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Developing a typology of sustainable apparel consumer: An application of grounded theory
Karpova Elena E.,Reddy-Best Kelly L.,Bayat Farimah 한국마케팅과학회 2024 Journal of Global Fashion Marketing Vol.15 No.2
The purpose of the study was to develop a data-driven typology to explain sustainable apparel consumers’ orientations towards clothing acquisition and use. Using grounded theory, we analyzed comments of New York Times readers to a sustainability-focused article and identified the two core constructs that allowed for a systematic and effective classification of sustainable apparel consumers: (1) importance of personal appearance and (2) willingness and/or ability to pay for clothing. The typology was developed based on the discourses of several hundred people’s comments to share and encourage sustainable practices for acquiring and using clothes. As a result of applying the two constructs to the data, four groups of sustainable apparel consumers were established: classy affluents, chic thrifters, functional minimalists, and austeritics. The paper outlines each group’s unique apparel needs and priorities that manifest in everyday practices.
Amrut Sadachar,Frayen Feng,Elena E. Karpova,Srikant Manchiraju 한국마케팅과학회 2016 Journal of Global Fashion Marketing Vol.7 No.2
The present study explored several critical constructs related to environmentally responsible apparel consumption, which include environmentalism, materialism and knowledge of environmental issues pertaining to apparel products. The research focused on apparel merchandising and design students ( n = 233) as future industry professionals who will soon be driving industry decisions in apparel production and consumption. A proposed research model was subject to confi rmatory factor analysis and structural equation modeling. The model explained 58% of the variance in environmentally responsible apparel consumption behavior. Environmental apparel knowledge positively infl uenced environmentalism, and, in turn, environmentalism had a signifi cant positive infl uence on environmentally responsible apparel consumption behavior. On the contrary, environmental apparel knowledge did not signifi cantly infl uence materialism, and, in turn, materialism was not related to environmentally responsible apparel consumption behavior. Practical implications and limitations of the present study are also discussed.