One size fits all? Segmenting consumers to predict sustainable fashion behavior
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 30 June 2021
Issue publication date: 18 February 2022
Abstract
Purpose
This study segmented consumers by combining emotional and shopping characteristics to develop typologies that classify their consumption patterns and disposal behaviors.
Design/methodology/approach
To identify segments of fashion consumers, an online questionnaire was administered measuring emotional and shopping characteristics, including perspective taking, empathic concern, personal distress, hedonism, and frugality. An online questionnaire involving 168 US-based participants were used to accomplish the purpose of the study. A cluster analysis was conducted to identify segments of participants based on these variables. Consumption patterns and disposal behavior, including motivation to buy environmentally friendly items, consciousness for sustainable consumption, buying impulsiveness, likelihood to follow fashion trends, and tendencies to dispose of or repair damaged or unwanted items were also measured via the questionnaire as dependent variables to be predicted by identified segments.
Findings
Three clusters of consumers were identified as: Distressed and Self-Oriented, Warm and Thrifty, and Cold and Frivolous. Distressed and Self-Oriented individuals reported the highest levels of personal distress and hedonism. Warm and Thrifty individuals reported the highest levels of empathic concern, perspective taking and frugality, and the lowest levels of personal distress and hedonism. Cold and Frivolous individuals reported the lowest levels of perspective taking, empathic concern, and frugality.
Originality/value
The classification of consumers into segments brings a new dimension to the field of sustainable fashion. Clusters were created according to the variables of emotional characteristics (i.e. perspective taking, empathic concern, and personal distress) and shopping characteristics (i.e. hedonism and frugality). The analysis unveiled three distinct clusters that can be utilized to develop tailored strategies to successfully promote sustainable fashion consumption.
Keywords
Acknowledgements
Funding: This research was funded by a grant provided by Ted Rogers School of Management, Ryerson University.
Citation
Haines, S. and Lee, S.H.(M). (2022), "One size fits all? Segmenting consumers to predict sustainable fashion behavior", Journal of Fashion Marketing and Management, Vol. 26 No. 2, pp. 383-398. https://doi.org/10.1108/JFMM-08-2020-0161
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited