Perceptions, attitudes, and behaviors toward sustainable fashion: Application of Q and Q‐R methodologies

Abstract

While sustainability has increasingly attracted the attention of scholars and practitioners, consumer attitudes and behaviors toward sustainable consumption have not yet been elucidated. The decision‐making process around sustainable consumption involves diverse and complex considerations including some forms of compromise (tradeoff). In addition, sustainability is a broad and subjective concept, and is not a primary attribute of a product Impacting the choices of consumers. Therefore, it is necessary to apply new methods to overcome the limitations of conventional evidence‐based research. This research uses Q and Q‐R methodologies to identify consumers' subjective viewpoints toward sustainable fashion and to present socio‐demographic differences across segments of sustainable fashion consumers. Study 1 uses Q methodology to interview 26 consumers and to identify four types of decision makers: doubtful egoists, single‐minded bystanders, wavering intellects, and opinion leaders. Study 2 uses Q‐R methodology to verify the psychological and socio‐demographic variables among 328 consumers. The research provides useful suggestions for selecting and approaching target consumer segments in the sustainable fashion industry.

Millennials’ Attitudes Toward Online Luxury Buying Behavior in South Korea: A Q-methodology Approach

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Environmental Knowledge, Awareness, and Business School Students’ Intentions to Purchase Green Vehicles in Emerging Countries

“…Many emerging countries such as Malaysia are committed to decreasing their carbon emissions by 40% by 2020, so it is timely to improve our understanding of the mechanisms that will influence consumers to adopt cleaner and greener vehicles, and begin to effect the most sustainable solution for significantly minimizing fossil fuel dependence and reducing carbon emissions [16].…”

CSR-consumption paradox: examination of UK apparel companies

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