Does Sustainability Matter to Fashion Consumers? Clustering Fashion Consumers and Their Purchasing Behavior in Spain
Bibliographic Data
| ID | 21194792 |
|---|---|
| Authors | Silvia Blas Riesgo (0000-0003-0149-9088, Twitter (United States)), Mónica Codina (0000-0003-3378-7308, Twitter (United States)), Teresa Sádaba (0000-0002-2441-5724, Twitter (United States)) |
| Year | 2023 |
| Volume | 15 |
| Issue | 1 |
| Pages | 36-63 |
| Publication date | 2023-01-02 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Fashion Practice (JOURNAL) |
| Journal identifiers | ISSN: 1756-9370 • E-ISSN: 1756-9389 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/17569370.2022.2051297 |
| OpenAlex | W4225868097 |
| Language | EN |
| Citations received | 3 |
| References cited | 54 |
Using choice-based conjoint analysis, this research explores consumer behavior for sustainable fashion in Spain. We confronted consumers through an online survey with a real marketplace situation in which they had to make trade-offs between different attributes and where the importance of the price factor was explicitly considered. Specifically, the information available for consumers on clothing hangtags – price, country of origin, material composition, and (with/without) fair-trade label – was used to study consumer preferences for sustainable fashion products. Furthermore, we examined how consumers ponder the five dimensions of sustainable fashion – functionality, authenticity, exclusivity, localism and equity. Based on a sample of 1,063 respondents, the results indicate that price is still the critical purchasing driver for the average consumer. 31.9% of the sample always chose the lowest price-tag independently of the other attributes. Combining the conjoint results, the attitude towards the five dimensions of slow fashion, and demographics, we identified four clusters of consumers: Sustainability Rejecters, Sustainability Neutrals, Sustainability Believers, and Sustainability Enthusiasts. Ninety-two consumers, 8.65% of the sample, appear to buy sustainable fashion regularly. This endorses and significantly adds to the literature on sustainable fashion consumer behavior in a flourishing market and to the attitude-behavior gap research
Advertising · Business · Clothing · Conjoint analysis · Consumer behaviour · Economics · Fair trade · Microeconomics · Purchasing · Sustainability · Environmental Education and Sustainability · Environmental Sustainability in Business · Sustainable Supply Chain Management · Marketing
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| Unique citing works | 3 |
|---|---|
| Citations per year | 3 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 3 |