline operations (Hu et al., 2024; Liu et al., 2024). More precise demand forecasting

and dynamic inventory management are made possible by sophisticated algorithms, which improve

resource allocation and reduce stockouts (Jauhar et al., 2023). Enhanced inventory management: AI-

powered inventory systems give merchants access to real-time data, which enables better sustainability

practices, lower waste, and ideal stock levels (Huerta-Soto et al., 2023; Shiralkar et al., 2021). Personalized

customer service: AI gives merchants a competitive edge by enabling personalized interactions and

enhancing customer satisfaction through the analysis of customer data (Pistrui et al., 2023; Revilla et al.,

2023). Virtual assistants and chatbots are increasingly being used to offer on-demand customer service and

make buying easier (Mpinganjira et al., 2024). Implementation challenges: the adoption of AI in the retail

supply chain is hampered by issues including data security, moral dilemmas, and high upfront costs, despite

its potential (Hao & Demir, 2024; Abualsauod, 2023). Significant barriers are also presented by the

requirement for technical infrastructure and qualified staff, particularly for small and medium-sized

businesses (Fahim et al., 2024; Li et al., 2021).

Conclusion: Through this SLR, we contributed to the current literature by synthesizing recent

advancements and challenges in AI-driven retail supply chain management. This study provides insights

into optimization techniques, inventory management, and customer engagement, and identifies key barriers

2025 ACRA Annual Conference Proceeding

Columbia, SC

and future research directions. The limitations of this SLR include its dependence on articles published

primarily between 2020 and 2024, which may exclude significant pre-pandemic research and insights from

sources other than the Web of Science Core Collection. Future research should consider more database

sources to broaden the scope of literature, implement different research methods such as case studies and

empirical studies, and explore new areas such as affordable AI solutions and data privacy.

References

Abualsauod, E. H. (2023). Quality improvement in retail-distribution of Saudi thobe using six-sigma. International

Journal of Retail & Distribution Management. https://doi.org/10.1108/ijrdm-02-2023-0091

Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J.,

Eirug, A., Galanos, V., Ilavarasan, P. V., Janssen, M., Jones, P., Kar, A. K., Kizgin, H., Kronemann, B.,

Lal, B., Lucini, B., . . . Williams, M. D. (2019). Artificial Intelligence (AI): Multidisciplinary perspectives

on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal

of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002

Fahim, M., Saleh, M., Grida, M., & Gamila, M. A. (2024). Comparative analysis of omnichannel and multichannel

networks: a system dynamics approach. Production Engineering. https://doi.org/10.1007/s11740-024-

01293-z

Gong, S. (2023). Digital transformation of supply chain management in retail and e-commerce. International

Journal of Retail & Distribution Management. https://doi.org/10.1108/ijrdm-02-2023-0076

Hao, X., & Demir, E. (2024). Artificial intelligence in supply chain management: enablers and constraints in pre-

development, deployment, and post-development stages. Production Planning & Control, 1–23.

https://doi.org/10.1080/09537287.2024.2302482

Hu, H., Qi, Y., Lee, H. L., Shen, Z. M., Liu, C., Zhu, W., & Kang, N. (2024). Supercharged by Advanced Analytics,

JD.com Attains Agility, Resilience, and Shared Value Across Its Supply Chain. INFORMS Journal on

Applied Analytics, 54(1), 54–70. https://doi.org/10.1287/inte.2023.0078

Huerta-Soto, R., Ramirez-Asis, E., Tarazona-Jiménez, J., Nivin-Vargas, L., Norabuena-Figueroa, R., Guzman-

Avalos, M., & Reyes-Reyes, C. (2023). Predictable inventory management within dairy supply chain

operations. International Journal of Retail & Distribution Management. https://doi.org/10.1108/ijrdm-01-

2023-0051

Jauhar, S. K., Jani, S. M., Kamble, S. S., Pratap, S., Belhadi, A., & Gupta, S. (2023). How to use no-code artificial

intelligence to predict and minimize the inventory distortions for resilient supply chains. International

Journal of Production Research, 1–25. https://doi.org/10.1080/00207543.2023.2166139

Li, H., Yang, K., & Zhang, G. (2021). Research on a Preannounced Pricing Policy in a Two-Period Dual-Channel

Supply Chain. In IFIP advances in information and communication technology (pp. 543–549).

https://doi.org/10.1007/978-3-030-85910-7_57

Liu, B., Li, M., Ji, Z., Li, H., & Luo, J. (2024). Intelligent Productivity Transformation. Journal of Organizational

and End User Computing, 36(1), 1–27. https://doi.org/10.4018/joeuc.336284

Mpinganjira, M., Dlodlo, N., & Idemudia, E. C. (2024). Perceived experiential value and continued use intention of

e-retail chatbots. International Journal of Retail & Distribution Management.

https://doi.org/10.1108/ijrdm-04-2023-0237

Pistrui, B., Kostyal, D., & Matyusz, Z. (2023). Dynamic acceleration: Service robots in retail. Cogent Business &

Management, 10(3). https://doi.org/10.1080/23311975.2023.2289204

Revilla, E., Saenz, M. J., Seifert, M., & Ma, Y. (2023). Human–Artificial Intelligence Collaboration in Prediction: A

Field Experiment in the Retail Industry. Journal of Management Information Systems, 40(4), 1071–1098.

https://doi.org/10.1080/07421222.2023.2267317

Shiralkar, K., Bongale, A., Kumar, S., Kotecha, K., & Prakash, C. (2021). Assessment of the Benefits of

Information and Communication Technologies (ICT) Adoption on Downstream Supply Chain Performance

of the Retail Industry. Logistics, 5(4), 80. https://doi.org/10.3390/logistics5040080

Theodoridis, G., & Tsadiras, A. (2024). Retail Demand Forecasting: A Multivariate Approach and Comparison of

Boosting and Deep Learning Methods. International Journal of Artificial Intelligence Tools, 33(04).

https://doi.org/10.1142/s0218213024500015

Zou, Q., Bezuidenhout, C. N., & Ishrat, I. (2024). An application of machine learning to classify food waste

interventions from a food supply chain perspective. British Food Journal. https://doi.org/10.1108/bfj-02-

2024-0135

2025 ACRA Annual Conference Proceeding

Columbia, SC

Sustainable Innovation: The Role of Digitalization in the Textile

Industry

Alexander Werbik,* Lucerne University of Applied Sciences and Arts, Switzerland, Johannes

Winter, L3S Research Center on Trustworthy AI and Digital Transformation, University of

Hannover, Germany & acatech – National Academy of Science and Engineering, Munich,

Germany, Laura Zöllner, University of Bremen, Germany, & Ilja Bäumler, Lucerne University of

Applied Sciences and Arts, Switzerland

*Corresponding Author: alexander.werbik@hslu.ch

Abstract

The textile industry grapples with significant sustainability challenges, including fast fashion cycles,

resource-intensive production, and excessive waste. Digital technologies such as artificial intelligence (AI),

data analytics, and blockchain offer new opportunities to address these problems by optimizing resource

use, enhancing transparency, increasing efficiency across supply chains and ensuring both: environmental

and economic viability. This study explores how digitalization can be leveraged to transform the textile

industry, making it more sustainable, efficient, and resilient.

Based on qualitative interviews with ten experts from industry and academia, combined with a systematic

qualitative content analysis, the research highlights emerging trends, current practices, and perceived

barriers in the integration of digital technologies. Findings show that tools such as digital twins, AI-

enhanced simulations, and blockchain applications are already being applied in production, design, and

logistics. For example, AI-supported platforms enable demand forecasting and material efficiency, while

3D simulation tools reduce fabric waste and design flaws. Blockchain-based solutions offer ways to validate

supplier goods and address the challenge of inaccessible certification interfaces.

However, the impact of digitalization on sustainability is not automatic. Benefits depend on how

technologies are implemented and integrated. Experts caution that without clear objectives and alignment

with broader sustainability goals, digital tools may lead to increased resource consumption or social

inequalities. Additionally, challenges such as data quality, digital infrastructure, and global regulatory

inconsistencies must be addressed.

Regulatory initiatives such as the European Digital Product Passport (DPP) facilitates supply chain tracking

and tracing, increasing transparency regarding product origin and manufacturing conditions. Circularity.ID,

an information carrier integrated into clothing, supports the circular economy by storing material and

product data in a readily accessible format. This open-source data standard fosters transparency, facilitates

reuse and recycling, promotes sustainable production and consumption models, and drives innovation in

the sustainable textile industry.

This study concludes that a holistic, system-wide approach is required to fully unlock the potential of

digitalization for sustainability in the textile sector. Future research should include robust quantitative data

analysis across the industry. Research priorities include data disclosure and harmonization, as well as

understanding and addressing the requirements and barriers of emerging regulatory standards to mitigate

potential operational risks.

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

Dal Forno, A.J., Bataglini, W.V., Steffens, F., Ulson de Souza, A.A. (2023). Industry 4.0 in textile and

apparel sector: a systematic literature review. Res. J. Text. Appar. 27, 95–117. DOI:

https://doi.org/10.1108/RJTA-08-2021-0106

Danner, M., Brake, E. A., Decker, C., Rätsch, M., Kyosev, Y., & Rose, K. (2023). Evaluation of Low-Cost

3D Scanner Hardware for Clothing Industry. In: ICINCO (1). 2023, 727-735.

