Circular Fashion: Cluster Analysis to Define Advertising Strategies
Abstract
:1. Introduction
2. Literature Review
2.1. Principles of Circular Fashion–Awareness and Attitudes
2.2. Benefits of Circular Fashion to the Fashion Industry and Society
2.3. Enablers of Circular Fashion for Consumption
2.4. Gender, Age, and Budget in Circular Fashion Attitudes and Awareness
3. Material and Methodology
3.1. Sample
3.2. Empirical Analysis
4. Results
4.1. Cluster 1. Circular Fashion Lovers
4.2. Cluster 2. Circular Fashion Followers
4.3. Cluster 3. Circular Fashion Laggards
4.4. Cluster 4. Starters to Leave Traditional Fashion
4.5. Cluster 5. True Believers in Traditional Fashion
4.6. Demographic and Personal Variables of Each Cluster
5. Discussion and Conclusions
Limitations and Future Research
Author Contributions
Funding
Data Availability Statement
Conflicts of Interest
Appendix A
Questions | Likert-Type Scale Response Anchors |
---|---|
Do you know what circular fashion means? | a–Yes b–No |
Are you aware of circular fashion as (include definition of circular fashion [2])? | Level of Awareness 1–Not aware 5–Very aware |
Are you aware of the basic circular fashion principles? (Here, explanation of Figure 1)
| Level of Awareness 1–Not aware 5–Very aware |
Are you aware of the benefits of circular fashion?
| Level of Awareness 1–Not aware 5–Very aware |
What would be important enablers for you when you are buying products created by circular fashion processes?
| Level of Agreement 1–Totally disagree 5–Totally agree |
Are you applying any circular fashion principles? (Here, explanation of Figure 1)
| Level of Agreement 1–Totally disagree 5–Totally agree |
Are you interested in purchasing traditional fashion products (make, use, dispose) or circular fashion products (reuse, repair, recycling, ….)?
| Level of Interest 1–Not interested 5–Very interested |
Would you consider paying more for circular fashion products? | a–Yes b–No |
After completing this questionnaire, do you think you have increased your knowledge about circular fashion? | a–Yes b–No |
Appendix B
Cluster | |||||||
---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | F | Prob > F | |
(n = 49) | (n = 65) | (n = 61) | (n = 37) | (n = 21) | |||
Gender | 3.63 | ** | |||||
Female | 79.6% | 53.8% | 59.0% | 51.4% | 38.1% | ||
Male | 20.4% | 46.2% | 41.0% | 48.6% | 61.9% | ||
Generation | 9.32 | *** | |||||
Generation Z (1995–2010) | 49.0% | 78.5% | 80.3% | 91.9% | 95.2% | ||
Millennials (1980–1994) | 10.2% | 4.6% | 3.3% | 8.1% | 0.0% | ||
Generation X (1965–1979) | 22.4% | 13.8% | 9.8% | 0.0% | 4.8% | ||
Baby Boomers (>1964) | 18.4% | 3.1% | 6.6% | 0.0% | 0.0% | ||
Fashion budget per season | 0.56 | ||||||
50–200€ | 71.4% | 67.7% | 73.8% | 83.8% | 81.0% | ||
200–400€ | 24.5% | 32.3% | 19.7% | 10.8% | 19.0% | ||
400–700€ | 4.1% | 0.0% | 6.6% | 5.4% | 0.0% | ||
Willingness to pay more | 0.44 | ||||||
Yes | 75.5% | 69.2% | 78.7% | 70.3% | 71.4% | ||
No | 24.5% | 30.8% | 21.3% | 29.7% | 28.6% | ||
Initial knowledge of CF | 24.31 | *** | |||||
Yes | 77.6% | 92.3% | 50.8% | 64.9% | 0.0% | ||
No | 22.4% | 7.7% | 49.2% | 35.1% | 100.0% | ||
Increase knowledge of CF | 2.66 | * | |||||
Yes | 95.9% | 87.7% | 98.4% | 100.0% | 90.5% | ||
No | 4.1% | 12.3% | 1.6% | 0.0% | 9.8% |
