The Role of Fashion vs. Style Orientation on Sustainable Apparel Consumption

An Update

Wencke Gwozdz, Shipra Gupta, James Gentry

    Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

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    Resumé

    This study examines whether style (versus fashion) orientation can be an alternative approach to promote sustainable fashion consumption, and, if so, what factors might influence consumers’ attitudes toward style or fashion orientation. Based on data collected from 6,386 consumers across five countries (the US, the UK, the Netherlands, Germany, and Sweden), we find a strong relationship between style orientation and sustainable apparel behaviors, thus suggesting style as a potential to improve sustainable apparel consumption. We also find that consumers with high levels of materialism tend to be more fashion oriented, whereas hedonism has no differential influence on the two orientations. Further, knowledge and information play a vital role as consumers with higher environmental concerns and higher skepticism towards sustainable product claims tend to be more style oriented. Further analyses also suggest that factors of style and fashion orientation differ by country, as differences are also found between the countries regarding style and fashion orientation and apparel consumption behavior. The study provides various public policy implications that may foster style orientation and sustainable apparel consumption.
    OriginalsprogEngelsk
    TitelProceedings of the 41st Annual Macromarketing Conference : Macromarketing and Academic Activism
    Antal sider22
    Udgivelses stedDublin
    ForlagMacromarketing Society Inc.
    Publikationsdato2016
    Sider639-660
    StatusUdgivet - 2016
    BegivenhedThe 41st Annual Macromarketing Conference. 2016 - Trinity College Dublin, Dublin, Irland
    Varighed: 13 jul. 201615 jul. 2016
    Konferencens nummer: 41
    http://society.macromarketing.org/conference/2016/

    Konference

    KonferenceThe 41st Annual Macromarketing Conference. 2016
    Nummer41
    LokationTrinity College Dublin
    LandIrland
    ByDublin
    Periode13/07/201615/07/2016
    Internetadresse
    NavnAnnual Macromarketing Conference. Proceedings
    ISSN2168-1473

    Citer dette

    Gwozdz, W., Gupta, S., & Gentry, J. (2016). The Role of Fashion vs. Style Orientation on Sustainable Apparel Consumption: An Update. I Proceedings of the 41st Annual Macromarketing Conference: Macromarketing and Academic Activism (s. 639-660). Dublin: Macromarketing Society Inc.. Annual Macromarketing Conference. Proceedings
    Gwozdz, Wencke ; Gupta, Shipra ; Gentry, James. / The Role of Fashion vs. Style Orientation on Sustainable Apparel Consumption : An Update. Proceedings of the 41st Annual Macromarketing Conference: Macromarketing and Academic Activism. Dublin : Macromarketing Society Inc., 2016. s. 639-660 (Annual Macromarketing Conference. Proceedings).
    @inproceedings{baaa1d13d1004f229ce950b36b6a2384,
    title = "The Role of Fashion vs. Style Orientation on Sustainable Apparel Consumption: An Update",
    abstract = "This study examines whether style (versus fashion) orientation can be an alternative approach to promote sustainable fashion consumption, and, if so, what factors might influence consumers’ attitudes toward style or fashion orientation. Based on data collected from 6,386 consumers across five countries (the US, the UK, the Netherlands, Germany, and Sweden), we find a strong relationship between style orientation and sustainable apparel behaviors, thus suggesting style as a potential to improve sustainable apparel consumption. We also find that consumers with high levels of materialism tend to be more fashion oriented, whereas hedonism has no differential influence on the two orientations. Further, knowledge and information play a vital role as consumers with higher environmental concerns and higher skepticism towards sustainable product claims tend to be more style oriented. Further analyses also suggest that factors of style and fashion orientation differ by country, as differences are also found between the countries regarding style and fashion orientation and apparel consumption behavior. The study provides various public policy implications that may foster style orientation and sustainable apparel consumption.",
    author = "Wencke Gwozdz and Shipra Gupta and James Gentry",
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    Gwozdz, W, Gupta, S & Gentry, J 2016, The Role of Fashion vs. Style Orientation on Sustainable Apparel Consumption: An Update. i Proceedings of the 41st Annual Macromarketing Conference: Macromarketing and Academic Activism. Macromarketing Society Inc., Dublin, Annual Macromarketing Conference. Proceedings, s. 639-660, The 41st Annual Macromarketing Conference. 2016, Dublin, Irland, 13/07/2016.

    The Role of Fashion vs. Style Orientation on Sustainable Apparel Consumption : An Update. / Gwozdz, Wencke; Gupta, Shipra; Gentry, James.

    Proceedings of the 41st Annual Macromarketing Conference: Macromarketing and Academic Activism. Dublin : Macromarketing Society Inc., 2016. s. 639-660 (Annual Macromarketing Conference. Proceedings).

    Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

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    Gwozdz W, Gupta S, Gentry J. The Role of Fashion vs. Style Orientation on Sustainable Apparel Consumption: An Update. I Proceedings of the 41st Annual Macromarketing Conference: Macromarketing and Academic Activism. Dublin: Macromarketing Society Inc. 2016. s. 639-660. (Annual Macromarketing Conference. Proceedings).