How Visual Framing and Specificity Framing Influence Buying Decisionsin Fashion E-commerce

Abstract:  Companies face several challenges when it comes to promoting green consumption and designing effective communication strategies for sustainable products.The framing effect, which refers to the presentation of messages, can significantly influence customer perceptions and purchasing intentions. This researchexplores the impact of information framing through visuals and terms specificityon consumers’ purchasing decisions for sustainable fashion products in the online context. The method of data collection was a survey (online experiment) andinterviews were also conducted for supporting the data. The findings reveal asignificant relationship between sustainable choices and visual framing, indicating that the visual presentation of information positively influences sustainabilitydecisions. However, no significant relationship was found between the specificityof terms and sustainability. Future research is needed to examine the correlationbetween the importance of sustainability and the desirability of visual framing inproducts, as well as the relationship between the specificity of terms and sustainability since our study could only answer the relationship between visual framing and sustainability.