European Union (2021). Transforming the textile industry with digital technologies: sectoral watch:

technological trends in the textile industry. DOI: https://data.europa.eu/doi/10.2826/862561

Gallery, C., & Conlon, J. (2024). Fashion Business and Digital Transformation: Technology and Innovation

Across the Fashion Industry. Taylor & Francis, London.

Ghoreishi, M., Happonen, A. (2022). The Case of Fabric and Textile Industry: The Emerging Role of

Digitalization, Internet-of-Things and Industry 4.0 for Circularity, in: Yang, X.-S., Sherratt, S., Dey, N.,

Joshi, A. (Eds.), Proceedings of Sixth International Congress on Information and 4 Communication

Technology, Lecture Notes in Networks and Systems. Springer, Singapore, pp. 189–200.

https://doi.org/10.1007/978-981-16-1781-2_18

Hader, M., Tchoffa, D., El Mhamedi, A., Ghodous, P., Dolgui, A., & Abouabdellah, A. (2022). Applying

integrated Blockchain and Big Data technologies to improve supply chain traceability and information

sharing in the textile sector. Journal of Industrial Information Integration, 28, 100345.

Keefe, E.M., Thomas, J.A., Buller, G.A., Banks, C.E. (2022). Textile additive manufacturing: An overview.

Cogent Eng. 9, 2048439. https://doi.org/10.1080/23311916.2022.2048439

Leal Filho, W., Perry, P., Heim, H., Dinis, M.A.P., Moda, H., Ebhuoma, E., Paço, A. (2022). An overview

of the contribution of the textiles sector to climate change. Front. Environ. Sci. 10, 973102.

https://doi.org/10.3389/fenvs.2022.973102

Mayring, P. (2019). Qualitative Content Analysis: Demarcation, Varieties, Developments. Forum

Qualitative Social Research, 20(3), 16, http://dx.doi.org/10.17169/fqs-20.3.3343.

Winter, J. (2023). Business Model Innovation in the German Industry. Journal of Innovation Management,

11(1), 1-17. https://doi.org/10.24840/2183-0606_011.001_0001

Zöllner, L., Bäumler, I., Kotzab, H. (2021). Reverse Logistics Challenges in the Textile Industry in the Year

2035, in: Buscher, U., Lasch, R., Schönberger, J. (Eds.), Logistics Management, Lecture Notes in Logistics.

Springer International Publishing, Cham, pp. 181–193. https://doi.org/10.1007/978-3-030-85843-8_12

2025 ACRA Annual Conference Proceeding

Columbia, SC

Consumers’*Perception*of*Blockchain-Based*Supply*Chains:**The*Impact*of*Blockchain*Literacy*

Florent Saucède,* L’Institut Agro Montpellier, UMR MoISA

Archana Kumar, Montclair State University, United States

Lucie Sirieix, L’Institut Agro Montpellier, UMR MoISA, France

*Corresponding Author: florent.saucede@supagro.fr

Abstract

Blockchain technology enables participatory end-to-end traceability of food supply chains, from which

product information can be extracted and communicated to consumers through QR codes. Blockchain is “a

digital, decentralized and distributed ledger in which transactions are logged and added in chronological

order with the goal of creating permanent and tamperproof records” (Treiblmaier, 2018, p. 547). It is being

implemented with the aim of achieving two main benefits: increasing consumer trust and improving their

food literacy. While the expected benefits of blockchain for food sustainability are becoming more widely

recognized (Giganti et al., 2024), a fine-grained analysis of consumer reactions is becoming indispensable.

A growing body of research is optimistic when evaluating consumer perceptions of blockchain-based

traceability systems and highlights its potential to increase consumer trust and empowerment (Reitano et

al., 2024; Vazquez Melendez et al., 2024). It is often noted that consumers are unfamiliar with blockchain,

which is likely to undermine technology’s impact on improving consumer trust (Rao et al., 2023; Shew et

al., 2022). Furthermore, few studies analyze consumer reactions to non-simulated situations or to real

content provided by such information devices. Further, it is often noted that consumers are unfamiliar with

blockchain, which is likely to undermine the impact the technology could have on improving consumer

trust.

Our qualitative study mobilizes focus groups to understand how American consumers with low food

literacy react to real-world blockchain-enabled packaging, and the impact that knowledge of blockchain

technology can have on their evaluations. As a part of a larger research project aimed at evaluating

consumer perceptions of blockchain-based traceability systems, this work seeks to answer the following

specific questions: (1) How US consumers perceive food packaging augmented with blockchain? (2) Does

a better knowledge of blockchain impact consumer perception of blockchain-based information on food?

(3) Would blockchain-based traceability systems increase consumer food literacy? Products with live

blockchain systems implemented in France at the time of the study were used as stimulus materials.

Participants for the three focus groups were recruited from a university in the north east of U.S. and were

homogenous in terms of age and food involvement. The third group differed with respect to their prior

blockchain knowledge compared to the two groups who had no prior blockchain knowledge. These 6

students were enrolled in a junior-level undergraduate course titled ‘blockchain technology’ in which they

were exposed to various applications of blockchain. Results support a discussion on the role of blockchain

literacy and its relationship with food literacy. This study is original in that it focuses on consumer reactions

in the US to the use and content of blockchain-augmented packaging actually implemented by food system

actors. While it confirms previous findings of blockchain as a means of providing consumers with

traceability data they value, this study also shows how difficult it is for consumers, even young tech-savvy

consumers, to easily access relevant information.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Our study highlights that blockchain is attractive because it positively impacts trust in unknown brands and

help consumers become aware of their lack of food literacy. Results also indicate that consumers may not

want to get unpleasant information (such as chicken slaughter) to avoid cognitive dissonance. This

dissonance would only occur if the individual is aware of the extent of the problem. In this sense, ignorance

is bliss. As shown for consumers’ ignorance regarding food miles (Sirieix et al., 2008), if the individual is

ignorant of what is disturbing for him, the cognitive dissonance is relieved. Finally, we can expect

blockchain to have a limited impact on consumer food literacy if consumers are not inclined to scan QR

codes and view the information provided.

Our results also confirm previous findings regarding consumers’ limited knowledge on how blockchains

work (Rao et al., 2023 ; Shew et al., 2022). Our results suggest that blockchain literacy reinforces consumer

trust in the information provided. However, consumers with higher blockchain literacy may be more

demanding regarding how information is displayed. Furthermore, we also note that theoretical knowledge

of blockchain makes consumers less critical of the quality of the information provided, and issues such as

the governance of the blockchain implemented (e.g. Who owns the blockchain, who controls data entry,

etc.) or the way in which information is linked to physical product properties (the problem of oracles) were

not addressed by respondents.

References

Giganti, P., Borrello, M., Falcone, P. M., & Cembalo, L. (2024). The impact of blockchain

technology on enhancing sustainability in the agri-food sector: A scoping review. Journal

of Cleaner Production, 142379.

Rao, S., Chen, F., Hu, W., Gao, F., Huang, J., & Yi, H. (2023). Consumers’ valuations of tea

traceability and certification: Evidence from a blockchain knowledge experiment in six

megacities of China. Food Control, 151, 109827.

Reitano, M., Pappalardo, G., Selvaggi, R., Zarbà, C., & Chinnici, G. (2024). Factors influencing

consumer perceptions of food tracked with blockchain technology. A systematic

literature review. Applied Food Research, 100455.

Shew, A. M., Snell, H. A., Nayga Jr, R. M., & Lacity, M. C. (2022). Consumer valuation of

blockchain traceability for beef in the U nited S tates. Applied economic perspectives and

policy, 44(1), 299-323.

Sirieix, L., Grolleau, G., & Schaer, B. (2008). Do consumers care about food miles? An empirical analysis

in France. International Journal of Consumer Studies, 32(5), 508-515.

Treiblmaier, H. (2018). The impact of the blockchain on the supply chain: a theory-based research

framework and a call for action. Supply Chain Management: An International Journal, 23(6), 545-

559.

Vazquez Melendez, E. I., Bergey, P., & Smith, B. (2024). Blockchain technology for supply chain

provenance: increasing supply chain efficiency and consumer trust. Supply Chain Management:

An International Journal.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Towards a Data-Driven Company: Digital Transformation in

Germany’s Fast-Moving Consumer Goods (FMCG) Industry

Johannes Winter*, L3S Research Center, Leibniz University of Hannover, Germany,

Maik Oliver Ludewig, Oetker Digital GmbH, Berlin, Germany

*Corresponding Author: winter@L3S.de

Abstract

Rapid advancements in data and Artificial Intelligence (AI)-driven technologies are reshaping

industry operations and decision-making. While the concept of data-driven companies has gained traction,

many organizations struggle to achieve this status. In the Fast-Moving Consumer Goods (FMCG) sector,

companies must adopt data analytics and AI to remain competitive, despite barriers like organizational

resistance, skill gaps, and strategic misalignment. This research examines digital transformation's impact

on decision-making within a leading German FMCG company using a qualitative approach. The study

analysed over 100 interactions with stakeholders through semi-structured interviews, including senior

leaders, technical experts, and departmental end-users from R&D, marketing, supply chain, and IT.

