Developing a typology of sustainable apparel consumer: An application of grounded theory

Abstract

The purpose of the study was to develop a data-driven typology to explain sustainable apparel consumers’ orientations towards clothing acquisition and use. Using grounded theory, we analyzed comments of New York Times readers to a sustainability-focused article and identified the two core constructs that allowed for a systematic and effective classification of sustainable apparel consumers: (1) importance of personal appearance and (2) willingness and/or ability to pay for clothing. The typology was developed based on the discourses of several hundred people’s comments to share and encourage sustainable practices for acquiring and using clothes. As a result of applying the two constructs to the data, four groups of sustainable apparel consumers were established: classy affluents, chic thrifters, functional minimalists, and austeritics. The paper outlines each group’s unique apparel needs and priorities that manifest in everyday practices.