Slow fashion movement and sustainable consumption: Is it an opportunity for local fashion brands?

Chuanlan Liu

doi:10.31274/itaa.11946

Abstract

<p class="MsoNormal"><span style="font-family:"Times New Roman",serif;color:#0E101A">This study attempts to examine (1) to what degree consumers’ awareness of slow fashion movement shape their product evaluations, brand value preferences, attitudes towards, and acceptance of a Branded Sustainable Product (BSP); (2)how brand choices (global vs. local) influence consumers’ brand value preference, attitudes towards, and acceptance of a Branded Sustainable Product(BSP); and (3) if consumers with a high level of SFM more likely choose BSP offered by local brands. An online survey experiment was conducted with a national sample (N= 408) recruited through the research company of Qualtrics. The empirical study confirmed that consumers’ awareness of SFM shapes their product evaluations, brand engagement, attitudes, and acceptance of sustainable apparel products. Also, local brands do not have disadvantages in terms of competing in the sustainable product market. Creating more expressive value may help local brands cultivate more customers while offering sustainable fashion products</span><o:p></o:p>

Highlights

Identities, expressing self, or pursuing novel looks
This study attempts to examine (1) to what degree consumers’ awareness of slow fashion movement shape their product evaluations, brand value preferences, attitudes towards, and acceptance of a Branded Sustainable Product (BSP); (2) how brand choices influence consumers’ brand value preference, attitudes towards, and acceptance of a Branded Sustainable Product (BSP); (3) if consumers with a high level of SFM more likely choose BSP offered by local brands
A MANOVA test was conducted with product evaluative attributes, brand engagement, attitudes, and acceptance of the branded organic cotton jeans product line as dependent variables, and the level of awareness of SFM, and brand choices as the fixed factors

Summary

Introduction

Pursuing sustainability through mindful production and product offerings might be a great opportunity for these local brands. This study attempts to examine (1) to what degree consumers’ awareness of slow fashion movement shape their product evaluations, brand value preferences, attitudes towards, and acceptance of a Branded Sustainable Product (BSP); (2) how brand choices (global vs local) influence consumers’ brand value preference, attitudes towards, and acceptance of a Branded Sustainable Product (BSP); (3) if consumers with a high level of SFM more likely choose BSP offered by local brands.

Results

Conclusion