Abstract
ABSTRACT The study examined similarities and differences in clothing consumption and daily practices of the four types of sustainable apparel consumers: classy affluents, chic thrifters, functional minimalists, and antifashion austeritics. The data were collected through in-depth interviews to allow participants describe consumption experiences in their words. The final sample consisted of 26 participants. The findings outline twelve dimensions that allow for a nuanced differentiation among the four groups’ approaches and attitudes toward shopping, acquisition behaviour, daily clothing use, and garment care. This study extends the four consumer profiles of sustainable apparel consumer typology, further contributing to theorising the phenomenon of sustainable apparel consumption. Understanding how and why different types of sustainable consumers make their clothing choices will allow companies to better meet their needs through tailored product and service offerings as well as to develop effective marketing strategies.
Published Version
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