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

Sanga Song, Eunju Ko

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

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
Volume41
Issue number3
DOIs
Publication statusPublished - 2017 May 1

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Research
Demography
Decision Making
Industry
Interviews
Psychology
Methodology
Consumer Behavior
Sustainability
Sustainable consumption

All Science Journal Classification (ASJC) codes

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

Cite this

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Perceptions, attitudes, and behaviors toward sustainable fashion : Application of Q and Q-R methodologies. / Song, Sanga; Ko, Eunju.

In: International Journal of Consumer Studies, Vol. 41, No. 3, 01.05.2017, p. 264-273.

Research output: Contribution to journalArticle

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