How sustainability shapes consumer preferences on special occasions
Costanza Dasmi,
Acuti Diletta,
Valentina Mazzoli
et al.
Abstract:With the aim to guide sustainability strategies of fashion companies, this study explores consumers' interest in sustainable alternatives on special occasions, which have been largely neglected by the literature. Drawing on 35 semistructured interviews and using weddings as the consumption setting, this study first identifies the meanings that are associated with special occasions and defines the role of fashion products in achieving such meanings (uniqueness, achievement of personal goals, emotionality and me… Show more
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