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Characteristics | Percentage | |
---|---|---|
Gender | Female | 58.80% |
Male | 41.20% | |
Generation | Generation Z (1995–2010) | 76.39% |
Millennials (1980–1994) | 5.58% | |
Generation X (1965–1979) | 11.59% | |
Baby Boomers (>1964) | 6.44% | |
Fashion budget per season | 50–200€ | 73.82% |
200–400€ | 22.75% | |
400–700€ | 3.43% | |
Willingness to pay more for CF | Yes | 73.39% |
No | 26.61% | |
Initial knowledge of CF | Yes | 65.67% |
No | 34.33% | |
Increase knowledge of CF | Yes | 94.42% |
No | 5.58% |
Characteristic Variables | Mean | Std. Deviation | |
---|---|---|---|
Awareness of Circular Fashion | 3.584 | 1.158 | |
Purchase intention of Circular Fashion | 3.747 | 1.065 | |
Purchase intention of Traditional Fashion | 3.043 | 1.022 | |
Awareness of principles of Circular Fashion | |||
Creating smarter products | Rethink | 3.279 | 1.199 |
Reduce | 3.365 | 1.168 | |
Extend the useful life of products and their parts | Reuse | 3.747 | 1.157 |
Repair | 3.734 | 1.075 | |
Refurbish | 3.712 | 1.107 | |
Restore | 3.524 | 1.139 | |
Redesign | 3.279 | 1.110 | |
Useful application of materials or components | Recycle | 3.760 | 1.151 |
Recover | 3.004 | 1.213 | |
Attitudes to principles of Circular Fashion | |||
Creating smarter products | Rethink | 2.927 | 1.218 |
Reduce | 3.240 | 1.078 | |
Extend the useful life of products and their parts | Reuse | 3.455 | 1.123 |
Repair | 3.648 | 1.005 | |
Refurbish | 3.515 | 1.069 | |
Restore | 2.845 | 1.271 | |
Redesign | 2.742 | 1.264 | |
Useful application of materials | Recycle | 3.275 | 1.257 |
Recover | 2.524 | 1.333 | |
Benefits | |||
Competitiveness | 3.532 | 1.176 | |
Innovation | 3.665 | 1.123 | |
Environment | 4.176 | 1.048 | |
Employment | 3.343 | 1.097 | |
Enablers | |||
Marketing | 4.391 | 0.801 | |
Placement | 3.949 | 0.961 | |
Advertising | 4.219 | 0.823 | |
Communication | 3.970 | 0.910 | |
Social media | 4.451 | 0.858 |
Cluster No. | Name of Cluster | No. of Cases | % |
---|---|---|---|
1 | Circular Fashion Lovers | 49 | 21.03 |
2 | Circular Fashion Followers | 65 | 27.90 |
3 | Circular Fashion Laggards | 61 | 26.18 |
4 | Starters to Leave Traditional Fashion | 37 | 15.88 |
5 | True Believers in Traditional Fashion | 21 | 9.01 |
Characteristic Variables | Cluster Mean | Cluster Std. Deviation | Test-Value | Probability | |
---|---|---|---|---|---|
Awareness of Circular Fashion | 4.347 | 0.846 | 5.18 | 0.000 | |
Purchase intention of Circular Fashion | 4.429 | 0.700 | 5.03 | 0.000 | |
Awareness of principles of Circular Fashion | |||||
Creating smarter products | Rethink | 4.327 | 0.766 | 6.87 | 0.000 |
Reduce | 4.306 | 0.676 | 6.33 | 0.000 | |
Extend the useful life of products and their parts | Reuse | 4.673 | 0.511 | 6.29 | 0.000 |
Repair | 4.469 | 0.703 | 5.38 | 0.000 | |
Refurbish | 4.388 | 0.723 | 4.79 | 0.000 | |
Restore | 4.408 | 0.636 | 6.11 | 0.000 | |
Redesign | 4.143 | 0.833 | 6.12 | 0.000 | |
Useful application of materials or components | Recycle | 4.612 | 0.664 | 5.82 | 0.000 |
Recover | 3.816 | 1.024 | 5.26 | 0.000 | |
Attitudes to principles of Circular Fashion | |||||
Creating smarter products | Rethink | 4.122 | 0.982 | 7.71 | 0.000 |
Reduce | 4.224 | 0.763 | 7.18 | 0.000 | |
