1. The document presents a theoretical framework for analyzing consumer behavior for Afends Pty Ltd's Women's Hemp Collection. It discusses motivations and decision making processes based on theories like Maslow's hierarchy of needs and McGuire's motivation theory. 2. It analyzes consumers' information search and evaluation processes using compensatory search and normative referent group influence. Their post-purchase behavior is discussed in relation to value-expressive attitudes and self-concept theories. 3. The document concludes with recommendations to expand Afends' community involvement programs and target audience to gain a competitive advantage.

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Afends Buyer Behaviour: Theoretical Framework
Kaylah M. M. Crompton
Griffith University, Gold Coast
Dr Lalitha Kirsnan
2004 MKT: Consumer Psychology
December 24, 2021
2 379 words

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Brand Overview
This report presents the theoretical framework implemented to predict and analysis buyer behaviour for
the consumers for Afends Pty Ltd’s (Afends) Women’s Hemp Collection. In 2006, Afends was founded
by two young men in Byron Bay Australia (Afends, 2021). Afends is part of the clothing,
manufacturing, and retail industries (Fair Work Commission, 2021). Afends has four concept stores and
also sells its range online as well as through other retailers. The designs are inspired by surf and skate
culture and the punk movement of the 2000s (Afends, 2021). Afends is committed to providing
fashionable yet durable, eco-friendly and timeless apparel (Afends, 2021). Afends rejects fast fashion
and promotes sustainability through its use of industrial Hemp as a fabric alternative. Hemp is one of the
fastest-growing plants in the world and produces a strong and sustainable all-natural thread
(AgriFutures, 2017). The philosophy ‘question everything’ represents Afends desire to inspire society to
question their environment and educate themselves to make independent decisions and have a unique
voice (Afends, 2021). The overall decision-making pathway is notably like John Dewey’s steps of
reflective thinking (1910). The buyer behaviour theories related to each of these steps is discussed in this
report are outlined in the following table.
Table 1: Consumer Decision Making Pathway with matching theories
Step 1: Problem Recognition
Motivated by Need for Shelter Maslows Hierarchy of Needs
Motivated by Need for Self-Expression McGuire’s Theory of Motivation
Step 2: Information Search & Step 3: Evaluation of Alternatives
Compensatory Information Search
Normative Referent Group Influence
Step 4: Consumer Purchase Behaviour & Step 5: Consumer Post Purchase Behaviour
Value-Expressive Function of Attitude Veloutsou’s Value of Self-Concept
Consumer Self-Concept Behaviour Daniel Katz Functional Theory of Attitudes

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Motivated by Need for Shelter
Lilly’s need for new clothes to replace her old, worn, and torn clothing is motivated by
Maslow’s (1943) identified basic need for shelter. The funnel-based theory ranges from the
most basic, physiological needs to self-actualisation needs, in order fulfil one’s greatest self.
The motivation theory quantifies these needs as: physiological, safety and security,
belongingness, and self-actualization. The theory categorises clothing as a physiological
requirement for a happy and healthy lifestyle. The benefit of an Afends purchase through
Maslow’s perspective is three-fold. Not only does the consumer receive shelter and clothing
supplies, but it also fulfils the consumers safety perspectives, as they are aware of the ethical
and environmental benefits, they, themselves, and the whole supply chain receive when a piece
of clothing is purchased. Self-actualisation is evident, as they are content and impressed with
the quality, function, and appearance of the item. Furthermore, self-actualisation is reached
once again when the consumer completes their athletic tasks and realises that they feel
themselves, expressed and open simply through their altered appearance.
Motivated by Need for Self-Expression
Another theory of motivation, McGuire’s Theory of Motivation (1974), classifies
consumers motives into sixteen different categories. These consist of four of each of the
following: cognitive preservation motives, cognitive growth motives, affective preservation
motives and affective growth motives. These can be expressed internally or externally, as well
as be passive or active behaviours. As the motives for purchasing an Afends item is affective,
and based on status quo, alongside being stimulated by the environment and a goal to grow the
relationship with this environment, an Afends consumer would mostly experience affective
preservation motives during their pre-purchase journey. The capital isolated motive involved in
an Afend’s purchase is the need for expression, an active, internal conflict. As a result of

