What is it about?

This study explores what motivates people to buy eco-friendly clothes. It considers personality, values, and societal pressure. The desire to stand out with eco-friendly choices was also studied. While everyone is influenced by social aspects and personal green values, the study surprisingly found two distinct groups. For one, buying eco-friendly is about helping the planet and society. For the other, it's about showing off unique, eco-friendly items. This suggests different marketing approaches are needed: promoting social good for one group and highlighting uniqueness for the other.

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Why is it important?

This study explores what drives eco-friendly fashion purchases, combining personality traits, personal values, and the Theory of Planned Behavior to understand consumer motivations. It uniquely examines the role of status consumption, whether eco-fashion is seen as a status symbol, and identifies two key consumer segments: Status Buyers and Eco-Savvy Fashionistas. The study highlights the need for tailored marketing strategies and updates to traditional models to reflect evolving consumer dynamics. Its insights are timely, offering practical guidance for promoting sustainable fashion in a growing eco-conscious market.

Perspectives

Working on this paper has been both a pleasure and a deeply fulfilling experience. As someone passionate about sustainable living, contributing insights on advancing sustainability in the fashion industry is especially meaningful to me. I hope you find this an engaging read that offers valuable and actionable insights.

Assoc. Prof. Dr. Gökhan Aydin
University of Brighton

Read the Original

This page is a summary of: Status or sustainability, can we have both, please? Decoding the factors shaping eco-friendly fashion buying, Journal of Fashion Marketing and Management An International Journal, December 2024, Emerald,
DOI: 10.1108/jfmm-02-2024-0061.
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