Evaluation of Sustainable Strategic Value of Clothing Brand Based on Maxdiff

Abstract

With the increasing demand for sustainable strategic upgrades of clothing brands, this paper collects 201 consumers’ evaluation data on brand sustainable strategies through questionnaire surveys, and analyzes and compares the sustainable strategies of typical environmental brands based on the Maxdiff measurement method. Through the analysis, the sustainable strategy recognized by consumers is obtained, which can provide a reference for the sustainable strategic upgrade of Chinese clothing brands.