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How perceived sustainability influences consumers' clothing preferences
Mingzhi Li1, Young-Hwa Choe1, Chao Gu2
1Department of Culture and Arts Management, Honam University, Gwangju, 62399, Korea.
Scientific Reports
|November 20, 2024
Summary
Consumers prefer sustainable fashion, showing higher perceived quality and value for eco-friendly clothing. This study analyzed online feedback to guide sustainable clothing design improvements.
Area of Science:
- Consumer Behavior
- Sustainable Fashion
- Text Mining
Background:
- The global fashion industry faces increasing pressure to adopt sustainable practices.
- Understanding consumer perceptions is crucial for driving the adoption of sustainable fashion.
Purpose of the Study:
- To analyze consumer attitudes, expectations, and suggestions regarding sustainable fashion.
- To identify key themes influencing consumer choices in sustainable apparel.
- To provide insights for improving sustainable clothing design and product development.
Main Methods:
- Data collection via Python web scraping from JD.com user comments.
- Text topic modeling using Latent Dirichlet Allocation (LDA).
- Multivariate analysis of variance (MANOVA) for perception assessment.
Main Results:
- Three main themes emerged: perceived quality, perceived value, and sensory comfort.
- Consumers demonstrated higher perceived quality, value, and purchase intention for sustainable clothing.
- Sustainable clothing showed higher repurchase intention compared to traditional apparel.
Conclusions:
- Consumer feedback highlights the importance of perceived quality, value, and comfort in sustainable fashion.
- Findings support the emphasis on eco-friendly materials and sustainable production in apparel development.
- This research offers actionable insights for the fashion industry and contributes to global sustainable design discourse.
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