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

• Published in: Journal of retailing and consumer services Vol. 84; p. 104179
• Main Author: Brand, Benedikt M.
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.05.2025
• Subjects: Augmented reality; Laboratory experiment; QR code; Sustainable clothing; Twin transformation; Video; Twin transformation; QR code; Laboratory experiment; Video; Sustainable clothing; Augmented reality
• ISSN: 0969-6989
• DOI: 10.1016/j.jretconser.2024.104179

Since literature revealed limited information among consumers as one of the main drivers for the intention-behavior-gap, this article focuses on how information can be communicated in a more effective manner. To overcome previous shortcomings (reliance on (online) surveys) for investigating this gap and increase closeness to reality (enabling touching textiles; try-ons), two laboratory experiments with between-subjects designs are conducted. It is examined if displaying textiles’ sustainability information through (i) QR codes linking to videos (n = 114) and/or (ii) Augmented Reality (AR; n = 124) enables informing consumers better than through conventional, textual hangtags. While QR codes linking to video improve product evaluation (p < 0.001) compared to textual hangtags, this effect could not be proven for AR (p = 0.058). Purchase intention increased in both studies when using digitalized information. Additionally, the intention-behavior gap can be narrowed using AR, since consumers who will actually buy the exhibited textiles make higher bids regarding willingness-to-pay. •Narrowing the intention-behavior-gap by making participants actually buy the product•Overcoming methodological shortcomings of surveys using laboratory experiments•1st study to examine AR's effect for sustainable textiles through laboratory experiment•Counteracting the environmentally harmful impact of the textile industry