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purchasing clothing, an Afends consumer will feel content with their new status and feel as
though they successfully express their identity to the environment, allowing them to prosper.
Consumer Decision-Making and Information Search
The information search is the second step in consumer decision-making. The features of
the stage are methods that the consumer uses to weigh up alternatives and competing products.
This can stem from learned behaviours, social and cultural influences, and social
recommendations or personal experiences. Consumers wishing to purchase Afends clothing
will notice a quality and sustainability difference to most of its competitors. Consumers of
Afends may also receive high influence to purchase the brand from reference groups,
specifically athletes, social media and local celebrities and artists. The ideal state is highly
influenced by these groups.
Compensatory Information Search
A compensatory information search is an approach to information searching that
consumer of Afends may use. A compensatory strategy compiles the positive and negative
characteristics of a purchase and compares appropriate competing products to justify which
purchase is the best and most sensible for an individual. Many of Afends values and supply
chain actions are moulded around this factor. Whilst most fast fashion companies are already
not options due to the non-negotiable, ethical and environmental values of the consumer, there
are still a few competitors which share the same approach to local, ethical and environmental
fashion. It is very possible to complete a mental weigh-in of the pros and cons, but a computer-
based website or a simple written document would suffice. An Afends consumer has already
navigated their decision to hemp clothing and the only comparable characteristics are quality,
community involvement, price and marketing towards the ideal state of self-expression and
style.

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Normative Referent Group Influence of Decision
Lilly’s desired state stems from influence of culture and reference groups. She has
grown up watching local skaters and desiring to be like them. The aesthetic that is brought to
skateparks is aligned with the style of Afends. Lilly’s compliant personality results in an
aspiration to be like her idols is derived from her athletic performance goals. She wants to be a
good skater and she looks up to, what is called, a comparative referent group. But her everyday
engagements encourage her to be shaped into a similarly styled individual, being influenced by
normative reference groups that she shares attitudes, goals and values with. From learners to
Australian-champion skaters, the local skate scene individuals boast the same stylistic,
functional, environmentally friendly clothing. These same people engage with people like Lilly,
encouraging them to keep the waterways and environment nice and enjoyable to be a part of.
Consumer Purchase and Post-Purchase Behaviour
The final step in the consumer decision-making process in post-purchase behaviour.
This is a subjective state compiled of thoughts and feelings that help the consumer evaluate
their purchase decision (Tse et al, 1990). Mugge et al (2010) outlined that these factors can
range from satisfaction, emotions experienced from their appearance, memories made with the
product, feelings of pleasure when using the products, and the use the consumer gets from the
product. Other factors, such as quality, endurance of the product, value for money, as well as to
what extent the desired state is achieved, among other things, can contribute to the evaluation
and potential cognitive dissonance a consumer may experience (Westbrook & Oliver, 1991).
Ultimately, these can be categorised into five patterns of affective behaviour and three
dimensions of affective-post-purchase states (Santos & Boote, 2006). The level of standard for
these characteristics of the product varies from person to person based on their values and
beliefs for what standards a product should meet.

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For most purchases, particularly high-involvement ones, only time will tell, and it’s
only towards the end of a products life that the consumer can truly make a conclusion on their
satisfaction of a product. This feedback is then offered by the consumer in the form of online
reviews, verbal reviews to friends, returning the product or personally black listing the brand
(He et al, 2016). These factors in the post-purchase decision making are what enables the
consumer to justify a repurchase decision if no buyers regret is experienced.
Value-Expressive Function of Attitude
The value-expressive function of attitude is a theory based around one’s self-image, and
how attitude helps express one’s identity to their community. The value-expressive function is
one of the four functions of attitudes outlined by Daniel Katz (1960). The motivation of the
consumers attitude is to reassert their identity to the environment. Similarly, the tripartite model
of attitude outlines that this can be manifested through a person’s cognitive, affective, and
behavioural responses to an attitude variable (Kaiser & Wilson, 2019). This phenomenon that
indicators of an attitude in response to a stimulus can be sympathetic, perceptual, or overt is
implemented into the post-purchase behaviour of an Afends consumer (Wilcox et al, 2009).
The self-satisfaction experienced through these aligned with an Afends purchase offers a
positive post-purchase experience.
The extrinsic religiosity of an Afends consumer, that is, the goals to be attained when
achieving the ideal state increase the value-expressive functions of the product (Stefano, 2014).
Ultimately, Afends products help serve the social function of value-expressive attitudes through
self-expression, and communicating beliefs, attitudes, and values, particularly that of
environmental, ethical sourcing and consumption, as well as the athletic and durable aspect of
the products. This clarity of achieving one’s desired state is the result of a positive post-
purchase experience and a successful purchase, and satisfied Lilly’s need for self-expression.