Researchers employed systematic Qualitative Content Analysis to identify recurring themes, supported by

a comprehensive literature review.

Findings reveal that while digital tools are increasingly recognized as crucial for competitiveness,

their integration remains uneven across departments. Digitally advanced departments showed greater

effectiveness in leveraging data for strategic decisions. Technical specialists identified key implementation

obstacles, including limited infrastructure, interoperability issues, and data portability challenges.

Organizational resistance emerged as a significant barrier, particularly among mid-level managers and staff

unfamiliar with digital tools. Insufficient technical expertise further hindered adoption, highlighting the

need for enhanced training. Employee perspectives varied, with many acknowledging digital tools' benefits

while noting team resistance to adopting new technologies, especially AI.

The study identified three essential pillars for successful digital transformation: first, strategic

clarity and planning, encompassing a clear vision of how data analytics supports company goals, ROI

calculations, and detailed project planning; second, organizational structures and competencies, including

leadership support, defined responsibilities, and interdisciplinary teams; and third, collaborative culture

characterized by cross-functional collaboration, transparent communication, and iterative approaches.

Recommendations for FMCG organizations include implementing continuous digital skills

development, developing change management strategies to address resistance, and creating tailored digital

implementation approaches based on departmental needs. The research concludes that while there is strong

support for digital tools' potential to improve decision-making, significant challenges remain in aligning

technology adoption with organizational culture and strategy. A holistic approach addressing both technical

and organizational dimensions of change is needed. Future research should explore the long-term impact

of digital transformation on performance and decision-making in rapidly changing FMCG companies.

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

Hagiu, A., & Wright, J. (2020). When data creates competitive advantage. Harvard business review, 98(1),

94-101. https://hbr.org/2020/01/when-data-creates-competitive-advantage

Hannila, H., Silvola, R., Harkonen, J., & Haapasalo, H. (2022). Data-driven begins with DATA; potential

of data assets. Journal of Computer Information Systems, 62(1), 29-38.

https://doi.org./10.1080/08874417.2019.1683782

Har, L. L., Rashid, U. K., Te Chuan, L., Sen, S. C., & Xia, L. Y. (2022). Revolution of retail industry: from

perspective of retail 1.0 to 4.0. Procedia Computer Science, 200, 1615-1625.

Hirsch, K., Niemann, W., & Swart, B. (2024). Artificial intelligence and information systems capabilities

for supply chain resilience: A study in the South African fast-moving consumer goods industry.

Journal of Transport and Supply Chain Management, 18, 1025.

Kagermann, H., & Winter, J. (2018). The second wave of digitalisation: Germany’s chance. Germany and

the World, 2030: What will change. How we must act, 200-209.

Kamakela, J. S., Callychurn, D., & Hurreeram, D. (2023). Assessing digital technology and analytics for

risk management: Focus on Fast Moving Consumer Goods (FMCG) manufacturing firms in

Mauritius. Materials Today: Proceedings.

Kotlarsky, J., Oshri, I., & Sarker, S. (2024). The bumpy road to becoming a data-driven enterprise.

Communications of the Association for Information Systems, 55(1), 193-204.

Kukard, W. A. (2023). Transforming an Industry: Leveraging Emerging Technologies in the Smart Home

Environment to Create Value for the FMCG Industry. University of Otago, NZ.

https://hdl.handle.net/10523/15662

Mayring, P. (2019). Qualitative Content Analysis: Demarcation, Varieties, Developments. Forum

Qualitative Social Research, 20(3), 16, http://dx.doi.org/10.17169/fqs-20.3.3343.

Pflaum, A. A., & Gölzer, P. (2018). The IoT and digital transformation: Toward the data-driven enterprise.

IEEE pervasive computing, 17(1), 87-91.

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in fast moving consumer goods industry: evidence from developing countries. International

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Vermaas, P.E. (eds) Handbook of Engineering Systems Design. Springer, Cham.

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Thangavel,V. (2025). Revolution of AI in Hyper-Personalization Marketing of FMCG. SSRN preprint

11/2024, http://dx.doi.org/10.2139/ssrn.5038511

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Springer, Berlin. https://doi.org/10.1007/978-3-662-69518-0_8

Winter, J. (2023). Implementing Smart Services in Small- and Medium-Sized Manufacturing Companies:

On the Progress of Servitization in the Era of Industry 4.0. J Sci. 5(3):29.

https://doi.org/10.3390/sci5030029

Winter, J. (2023). Business Model Innovation in the German Industry: Case Studies from the Railway,

Manufacturing and Construction Sectors. In: Journal of Innovation Management 11 (1) 1-17.

https://doi.org/10.24840/2183-0606_011.001_0001

Zhang, X., Antonialli, F., Bonnardel, S. M., & Bareille, O. (2024). Where business model innovation comes

from and where it goes: a bibliometric review. Creativity and Innovation Management, 33(2), 109-

126.

Zwanka, R. J., & Zondag, M. M. (2024). Tired or inspired: A conceptual model for using regenerative

artificial intelligence to create context, user, and time-aware individualized shopping guidance.

Journal of International Consumer Marketing, 36(3), 267-278.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Digital Competence: Enhancing Retail Education with Social Listening and

Analytics

Sang-eun Byun,* University of South Carolina, Columbia, SC, USA

*Corresponding Author: sbyun@mailbox.sc.edu

Abstract

This study explores the integration of social listening and analytics into retail education through a project-

based experiential learning approach. Over a two-month period, students engaged in six exercises using

Keyhole, a social listening and analytics tool, to analyze the social media performance and real-time

conversations happening around the selected brands. These exercises include social media profile analysis,

cross-platform comparison, competitor analysis, brand mention & campaign analysis, sentiment analysis,

and influencer analysis, focusing on real-world data to develop data-driven actionable insights. By

assuming the role of social media consultants, students enhance their critical thinking, data interpretation,

and communication skills. The project aims to bridge the gap between theoretical concepts and practical

applications, preparing students for data-driven markets. Evaluations from 144 students over five semesters

indicate a highly positive impact on their technical skills and confidence in using analytics tools. This

experiential learning framework not only enhances students’ employability in digital marketing but also

aligns their skills with industry demands.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Developing Social Media Management And Analytics Skills Through

An Active, Experiential Learning Approach

Briana M. Martinez* Baylor University, Waco, TX, USA

*Corresponding Author: Briana_M_Martinez@baylor.edu

Teaching Generation Z that social media is more than just an entertainment tool presents both unique challenges and

significant opportunities. While Gen Z frequently engages with platforms like Instagram, TikTok, and Snapchat, they

often overlook the strategic planning, creative thinking, and analytical skills required to drive successful campaigns.

This gap between casual use and professional application highlights the need for innovative teaching methods to

prepare students for a competitive, data-driven job market. According to Foos (2020), social media has evolved from

a recreational activity to an essential tool for businesses, making its mastery a vital skill for professionals across

industries.

Engaging Gen Z in this context requires teaching strategies that resonate with their interactive, tech-savvy nature.

Experiential and active learning approaches have been shown to be particularly effective for this demographic,

fostering higher-order thinking and deeper engagement (Choi, 2017). Experiential projects, in particular, allow

students to connect with the subject matter in meaningful ways, leveraging their inherent strengths in connectivity,

interactivity, and creativity (Foos, 2020; Atawong, 2015). Through hands-on learning, students not only gain technical

expertise in social media management but also develop critical soft skills such as teamwork, decision-making, and

adaptability, which are essential for navigating today’s dynamic workforce.

By incorporating experiential learning into the curriculum, educators can effectively bridge the gap between theory

and practice, providing students with a practical foundation to thrive in a digital-first world. This approach not only

aligns with the evolving demands of the industry but also enhances students’ ability to think critically, innovate, and

create impactful strategies for real-world applications.

Learning Objectives. The overarching goal of this project is to provide students with hands-on experience in

managing social media platforms while fostering critical thinking, creativity, and data-driven decision-making.

Through this experiential learning activity, students develop a robust skill set that prepares them for roles in the fast-

evolving digital landscape. Specifically, the project enables students to plan and develop a comprehensive social media

strategy by researching target audiences, setting measurable goals, and crafting a detailed framework that aligns with

organizational branding objectives. Students then design and implement a three-week social media campaign, curating

content tailored to their audience, managing posting schedules, and integrating promotional tactics. Throughout the

campaign, they leverage analytics tools like Instagram Insights to analyze performance metrics such as engagement

rates, reach, and impressions, enabling them to identify patterns and optimize their strategy. At the conclusion of the

project, students critically evaluate their campaign's effectiveness, reflecting on the connection between their strategic

decisions and data outcomes. Beyond technical expertise, the project also fosters transferable skills, including

teamwork, communication, time management, and problem-solving, which are essential for succeeding in

collaborative, fast-paced work environments. By the end of the semester, students not only gain tangible experience

in social media management but also acquire measurable outcomes and project deliverables they can showcase on

their resumes and during job interviews, equipping them for the demands of a competitive job market.

