The influence of intrinsic and extrinsic motivations and the moderating role of consumer attitudes and knowledge towards purchase intention of social enterprise brands in the Philippine fashion industry

• Main Authors: Elegores, Leona Ericka B., Fernandez, Gerika Emmanuelle D., Lim, Beverly Z., Quitoy, Bianca Mae O.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Consumer behavior; Clothing trade—Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/113; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1037/viewcontent/The_Influence_of_Intrinsic2_and_Extrinsic_Motivations_and_the_Mode_Redacted.pdf
• Institution: De La Salle University

The onslaught of the COVID-19 pandemic has challenged the social enterprises to sustain their missions while recovering. But they have pushed forward despite the difficulties of major adjustments and limited resources such as that of not receiving cash assistance from the social amelioration program (SAP) of the Department of Social Welfare and Development (DSWD). On a brighter note, the pandemic has brought a new perspective on fashion consumers, making them more environmentally, socially, and ethically conscious. This study is an attempt to determine the extent of Filipino consumers’ intrinsic motivations (hedonic value, sense of belongingness, self-identity) and extrinsic motivations (recognition, ethical awareness) influencing their purchase intention towards local social enterprise fashion brands, with consumer attitudes and consumer product knowledge as moderators. To execute this study, 100 Filipino non-consumers of local fashion social enterprise brands designated in NCR and between the ages 18 to 35 years old answered a survey and 9 of the survey respondents were invited to participate in focus group discussions. Through correlation coefficient and multiple linear regression analysis, survey results confirmed that hedonic value and ethical awareness have strong significant relationships with purchase intention and predict purchase intentions. It was also found that consumer attitudes only have a moderating effect on hedonic value and purchase intentions, while consumer product knowledge moderates the relationship of hedonic value and purchase intentions, and ethical awareness and purchase intentions. Results of the focus group discussions were found to be consistent with the quantitative results. Key recommendations included (a) for social enterprise owners to highlight the stories behind their products, (b) for aspiring social entrepreneurs to consider how to stimulate their potential market’s hedonic value and ethical awareness through formulating their value propositions, and (c) for future researchers to apply the methodology and framework of the study on other industries of the Philippine social enterprise sector.