ABSTRACT

This paper develops a strategic profile for positioning ecologically produced apparel (eco-apparel) to make eco-apparel the preferred choice among mainstream apparel customers. This qualitative study employed 24 in-depth interviews involving eco-apparel consumers and managers. Thematic analysis was used to analyze the qualitative data. This research suggests that there is a mismatch between the value expected by apparel consumers and the value offered by eco-apparel. To attract mainstream apparel consumers, environment-friendliness claims need to be implicit while aesthetic claims should be explicit. Perceived psychological risk due to misleading information, combined with the effort required to purchase due to limited availability, has added to the problems of marketing eco-apparel. Eco-apparel companies could consider this study as a guide to develop value and actions for promoting their products to apparel consumers, through the application of the Four Actions Framework. While previous studies have suggested environment-friendliness as a key factor in marketing eco-apparel, this study suggests that environment-friendliness features should not be the emphasis of eco-apparel marketing. This research has determined the customer value proposition for eco-apparel using the Four Actions Framework, and this is a novel approach that has not been applied by previous research in eco-apparel marketing.

摘要

本文制定了定位生态生产服装（生态服装）的战略概况，使生态服装成为主流服装客户的首选。这项定性研究采用了 24 次深入访谈，涉及生态服装消费者和管理者。主题分析用于分析定性数据。这项研究表明，服装消费者的预期价值与生态服装提供的价值之间存在不匹配。为了吸引主流服装消费者，环保要求必须是隐含的，而美学要求应该是明确的。由于误导性信息而感知到的心理风险，加上由于供应有限而需要购买的努力，增加了营销生态服装的问题。生态服装公司可以将这项研究作为指南，通过应用四项行动框架来制定向服装消费者推广其产品的价值和行动。虽然先前的研究表明环保是营销生态服装的关键因素，但本研究表明，环保特征不应成为生态服装营销的重点。本研究使用四项行动框架确定了生态服装的客户价值主张，这是一种新颖的方法，以前的生态服装营销研究尚未应用。这项研究表明，环保特性不应成为生态服装营销的重点。本研究使用四项行动框架确定了生态服装的客户价值主张，这是一种新颖的方法，以前的生态服装营销研究尚未应用。这项研究表明，环保特性不应成为生态服装营销的重点。本研究使用四项行动框架确定了生态服装的客户价值主张，这是一种新颖的方法，以前的生态服装营销研究尚未应用。