Profiling eco-fashion shoppers and investigating their eco-fashion preferences.
Over the past few years, eco-fashion has evolved from a trend into a movement. The impacts of fast fashion on the environment presents an increasing need for ecofashion. Businesses and retailers have also caught on to the fact that it pays to go green and be ethical. Although the traits of...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/51594 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Over the past few years, eco-fashion has evolved from a trend into a movement. The
impacts of fast fashion on the environment presents an increasing need for ecofashion.
Businesses and retailers have also caught on to the fact that it pays to go
green and be ethical. Although the traits of fashion shoppers have been widely
discussed in various literatures, specific traits and profiles of an eco-fashion shopper
have not yet been investigated. The purpose of this study is to classify eco-fashion
shoppers based on their different shopping motivations and to investigate their
preferences towards different types of eco-fashion. A questionnaire was employed
and a total of 360 responses were gathered. Three types of eco-fashion shoppers were
obtained using a two-step cluster analysis and the traits of each type were obtained
using K-means cluster analysis. In addition, discriminant analysis was employed to
investigate each type’s preference to the 4 types of eco-fashion. Lastly, crosstabulation
and chi-square tests were used to understand the media consumption habits
of each profiles. This study makes a contribution by helping eco-fashion retailers
better allocate marketing resources, while tailoring each eco-fashion types to the
respective customer segments. |
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