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Sonali Diddi
Colorado State University

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Conference paper
Published: 28 December 2020 in Pivoting for the Pandemic
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ACS Style

Jennifer Paff Ogle; Rebecca Maria Dias; Sonali Diddi. Constructing Cultural Identity Through Weaving Among Ri-Bhoi Women Weavers: A Symbolic Interactionist Approach. Pivoting for the Pandemic 2020, 77, 1 .

AMA Style

Jennifer Paff Ogle, Rebecca Maria Dias, Sonali Diddi. Constructing Cultural Identity Through Weaving Among Ri-Bhoi Women Weavers: A Symbolic Interactionist Approach. Pivoting for the Pandemic. 2020; 77 (1):1.

Chicago/Turabian Style

Jennifer Paff Ogle; Rebecca Maria Dias; Sonali Diddi. 2020. "Constructing Cultural Identity Through Weaving Among Ri-Bhoi Women Weavers: A Symbolic Interactionist Approach." Pivoting for the Pandemic 77, no. 1: 1.

Journal article
Published: 26 September 2019 in Sustainability
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While research focusing on clothing repair and community mending events as part of sustainable clothing consumption practices has been conducted in some developed European countries (e.g., the U.K. and the Netherlands), little research has examined consumer clothes mending/repairing behavior in a U.S. context. The purpose of this study was to explore U.S. consumers’ specific barriers and motivations to engage in clothing repair and their likelihood to participate in clothes mending and community mending events. An intercept survey approach was used to administer a questionnaire to participants who were attendees at three different events in a mid-sized city in Colorado, U.S. across a two-week time span. Data were collected from 254 participants. Path analysis was conducted to test four sets of hypotheses. The results suggested that consumers’ perceived barriers negatively influenced their mending frequency. Consumer’s perceived motivations positively influenced their attitudes toward mending, their mending frequency, and sustainable post-consumption clothing behaviors (SPCBs). Furthermore, participants’ attitudes toward mending, mending frequency, and their SPCBs positively influenced their intentions to mend clothes and to participate in community mending events. The current study advances the understanding of US consumers’ clothes mending behaviors and provides critical implications for local governments and education systems.

ACS Style

Sonali Diddi; Ruoh-Nan Yan. Consumer Perceptions Related to Clothing Repair and Community Mending Events: A Circular Economy Perspective. Sustainability 2019, 11, 5306 .

AMA Style

Sonali Diddi, Ruoh-Nan Yan. Consumer Perceptions Related to Clothing Repair and Community Mending Events: A Circular Economy Perspective. Sustainability. 2019; 11 (19):5306.

Chicago/Turabian Style

Sonali Diddi; Ruoh-Nan Yan. 2019. "Consumer Perceptions Related to Clothing Repair and Community Mending Events: A Circular Economy Perspective." Sustainability 11, no. 19: 5306.

Journal article
Published: 14 August 2019 in Social Sciences
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This study explored Millennial consumers’ responses to a cause-related marketing (CRM) initiative for a sensitive social cause—lesbian, gay, bisexual, transgender and queer (LGBTQ) homeless youth. Qualitative and quantitative research methods were employed to examine the effectiveness of CRM in generating financial support for LGBTQ homeless youth. Findings revealed that self-cause congruence may be an important factor in determining Millennial consumers’ responses to a CRM initiative for LGBTQ homeless youth; whereas, message frame/appeal may be less important for generating response to such an initiative. Findings also indicated that gender, information processing, guilt, and skepticism influenced Millennial consumers’ attitudes toward brand, attitudes toward cause, and behavioral intentions toward the CRM initiative. These findings offer implications for brands/companies that may wish to engage in CRM initiative in support of sensitive social causes. By addressing a sensitive social cause—LGBTQ homeless youth—findings provide an original contribution to the CRM literature. Findings reveal that self-cause congruence is an important predictor of behavioral intention toward the LGBTQ social cause. This provides an implication for marketers who want to target their relationship-building efforts toward individuals who have demonstrated prior engagement with a social cause. Findings also have implications for brands/companies that wish to develop CRM initiatives for controversial causes.

ACS Style

Cammie Hensley; Sonali Diddi; Karen Hyllegard. Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth. Social Sciences 2019, 8, 240 .

AMA Style

Cammie Hensley, Sonali Diddi, Karen Hyllegard. Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth. Social Sciences. 2019; 8 (8):240.

Chicago/Turabian Style

Cammie Hensley; Sonali Diddi; Karen Hyllegard. 2019. "Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth." Social Sciences 8, no. 8: 240.

Journal article
Published: 18 February 2019 in Sustainable Production and Consumption
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Clothing overconsumption is a growing global phenomenon with serious effects on the environment and society. Huge amounts of textile waste are ending up U.S. landfills due to unsustainable clothing consumption patterns. With the conceptual underpinnings of Behavioral Reasoning Theory, the purpose of this study was to explore sustainable clothing consumption behaviors (SCCBs) that young consumers were most and least likely to engage in and to understand specific reasons for their decisions to engage in a variety of SCCBs. The study used qualitative method of inquiry and conducted six focus groups with forty-one young adult consumers. Data was transcribed and analyzed to develop specific reasons that the participants attached to engage or not engage in SCCBs. Qualitative analyses revealed that participants’ reasons for engaging in SCCBs included perceived value, sustainability commitment, uniqueness, acquisition from known sources and lifestyle changes. Specific reasons for not engaging in SCCBs included perceived lack of variety/style, budget constraints, skepticism, lack of knowledge/skills, emotions attached to consumption, perceived lack of availability and consumers’ self-indulgent behavior. The findings of this study provide important implications for public policy makers and businesses to integrate and promote circularity in the fashion industry. The study also emphasizes the important role consumers’ play in extending clothing lifecycle.

