Who Says what-to-wear? Examining Tensions between Conformity and Individuality

Song, Sanga; Lee, Heechong; Kim, Kyulim

doi:10.1108/s1871-3173(2013)0000007009

Cited by 2 publications

(2 citation statements)

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“…Such barriers are likely to affect some consumers more than others. In addition, fashion consumption is complex and has many components beyond function, environmental performance, and basic human needs for warmth or body protection (Song, Lee, & Kim, ). Instead, fashion consumption is about aesthetic design, quality, and personal style (Beard, ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Perceptions, attitudes, and behaviors toward sustainable fashion: Application of Q and Q‐R methodologies

Song

2017

Int J Consumer Studies

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While sustainability has increasingly attracted the attention of scholars and practitioners, consumer attitudes and behaviors toward sustainable consumption have not yet been elucidated. The decision‐making process around sustainable consumption involves diverse and complex considerations including some forms of compromise (tradeoff). In addition, sustainability is a broad and subjective concept, and is not a primary attribute of a product Impacting the choices of consumers. Therefore, it is necessary to apply new methods to overcome the limitations of conventional evidence‐based research. This research uses Q and Q‐R methodologies to identify consumers' subjective viewpoints toward sustainable fashion and to present socio‐demographic differences across segments of sustainable fashion consumers. Study 1 uses Q methodology to interview 26 consumers and to identify four types of decision makers: doubtful egoists, single‐minded bystanders, wavering intellects, and opinion leaders. Study 2 uses Q‐R methodology to verify the psychological and socio‐demographic variables among 328 consumers. The research provides useful suggestions for selecting and approaching target consumer segments in the sustainable fashion industry.

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Section: Theoretical Backgroundmentioning

confidence: 99%

“…Sustainable fashion consumption fulfills complex social/psychological needs to express self‐concepts or conform to social norms (Song et al, ). Consumers demonstrate their views in every purchase decision (Kim & Johnson, ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%