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Sustainable dressing: Consumers' value perceptions towards slow fashion

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  • Tuğba Şener
  • Ferdi Bişkin
  • Nurgül Kılınç

Abstract

Slow fashion that improves with an increasing awareness of sustainability has changed consumers' value perception and purchasing behaviours. The aim of this study is to determine slow fashion dimensions that influence consumers' value perceptions for slow fashion products and to reveal the effects of the perceived value on consumers' intentions to purchase and willingness to pay higher prices. The sample includes 725 students pursuing higher education in Turkey and Kazakhstan. Exploratory and confirmatory factor analyses were used to specify the factor structure of the variables used in the research, and structural equation modelling was used to test the hypotheses. Data analysis showed that authenticity, locality, and exclusivity aspects in Turkey and equity, functionality, locality, and exclusivity aspects in Kazakhstan contributed to perceived customer value. Perceived customer value in both groups positively affects the intention to purchase and the willingness to pay higher prices. In addition, consumers who intend to purchase slow fashion clothing are willing to pay higher prices than other products. The results suggest that consumers in different countries have different orientations that influence their perceptions of value. From this perspective, this study can provide designers with insights on the importance of making sustainable designs that are appropriate to the target market beyond the trends imposed by the global fashion industry.

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  • Tuğba Şener & Ferdi Bişkin & Nurgül Kılınç, 2019. "Sustainable dressing: Consumers' value perceptions towards slow fashion," Business Strategy and the Environment, Wiley Blackwell, vol. 28(8), pages 1548-1557, December.
    • Handle: RePEc:bla:bstrat:v:28:y:2019:i:8:p:1548-1557
    DOI: 10.1002/bse.2330
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    5. Mariana Domingos & Vera Teixeira Vale & Silvia Faria, 2022. "Slow Fashion Consumer Behavior: A Literature Review," Sustainability, MDPI, vol. 14(5), pages 1-15, March.
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    7. Richard Bläse & Matthias Filser & Sascha Kraus & Kaisu Puumalainen & Petra Moog, 2024. "Non‐sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 626-641, February.
    8. Eva Hageman & Vikas Kumar & Linh Duong & Archana Kumari & Eileen McAuliffe, 2024. "Do fast fashion sustainable business strategies influence attitude, awareness and behaviours of female consumers?," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 1081-1098, February.
    9. Sahar Aamir & Syed Waqar Haider & Sarwat Jahan & Hammad Bin Azam Hashmi & Abbas Issa & Aamir Raza, 2025. "Sustainable style: “Unleashing the power of slow fashion orientation in driving purchase intentions for ethical apparel choices”," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(3), pages 663-692, September.
    10. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    11. Rebecca Pera & Eliana Ferrulli, 2024. "Consumers' textile disposal practices and their perceived value in the circular economy: A platform focused ethnography approach," Business Strategy and the Environment, Wiley Blackwell, vol. 33(4), pages 2931-2948, May.
    12. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    13. Raven Gio Charles A. Bajar & Ardvin Kester S. Ong & Josephine D. German, 2024. "Determining Sustainable Purchase Behavior for Green Products from Name-Brand Shops: A Gen Z Perspective in a Developing Country," Sustainability, MDPI, vol. 16(9), pages 1-22, April.
    14. Paulo Botelho Pires & Cláudia Morais & Catarina J. M. Delgado & José Duarte Santos, 2024. "Sustainable Fashion: Conceptualization, Purchase Determinants, and Willingness to Pay More," Administrative Sciences, MDPI, vol. 14(7), pages 1-27, July.
    15. Adrián Castro-López & Victor Iglesias & Javier Puente, 2021. "Slow Fashion Trends: Are Consumers Willing to Change Their Shopping Behavior to Become More Sustainable?," Sustainability, MDPI, vol. 13(24), pages 1-11, December.
    16. Simone Sehnem & Leonice Troiani & Ana Cláudia Lara & Marcelo Guerreiro Crizel & Luciano Carvalho & Vinícius Picanço Rodrigues, 2024. "Sustainable fashion: challenges and barriers for advancing the circular economy," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(2), pages 4097-4118, February.
    17. Helen X Trejo & Tasha L Lewis, 2020. "Evaluating New York raw fiber-to-retail," Local Economy, London South Bank University, vol. 35(8), pages 787-807, December.

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