ACS Style

Sonali Diddi; Ruoh-Nan Yan; Brittany Bloodhart; Vickie Bajtelsmit; Katie McShane. Exploring young adult consumers’ sustainable clothing consumption intention-behavior gap: A Behavioral Reasoning Theory perspective. Sustainable Production and Consumption 2019, 18, 200 -209.

AMA Style

Sonali Diddi, Ruoh-Nan Yan, Brittany Bloodhart, Vickie Bajtelsmit, Katie McShane. Exploring young adult consumers’ sustainable clothing consumption intention-behavior gap: A Behavioral Reasoning Theory perspective. Sustainable Production and Consumption. 2019; 18 ():200-209.

Chicago/Turabian Style

Sonali Diddi; Ruoh-Nan Yan; Brittany Bloodhart; Vickie Bajtelsmit; Katie McShane. 2019. "Exploring young adult consumers’ sustainable clothing consumption intention-behavior gap: A Behavioral Reasoning Theory perspective." Sustainable Production and Consumption 18, no. : 200-209.

Journal article
Published: 28 February 2017 in Fashion and Textiles
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ACS Style

Sonali Diddi; Linda S. Niehm. Exploring the role of values and norms towards consumers’ intentions to patronize retail apparel brands engaged in corporate social responsibility (CSR). Fashion and Textiles 2017, 4, 179 .

AMA Style

Sonali Diddi, Linda S. Niehm. Exploring the role of values and norms towards consumers’ intentions to patronize retail apparel brands engaged in corporate social responsibility (CSR). Fashion and Textiles. 2017; 4 (1):179.

Chicago/Turabian Style

Sonali Diddi; Linda S. Niehm. 2017. "Exploring the role of values and norms towards consumers’ intentions to patronize retail apparel brands engaged in corporate social responsibility (CSR)." Fashion and Textiles 4, no. 1: 179.

Articles
Published: 30 March 2016 in Journal of Marketing Channels
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The apparel industry supply chain is complex and constantly under scrutiny for its adherence to socially responsible practices. Thus, corporate social responsibility has emerged as an important aspect of business strategy for retail brands. A growing number of consumers expect apparel companies to exercise ethical behavior in their corporate business practices that aligns with consumers' own values and lifestyle choices. The purpose of this study was to develop and empirically test an integrative model based on macrotheories of human behavior. Study findings from a national sample of 407 consumers in the United States revealed that universalistic values, moral norms, expectations of ethical behavior, knowledge of environmental issues in the apparel industry, and attitudes all had significant and positive effects on consumers' patronage intentions toward retail apparel brands engaged in socially responsible supply chain activities.

ACS Style

Sonali Diddi; Linda S. Niehm. Corporate Social Responsibility in the Retail Apparel Context: Exploring Consumers' Personal and Normative Influences on Patronage Intentions. Journal of Marketing Channels 2016, 23, 60 -76.

AMA Style

Sonali Diddi, Linda S. Niehm. Corporate Social Responsibility in the Retail Apparel Context: Exploring Consumers' Personal and Normative Influences on Patronage Intentions. Journal of Marketing Channels. 2016; 23 (1-2):60-76.

Chicago/Turabian Style

Sonali Diddi; Linda S. Niehm. 2016. "Corporate Social Responsibility in the Retail Apparel Context: Exploring Consumers' Personal and Normative Influences on Patronage Intentions." Journal of Marketing Channels 23, no. 1-2: 60-76.

Report
Published: 12 November 2015 in Exploring the role of personal values and moral norms towards consumers' intentions to patronize apparel retail brands engaged in Corporate Social Responsibility
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ACS Style

Sonali Diddi; Linda S. Niehm. Exploring the role of personal values and moral norms towards consumers' intentions to patronize apparel retail brands engaged in Corporate Social Responsibility. Exploring the role of personal values and moral norms towards consumers' intentions to patronize apparel retail brands engaged in Corporate Social Responsibility 2015, 1 .

AMA Style

Sonali Diddi, Linda S. Niehm. Exploring the role of personal values and moral norms towards consumers' intentions to patronize apparel retail brands engaged in Corporate Social Responsibility. Exploring the role of personal values and moral norms towards consumers' intentions to patronize apparel retail brands engaged in Corporate Social Responsibility. 2015; ():1.

Chicago/Turabian Style

Sonali Diddi; Linda S. Niehm. 2015. "Exploring the role of personal values and moral norms towards consumers' intentions to patronize apparel retail brands engaged in Corporate Social Responsibility." Exploring the role of personal values and moral norms towards consumers' intentions to patronize apparel retail brands engaged in Corporate Social Responsibility , no. : 1.