Advanced

Ethical Fashion Consumerism: A Segmentation and Understanding of Young Swedish Consumers

Dielemans, Eric LU and Zanni, Marco LU (2012) BUSN29 20121
Department of Business Administration
Abstract
Driven by an interest in ethical fashion consumption and having identified the necessity for a clear understanding of consumer traits within this increasing phenomenon, we conducted a quantitative research, adopting a objectivist and positivist stance, involving over three-hundred young Swedish consumers. Positioning ourselves along the lines of the behavioral decision theory and assuming a positivist stance, we aimed to identify how young Swedish fashion consumers differ in personal values based on their ethical preferences. The empirical data, collected administering questionnaires among students of Lund University, enabled us to segment consumers based on their attitudes towards ethical fashion issues and consequently to establish their... (More)
Driven by an interest in ethical fashion consumption and having identified the necessity for a clear understanding of consumer traits within this increasing phenomenon, we conducted a quantitative research, adopting a objectivist and positivist stance, involving over three-hundred young Swedish consumers. Positioning ourselves along the lines of the behavioral decision theory and assuming a positivist stance, we aimed to identify how young Swedish fashion consumers differ in personal values based on their ethical preferences. The empirical data, collected administering questionnaires among students of Lund University, enabled us to segment consumers based on their attitudes towards ethical fashion issues and consequently to establish their arrangement of personal values. This research contributes to a theoretical understanding and segmentation of ethical fashion consumers and consequently has a remarkable practical value for practitioners within the fashion industry. Four consumer segments are detected and fine nuances are defined using an extended and complete general personal values list such as the Schwartz’s Value Index. A picture of the Swedish young fashion consumer is therefore drawn, making a breach to future research in the European ethical fashion context. (Less)
Please use this url to cite or link to this publication:
author
Dielemans, Eric LU and Zanni, Marco LU
supervisor
organization
course
BUSN29 20121
year
type
H1 - Master's Degree (One Year)
subject
keywords
Ethical fashion consumerism, personal values, consumer segmentation, Swedish fashion consumers.
language
English
id
2856657
date added to LUP
2012-06-29 11:07:36
date last changed
2012-06-29 11:07:36
@misc{2856657,
  abstract     = {Driven by an interest in ethical fashion consumption and having identified the necessity for a clear understanding of consumer traits within this increasing phenomenon, we conducted a quantitative research, adopting a objectivist and positivist stance, involving over three-hundred young Swedish consumers. Positioning ourselves along the lines of the behavioral decision theory and assuming a positivist stance, we aimed to identify how young Swedish fashion consumers differ in personal values based on their ethical preferences. The empirical data, collected administering questionnaires among students of Lund University, enabled us to segment consumers based on their attitudes towards ethical fashion issues and consequently to establish their arrangement of personal values. This research contributes to a theoretical understanding and segmentation of ethical fashion consumers and consequently has a remarkable practical value for practitioners within the fashion industry. Four consumer segments are detected and fine nuances are defined using an extended and complete general personal values list such as the Schwartz’s Value Index. A picture of the Swedish young fashion consumer is therefore drawn, making a breach to future research in the European ethical fashion context.},
  author       = {Dielemans, Eric and Zanni, Marco},
  keyword      = {Ethical fashion consumerism,personal values,consumer segmentation,Swedish fashion consumers.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Ethical Fashion Consumerism: A Segmentation and Understanding of Young Swedish Consumers},
  year         = {2012},
}