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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

Percursos &amp; Ideias

ISSN

0874-131X

e-ISSN

—

Svazek periodika

12

Číslo periodika v rámci svazku

12 October

Stát vydavatele periodika

PT - Portugalská republika

Počet stran výsledku

14

Strana od-do

86-99

Kód UT WoS článku

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EID výsledku v databázi Scopus

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