Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/61069
Title: From quantity to quality : understanding slow fashion consumers for sustainability and consumer education
Authors: Jung, S 
Jin, B
Keywords: Consumer profile
Fashion
Quality consumption
Slow fashion consumers
Sustainable
Issue Date: 2016
Publisher: Blackwell Publishing Ltd
Source: International journal of consumer studies, 2016, v. 40, no. 4, p. 410-421 How to cite?
Journal: International journal of consumer studies 
Abstract: There is a growing interest in slow fashion, a production method which emphasizes quality as a way of achieving sustainability in the fashion industry. In order to develop a sophisticated and targeted marketing strategy, this study aimed to identify potential slow fashion consumer segments and understand their characteristics. The final 221 completed responses from a sample of nationwide U.S. consumers were analyzed by cluster analysis. Based on consumer orientation to slow fashion, four consumer groups were identified: Highly-involved in slow fashion group, Conventional group, Exclusivity oriented group and Low-involved in slow fashion group. The characteristics of each group were profiled according to personal values, apparel consumption behaviours and demographics. With distinctive profiles of each group, different marketing strategies were suggested to address the needs of each group effectively. This study extends academic understanding of slow fashion in consumer perspectives, and provides important perspectives for consumer education on apparel consumption.
URI: http://hdl.handle.net/10397/61069
ISSN: 1470-6423
DOI: 10.1111/ijcs.12276
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