Impact of Consumer Traits and Preferences on Sustainable Fashion Consumption
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Journal Title
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School of Business |
Bachelor's thesis
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Authors
Date
2022
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
61 + 12
Series
Abstract
The main objective of the study was to identify connections between fashion consumer types and sustainable fashion practices. The study introduces three fashion consumer types that research has identified: self-consumers, social consumers, and conscious consumers. Furthermore, the sustainable fashion practices introduced are repairing, reselling, and renting. This study aims to identify which fashion consumer type is likely to prefer each sustainable fashion practice, in order to fashion brands to adjust their sustainability practices based on their target fashion consumer type. This study focuses on fashion consumers’ preferences and behavior regarding sustainable fashion practices. Traits and values of the three types of fashion consumers are further explored in the research. Primary data was gathered utilizing both qualitative and quantitative research methods in the form of two interviews and an online survey. The interviews assisted in hypothesis construction and survey design, whereas the survey collected data on consumers’ actual sustainable fashion practice preferences. The quantitative research and data analysis found that on the basis of this study, all three fashion consumer types prefer resell over repair or rental services. Furthermore, the findings indicate that the more a fashion consumer classifies as a conscious consumer, the higher their preference to each sustainability practice will be. An inverse effect towards sustainable fashion practices was found in the other two fashion consumer types. The study additionally concluded that simple and positive communication of fashion brands’ sustainability objectives motivates sustainable fashion consumption.Description
Thesis advisor
Zdravkovic, SrdanKeywords
consumer behavior, fashion, sustainable development, clothing industry