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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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    Cited by:

    1. Mariachiara Colucci & Alessandra Vecchi, 2021. "Close the loop: Evidence on the implementation of the circular economy from the Italian fashion industry," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 856-873, February.
    2. 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).
    3. 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.
    4. 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.
    5. Sojin Jung & Byoungho Ellie Jin, 2022. "RETRACTED ARTICLE: Slow fashion branding: understanding what consumers value most," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 141-149, March.
    6. Mariana Domingos & Vera Teixeira Vale & Silvia Faria, 2022. "Slow Fashion Consumer Behavior: A Literature Review," Sustainability, MDPI, vol. 14(5), pages 1-15, March.
    7. 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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