Circular Fashion: Cluster Analysis to Define Advertising Strategies
| Autor: | Maria Elena Aramendia-Muneta, Andrea Ollo-López, Katrin Simón-Elorz |
|---|---|
| Přispěvatelé: | Universidad Pública de Navarra. Departamento de Gestión de Empresas, Nafarroako Unibertsitate Publikoa. Enpresen Kudeaketa Saila |
| Rok vydání: | 2022 |
| Předmět: |
Enablers
Circular economy Renewable Energy Sustainability and the Environment Geography Planning and Development Building and Construction Awareness Management Monitoring Policy and Law Benefits Advertising strategies circular fashion principles benefits enablers awareness attitudes cluster analysis circular economy advertising campaigns advertising strategies Cluster analysis Attitudes Circular fashion Advertising campaigns Principles |
| Zdroj: | Academica-e. Repositorio Institucional de la Universidad Pública de Navarra instname Sustainability; Volume 14; Issue 20; Pages: 13365 |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su142013365 |
| Popis: | The 2030 Agenda for Sustainable Development adopted by all United Nations Member States in 2015 provides a catalogue of 17 Sustainable Development Goals (SDG). In this context, Circular fashion stands out as one of the sectors where commitment to the SDGs is most needed, given its global nature and its significant growth in terms of consumption. Moreover, it is not possible to assert that society, in general, is aware of the importance of the principles that guide circularity, both in terms of awareness and attitudes. In this study, through cluster analysis, five different segments have been identified with divergent characteristics in terms of level of maturity regarding principles of circular fashion and/or benefits and/or enablers of related communication tools. Social and personal characteristics make it possible to contrast the differences in consumer behavior, as well as relevant aspects, such as willingness to pay more for circular fashion. The present study will help to fill the gap in research between the awareness and attitudes of consumers in circular fashion and propose different strategies for the industry and institutions to develop the concept of sustainability regarding circular fashion. |
| Databáze: | OpenAIRE |
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