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Consumer Self-Concept Behaviour
Satisfaction of a product and purchase can be predicted by how much the product matches
the consumers self-concept (Veloutsou, 2015). If a product satisfies the consumers ego, there is
a positive post-purchase behaviour. The self-concept of an individual is broken down into three
sections, according to Rogers (1959). The self-image which was present prior to the consumer
decision-making process through self-awareness, the ideal self, which was identified in the first
step and self-esteem, which is satisfaction of self and self-worth from personal and external
opinions. These varying characters in the subconscious create internal discrepancies that cause
discomfort due to the incongruous and incompatible beliefs and behaviours between implicit
and explicit self-concept (Brinol et al., 2006). Self-concept fulfillment is positively impacted
regarding the consumer, due to the values and perception people have when they see someone
wearing Afends clothing. Lilly’s desire to express herself as a skater and environmental
advocate is met when she purchases Afends clothing. Achieving the desired state of her self-
actualization needs and her need for self-expression, an Afends purchase can successfully
satisfy Lilly’s psychological and physiological growth goals as an individual. Aligning Lilly’s
self-worth, self-image and ideal self reduces internal discrepancies and allows her to overall, be
a happier individual (Maslow, 1943).

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Sustainability and CSR analysis
Table 2: The Social Stakeholder Model Canvas
Brand Sustainability Elements
(1) 100% Sustainable
material sourcing
(2) Compostable bags and
digital receipts
(3) Community clean-up
programs and call to
actions for the
environment
(4) Local supply chain
(5) Reduction of in-store,
warehouse and factory
emissions
(6) International factories
have water-waste
treatment plants
Employees
(3) Employees are
encouraged to ride a bike or
public transport to work.
(3) Employees are
encouraged to participate in
CSR programs
Social Value
(4) Reducing exploitation of
workers
(4) Supporting local artists
(3) Lower environmental impact,
caring for environment and oceans
(3) Encouraging people to get
involved
Encourage active lifestyles and
getting out and about
Social Culture
Skate and surf culture and
connecting these groups to care for
their activity-based locations.
Individual and out their expression
alongside retro style.
Encourages fitness and
involvement
Suitable for Vegans
Also promotes healthier and
sustainable lifestyles
Consumer Touch Points
Limited engagement in
social media campaigns
Often engaged from
unrelated posts by
intermediate skaters/surfers
on social media.
Often partner with local
artists for social media
exposure
Promotes local
environmental events.
High communication
through newsletters
Live chat and support
available for online
purchases.
High staff morale in store
Consumers feel satisfied
due to charitable approach
by Afends
Local Communities
(3) Reward local businesses
with a coffee for cycling to
work
(3) Participates and hold
partnerships and funding for
companies such as sea
shepherd and clean up
Australia day
Scale of Outreach
Reaches all of Australia and
offers different programs across all
states based on the local culture
6 concept stores support 6 retail
strips
Has important programs across
Asian supply warehouses
Improvement
Increased engagement with
beginner skaters and surfers
Increased social media promotion
and ambassador programs
Expand target market past skaters
Increase community involvement
and aid locals in gaining access to
CSR programs
Social Impacts
(2) Online shopping postage relies on fossil fuels
(6) Overseas freighting is also petrol heavy
(1) Sustainable material is becoming more common
Social Benefits
Local environment and community gain economical assistance as well as extra hands
for support
Afends atmosphere and values further express the local atmospheres
(Joyce & Paquin, 2016)

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Marketing Strategy Recommendations
Recommendation 1: Community involvement and outreach as a CSR growth program
Analysis of Afends’ CSR initiatives revealed that the activities that they are involved in
are not accessible by the public and are organised privately with only the staff of the company
allowed to participate. It is recommended that Afends begins making their environmental
programs public, such as their cleaning up the waterways program. Afends café could supply
coffee and some hemp hats for their participants too. Competing brand Thrills conducts a
similar program, where they encourage their target market (artists and musicians) to local live
music events with partnered artists and give a free Thrills branded hat. This would allow not
only stronger CSR representation and involvement by the company, but also a chance for the
company to meet their consumers in a personal setting and get to know their audience.
Recommendation 2: Expand Target Audience to gain competitive advantage
The second recommendation for Afends is to expand their target audience. They can
begin with a relevant quality that is common amongst their existing audience; for example, a
skater who likes to go out partying or a surfer who likes painting. This will allow Afends to
grow closer with their existing audience and expand to people with the same values and beliefs
while still expanding the audience. This will allow Afends to gain a larger competitive
advantage and decrease the risk of any more competitors. As well, this will expand the amount
of people in Australia who are supporting and wearing sustainable fashion. This could grow
through promoting the community outreach as outlined in recommendation one, as more than
just the brands customers would attend these community events.

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