Key Factors Influencing Chinese Consumers’ Demand for Naturally Dyed Garments: Data Analysis through KJ Method and KANO Model

Abstract

The growing global emphasis on environmental issues has driven companies to exert greater efforts on making their products more sustainable. Natural dyeing, an eco-friendly dyeing method used in the textile and apparel industry, is safer for both the environment and human health, aligning with the needs of sustainable design development. This paper examines the key factors affecting Chinese consumers’ satisfaction with naturally dyed garments, aiming to provide research-based strategies for the design and development of such garments. In this study, we utilized the KJ method for the detailed categorization of the functionalities of naturally dyed garments, establishing five dimensions and thirty demand indicators. Based on this, the KANO model, coupled with the Better–Worse coefficient and the quadrant analysis method, was used to classify different demand items, ranking their satisfaction and importance. The results indicate that the wearing experience and environmental characteristics of products are key determinants influencing Chinese consumers’ demand for naturally dyed clothing. The top five factors significantly impacting product satisfaction, in descending order of importance, are comfort, environmentally friendly dyeing techniques, safety, degradability, and durability. Therefore, to ensure consumer satisfaction with naturally dyed clothing, these factors should be prioritized when establishing a support system that caters to consumer needs. Our findings can help companies to better understand consumers’ actual need for naturally dyed garments, enabling the more targeted development and optimization of such garments, enhancing product competitiveness, and promoting the green transformation and sustainable development of enterprises. Simultaneously, this study also contributes novel theoretical approaches and ideas for future research on consumer demand.