Profiling eco-fashion shoppers and investigating their eco-fashion preferences.

• Main Authors: Heng, Jing Yi., Tan, Yuan Xin., Koh, Jermaine Jia Na.
• Other Authors: Khoo Phaik Suan, Susan
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/51594
• Institution: Nanyang Technological University

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.