Consumer motivations and value creation from sustainable fashion consumption: A qualitative study of sustainable fashion consumers

Abstract

Objectives The main objectives of this study were to research sustainable fashion consumers in order to identify and explore consumption motivations, as well as value creation. The results can assist businesses in knowing their consumers better and consequently being able to implement sustainability into their business model more effectively.

Summary Sustainable fashion as a market has been growing in recent years due to the increase in overall sustainable awareness amongst consumers. However, sustainable fashion consumers are not yet fully understood. Based on the literature review, a conceptual framework was constructed which suggested that egoistic, altruistic and biospheric were the three main motivation types for sustainable fashion consumers, and utilitarian, altruistic, hedonic, social and environmental were the main types of value created. Qualitative interviews were conducted to research these consumers and study their pre- and post-consumption attitudes.

Conclusions Four significant motivations and four value types were found. These are egoistic, altruistic, biospheric and utilitarian motivations and utilitarian, altruistic, environmental and hedonic value types. The social value type was found to be relatively insignificant. Discussed in the literature review, knowledge value was not found to be directly present, however, its presence could be increased through new alternative design strategies. In terms of the implications for businesses, participants identified problem areas in the fashion industry which companies wishing to attract these consumers should consider. Co-creation strategies were found to be a promising way to change the fashion industry into a more sustainable direction, where the consumers are part of the design or production process. Co-creation has the potential to increase value creation, which in the end also benefits the businesses.