Analysis of Factors Impacting Sustainable Fashion Consumption based on Means-End Chain Theory (Case Study: Tane Dorost Brand, Iran)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 Associate Prof, Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

2 Master of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

چکیده

It is essential to study values and motivations impacting sustainable fashion consumption to understand consumer behavior and promote eco-friendly practices across the fashion industry. This literature has been of great interest due to increasing concerns about climate change, reduced resources, and waste management in recent years. This study investigates the outcomes of consumers’ expected consumption and personal values that direct the preferences associated with sustainable fashion products. The analysis of the data using a laddering technique (23 sustainable fashion consumers) revealed five dominant perceptual patterns. A hierarchical value map was developed by measuring both direct and indirect correlations between elements. The respondents found “natural materials” and “quality” to be key attributes. Variables “feeling good,” “social recognition,” and “comfortable life” were identified as core values in the responses. This study contributes to the sustainable fashion literature and helps researchers obtain deeper insights into the association of particular product attributes with emotional and symbolic aspects and, finally, their association with the personal values of consumers.

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  • تاریخ دریافت: 20 اسفند 1403
  • تاریخ بازنگری: 20 اردیبهشت 1404
  • تاریخ پذیرش: 29 مهر 1404

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