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Sustainable Marketing Orientation in the Clothing Industry: Slow or Fast Fashion?

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F22%3A43922391" target="_blank" >RIV/62156489:43110/22:43922391 - isvavai.cz</a>

  • Result on the web

    <a href="https://doi.org/10.56123/percursos.2022.n12.86" target="_blank" >https://doi.org/10.56123/percursos.2022.n12.86</a>

  • DOI - Digital Object Identifier

    <a href="http://dx.doi.org/10.56123/percursos.2022.n12.86" target="_blank" >10.56123/percursos.2022.n12.86</a>

Alternative languages

  • Result language

    angličtina

  • Original language name

    Sustainable Marketing Orientation in the Clothing Industry: Slow or Fast Fashion?

  • Original language description

    Following the principles of sustainable marketing, any organization should meet the needs of its current consumers without compromising the ability of future generations to fulfill their own needs. This concern is valid not only for the environment but also the sustainability&apos;s economic and social dimensions. The clothing industry is adapting business models to meet environmental awareness and demand for sustainable clothing. This study aims to understand how the clothing business and consumer behavior are changing in consideration of sustainability. Specifically, it addresses how fashion consumers consider sustainability when selecting and purchasing clothing, contrasting slow and fast fashion approaches. Firstly, an exploratory quantitative study based on an online survey about slow fashion purchase intention was performed with a sample of 864 Portuguese residents. Analyses of descriptive statistics (means, frequencies, and Cronbach&apos;s alpha) and inferential statistics (chi-square, t-test, and ANOVA) were used. Then, a single-case study of a well-known Portuguese fashion brand concerning its strategy towards sustainability was carried out. The study concludes that there are positive associations between the consumer consideration for sustainability and slow-fashion clothing and the consumer perceived value, purchase intention, willingness to pay a price premium, and recommend slow-fashion products.

  • Czech name

  • Czech description

Classification

  • Type

    J<sub>ost</sub> - Miscellaneous article in a specialist periodical

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • Continuities

    I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Others

  • Publication year

    2022

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Name of the periodical

    Percursos &amp; Ideias

  • ISSN

    0874-131X

  • e-ISSN

  • Volume of the periodical

    12

  • Issue of the periodical within the volume

    12 October

  • Country of publishing house

    PT - PORTUGAL

  • Number of pages

    14

  • Pages from-to

    86-99

  • UT code for WoS article

  • EID of the result in the Scopus database