ABSTRACT

Sustainable fashion is an emergent concept introduced to resolve the issues emanating from the clashes between the fast fashion production model and consumers and to establish a healthy relationship between the two. However, studies show that there are inconsistencies between the attitudes and behaviors of consumers regarding sustainability; sustainable fashion has not been found to lead to a shift in consumer behavior despite improved consumer awareness on the subject. In response, researchers claim that each consumer type’s consumption behavior towards sustainable fashion and their underlying characteristics need to be identified to understand the influences of their purchase intentions for sustainable fashion. This study investigates the relationship between self-concept and lifestyle so as to identify basic consumer attitudes and behaviors toward sustainable fashion, and also analyzes the effect of self-concept and perceived values on fashion lifestyle and consumption intention to identify each consumer type and suggest ways to induce the desired buying behavior. Data from people with prior knowledge or experience in sustainable fashion were collected through an online survey, and analyzed. The study found different influences on consumers’ fashion choices according to their distinct self-concepts, and that the subdivisions of CPV affect different degrees of purchase intention.

摘要

可持续时尚是为了解决快时尚生产模式与消费者之间的冲突而产生的问题，并在两者之间建立健康关系而引入的新兴概念。然而，研究表明，消费者对可持续性的态度和行为之间存在不一致；尽管消费者对此主题的意识有所提高，但尚未发现可持续时尚会导致消费者行为的转变。作为回应，研究人员声称需要确定每种消费者类型对可持续时尚的消费行为及其潜在特征，以了解他们对可持续时尚的购买意图的影响。本研究调查自我概念与生活方式之间的关系，以识别消费者对可持续时尚的基本态度和行为，并分析自我概念和感知价值对时尚生活方式和消费意愿的影响，以识别每种消费者类型并提出建议诱发预期的购买行为。通过在线调查收集并分析了具有可持续时尚知识或经验的人的数据。研究发现，消费者根据不同的自我概念对时尚选择产生不同的影响，并且CPV的细分影响不同程度的购买意愿。并分析自我概念和感知价值对时尚生活方式和消费意愿的影响，以识别每种消费者类型并提出诱导所需购买行为的方法。通过在线调查收集并分析了具有可持续时尚知识或经验的人的数据。研究发现，消费者根据不同的自我概念对时尚选择产生不同的影响，并且CPV的细分影响不同程度的购买意愿。并分析自我概念和感知价值对时尚生活方式和消费意愿的影响，以识别每种消费者类型并提出诱导所需购买行为的方法。通过在线调查收集并分析了具有可持续时尚知识或经验的人的数据。研究发现，消费者根据不同的自我概念对时尚选择产生不同的影响，并且CPV的细分影响不同程度的购买意愿。