Implementation. This project was incorporated into an upper-level Digital Retailing Strategies course as a semester-

long group project entitled “Social media campaign project.” While the project encompasses the whole semester, each

group is involved for approximately five weeks. The class is typically taken in their third or fourth year. When the

project is presented as a class, they decide on the overall branding and promotions they want to capture, such as

#WhoWhereWhatWednesdays where each team featured alums on Wednesday or #SicFits to capture the campus

fashion. They also are given time to examine past posts and discuss what was good, bad, or ugly. Students traditionally

work in teams of two; however, there have been a few cases where a student elected to complete the project

individually. However, these cases are rare but tend to happen more with odd class sizes. Student teams must submit

2025 ACRA Annual Conference Proceeding

Columbia, SC

a social media strategy framework two weeks before their Instagram takeover. This framework is broken into six

sections: plan, engage, promote, schedule, connect, and analyze. This framework requires them to set a strategic goal

for the three weeks of their takeover, plan content for three weeks, prepares a way to engage consumers with content

and interact with them, and describe how the analytical data will explain their progression to their goal. After

submitting their framework, students receive feedback and suggestions and make revisions before receiving the “keys”

to the platform. Students are then given almost 100% control of the platform for three consecutive weeks. After each

week, they must submit a summary of their content and analytics. In this report, they express their progress toward

their goal, tell the story of what their data say, and make suggestions and recommendations to improve the following

week’s analytics. Students are analyzed on the quality of the content produced as well as their data-driven decisions.

After their three-week campaign, students present their overall project to the class, discussing the process, successes,

and setbacks and how data aided decision-making.

Learning Outcomes. This project provides merchandising students with a unique opportunity to experience social

media management. Additionally, due to the increase of social media in marketing curricula (Vinuales & Harris,

2017), this project can help to level the playing field by providing measurable outcomes that can be put on their resume.

Furthermore, this project allows students to understand data analytics further, being able to apply and control the

content to reach a desired analytical approach. Finally, the process of creating a strategy and implementing it provides

students with a higher level of critical thinking application. It strengthens core merchandising skills they received

throughout the curriculum, such as analyzing the target market to determine its wants and needs.

Conclusion. This experiential project provides merchandising students with a valuable opportunity to gain real-world

experience managing social media campaigns, blending theoretical knowledge with practical application. Feedback

from students has consistently highlighted the project’s impact on their comprehension of social media analytics,

strategic decision-making, and appreciation for the complexities of social media management. Whether or not students

choose to pursue careers in social media, they develop a versatile skill set that can be applied across various

professional contexts. The project also equips students with measurable outcomes and tangible experiences that

enhance their resumes and professional portfolios, positioning them for success in a competitive job market.

Looking ahead, there is potential to further enrich this project by expanding it to include additional social media

platforms such as TikTok, allowing students to explore diverse audiences and content strategies. Incorporating

advanced analytics tools and software could deepen their understanding of data interpretation, enabling more

sophisticated campaign adjustments. Additionally, partnering with local businesses or nonprofit organizations could

add an extra layer of realism, providing students with the opportunity to address real-world challenges and contribute

to community initiatives. These enhancements would ensure that the project continues to evolve in line with emerging

trends in digital marketing and retailing, further preparing students to excel in an ever-changing digital landscape. By

combining active learning, creativity, and strategic thinking, this project not only meets the educational needs of

Generation Z learners but also bridges the gap between academic preparation and industry expectations. Through these

experiences, students gain the confidence and expertise to tackle the challenges of digital marketing, making them

valuable assets to any organization in the digital-first era.

References

Atwong, C. T. (2015), “A social media practicum: An action-learning approach to social media marketing and

analytics”, Marketing Education Review, Vol. 25 No. 1, pp. 27-31.

Choi, T. M. (2017), “Active learning and teaching in fashion. International Journal of Fashion Design”, Technology

and Education, Vol. 10 No. 1, pp.1-1.

Foos, A. E. (2020), “Teaching Generation Z Social Media Marketing: A Micro-Influencer Project”, Journal of

Instructional Pedagogies, Vol. 24, pp.1-12.

Vinuales, G., & Harris, J. (2017), “An experiential social media project: Comparing client- sponsored and non-

client-sponsored alternatives”, Marketing Education Review, Vol. 27 No. 3, pp. 161-171.

2025 ACRA Annual Conference Proceeding

Columbia, SC

EXPLORING THE INTEGRATION OF ARTIFICIAL INTELLIGENCE IN

UNDERGRADUATE APPAREL MERCHANDISING EDUCATION

Leigh Southward* Ph.D. and Lance Cheramie, Ph.D.

University of Arkansas, Fayetteville, AR, USA

*Corresponding author: csouthwa@uark.edu

Introduction

Artificial intelligence (AI) research is thriving in the context of the information era. It is increasingly

entwined with economic activity, which is a trend that will unavoidably shape future social development.

AI is increasingly being used in education, changing established models and procedures. Higher education

is constantly evolving toward informatization and intelligence under the impact of artificial intelligence

technology (Xia & Li, 2022). The promise of significant educational advantages from artificial intelligence

(AI) includes learning that is personalized to each student's preferences, assisting that student in adjusting

the pace and regulating iterations to better subject mastery (Microsoft, 2020). An undergraduate fashion

buying course was chosen to integrate an online learning community using Packback, an AI-driven software.

Packback facilitates Inquiry-Driven Online Discussion through its Digital TA, which assists students in

asking open-ended questions, moderates discussions automatically, and supports instructors in providing

impactful feedback. The platform focuses on understanding individual student motivations, encouraging

them to generate engaging questions about course content through inquiry-based teaching. This approach

promotes metacognition and self-directed learning (Packback, 2024).

Project concept

In the fashion buying class, weekly discussions covered diverse industry aspects, including consumer

behavior, trends analysis, ethics, and supply chain dynamics. For instance:

1. Week 1: "Understanding Consumer Preferences" - Exploring how demographic factors shape

buying behavior and analyzing marketing strategies for different groups.

2. Week 2: "Trends Forecasting and Analysis" - Investigating effective methods for trend prediction,

including data analysis, forecasting agencies, and cultural influences.

3. Week 3: "Ethical Sourcing and Sustainability" - Examining ethical considerations in sourcing and

production, and discussing the role of fashion buyers in promoting sustainability initiatives

Students using Packback were required to commence their postings with an open-ended question and

prompt classmates to respond to at least two such questions. Responses were expected to encompass a

comment, connection, and answer to the posed question. All contributions were required to be substantive,

with citations mandatory for both initial posts and responses.

In Packback, students' contributions to online discussions are evaluated based on quality and depth. This

assessment is automated through Packback's algorithm, which considers factors like relevance, complexity,

and originality of posts. Each contribution receives a numerical Curiosity Score from 1 to 100, with higher

scores reflecting more thoughtful engagement and critical thinking. While scoring is automated, instructors

oversee and can review scores for consistency and fairness, offering additional feedback and guidance to

2025 ACRA Annual Conference Proceeding

Columbia, SC

students. This system cultivates a dynamic learning environment, encouraging active participation,

insightful questions, and meaningful peer dialogue.

From the instructor's viewpoint, using Packback in the classroom offers numerous advantages. Firstly, it

boosts student engagement by encouraging active participation and fostering deeper learning through

stimulating discussions, thereby surpassing traditional classroom settings. Secondly, Packback furnishes

instructors with insightful analytics on students' curiosity levels and participation, aiding in understanding

students' interests and inquiries, facilitating targeted interventions and personalized feedback to bolster

student learning. Additionally, Packback's automated moderation tools streamline grading, saving

instructors time and ensuring a conducive discussion environment. This allows instructors to focus on

facilitating meaningful interactions and offering valuable guidance. Overall, Packback presents instructors

with a suite of benefits, ranging from increased student engagement and valuable insights to time-saving

automated moderation tools.

Student Comments:

• “I feel that because of these tools I have become more engaged in class”

• “The writing features are very helpful. With out them I would not think to break up paragraphs or

catch myself using close ended responses, etc...”

• “I feel good about my professor's use of packback. It applies to the class and is beneficial to our

lessons.”

Conclusion

Throughout the study, students consistently demonstrated curiosity scores exceeding 80% (refer to Table

1.), with noticeable improvement observed following lectures emphasizing the importance of

comprehending merchandising concepts, complemented by insights from industry experts. This trend

underscores the efficacy of integrating real-world insights into the curriculum. Moving forward, Packback

should be integrated into future merchandising courses to sustain and enhance this upward trajectory, as its

interactive platform not only cultivates curiosity but also fosters collaborative learning and critical thinking

skills essential for success in academia and beyond.

References

Packback. (2024). Pedagogy and approach. Retrieved February 19, 2024, from

https://www.packback.co/product/pedagogy/

Microsoft Stories Asia. (2020, March 26). Ai in higher education: Opportunities and considerations.

