Circular Fashion: Cluster Analysis to Define Advertising Strategies

Maria Elena Aramendia-Muneta, Andrea Ollo-López and Katrin Simón-Elorz
Additional contact information
Andrea Ollo-López: Departamento de Gestión de Empresas, Universidad Pública de Navarra, 31006 Pamplona, Spain
Katrin Simón-Elorz: Departamento de Gestión de Empresas, Universidad Pública de Navarra, 31006 Pamplona, Spain

Sustainability, 2022, vol. 14, issue 20, 1-19

Abstract: The 2030 Agenda for Sustainable Development adopted by all United Nations Member States in 2015 provides a catalogue of 17 Sustainable Development Goals (SDG). In this context, Circular fashion stands out as one of the sectors where commitment to the SDGs is most needed, given its global nature and its significant growth in terms of consumption. Moreover, it is not possible to assert that society, in general, is aware of the importance of the principles that guide circularity, both in terms of awareness and attitudes. In this study, through cluster analysis, five different segments have been identified with divergent characteristics in terms of level of maturity regarding principles of circular fashion and/or benefits and/or enablers of related communication tools. Social and personal characteristics make it possible to contrast the differences in consumer behavior, as well as relevant aspects, such as willingness to pay more for circular fashion. The present study will help to fill the gap in research between the awareness and attitudes of consumers in circular fashion and propose different strategies for the industry and institutions to develop the concept of sustainability regarding circular fashion.

Keywords: circular fashion; principles; benefits; enablers; awareness; attitudes; cluster analysis; circular economy; advertising campaigns; advertising strategies (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/20/13365/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/20/13365/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:20:p:13365-:d:944746

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().