From quantity to quality: understanding slow fashion consumers for sustainability and consumer education
Autor: | Sojin Jung, Byoungho Jin |
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Rok vydání: | 2016 |
Předmět: |
Marketing
Consumption (economics) Economics and Econometrics business.industry media_common.quotation_subject 05 social sciences Public Health Environmental and Occupational Health Sample (statistics) Advertising Clothing Consumer education Order (exchange) 0502 economics and business Sustainability Production (economics) 050211 marketing Quality (business) business 050203 business & management Applied Psychology media_common |
Zdroj: | International Journal of Consumer Studies. 40:410-421 |
ISSN: | 1470-6423 |
Popis: | There is a growing interest in slow fashion, a production method which emphasizes quality as a way of achieving sustainability in the fashion industry. In order to develop a sophisticated and targeted marketing strategy, this study aimed to identify potential slow fashion consumer segments and understand their characteristics. The final 221 completed responses from a sample of nationwide U.S. consumers were analyzed by cluster analysis. Based on consumer orientation to slow fashion, four consumer groups were identified: Highly-involved in slow fashion group, Conventional group, Exclusivity oriented group and Low-involved in slow fashion group. The characteristics of each group were profiled according to personal values, apparel consumption behaviours and demographics. With distinctive profiles of each group, different marketing strategies were suggested to address the needs of each group effectively. This study extends academic understanding of slow fashion in consumer perspectives, and provides important perspectives for consumer education on apparel consumption. |
Databáze: | OpenAIRE |
Externí odkaz: | |
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