Microsoft Stories Asia. Retrieved March 28, 2023, from

https://news.microsoft.com/apac/2020/03/26/ai-in-higher-education-opportunities-and-

considerations/

Xia, X., & Li, X. (2022). Artificial intelligence for higher education development and teaching skills.

Wireless Communications and Mobile Computing, 2022, 1–10. https://doi.org/10.1155/2022/76143

2025 ACRA Annual Conference Proceeding

Columbia, SC

The Impact of Artificial Intelligence on Marketing: A Systematic Review of

Adoption, Challenges, and Future Directions in Retail Settings

Joyita Sarkar*, Ana Orescanin, Kimberlyne Bethea & Ann Marie Fiore

Iowa State University, Ames, Iowa, United States

*Corresponding Author: joyitas@iastate.edu

Abstract

Artificial Intelligence (AI) is revolutionizing the retail marketing landscape with capabilities such as hyper-

personalization, content automation, and data-driven decision-making (Huang & Rust, 2021; Kietzmann et

al., 2018). As AI continues to grow, retail businesses face various challenges in implementation, and

academic research in this area is still fragmented. This study conducts a systematic literature review of 27

peer-reviewed articles published between 2015 and 2024. It analyzes how traditional AI is adopted in

marketing across various retail settings, including fashion, hospitality, and tourism.

Employing a structured method adapted from Chintalapati et al. (2022), we used multi-database

keyword searches and applied rigorous inclusion criteria. Three independent reviewers conducted thematic

analysis and data synthesis to evaluate research contexts, theoretical frameworks, and methodological

diversity. Our review uncovered four dominant themes:

1. Adoption Factors: AI adoption was shaped by perceived ease of use, usefulness, organizational

readiness, and competitive pressure. Technology Acceptance Model, Unified Theory of

Acceptance and Use of Technology, and Resource-Based View theoretical frameworks were

commonly used to explain adoption behavior (Liang et al., 2019; Singh et al., 2023; Abrokwah-

Larbi & Awuku-Larbi, 2023).

2. Applications in Retail Marketing: AI was utilized across marketing functions, including customer

segmentation, predictive analytics, chatbots, and CRM. In retail, AI improved personalization,

product recommendations, and omnichannel engagement and provided real-time support (Shin et

al., 2022; Cao, 2021).

3. Implementation Challenges: Barriers included algorithmic bias, concerns about data security,

unclear return on investment, and a lack of AI fluency among retail staff. Ethical use, customer

trust, and transparency were central issues (Khan & Khan, 2024; Mrad et al., 2022).

4. Benefits and Outcomes: AI enhanced campaign performance, customer satisfaction, brand

loyalty, and marketing efficiency despite challenges. Studies highlighted AI's supportive role,

enhancing rather than replacing human marketers (Eriksson et al., 2020).

The findings emphasized that AI was not a uniform entity; its effects were influenced by context. The

adoption of AI varied across different settings, regions, and levels of organizational capacity. Notably, the

review advocated for increased focus on emerging economies, the development of industry-specific

strategies, and the necessity of longitudinal research to monitor the changing impact of AI on retail

marketing.

This review bridged academic knowledge with industry demands and provided retailers, marketers,

and policymakers with a strategic and ethical framework for implementing AI. It advocated for future

research to explore the interplay between AI and human creativity, the democratization of marketing

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technologies, and the development of practical guidelines for the responsible integration of AI in the retail

setting.

References

Abrokwah-Larbi, K., & Awuku-Larbi, Y. (2023). The impact of artificial intelligence in marketing on the

performance of business organizations: Evidence from SMEs in an emerging economy. Journal of

Entrepreneurship in Emerging Economies. https://doi.org/10.1108/JEEE-07-2022-0207

Cao, L. (2021). Artificial intelligence in retail: Applications and value creation logics. International

Journal of Retail & Distribution Management. https://doi.org/10.1108/IJRDM-09-2020-0350

Chintalapati, S., & Pandey, S. K. (2022). Artificial intelligence in marketing: A systematic literature

review. International Journal of Market Research, 64(1), 38–68.

https://doi.org/10.1177/14707853211018428

Eriksson, T., Bigi, A., & Bonera, M. (2020). Think with me or think for me? On the future role of

artificial intelligence in marketing strategy formulation. The TQM Journal. https://doi.org/10.1108/TQM-

12-2019-0303

Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing.

Journal of the Academy of Marketing Science, 49, 30–50. https://doi.org/10.1007/s11747-020-00749-9

Khan, U., & Khan, K. A. (2024). Generative artificial intelligence (GAI) in hospitality and tourism

marketing: Perceptions, risks, benefits, and policy implications. Journal of Global Hospitality and

Tourism, 3(1), 1–16. https://digitalcommons.usf.edu/jght/vol3/iss1/5/

Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial intelligence in advertising: How marketers can

leverage artificial intelligence along the consumer journey. Journal of Advertising Research, 58(3), 263–

267. https://doi.org/10.2501/JAR-2018-035

Liang, Y., Lee, S.-H., & Workman, J. E. (2019). Implementation of artificial intelligence in fashion: Are

consumers ready? Clothing and Textiles Research Journal, 37(4), 227–242.

https://doi.org/10.1177/0887302X19873437

Mrad, M., Ramadan, Z., & Nasr, L. I. (2022). Computer-generated influencers: The rise of digital

personalities. Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-12-2021-0423

Shin, E., Kim, S., & Koh, A.-R. (2022). Satisfaction through clothing utilization and environmental

sustainability based on fashion AI curation service. KSII Transactions on Internet and Information

Systems, 16(9), 2916–2934. https://doi.org/10.3837/tiis.2022.09.002

Singh, P., Verma, A., Vij, S., & Thakur, J. (2023). Implications & impact of artificial intelligence in

digital media: With special focus on social media marketing. E3S Web of Conferences, 399, 07006.

https://doi.org/10.1051/e3sconf/202339907006

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Who Is Talking To The Bots? The Human Side Of Conversational Bots

Omar H. Fares*, Toronto Metropolitan University, Toronto, Canada, Seung Hwan (Mark) Lee, Toronto

Metropolitan University, Toronto, Canada

*Corresponding Author: omar.fares@torontomu.ca

Abstract

Generative AI chatbots such as ChatGPT are now part of everyday computing, yet existing acceptance

research rarely distinguishes between user segments. This study profiles consumers who engage with

conversational bots through a cluster approach that expands Technology Acceptance Model 3 (TAM3).

An online survey of 391 North American adults measured perceived usefulness, ease of use, computer

self-efficacy, external control, playfulness, anxiety, enjoyment, subjective norms, image, job relevance,

voluntariness, output quality, trust in technology, privacy concerns, word of mouth, result

demonstrability, and behavioural intention. Ward’s method, followed by k-means, uncovered three

coherent groups. “Confident Individual Adopters” (n = 136) combined high usefulness and low anxiety

with strong trust, suggesting readiness driven by instrumental beliefs rather than social cues (Davis,

1989). “Hesitant Pragmatists” (n = 104) reported the lowest usefulness and ease scores and moderate

anxiety. Their modest trust and heightened privacy concern imply that persuasive demonstrations and

transparent safeguards are needed before commitment (Gurung & Raja, 2016). “Socially-Driven Tech

Enthusiasts” (n = 151) scored highest on subjective norms and word of mouth yet displayed surprisingly

elevated anxiety despite strong self-efficacy. The pattern shows that peer endorsement can coexist with

risk awareness, aligning with evidence that social influence and individual traits interact in adoption

decisions (Venkatesh & Davis, 2000; Ng et al., 2022). The discriminant analysis confirmed that computer

anxiety, ease of use, and usefulness were the most powerful differentiators. Cluster comparisons indicate

that perceived usefulness remains the premier cognitive lever, while privacy importance and trust act as

critical affective factors (Przegalinska et al., 2019). The findings extend TAM3 by demonstrating that

additional social and risk-related variables refine its explanatory reach (Venkatesh & Bala, 2008).

Practically, developers should tailor onboarding flows: advanced customization and beta features for

Confident Individual Adopters; guided tutorials, trial periods, and explicit privacy messaging for Hesitant

Pragmatists; and community forums, referral incentives, and granular privacy controls for

Socially-Driven Tech Enthusiasts (Quach & Lee, 2023; Fares et al., 2024). Across clusters, behavioural

intention remained the strongest predictor of actual usage, underscoring the importance of converting

positive intentions into actionable interaction pathways and continued engagement over time.

Segment-aligned strategies are likely to raise satisfaction and sustained use while respecting diverse

comfort levels with AI. Future work could track segment shifts over time or examine whether similar

profiles appear in non-North-American markets. Such longitudinal insight would help organizations

match evolving user expectations with ethical conversational design.

References

A full reference list is available upon request.

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Columbia, SC

Can Conversational Artificial Intelligence Affect Brand Equity? A Systematic

Literature Review and Future Research Agenda

Mohammed Siddique*, Wi-Suk Kwon, Tahseen Tawseef,

Auburn University, Auburn, AL, USA

*Corresponding Author: mas0267@auburn.edu

Abstract

With increases in firms’ deployment of conversational artificial intelligence (CAI) agents with the capacity

to converse with customers, research on the impact of CAI on brand equity has been rising. However, a gap

exists on comprehensive insights into how various characteristics of CAI impact different facets of brand

equity. Through a systematic literature review of 42 refereed research articles that reported empirical

research findings on this topic, this study identified 16 CAI characteristic constructs of which relationships

to one or more of eight customer-level brand equity constructs examined in the current CAI literature.

