Ethical Fashion Consumerism: A Segmentation and Understanding of Young Swedish Consumers
(2012) BUSN29 20121Department 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:
http://lup.lub.lu.se/student-papers/record/2856657
- author
- Dielemans, Eric LU and Zanni, Marco LU
- supervisor
-
- Sofia Ulver LU
- organization
- course
- BUSN29 20121
- year
- 2012
- 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}}, language = {{eng}}, note = {{Student Paper}}, title = {{Ethical Fashion Consumerism: A Segmentation and Understanding of Young Swedish Consumers}}, year = {{2012}}, }