 How sustainability shapes consumer preferences on special occasionsCostanza Dasmi, Acuti Diletta, Valentina Mazzoli and Raffaele Donvito Business Strategy and the Environment, 2024, vol. 33, issue 6, 5797-5811 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 memory). Second, it reveals how sustainability facilitates or limits the achievement of such goals through fashion products. Finally, it shows how different sustainability strategies affect consumers' inferences and preferences differently. This research offers fashion companies actionable strategies for promotion of sustainable fashion products for special occasions. Specifically, we recommend that marketers consider the associations elicited by different sustainability strategies implementation in the development of their communication and extend the use of and, consequently, the meanings associated with exceptional fashion products. Date: 2024 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bla:bstrat:v:33:y:2024:i:6:p:5797-5811 Ordering information: This journal article can be ordered from Access Statistics for this article Business Strategy and the Environment is currently edited by Richard Welford More articles in Business Strategy and the Environment from Wiley Blackwell |
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