Analysis of consumer preferences in sustainable fashion consumption
Purpose. Growing consumer concern about the environmental and ethical impact of their clothing purchases has led to an increased desire for more conscious alternatives, which has stimulated the emergence of a market for products that prioritise sustainability. This study aims to explore the complexi...
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| Format: | Article |
| Language: | Bulgarian |
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Innovations and Sustainability Academy
2024-09-01
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| Series: | Journal of Innovations and Sustainability |
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| Online Access: | https://is-journal.com/is/article/view/298 |
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| author | Zeynep Bumin Mete Bumin |
| author_facet | Zeynep Bumin Mete Bumin |
| author_sort | Zeynep Bumin |
| collection | DOAJ |
| description | Purpose. Growing consumer concern about the environmental and ethical impact of their clothing purchases has led to an increased desire for more conscious alternatives, which has stimulated the emergence of a market for products that prioritise sustainability. This study aims to explore the complexities of consumer preferences and choices in sustainable fashion consumption by uncovering the key factors that guide consumers in selecting clothing items through choice-based conjoint analysis. To analyse the consumers’ preferences, seven attributes and attribute levels are determined firstly and then the data for the study are collected by designing a survey through the Conjointly online platform.
Results. Price emerges as the most significant factor, indicating the substantial influence of economic considerations on sustainable clothing consumption choices. Following price, the choice of product material ranks second, reflecting the importance consumers place on material quality and the environmental impact of these materials. Ethical production practices, ranking as the third most important attribute, emphasise the critical role of ethical labor conditions in shaping the decision-making process of consumers. Brand reputation ranks among the third less pivotal considerations, while sustainability certificates do not hold the same decisive power as price, product material, and ethical production practices. Supply chain transparency is the least influential attribute while geographical production location demonstrates a comparatively limited influence on consumer choices.
Scientific novelty. This research is motivated by the growing focus on sustainability in the fashion industry and the need to bridge the gap between consumer preferences and sustainable clothing alternatives. The novelty of this research is provide insights into the factors that influence consumers on choosing sustainable clothing by quantifying the comparative significance of the preferences of customers.
Practical value. This study aspires to contribute a fresh perspective and valuable insights to the field of sustainable fashion. Furthermore, it intends to offer practical recommendations for brands and policymakers as they navigate this ever-evolving landscape. Recognising the determinants of consumers’ intentions to purchase sustainable garments is imperative for fashion brands and policymakers striving to promote sustainable practices and tailor their product offerings to match consumers’ preferences. |
| format | Article |
| id | doaj-art-2242e294c19046d18ce7f43a00c022ec |
| institution | Matheson Library |
| issn | 2367-8151 |
| language | Bulgarian |
| publishDate | 2024-09-01 |
| publisher | Innovations and Sustainability Academy |
| record_format | Article |
| series | Journal of Innovations and Sustainability |
| spelling | doaj-art-2242e294c19046d18ce7f43a00c022ec2025-08-04T13:14:27ZbulInnovations and Sustainability AcademyJournal of Innovations and Sustainability2367-81512024-09-0183010110.51599/is.2024.08.03.01299Analysis of consumer preferences in sustainable fashion consumptionZeynep Bumin0https://orcid.org/0009-0004-2890-0374Mete Bumin1https://orcid.org/0000-0002-4740-0007Humboldt Universitat zu BerlinBanking Regulation and Supervision AgencyPurpose. Growing consumer concern about the environmental and ethical impact of their clothing purchases has led to an increased desire for more conscious alternatives, which has stimulated the emergence of a market for products that prioritise sustainability. This study aims to explore the complexities of consumer preferences and choices in sustainable fashion consumption by uncovering the key factors that guide consumers in selecting clothing items through choice-based conjoint analysis. To analyse the consumers’ preferences, seven attributes and attribute levels are determined firstly and then the data for the study are collected by designing a survey through the Conjointly online platform. Results. Price emerges as the most significant factor, indicating the substantial influence of economic considerations on sustainable clothing consumption choices. Following price, the choice of product material ranks second, reflecting the importance consumers place on material quality and the environmental impact of these materials. Ethical production practices, ranking as the third most important attribute, emphasise the critical role of ethical labor conditions in shaping the decision-making process of consumers. Brand reputation ranks among the third less pivotal considerations, while sustainability certificates do not hold the same decisive power as price, product material, and ethical production practices. Supply chain transparency is the least influential attribute while geographical production location demonstrates a comparatively limited influence on consumer choices. Scientific novelty. This research is motivated by the growing focus on sustainability in the fashion industry and the need to bridge the gap between consumer preferences and sustainable clothing alternatives. The novelty of this research is provide insights into the factors that influence consumers on choosing sustainable clothing by quantifying the comparative significance of the preferences of customers. Practical value. This study aspires to contribute a fresh perspective and valuable insights to the field of sustainable fashion. Furthermore, it intends to offer practical recommendations for brands and policymakers as they navigate this ever-evolving landscape. Recognising the determinants of consumers’ intentions to purchase sustainable garments is imperative for fashion brands and policymakers striving to promote sustainable practices and tailor their product offerings to match consumers’ preferences.https://is-journal.com/is/article/view/298sustainabilityconsumer preferencessustainable clothingchoice-based conjoint analysis. |
| spellingShingle | Zeynep Bumin Mete Bumin Analysis of consumer preferences in sustainable fashion consumption Journal of Innovations and Sustainability sustainability consumer preferences sustainable clothing choice-based conjoint analysis. |
| title | Analysis of consumer preferences in sustainable fashion consumption |
| title_full | Analysis of consumer preferences in sustainable fashion consumption |
| title_fullStr | Analysis of consumer preferences in sustainable fashion consumption |
| title_full_unstemmed | Analysis of consumer preferences in sustainable fashion consumption |
| title_short | Analysis of consumer preferences in sustainable fashion consumption |
| title_sort | analysis of consumer preferences in sustainable fashion consumption |
| topic | sustainability consumer preferences sustainable clothing choice-based conjoint analysis. |
| url | https://is-journal.com/is/article/view/298 |
| work_keys_str_mv | AT zeynepbumin analysisofconsumerpreferencesinsustainablefashionconsumption AT metebumin analysisofconsumerpreferencesinsustainablefashionconsumption |