The four faces of apparel consumers: Identifying sustainable consumers for apparel
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초록
The aims of this study are to identify apparel consumer segments based on consumer attributes related to sustainability-related factors and traditional apparel shopping-related factors and to profi le the identifi ed segments in consumer characteristics. Using a sample of 754 US consumers, a factor analysis, a cluster analysis, X2 test, and ANOVA were used in identifying and profi ling the segments for sustainable consumers for apparel. Four consumer segments were identifi ed: Concerned Shoppers, Holistic Shoppers, Traditionals, and Apathetic Shoppers . Each consumer segment exhibited signifi cant diff erences in sustainability-related attributes (i.e. sustainability knowledge, sustainability consciousness), traditional shopping-related attributes (i.e. fashion consciousness, price sensitivity, product quality), behavioral outcomes (i.e. ecologically-conscious apparel consumer behavior, socially-conscious apparel consumer behavior, purchase intention of fast fashion products), and demographic characteristics (i.e. gender, age). The results provide marketing suggestions for each consumer segment.
Abstract
The aims of this study are to identify apparel consumer segments based on consumer attributes related to sustainability-related factors and traditional apparel shopping-related factors and to profi le the identifi ed segments in consumer characteristics. Using a sample of 754 US consumers, a factor analysis, a cluster analysis, X2 test, and ANOVA were used in identifying and profi ling the segments for sustainable consumers for apparel. Four consumer segments were identifi ed: Concerned Shoppers, Holistic Shoppers, Traditionals, and Apathetic Shoppers . Each consumer segment exhibited signifi cant diff erences in sustainability-related attributes (i.e. sustainability knowledge, sustainability consciousness), traditional shopping-related attributes (i.e. fashion consciousness, price sensitivity, product quality), behavioral outcomes (i.e. ecologically-conscious apparel consumer behavior, socially-conscious apparel consumer behavior, purchase intention of fast fashion products), and demographic characteristics (i.e. gender, age). The results provide marketing suggestions for each consumer segment.
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