Out of sight, out of focus: mitigating country-of-origin effects on fashion consumers’ donation behaviour

Abstract

Purpose: This study investigates how actual donations towards social causes within fashion supply chains can be increased in the face of negative country-of-origin effects. Design/methodology/approach: Literature reports a lack of sustained consumer support for social causes within fashion supply chains. Driven by perceived psychological distance between the manufacturer and the fashion consumer, negative country-of-origin effects have an impact on donation behaviour. Using two online experiments, this study shows that including a garment worker’s image in swing tags mitigates negative country-of-origin effects on actual donations. Findings: Fashion consumers’ actual donations towards worker rights increased with the presence of a garment worker’s image. In the higher psychological distance condition, exposure to the image reduced negative country-of-origin effects, increasing actual donations. This increase in actual donations is driven by pleasure-seeking, thus indicating that consumer support for social causes within fashion supply chains is underlined by hedonism. Originality/value: This study focuses on a visual cue-based mechanism of promoting actual donations towards social causes and the role of pleasure-seeking in this process – two previously under-explored areas in the fashion marketing literature. The use of an incentive-compatible measure that required participants to donate real money allows the demonstration of actual donation behaviour, providing robust evidence of the impact of visual cues and their potential to be applied in the real-world.