Further, this review revealed significant literature gaps in the impact of CAI use on market- and financial-

level brand equity as well as needs for further investigations on how CAI skill and identity characteristics

affect the attitudinal and behavioral dimensions of customer-level brand equity. Our findings are expected

to stimulate future research while offering valuable guidance to industry practitioners seeking to integrate

CAI into customer encounters.

2025 ACRA Annual Conference Proceeding

Columbia, SC

MY IDENTITY IS MY CONNECTION: ESTABLISHING CONGRUITY AMONG

CONSUMERS AND FITNESS TECH BRANDS ON SOCIAL MEDIA

Paige Scro,* and Te-Lin Doreen Chung,

Iowa State University, Ames, Iowa, United States

*Corresponding Author: pscro81@gmail.com

Abstract

Fitness tech brands (i.e., a company that uses technology to augment experiences for health- conscious

consumers) have relied heavily on social media message communications to connect with consumers

beyond maintaining physical fitness. Empirical research has yet to investigate the current practices of

fitness tech brands and their social media message communication strategies. This study examined how

fitness tech brands establish a sense of community, brand attitude, and purchase intention through

building brand identification and self-congruity using social media message communication. A total of

574 survey data responses were analyzed using structural equation modeling. Results indicate that social

media messages that contain images rather than hashtags strongly influence self-congruity. Brand attitude

and purchase intention are positively influenced by self-congruity. Moreover, behavioral intentions were

significantly associated with brand identification. The present study demonstrates the influence of identity

cues in social media messages on self-congruity and the subsequent effects on desired consumer behavior

outcomes.

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African Americans’ Perceived Effects of Cultural Appropriation on

Brand Evaluations: A Propositional Inventory

Mikaylah Perry,* Haeun (Grace) Bang, Ph.D., and

Kittichai (Tu) Watchravesringkan, Ph.D.,

University of North Carolina at Greensboro, NC, USA

*Corresponding Author: meperry@uncg.edu

Introduction

In contemporary society, a growing interest among consumers in multicultural advertising has prompted

several fashion brands to incorporate elements and ideas from other cultures into their marketing campaigns. Many

prominent fashion brands, including Dior, Dolce & Gabbana, Louis Vuitton, Lowe, Zara, and Anthropologie, have

integrated these cultural cues into their marketing campaigns. However, such efforts have often faced backlash due

to perceived cultural insensitivity. For example, celebrities, including Gwen Stefani and Zayn Malik, have faced

criticism for appropriating BIPOC (Black, Indigenous, and People of Color) cultures (Rosenblatt, 2023).

The concept of cultural appropriation, defined as members of one culture adopting ethnic elements from

another culture, incorporating specific characteristics without proper acknowledgment, and assuming ownership

without due credit, has sparked numerous debates about the appropriateness of

"borrowing" from ethnic cultures, especially in the field of fashion design (Piancazzo, 2023; VaughnBonas, 2019).

These ethnic elements could be referred to as ethnic aesthetics that include visual or stylistic elements associated,

such as clothing, designs, colors, and symbols that reflect the heritage and identity of a specific ethnic group (Smith

et al., 2021). Although some ethnic consumers may view the use of cultural elements from their culture by members

of another culture as cultural appropriation, others from the same ethnic group may perceive it as cultural

appreciation. As a result, these two contrasting discourses on the consumption of cultural differences have garnered

significant attention among academics and practitioners (Cruz et al., 2023).

In a diverse marketplace characterized by growing diversity and fluid interactions among various ethnic

groups, it becomes crucial to explore how the concept of ethnic identification, defined as an individual's sense of

belonging and emotional attachment to a specific ethnic or cultural group, could provide valuable insights into how

ethnic minorities react to advertisements featuring their own ethnic models or those from other ethnic minorities

(Topps & Jiang, 2023). Previous studies have demonstrated that in general, consumers from ethnic minority groups

tend to respond more favorably to advertisements featuring models from their own group compared to

advertisements featuring models from the mainstream ethnic group (El Hazzouri et al., 2017; Forehand et al., 2002).

Specifically, African

Americans have significant economic influence, distinct cultural identity, and growing purchase power.

Moreover, African Americans had an estimated purchasing power of $1.3 trillion, which is expected to grow to $1.7

trillion by 2030 (Pew Research Center, 2023). Therefore, this paper aims to offer a set of propositions and develop

an integrative model to understand the attitudes towards the fashion advertisement and potential effects of perceived

cultural appropriation on fashion brand evaluations among African American consumers.

Literature Review, Propositions, and Conceptual Framework

According to the Social Identity Theory (SIT), an individual's self-concept is shaped by their connection

to a social group (Tajfel & Turner, 1979). Based on shared characteristics, such as race, nationality, religion, or

other factors. SIT and self-concept both examine how individuals perceive themselves and their place in the world.

SIT helps explain how group membership influences self-concept, shaping behaviors, attitudes, and intergroup

relations (Khan et al., 2015). SIT further posits that individuals categorize themselves and others into groups based

on shared experiences such as ethnicity, nationality, and gender. This process leads to the formation of groups

(Reimer et al., 2022). Once categorized, individuals adopt their group's identity by aligning with beliefs and

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Columbia, SC

emotions associated with the group's norms and values. Subsequently, they will compare their in-group to the out-

group, favoring their own group to maintain or enhance their self-esteem (Khan et al., 2025; Reimer et al., 2022). In

addition to an individual's self-concept, ethnic cues play a significant role in shaping social identity, signaling group

membership, and influencing how individuals perceive themselves and others. Ethnic cues encompass visual,

linguistic, or behavioral markers associated with a particular ethnic group, such as language, clothing, skin color, or

cultural symbols. These ethnic cues reinforce one's own social identity, influence intergroup dynamics, and affect

how people are treated in social interactions. In this aspect, ethnic cues in advertisements, such as the model's skin

type, can be examined through the lens of SIT (Sierra et al., 2012).

Ethnic identification, or a person's sense of self or self-image (Epstein & Heizler, 2015), involves the

individual, their family, and anyone in their social circle (Gillon & Webber, 2023) which refers to belonging and

emotional attachment toward an ethnic group. Ethnic aesthetics encompass visual or stylistic elements such as

clothing, designs, colors, and symbols that reflect the heritage and identity of a specific ethnic group (Smith et al.,

2021). Shared aesthetics fosters social connections and helps preserve cultural heritage and traditions from one

generation to the next.

Brand evaluation refers to how consumers analyze and form judgments about a brand. Key factors of

brand evaluations include brand attitude, brand image, brand leadership, and brand preference. Brand attitude

represents consumers' thoughts and feelings about a brand, which can significantly influence their purchase

intentions and brand loyalty (Park et al., 2010). Brand image, including a name, term, sign, symbol, design, or a

combination of all those elements, helps consumers identify (Wijaya, 2013) and distinguish the brand from its

competitors (Aaker,1996). Brand leadership reflects the product's economic and functional features and

associations, such as trustworthiness and expertise (Lindgreen et al., 2012). It involves tangible and intangible

dimensions such as firm reputation, country of origin, product performance, quality, and reliability (Aaker &

Joachimsthaler, 2012). According to Alreck and Settle (1999); there are six modes for building brand preference:

need association, mood association, sub-conscience motivation, behavior modification, cognitive processing, and

model emulation. Further, it is established by consumers' beliefs about a brand's attributes, which indicate their

desire to purchase the brand or service over the others, even when another brand or service at the same price point

(Ebrahim et al., 2016).

Authentic ethnic representation in advertising may evoke positive feelings, pride, and identification, while

inauthentic or stereotypical portrayals may lead to negative reactions and experiences (Lin et al., 2024).

Advertisements that include relevant cultural symbols, values, or language can reinforce a sense of belonging for

ethnic minority groups, which makes them feel acknowledged and valued (El Hazzouri et al., 2017; Khan et al.,

2015). Further, advertisements that effectively represent and celebrate the diversity of minority groups can build a

more profound and stronger emotional connection between the brand and consumers and foster brand loyalty.

Consumers can feel that a brand respects their identity and are more likely to feel loyalty to that brand (Madadi et

al., 2021).

Based on the aforementioned information, we propose the following propositions: P1: African Americans

viewing a fashion advertisement featuring a Black model are likely to display more favorable brand attitudes and

brand evaluations compared to those viewing other ethnic i.e., Asian models; P2: African Americans viewing a

fashion advertisement featuring Black aesthetics are likely to display more favorable brand attitudes and brand

evaluations compared to those viewing other ethnic aesthetics; P3: There will be an interaction effect between the

model's ethnicity and ethnic aesthetics on brand attitudes and brand evaluations; P4: Ethnic identification will

moderate the relationships proposed in P1, P2,

Moreover, P3; P5: There will be direct relationships between brand attitudes and brand evaluations.

