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How sustainability shapes consumer preferences on special occasions

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  • Costanza Dasmi
  • Acuti Diletta
  • Valentina Mazzoli
  • Raffaele Donvito

Abstract

With the aim to guide sustainability strategies of fashion companies, this study explores consumers' interest in sustainable alternatives on special occasions, which have been largely neglected by the literature. Drawing on 35 semistructured interviews and using weddings as the consumption setting, this study first identifies the meanings that are associated with special occasions and defines the role of fashion products in achieving such meanings (uniqueness, achievement of personal goals, emotionality and memory). Second, it reveals how sustainability facilitates or limits the achievement of such goals through fashion products. Finally, it shows how different sustainability strategies affect consumers' inferences and preferences differently. This research offers fashion companies actionable strategies for promotion of sustainable fashion products for special occasions. Specifically, we recommend that marketers consider the associations elicited by different sustainability strategies implementation in the development of their communication and extend the use of and, consequently, the meanings associated with exceptional fashion products.

Suggested Citation

  • Costanza Dasmi & Acuti Diletta & Valentina Mazzoli & Raffaele Donvito, 2024. "How sustainability shapes consumer preferences on special occasions," Business Strategy and the Environment, Wiley Blackwell, vol. 33(6), pages 5797-5811, September.
    • Handle: RePEc:bla:bstrat:v:33:y:2024:i:6:p:5797-5811
    DOI: 10.1002/bse.3781
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