| Title | Circular Fashion From The Perspective Of Young Consumers - Measurement And Managerial Relevance |
|---|---|
| ID_Doc | 13185 |
| Authors | Kovacs, I |
| Title | Circular Fashion From The Perspective Of Young Consumers - Measurement And Managerial Relevance |
| Year | 2021 |
| Published | Polish Journal Of Management Studies, 24, 2 |
| Abstract | Previous research on consumption intentions on sustainable fashion products has shown that sustainable fabrics are one of the most preferred product attributes in the case of young consumers. The current research examined the consumer's intention to buy clothes considering sustainable consumption aspects. The consumption side of the sustainable fashion supply chain was examined, namely the sustainability issues in fashion and textiles from young consumers' perspectives. This paper aims to examine the relationships between three aspects and nine attributes of sustainable fashion and the intention differences between demographic segments. The novelty of the paper lies in the following: the circular economy scope of the investigation and development of suitable measures to evaluate young consumers' sustainable consumption intentions. A consumer survey was conducted using a self-administered questionnaire on a sample of 1,543 young consumers aged between 18 and 39 years. Research questions focused on buying behaviour and intentions. Data were analysed using univariate statistics, descriptive analysis and factor analysis. From young consumers' perspective, sustainable fabrics stand out in circularity, while waste reduction with buying second-hand and repurposing clothes are less relevant. For managerial consideration, the findings reveal the importance of marketing communication on sustainable fabrics as it seems to affect buying intentions in the case of young consumer segments. There are significant differences between genders in all three factors examined, fabric choice, frugality and waste reduction. The scale development contributes to managerial and academic literature for further investigation of consumer intentions. It is confident that the present research may be useful for planning further marketing activities and promoting sustainable lines. |
| https://doi.org/10.17512/pjms.2021.24.2.15 |
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