Evaluating factors for sustainable design of products in the apparel industry using DANP technique

Abstract

In order to reduce environmental pollution and the waste of resources, the increase in consumers' willingness to purchase sustainable clothing and their satisfaction with it, as well as ideas on product design optimization and marketing strategies of environmental protection clothing enterprises, is worth discussing. This study put forward an important criterion framework for sustainable clothing through literature discussion and the Delphi method, and used the DANP method to determine importance rankings of factors and the causal relationships among those factors in purchasing sustainable clothing. The results show that the criterion of "sustainable material" is the most important factor in consumers’ decision to buy sustainable clothing. The "consumer habit", "value expression", "environmental protection brand image" and "aesthetics" are also key factors. The evaluation model can be widely used in the field of clothing marketing and design, questionnaire making, evaluation indicators, and enterprise development.