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An explorative study and comparison between companies' and customers' perspectives in the sustainable fashion industry
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논문 기본 정보

Type
Academic journal
Author
Puspita Henny (Department of Fashion Design & Merchandising Kyungsung University Korea) Chae Heeju (Department of Fashion Design & Merchandising Kyungsung University Korea)
Journal
한국마케팅과학회 Journal of Global Fashion Marketing Journal of Global Fashion Marketing 제12권 제2호 KCI Accredited Journals
Published
2021.1
Pages
133 - 145 (13page)

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An explorative study and comparison between companies' and customers' perspectives in the sustainable fashion industry
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Abstract· Keywords

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Sustainability has become quite a common discussion topic within the fashion industry. Many fashion companies started to incorporate sustainability aspects into their products since there is an increase of awareness toward this issue, especially in the last decade. However, despite the increasing popularity, there is only little improvement in the sustainable fashion market share. Therefore, this study aims to find out about each side’s point of view, analyze the gap between them and looking for a solution to overcome this gap. A qualitative method such as an in-depth interview is used to gather data from both sides. This study found that there is a gap of perception in marketing strategy and attitude towards pricing between companies and customers. This study-proposed several solutions to lessen this gap such as (1) approaching customer through emotional-based marketing, (2) create a new business model such as collaborative fashion consumption, (3) making a friendlier image of sustainable fashion, and (4) information exchange regarding sustainable technology development between companies. This study provides insights and suggestions for sustainable fashion companies to gain a bigger market share in the industry and also provides a reference for future qualitative study for service quality gap study in the future.
#Fashion marketing #consumer behavior #sustainability #fashion Company #sustainable fashion

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References (40)

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Armstrong Soule, C. A. / 2015 / Less is more: Is a green demarketing strategy sustainable? / Journal of Marketing Management 31(13-14):1403~1427 Crossref Azizi, E. / 2014 / Gap analysis between customer expectations and perceptions of ETKA organization’s service quality using SERVQUAL approach(Case study : Pamizfam sugar company) / Journal of Social Issues & Humanities 2(13):90~94 google schola Bäckström, K. / 2017 / An exploration of consumers’ experiences in physical stores: Comparing consumers’ and retailers’ perspectives in past and present time / The International Review of Retail, Distribution and Consumer Research 27(3):241~259 Crossref Bang, H. K. / 2000 / Consumer concern, knowledge, belief, and attitude toward renewable energy : An application of the reasoned action theory / Psychology & Marketing 17(6):449~468 Crossref Blakely, L / Patagonia’s unapologetically political strategy and the massive business it has built google schola

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