Green products in the fashion industry: consumer segmentation to develop communication campaigns
| dc.contributor.author | Martínez Huete, Laura | |
| dc.contributor.author | Aramendia Muneta, María Elena | |
| dc.contributor.department | Gestión de Empresas | es_ES |
| dc.contributor.department | Enpresen Kudeaketa | eu |
| dc.contributor.funder | Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa | |
| dc.date.accessioned | 2025-02-20T11:50:28Z | |
| dc.date.available | 2025-02-20T11:50:28Z | |
| dc.date.issued | 2024-12-16 | |
| dc.date.updated | 2025-02-20T11:41:48Z | |
| dc.description.abstract | The rise of green awareness due to the environmental challenges the world faces has enhanced consumers' consciousness of, and attitudes toward green products. This study explores consumers' perceptions of green fashion products by analyzing consumer profiles. A cluster analysis differentiated four consumer segments with divergent demographic and behavioral features. Antigreeners, green followers, green professionals and supergreeners differ in green fashion awareness and their level of understanding of the benefits, challenges, enablers and attitudes of using green products. Overall, extensive ignorance of green fashion products was found, particularly among antigreeners and green followers, which should incentivize fashion companies to increase green fashion awareness and position their green fashion brands in this niche market. The present study helps bridge the research gap about consumers' buying behavior regarding green fashion products. Considering the fashion industry's global standing as one of the most polluting yet profitable sectors, this analysis offers valuable insights into the Circular Economy Action Plan of the European Green Deal. | en |
| dc.description.sponsorship | Open access funding provided by Universidad Pública de Navarra. | |
| dc.format.mimetype | application/pdf | en |
| dc.identifier.citation | Martinez-Huete, L., & Aramendia-Muneta, M. E. (2025). Green Products in the Fashion Industry: Consumer Segmentation to Develop Communication Campaigns. Fashion Practice, 17(1), 105-132. https://doi.org/10.1080/17569370.2024.2426647 | |
| dc.identifier.doi | 10.1080/17569370.2024.2426647 | |
| dc.identifier.issn | 1756-9370 | |
| dc.identifier.uri | https://academica-e.unavarra.es/handle/2454/53514 | |
| dc.language.iso | eng | |
| dc.publisher | Taylor & Francis | |
| dc.relation.ispartof | Fashion Practice, (2024), 1-28 | |
| dc.relation.publisherversion | https://doi.org/10.1080/17569370.2024.2426647 | |
| dc.rights | © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License. | |
| dc.rights.accessRights | info:eu-repo/semantics/openAccess | |
| dc.rights.uri | https://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| dc.subject | Benefits | en |
| dc.subject | Cluster analysis | en |
| dc.subject | Fashion industry | en |
| dc.subject | Green fashion awareness | en |
| dc.subject | Green fashion products | en |
| dc.title | Green products in the fashion industry: consumer segmentation to develop communication campaigns | en |
| dc.type | info:eu-repo/semantics/article | |
| dc.type.version | info:eu-repo/semantics/publishedVersion | |
| dspace.entity.type | Publication | |
| relation.isAuthorOfPublication | 0eef96ca-add5-4c6a-91af-1222eeddc04e | |
| relation.isAuthorOfPublication.latestForDiscovery | 0eef96ca-add5-4c6a-91af-1222eeddc04e |