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Sustainability 2016, 8(6), 540; doi:10.3390/su8060540

Sustainable Development of Slow Fashion Businesses: Customer Value Approach

1
Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong
2
Department of Consumer, Apparel and Retail Studies, The University of North Carolina at Greensboro (UNCG), Greensboro, NC 27402-6170, USA
*
Author to whom correspondence should be addressed.
Academic Editor: Giuseppe Ioppolo
Received: 29 March 2016 / Revised: 25 May 2016 / Accepted: 3 June 2016 / Published: 8 June 2016
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
View Full-Text   |   Download PDF [690 KB, uploaded 8 June 2016]   |  

Abstract

As an alternative to the prevalent fast fashion model, slow fashion has emerged as a way of enhancing sustainability in the fashion industry, yet how slow fashion can enhance profitability is still largely unknown. Based on a customer value creation framework, this study empirically tested a structural model that specified the slow fashion attributes that contribute to creating perceived customer value, which subsequently increases a consumer’s intention to buy and pay a price premium for slow fashion products. An analysis of 221 U.S. consumer data revealed that delivering exclusive product value is significantly critical in creating customer value for slow fashion, and customer value, in turn, positively affects consumers’ purchase intentions. Further analysis also revealed that different slow fashion attributes distinctively affect customer value. This provides potential strategies on which slow fashion businesses can focus to secure an economically sustainable business model, thereby continuously improving environmental and social sustainability with the slow fashion ideal. View Full-Text
Keywords: slow fashion; fast fashion; sustainability; customer value; price premium slow fashion; fast fashion; sustainability; customer value; price premium
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Jung, S.; Jin, B. Sustainable Development of Slow Fashion Businesses: Customer Value Approach. Sustainability 2016, 8, 540.

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