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

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