Extend the useful life of products and their parts | Reuse | 4.245 | 0.821 | 5.53 | 0.000 |
Repair | 4.265 | 0.722 | 4.83 | 0.000 | |
Refurbish | 4.388 | 0.723 | 6.42 | 0.000 | |
Restore | 4.041 | 1.068 | 7.39 | 0.000 | |
Redesign | 4.102 | 0.863 | 8.45 | 0.000 | |
Useful application of materials | Recycle | 4.408 | 0.780 | 7.09 | 0.000 |
Recover | 3.592 | 1.211 | 6.30 | 0.000 | |
Benefits | |||||
Competitiveness | 4.469 | 0.610 | 6.27 | 0.000 | |
Innovation | 4.531 | 0.610 | 6.06 | 0.000 | |
Environment | 4.796 | 0.451 | 4.65 | 0.000 | |
Employment | 4.245 | 0.770 | 6.46 | 0.000 | |
Enablers | |||||
Marketing | 4.673 | 0.549 | 2.78 | 0.0030 | |
Placement | 4.551 | 0.672 | 4.93 | 0.0000 | |
Advertising | 4.612 | 0.565 | 3.76 | 0.0000 | |
Communication | 4.490 | 0.759 | 4.49 | 0.0000 | |
Social media | 4.714 | 0.606 | 2.41 | 0.0080 |
Characteristic Variables | Cluster Mean | Cluster Std. Deviation | Test-Value | Probability | |
---|---|---|---|---|---|
Awareness of Circular Fashion | 4.308 | 0.580 | 5.92 | 0.000 | |
Awareness of principles of Circular Fashion | |||||
Creating smarter products | Rethink | 3.862 | 0.801 | 4.60 | 0.000 |
Reduce | 3.969 | 0.822 | 4.90 | 0.000 | |
Extend the useful life of products and their parts | Reuse | 4.262 | 0.750 | 4.21 | 0.000 |
Repair | 4.338 | 0.615 | 5.33 | 0.000 | |
Refurbish | 4.354 | 0.711 | 5.49 | 0.000 | |
Restore | 4.046 | 0.753 | 4.35 | 0.000 | |
Redesign | 3.615 | 0.817 | 2.87 | 0.002 | |
Useful application of materials or components | Recycle | 4.231 | 0.855 | 3.88 | 0.000 |
Recover | 3.400 | 1.107 | 3.09 | 0.001 | |
Attitudes to principles of Circular Fashion | |||||
Extend the useful life of products and their parts | Restore | 2.492 | 0.979 | −2.63 | 0.004 |
Redesign | 2.369 | 0.970 | −2.80 | 0.003 | |
Useful application of materials or components | Recover | 2.123 | 1.103 | −2.85 | 0.002 |
Recycle | 2.846 | 1.126 | −3.23 | 0.001 | |
Benefits | |||||
Competitiveness | 4.000 | 0.894 | 3.77 | 0.000 | |
Innovation | 4.185 | 0.762 | 4.38 | 0.000 | |
Environment | 4.615 | 0.600 | 3.97 | 0.000 |
Characteristic Variables | Cluster Mean | Cluster Std. Deviation | Test-Value | Probability | |
---|---|---|---|---|---|
Awareness of Circular Fashion | 3.033 | 0.868 | −4.31 | 0.000 | |
Awareness of principles of Circular Fashion | |||||
Creating smarter products | Rethink | 2.902 | 0.804 | −2.86 | 0.002 |
Extend the useful life of products and their parts | Reuse | 3.393 | 0.946 | −2.77 | 0.003 |
Repair | 3.328 | 0.783 | −3.42 | 0.000 | |
Refurbish | 3.410 | 0.755 | −2.48 | 0.007 | |
Restore | 3.164 | 0.813 | −2.87 | 0.002 | |
Useful application of materials | Recycle | 3.393 | 0.835 | −2.89 | 0.002 |
Attitudes to principles of Circular Fashion | |||||
Extend the useful life of products and their parts | Restore | 3.311 | 0.897 | 3.33 | 0.000 |
Redesign | 3.131 | 0.932 | 2.79 | 0.003 | |
Useful application of materials or components | Recycle | 3.033 | 1.201 | 3.46 | 0.000 |
Recover | 3.344 | 0.866 | 3.11 | 0.001 | |
Benefits | |||||
Competitiveness | 3.115 | 0.812 | −3.22 | 0.001 | |
Innovation | 3.131 | 0.858 | −4.31 | 0.000 | |
Environment | 3.869 | 0.932 | −2.66 | 0.004 | |
Enablers | |||||
Marketing | 4.033 | 0.940 | −4.05 | 0.000 | |
Placement | 3.590 | 1.014 | −3.38 | 0.000 |