The proposed framework suggests that African American consumers are likely to display more favorable

attitudes toward advertisements and brand evaluations when exposed to Black models wearing Black aesthetics

compared to those showcasing Asian models' aesthetics. In addition, there is expected to be a direct relationship

between attitudes toward the brand and various dimensions of brand evaluations, with ethnic identification

moderating the relationships between ethnic models/aesthetics and attitudes toward advertisements.

Conclusion

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Columbia, SC

In Summary, it is crucial for brands to understand that ethnic representation in advertisements can elicit

both negative and positive responses from consumers (Lin et al., 2024). Through a review and synthesis of the

literature on Social Identity theory (SIT), ethnic cues, ethnic identification, ethnic aesthetics, and attitudes

toward advertisements and brand evaluations, the paper proposes an integrated conceptual model and a set of

propositions. Future research will apply this model to investigate whether African American consumers exhibit more

favorable attitudes toward advertisements and brand evaluations when exposed to ads featuring Black models

wearing Black aesthetics. Additionally, the framework will be used to explore the moderating role of ethnic

identification in these relationships, providing valuable insights into consumer responses to perceived cultural

appropriation in fashion marketing. The research emphasizes the importance of cultural sensitivity and diversity in

advertising to foster positive brand relationships in a globalized market. This underscores how ethnic diversity in

advertising can contribute to the development of positive brand relationships, especially when cultural representation

is perceived as authentic. Overall, this research contributes to a deeper understanding of how consumers respond to

cultural authenticity in advertising and highlights the necessity of inclusivity in marketing strategies.

***A full reference list available upon request.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Regulatory Orientation and Ethnic Identity: Drivers of Cosmopolitanism and

Xenocentrism in Consumer Behavior

Jonghan Hyun* Affiliation (University of North Texas, Denton, TX, USA)

*Corresponding Author: Jonghan.Hyun@unt.edu

Introduction

Previous studies have sought to understand the factors that shape favorable responses toward ethnic

outgroups and products associated with them. Two major factors identified in previous studies are consumer

cosmopolitanism which refers to a conscious openness to the world and to ethnic differences (Prince et al., 2016) and

consumer xenocentrism which refers to the admiration or preference of cultural outgroups over the ethnic ingroup in

which one belongs (Cleveland and Balakrishnan, 2019; Hyun and Lee, 2022). However, a key research gap remains:

due to the relatively recent introduction of xenocentrism in the business discipline, our understanding of this construct

is still incomplete. Additionally, very few studies have examined cosmopolitanism and xenocentrism simultaneously,

leaving this area largely under-researched. Addressing this gap is crucial, as these constructs provide valuable insights

into why consumers may be drawn to products or services associated with ethnic outgroups. This study aims to fill

this gap by developing and testing a conceptual model that explores the roles of regulatory orientation and ethnic

identity as antecedents of both constructs.

Literature Review and Hypotheses Development

Regulatory focus theory suggests that individuals pursue their goals through either a promotion or prevention

orientation. According to Higgins (1997), those with a promotion focus are driven by aspirations for growth,

advancement, and the desire to achieve gains, and those with a prevention focus prioritize safety, security, and the

avoidance of losses. An aspect of this theory that is particularly relevant to the context of this study is that promotion

orientation is linked to individuals’ tendency to seek out stimulation, embrace change, and being open to new

opportunities, whereas prevention orientation is linked to a tendency to favor stability and resist change (Kark & Van

Dijk, 2007). Given that both cosmopolitanism and xenocentrism involve a degree of openness toward ethnic outgroups

(Cleveland & Balakrishnan, 2019), it is reasonable to hypothesize that promotion-oriented individuals, compared to

those with a prevention orientation, are more likely to exhibit cosmopolitan or xenocentric tendencies. Therefore, the

following hypotheses are proposed:

H1: Promotion orientation has a more positive effect on a) cosmopolitanism and b) xenocentrism, compared to

prevention orientation.

H1 raises an important question: if promotion orientation can foster both cosmopolitanism and xenocentrism,

what determines whether an individual gravitates toward one over the other? This study proposes that ethnic identity

moderates this relationship. Ethnic identity refers to an individual’s sense of belonging to a specific ethnic group, and

when an individual has a negative ethnic identity, characterized by weak attachment or negative feelings toward their

own group (Meca et al., 2022), they may seek ways to cope with or resolve these negative emotions. In this context,

cosmopolitanism or xenocentrism can serve as potential coping mechanisms. Specifically, this study argues that

negative ethnic identity will lean toward xenocentrism rather than cosmopolitanism if the individual is promotion-

oriented. This is because the openness to change associated with promotion orientation, combined with negative

feelings toward one's own ethnic group, aligns more closely with xenocentrism - a preference for ethnic outgroups

over ingroups. Thus, the following hypothesis is proposed:

H2: When coupled with negative ethnic identity, promotion orientation is more likely to lead to xenocentrism rather

than cosmopolitanism.

Building on a similar logic, it is proposed that individuals with a prevention orientation and a negative ethnic

identity will be more inclined toward cosmopolitanism than xenocentrism. While both cosmopolitanism and

xenocentrism may help resolve the discomfort associated with negative ethnic identity, the prevention orientation,

which favors stability and security, is more closely aligned with cosmopolitanism, as it does not require rejection of

the ingroup. Based on this, the following hypothesis is proposed:

2025 ACRA Annual Conference Proceeding

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H3: When coupled with negative ethnic identity, prevention orientation is more likely to lead to cosmopolitanism

rather than xenocentrism.

Method and Results

To test the conceptual model, an online survey was conducted with 164 participants recruited through MTurk

via CloudResearch. These participants responded to 7-point items measuring their promotion orientation (4 items,

α=.828), prevention orientation (3 items, α=.768), cosmopolitanism (7 items, α=.947), xenocentrism (7 items, α=.908),

and ethnic identity (6 items, α=.956). It should be noted that for ethnic identity, a higher score meant weaker (negative)

ethnic identity. Confirmatory Factor Analysis of the measurement model indicated an acceptable fit χ2(314)=622.382,

p<.001 (RMSEA=.078, SRMR=.066, CFI=.909). Additionally, all AVE values exceeded .50 and the squared

correlations between any two scales were lower than their respective AVEs, supporting both the convergent and

discriminant validity of the scales. Structural Equation Modeling was used to test the conceptual model. A full latent

construct model, not including the interaction terms, was run to estimate the structural model. The results indicated an

acceptable fit χ2(341)=665.437, (RMSEA=.076, SRMR=.072, CFI=.907). While both paths leading from promotion

orientation to xenocentrism (β=.236, p<.01) and cosmopolitanism (β=.368, p<.001) were significant, both paths

leading from prevention orientation to xenocentrism (β=.001, p=.991) and cosmopolitanism (β=.177, p=.066) were

not significant, thus H1a and H1b were accepted. For the test of the moderating effects of ethnic identity, an Ordinary

Least Squares regression was run using mean centered variables. The interaction effect between promotion orientation

and ethnic identity on xenocentrism was significant and positive (β=.17, p<.01), however the effect on

cosmopolitanism was insignificant (β=.01). Thus, H2 was accepted. The interaction effect between prevention

orientation and ethnic identity on cosmopolitanism was significant and positive (β=.21, p<.01). The effect on

xenocentrism was also significant but in a negative direction (β=-.17, p<.01). Thus, H3 was accepted.

Discussion

From a theoretical perspective, these findings contribute to the literature by not only highlighting the

antecedent role of regulatory orientation in shaping cosmopolitanism and xenocentrism but also by demonstrating that

ethnic identity moderates this relationship. This offers a novel explanation for why some individuals are more

cosmopolitan while others are more xenocentric. Practically, these insights have important implications for marketers.

Consumers with a promotion orientation are more likely to exhibit either cosmopolitan or xenocentric tendencies,

making them receptive to products and services associated with ethnic outgroups. Marketing strategies targeting this

group should emphasize themes of global diversity, exploration, and innovation. Conversely, while prevention-

oriented consumers are less inclined toward xenocentrism, they may still be drawn to cosmopolitan ideals when they

possess a negative ethnic identity. For this audience, messaging that stresses security, stability, and a balanced respect

for both local and global cultures may prove more effective. Additionally, since regulatory orientation can be

situationally induced (Hyun, 2022), future research could explore whether these findings hold when companies use

promotion- or prevention-inducing strategies.

References

Cleveland, M., & Balakrishnan, A. (2019). Appreciating vs venerating cultural outgroups: The psychology of

cosmopolitanism and xenocentrism. International Marketing Review, 36(3), 416-444.

Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280.

Hyun, J. (2022). Investigating the role of regulatory focus in apparel attribute prioritization. Journal of Fashion

Marketing and Management: An International Journal, 26(4), 565-581.

Hyun, J., & Lee, K. (2022). Authenticity in ethnic restaurants: investigating the roles of ethnocentrism and

xenocentrism. Tourism and hospitality management, 28(3), 683-690.

Kark, R., & Van Dijk, D. (2007). Motivation to lead, motivation to follow: The role of the self-regulatory focus in

leadership processes. Academy of Management Review, 32(2), 500-528.

