Perceptions, attitudes, and behaviors toward sustainable fashion: Application of Q and Q-R methodologies

Sanga Song, Eunju Ko

Research output: Contribution to journalArticle

12 Citations (Scopus)


While sustainability has increasingly attracted the attention of scholars and practitioners, consumer attitudes and behaviors toward sustainable consumption have not yet been elucidated. The decision-making process around sustainable consumption involves diverse and complex considerations including some forms of compromise (tradeoff). In addition, sustainability is a broad and subjective concept, and is not a primary attribute of a product Impacting the choices of consumers. Therefore, it is necessary to apply new methods to overcome the limitations of conventional evidence-based research. This research uses Q and Q-R methodologies to identify consumers' subjective viewpoints toward sustainable fashion and to present socio-demographic differences across segments of sustainable fashion consumers. Study 1 uses Q methodology to interview 26 consumers and to identify four types of decision makers: doubtful egoists, single-minded bystanders, wavering intellects, and opinion leaders. Study 2 uses Q-R methodology to verify the psychological and socio-demographic variables among 328 consumers. The research provides useful suggestions for selecting and approaching target consumer segments in the sustainable fashion industry.

Original languageEnglish
Pages (from-to)264-273
Number of pages10
JournalInternational Journal of Consumer Studies
Issue number3
Publication statusPublished - 2017 May 1

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing

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