Showing color to the colorblind

: the impact of the ColorADD code adoption on consumers’ purchase intention : an analysis of fashion products

Abstract

The pillars of the consumer's purchase decision have been evolving, going beyond product quality and price. Consumers have demonstrated a preference for inclusive companies, inclusiveness that can be expressed through product designs that are accessible to all. Thus, the present study was developed with a focus on the color-blind public, about whom researchers have not been focusing a lot, for which companies have adapted enough. Thus, the objective is to test whether the inclusion of a color code in the design of fashion products impacts the consumers’ purchase intention (PI), using the ColorADD code as a reference. Consumers’ Perceived Ethicality (CPE) and Engagement with Social Issues were tested as mediators, while the Awareness of ColorADD as a brand was tested as a moderator. Therefore, the data gathered with the online survey that was distributed, allowed to accept or reject the hypotheses previously defined with the literature revision as a basis. The inclusive design through the ColorADD code inclusion on fashion products proved to influence the consumers’ PI statistically significantly, fully through the mediating effect of CPE and ESI. Additionally, ColorADD awareness was a strengthened factor in the relationships of the color code inclusion with the mediators, consequently reinforcing the impact on the PI.

Date of Award	3 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)