How to speak ‘sustainable fashion’: four consumer personas and five criteria for sustainable fashion communication

IF 1.9 Q3 BUSINESS
G. Kaner, L. Baruh
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引用次数: 0

Abstract

ABSTRACT The hazardous impact of the fashion industry has prompted institutions, manufacturers, and brands to provide more sustainable conditions. However, many consumers have little of knowledge about sustainable fashion products and procedures. This study provides findings on fashion consumers’ informational needs on sustainability, and strategies for communicating sustainable fashion product information. The data comes from six focus group meetings and two conference workshops. The findings indicate that consumers generally think of sustainability in fashion as related to five criteria: material and procedure, environmental impact, animal welfare, human welfare, and product care. Furthermore, the findings underscore four related but distinct consumer personas (named by the researchers: romantic optimists, egocentrics, confused Alecs, and gloomies) based on their informational needs, motivation to increase sustainability literacy, and sustainability-related behaviour in fashion. These personas and criteria can be utilised to segment consumers and tailor communication and marketing strategies to enhance fashion consumers’ sustainable behaviour.
如何谈论“可持续时尚”:四种消费者角色和可持续时尚传播的五项标准
时尚产业的有害影响促使机构、制造商和品牌提供更可持续的条件。然而,许多消费者对可持续时尚产品和程序知之甚少。本研究提供时尚消费者对永续性的资讯需求,以及永续性时尚产品资讯的沟通策略。这些数据来自六个焦点小组会议和两个研讨会。调查结果表明,消费者通常认为时尚的可持续性与五个标准有关:材料和工艺、环境影响、动物福利、人类福利和产品护理。此外,研究结果强调了四种相关但不同的消费者角色(由研究人员命名:浪漫乐观主义者,自我中心主义者,困惑的亚历克斯和忧郁者),基于他们的信息需求,提高可持续性素养的动机,以及时尚中与可持续性相关的行为。这些角色和标准可以用来细分消费者,定制沟通和营销策略,以提高时尚消费者的可持续行为。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
International Journal of Fashion Design, Technology and Education
International Journal of Fashion Design, Technology and Education Arts and Humanities-Visual Arts and Performing Arts
CiteScore
3.10
自引率
0.00%
发文量
36
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