Consumer perception of “Green” and Sustainable Development Goals (the case of fashion product design and charm attributes)

Abstract

This study aims to explore the impact of consumers’ perception of green and sustainable development goals (SDGs) image in fashion brands on their value perception and the attractiveness of product design. Fashion brands do not only strive for fashion, innovation, avant-garde, comfort, quality, and reasonable prices, but also placing increasing emphasis on sustainability, environmental friendliness, and social responsibility. As SDGs have become a shared vision and value perception among consumers, clothing with SDGs attributes is becoming fundamental for blue ocean strategies and competitive differentiation. Using the example of fashion brand SDGs image design, this study applies the “two-way questionnaire” method of the Kano quality model to investigate the correlation between quality evaluation of product cultural and ecological attributes and consumer satisfaction. Through the two-dimensional quality of the Kano model, consumers’ attitudes towards clothing with SDGs attributes are clarified more accurately. This study provides specific improvement plans to enhance the quality of green and sustainable fashion with SDGs attributes and emphasizes the incorporation of SDGs into the decision-making of fashion brands, which will have a significant impact on brand image.