Circular fashion: cluster analysis to define advertising strategies

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dc.contributor.authorAramendia Muneta, María Elena
dc.contributor.authorOllo López, Andrea
dc.contributor.authorSimón Elorz, Katrin
dc.contributor.departmentGestión de Empresases_ES
dc.contributor.departmentEnpresen Kudeaketaeu
dc.date.accessioned2022-10-25T09:44:43Z
dc.date.available2022-10-25T09:44:43Z
dc.date.issued2022
dc.date.updated2022-10-25T09:36:40Z
dc.description.abstractThe 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.en
dc.format.mimetypeapplication/pdfen
dc.identifier.citationAramendia-Muneta, M. E., Ollo-López, A., & Simón-Elorz, K. (2022). Circular fashion: Cluster analysis to define advertising strategies. Sustainability, 14(20), 13365.en
dc.identifier.doi10.3390/su142013365
dc.identifier.issn2071-1050
dc.identifier.urihttps://academica-e.unavarra.es/handle/2454/44234
dc.language.isoengen
dc.publisherMDPIen
dc.relation.ispartofSustainability 2022, 14, 13365en
dc.relation.publisherversionhttps://doi.org/10.3390/su142013365
dc.rights© 2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license.en
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectCircular fashionen
dc.subjectPrinciplesen
dc.subjectBenefitsen
dc.subjectEnablersen
dc.subjectAwarenessen
dc.subjectAttitudesen
dc.subjectCluster analysisen
dc.subjectCircular economyen
dc.subjectAdvertising campaignsen
dc.subjectAdvertising strategiesen
dc.titleCircular fashion: cluster analysis to define advertising strategiesen
dc.typeinfo:eu-repo/semantics/article
dc.type.versioninfo:eu-repo/semantics/publishedVersion
dspace.entity.typePublication
relation.isAuthorOfPublication0eef96ca-add5-4c6a-91af-1222eeddc04e
relation.isAuthorOfPublication82b3b091-c88b-4bd7-be22-15b42c7f0603
relation.isAuthorOfPublication994cea61-4f60-441f-b14b-e667ceb0e016
relation.isAuthorOfPublication.latestForDiscovery0eef96ca-add5-4c6a-91af-1222eeddc04e

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