Characteristic Variables | Cluster Mean | Cluster Std. Deviation | Test-Value | Probability | |
---|---|---|---|---|---|
Awareness of principles of Circular Fashion | |||||
Creating smarter products | Rethink | 2.541 | 1.029 | −4.076 | 0.000 |
Reduce | 2.703 | 0.801 | −3.751 | 0.000 | |
Useful application of materials | Recycle | 2.514 | 1.056 | −2.677 | 0.004 |
Attitudes to principles of Circular Fashion | |||||
Creating smarter products | Rethink | 1.622 | 0.748 | −7.092 | 0.000 |
Reduce | 2.324 | 0.807 | −5.626 | 0.000 | |
Extend the useful life of products and their parts | Reuse | 2.324 | 0.932 | −6.663 | 0.000 |
Repair | 2.865 | 1.095 | −5.159 | 0.000 | |
Refurbish | 2.405 | 1.026 | −6.870 | 0.000 | |
Restore | 1.541 | 0.597 | −6.794 | 0.000 | |
Redesign | 1.568 | 0.790 | −6.149 | 0.000 | |
Useful application of materials or components | Recycle | 2.676 | 1.296 | −3.152 | 0.001 |
Recover | 1.459 | 0.825 | −5.282 | 0.000 | |
Enablers | |||||
Communication | 3.622 | 0.911 | −2.534 | 0.006 |
Characteristic Variables | Cluster Mean | Cluster Std. Deviation | Test-Value | Probability | |
---|---|---|---|---|---|
Awareness of Circular Fashion | 1.429 | 0.583 | −8.92 | 0.000 | |
Purchase intention of Circular Fashion | 2.524 | 0.957 | −2.43 | 0.007 | |
Awareness of principles of Circular Fashion | |||||
Creating smarter products | Rethink | 1.429 | 0.660 | −7.40 | 0.000 |
Reduce | 1.333 | 0.563 | −8.34 | 0.000 | |
Extend the useful life of products and their parts | Reuse | 1.571 | 0.728 | −9.01 | 0.000 |
Repair | 1.905 | 0.868 | −8.15 | 0.000 | |
Refurbish | 1.714 | 0.881 | −8.65 | 0.000 | |
Restore | 1.381 | 0.653 | −9.02 | 0.000 | |
Redesign | 1.429 | 0.660 | −7.99 | 0.000 | |
Useful application of materials | Recycle | 2.000 | 1.024 | −7.33 | 0.000 |
Recover | 1.286 | 0.547 | −6.79 | 0.000 | |
Attitudes to principles of Circular Fashion | |||||
Creating smarter products | Rethink | 1.952 | 0.785 | −3.84 | 0.000 |
Reduce | 2.476 | 0.852 | −3.40 | 0.000 | |
Extend the useful life of products and their parts | Restore | 2.095 | 1.191 | −2.83 | 0.002 |
Redesign | 1.667 | 0.836 | −4.08 | 0.000 | |
Useful application of materials | Recover | 1.667 | 0.713 | −3.08 | 0.001 |
Benefits | |||||
Competitiveness | 1.476 | 0.663 | −8.38 | 0.000 | |
Innovation | 1.857 | 1.082 | −7.72 | 0.000 | |
Environment | 2.429 | 1.294 | −7.99 | 0.000 | |
Employment | 1.667 | 0.836 | −7.33 | 0.000 |
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Aramendia-Muneta, M.E.; Ollo-López, A.; Simón-Elorz, K. Circular Fashion: Cluster Analysis to Define Advertising Strategies. Sustainability 2022, 14, 13365. https://doi.org/10.3390/su142013365
Aramendia-Muneta ME, Ollo-López A, Simón-Elorz K. Circular Fashion: Cluster Analysis to Define Advertising Strategies. Sustainability. 2022; 14(20):13365. https://doi.org/10.3390/su142013365
Chicago/Turabian StyleAramendia-Muneta, Maria Elena, Andrea Ollo-López, and Katrin Simón-Elorz. 2022. "Circular Fashion: Cluster Analysis to Define Advertising Strategies" Sustainability 14, no. 20: 13365. https://doi.org/10.3390/su142013365
APA StyleAramendia-Muneta, M. E., Ollo-López, A., & Simón-Elorz, K. (2022). Circular Fashion: Cluster Analysis to Define Advertising Strategies. Sustainability, 14(20), 13365. https://doi.org/10.3390/su142013365