Sustainable Development of Slow Fashion Businesses: Customer Value Approach

Sojin Jung and Byoungho Jin
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Sojin Jung: Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong
Byoungho Jin: Department of Consumer, Apparel and Retail Studies, The University of North Carolina at Greensboro (UNCG), Greensboro, NC 27402-6170, USA

Sustainability, 2016, vol. 8, issue 6, 1-15

Abstract: As an alternative to the prevalent fast fashion model, slow fashion has emerged as a way of enhancing sustainability in the fashion industry, yet how slow fashion can enhance profitability is still largely unknown. Based on a customer value creation framework, this study empirically tested a structural model that specified the slow fashion attributes that contribute to creating perceived customer value, which subsequently increases a consumer’s intention to buy and pay a price premium for slow fashion products. An analysis of 221 U.S. consumer data revealed that delivering exclusive product value is significantly critical in creating customer value for slow fashion, and customer value, in turn, positively affects consumers’ purchase intentions. Further analysis also revealed that different slow fashion attributes distinctively affect customer value. This provides potential strategies on which slow fashion businesses can focus to secure an economically sustainable business model, thereby continuously improving environmental and social sustainability with the slow fashion ideal.

Keywords: slow fashion; fast fashion; sustainability; customer value; price premium (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (32)

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