One size fits all? Segmenting consumers to predict sustainable fashion behavior

Haines, Shelley; Lee, Seung Hwan

doi:10.1108/jfmm-08-2020-0161

Cited by 24 publications

(7 citation statements)

References 53 publications

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“…Based on attitude and driving motives, fashion customers can also be grouped into three categories: "Social consumers", driven by social image; "Self-consumers", driven by hedonistic wants; and "Sacrifice consumers", who can do anything to lessen their influence on the planet [86]. Based on their emotional and shopping characteristics consumers can also be grouped as: "Distressed and Self-Oriented", "Warm and Thrifty", and "Cold and Frivolous" [98]. Distressed and self-oriented consumers with maximum shopping characteristics are more likely to choose fast fashion.…”

Section: Sub-theme 1: Segmentation Of Consumers (8 Papers)mentioning

confidence: 99%

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Marketing Sustainable Fashion: Trends and Future Directions

Ray

Nayak

2023

Sustainability

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The fashion industry is one of the largest contributors to greenhouse gas emissions and climate change. Sustainable fashion (SF) aims to address this issue by designing, creating, and marketing socially and environmentally responsible products. This paper provides a broad overview of the extant literature on SF marketing to understand the trends and future directions. The paper starts with a discussion on sustainable consumption and marketing in the particular context of fashion and ends with potential research gaps, which have scope for further work. For the analysis, 97 research papers were selected based on a structured, systematic search with a particular set of keywords. The review finds that marketing SF from a customer’s perspective has been emphasized in the existing literature. Widely studied topics include consumer behavior, purchase behavior, and the attitude–behavior gap. Further research is required to explore how SF can gain from B2B marketing, circular economy, sustainability-oriented innovations, and subsistence markets, particularly in emerging economies. This paper contributes to theory and practice by providing state-of-the-art sustainable fashion marketing research, identifying research gaps, and providing future research directions.

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Section: Sub-theme 1: Segmentation Of Consumers (8 Papers)mentioning

confidence: 99%

“…The SF brands should work towards making value-based segmentation [10,98,99,101] and pricing strategies. For example, customers value fast fashion companies' lowpriced trendy designs.…”

mentioning

confidence: 99%

Marketing Sustainable Fashion: Trends and Future Directions

Ray

Nayak

2023

Sustainability

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“…A study on the male segment has already produced helpful suggestions for marketers and advertisers (D'Souza et al, 2015). More research on other demographic variables is necessary to clarify the relationship between price, emotional and purchasing attributes, and long-term consumption (Haines and Lee, 2022).…”

Section: Potential Directions For Future Researchmentioning

confidence: 99%

Green Fashion Consumption – a Review of the Literature

Kemi,

Zilahy

2023

Period. Polytech. Soc. Man. Sci.

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The environmentally conscious consumption of fashion products promotes the preservation of natural ecosystems for current and future generations. It may include the purchasing and use of textile products made from organic and sustainable materials, the repair, reuse and recycling of textile products, and the concept of slow fashion. The environmental aspects of fashion products have drawn the attention of both researchers and practitioners in recent years. As a result, many scientific papers have accumulated regarding this vital aspect of consumer behaviour. This paper aims to provide an overview of the literature regarding consumer behaviour toward green fashion products, as well as to uncover and categorise significant driving factors, and in addition, identify the most critical barriers. After identifying the relevant literature, the study examines 104 articles published between 2011 to 2021 in high-quality, peer-reviewed scholarly journals. Our results demonstrate that while most of the reviewed articles employ a quantitative survey questionnaire method to identify the drivers of green textile consumption, qualitative approaches are also used. Most authors utilise the theory of planned behaviour as a foundation of their research. This paper summarises the research problems covered by the selected articles, the theoretical frameworks, the methods used, and their essential findings. We also outline existing research gaps and suggest potential directions for future research. Since there are only a few review articles on green fashion consumption, our article provides an important new addition to the literature for the reference of future scholars.

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“…In order to promote sustainable fashion, future research could focus on identifying the different consumer segments based on their emotional and shopping characteristics in this context and determine their values, needs, and responses to different stimuli. For example, consumer sentiment and self-expression may reshape consumer segmentation (Haines & Lee, 2021). In recent years, there has been a growing emphasis on consumer mindsets and a move beyond segmentation based purely on demographics.…”

Section: Research Gaps and Future Research Directionsmentioning

confidence: 99%

Consumer behavior in sustainable fashion: A systematic literature review and future research agenda

Busalim

Fox

Lynn

2022

Int J Consumer Studies

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During the last decade, sustainable fashion has attracted increasing attention from policymakers, firms, and consumers. This interest is also reflected in consumer behavior research in this area. Notwithstanding this, there are few systematic literature reviews from a consumer behavior perspective. The purpose of this paper is to systematically review and critically assess the studies on consumer behavior in sustainable fashion to identify the research gap in this context and inform a future research agenda. A total of 167 journal articles were identified, and a final sample of 88 articles were synthesized. A descriptive analysis was performed to examine the research methods, research trends, and theoretical underpinnings. Separately, a synthetic analysis was performed using the Stimulus‐Organism‐Response (S‐O‐R) framework. Findings reveal a significant increase in the volume of publications since 2009. Qualitative, experimental, cross‐cultural, and longitudinal studies are significantly less represented in the literature. No evidence of research using big data techniques were identified. Much of the research published is not adequately grounded in theory. The findings also suggest that the consumer attitude‐behavior gap requires further exploration. This review fills a need to summarize the current state of consumer behavior in sustainable fashion literature and provides valuable insights into the existing marketing corpus on the topic. Moreover, the review identifies a number of outstanding research gaps that can inform future research.

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One size fits all? Segmenting consumers to predict sustainable fashion behavior

Cited by 24 publications

References 53 publications

Marketing Sustainable Fashion: Trends and Future Directions

Marketing Sustainable Fashion: Trends and Future Directions

Green Fashion Consumption – a Review of the Literature

Consumer behavior in sustainable fashion: A systematic literature review and future research agenda

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