Meca, A., Gonzales-Backen, M., Rodil, J. C., Cowan, I., Sharma, S., Webb, T. N., & Hayes, T. (2022). The ethnic

identity scale: Affirmation, really?. Cultural Diversity and Ethnic Minority Psychology, 28(4), 493.

Prince, M., Davies, M. A., Cleveland, M., & Palihawadana, D. (2016). Here, there and everywhere: A study of

consumer centrism. International Marketing Review, 33(5), 715-754.

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Mind the Gap: When Teachers Expect Learning and Students Expect Shortcuts

Chae Mi Lim, Joohye Hwang*, Shubha Bennur

Thomas Jefferson University, Philadelphia, PA, USA

*Corresponding Author: joohye.hwang@jefferson.edu

Introduction. With the rise of generative AI (GAI) tools, higher education has exhibited various patterns of AI

adoption and associated challenges. While previous studies have explored the challenges of GAI tools in education

(Adeshola & Adepoju, 2023; Hannan & Liu, 2023; Southworth et al., 2023), there is a lack of research providing

practical insights to address the gaps between teachers' expectations and actual student GAI use behavior and outcomes

from early implementations in higher education. Specifically, while teachers envision GAI as a tool to enhance

analytical thinking and foster independent thought, students often rely on GAI for quick, surface-level answers.

Therefore, this study aims to provide timely insights for college educators to address these gaps and offer practical

strategies to align GAI usage with learning objectives for students’ enhanced learning experiences.

Framework and Methods. This study adopts the Self-Regulated Learning (SRL) model (Zimmerman, 1990) as a

framework to analyze the gaps and challenges and to suggest guidelines for the future implementation of GAI adoption

in college classrooms. The SRL model emphasizes the learner's active role in managing their educational process

involving several phases, including students’ planning, active engagement, and reflection (Yot-Domínguez & Marcelo,

2017). The three projects were developed in a marketing course and two fashion courses related to visual

merchandising and licensing. Students in the marketing course were tasked with developing comprehensive marketing

plans and materials using GAI tools for campus-related topics, such as a college app. Visual merchandising students

were assigned to create a store layout, including wall display planograms and exterior ideas, using GAI image

generators. Students in the fashion brand licensing course were tasked to identify and analyze potential product

categories or collaborations the fashion brand could expand into based on AI-driven analysis.

Analysis of Gaps. Several gaps emerged between the instructor’s expectations and students’ actual use of AI tools.

1) Defining the Boundaries of AI’s Role vs. Students’ Role: The expectation for students was to initiate their own ideas

and work independently on each stage before exploring additional insights and alternative ideas using GAI. However,

some students appeared to rely on GAI from the beginning without significant cognitive effort, missing opportunities

to develop their own ideas. This issue was exacerbated by most students lacking prior experience with GAI tools,

leading to confusion about the boundaries between the GAI’s role and their own responsibilities in the project. 2)

Active Learning through Curiosity vs. Passive and Superficial Utilization of AI: The goal was for students to become

active learners, stimulating their curiosity and taking control of their work by analyzing, validating, and critiquing

GAI to support their independent analytical skills, enhancing a sense of ownership over their outcomes. However,

students passively utilized GAI-generated content. Marketing projects encountered issues in validating GAI-generated

content, causing accuracy issues. Visual merchandising projects contained AI-generated images with errors. While

the projects encouraged students to engage in multiple iterations of questions and answers with GAI to deepen their

understanding of the content and integrate their own analysis, students faced difficulties in formulating questions and

follow-up prompts to obtain the desired outcome. 3) In-depth/ Feasible Outcomes vs. Generalized Outcomes: While

the projects were provided to students to create a feasible plan, students lacked the skills to further develop their ideas

and incorporate data that could enrich the outcome. While marketing plans were expected to be tailored to the specific

campus and target consumers, the outcomes were often too broad and general, lacking specific details relevant to their

campus context. The visual merchandising project was also expected to provide a feasible plan; however, some groups

submitted unrealistic store plans generated by AI without consideration of practical alternatives. The outcomes of the

brand extension project also revealed that students lacked the knowledge to interpret AI-generated outputs and the

outcome did not resonate with the brand’s target audience or core values.

Conclusions and Implications. The gaps identified above may not result from deliberate avoidance of effort but

rather from a lack of clear guidance on the appropriate role of GAI in learning. Effective guidance from educators is

essential to help students navigate the complexities and drawbacks of applying GAI-generated output, enhancing their

ability to appropriately use the tools while maintaining originality and achieving feasible outcomes. In the planning

phase, it is recommended to organize preparatory sessions that help students become familiar with GAI tools, practice

multiple iterations of prompting, and set their own goals for effective use. In the performing phase, providing clear

instructions on when and how to use GAI is essential, emphasizing the distinct roles of GAI and students. Feedback

sessions could help students monitor their own progress through multiple checkpoints where they can compare their

initial work, the enhancements made by GAI, and the final synthesized outcomes. The reflection phase could include

2025 ACRA Annual Conference Proceeding

Columbia, SC

thorough documentation and discussion of insights gained, critical assessment, and evaluation of GAI-generated

content.

References

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A full reference list is available upon request.

2025 ACRA Annual Conference Proceeding

Columbia, SC

Social Learning Theory And Its Application In Developing Ethical Leadership

In Retail Education

Amanda Muhammad*, East Carolina University, Greenville, NC, USA; Tiffany Blanchflower, East

Carolina University, Greenville, NC, USA; Caroline Kobia, Mississippi State University, Starkville, MS,

USA

*Corresponding Author: muhammada22@ecu.edu

Abstract

Albert Bandura introduced Social Learning Theory (SLT), a robust pedagogical framework for fostering

ethical leadership among undergraduate students in retail education. This abstract presents a classroom-

based instructional initiative implemented by faculty from two institutions, designed to help students

develop ethical decision-making, empathy, and adaptability through observational learning, reflective

practice, and experiential engagement. SLT emphasizes the importance of role modeling and behavioral

reinforcement (Brown, Treviño, & Harrison, 2005), making it well-suited for guiding students through

ethically complex retail scenarios.

This pedagogical exercise integrates SLT into coursework via simulations, mock interviews, journaling,

and student-run retail environments. Activities encouraged students to reflect on how ethical decisions are

shaped in real-world contexts, consistent with Rest’s (1986) claim that "ethical reasoning is not just about

right and wrong but about how individuals justify their decisions within their social and cultural contexts."

Approximately 179 students engaged in this instructional model over an academic year. Reflective

journaling, self-assessments, and peer/instructor feedback revealed meaningful improvements in ethical

leadership development. Eighty-five percent of students reported enhanced empathy and active listening

skills, while 78% indicated increased confidence in resolving ethical dilemmas. In addition, 92% identified

specific strategies to address challenges such as budget constraints or customer confusion, demonstrating

real-world application of SLT principles.

Emergent pedagogical themes include the importance of effective communication, peer role-modeling, and

feedback mechanisms. Role-playing and community-facing projects also helped reinforce ethical norms,

supported by instructors’ modeling of fairness and accountability. In alignment with Shapira-Lishchinsky

(2015), simulations were found to be especially effective in presenting dynamic ethical scenarios that

prompted reflection and adaptation.

Instructional recommendations include structured peer modeling exercises, integrated mentorship

opportunities, and reflective writing tied to retail scenarios. These strategies not only prepare students for

ethical complexity in retail leadership roles but also promote long-term moral development. SLT, in this

context, bridges theoretical and applied ethics by linking what students observe to how they act, reason,

and lead.

2025 ACRA Annual Conference Proceeding

Columbia, SC

References

Brown, M. E., Treviño, L. K., & Harrison, D. A. (2005). Ethical leadership: A social learning perspective

for construct development and testing. Organizational Behavior and Human Decision Processes, 97(2),

117–134. https://doi.org/10.1016/j.obhdp.2005.03.002

Khan, S., Shah, S. J., Wang, C., & Ibrar, M. (2023). The impact of sales environment competitiveness on

salespeople’s inclination towards unethical sales practices: The mediating role of self-control depletion and

the moderating role of ethical leadership. Australian Journal of Management.

https://doi.org/10.1177/03128962231197829

Kolb, D. A. (2015). Experiential learning: Experience as the source of learning and development (2nd ed.).

Pearson Education.

Mullen, C. A. (2017). What’s ethics got to do with it? Pedagogical support for ethical student learning in a

principal preparation program. Journal of Research on Leadership Education, 12(3), 239–272.

https://doi.org/10.1177/1942775117701258

Rest, J. R. (1986). Moral development: Advances in research and theory. Praeger.

Shapira-Lishchinsky, O. (2015). Simulation-based constructivist approach for education leaders.

Educational Management Administration & Leadership, 43(6), 972–988.

https://doi.org/10.1177/1741143214543203

Wesley, S. C., & Bickle, M. C. (2005). Examination of a paradigm for preparing undergraduates for a career

in the retailing industries: Mentors, curriculum, and an internship. College Student Journal, 39(4), 680–

691.

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