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Key Factors Influencing Chinese Consumers’ Demand for Naturally Dyed Garments: Data Analysis through KJ Method and KANO Model

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  • Huiya Xu

    (Department of Textile Design, Sangmyung University, Cheonan 31066, Republic of Korea
    College of Journalism and Communications, Shanghai Jianqiao University, Shanghai 201306, China)

  • Ha-young Song

    (Department of Textile Design, Sangmyung University, Cheonan 31066, Republic of Korea)

Abstract

The growing global emphasis on environmental issues has driven companies to exert greater efforts on making their products more sustainable. Natural dyeing, an eco-friendly dyeing method used in the textile and apparel industry, is safer for both the environment and human health, aligning with the needs of sustainable design development. This paper examines the key factors affecting Chinese consumers’ satisfaction with naturally dyed garments, aiming to provide research-based strategies for the design and development of such garments. In this study, we utilized the KJ method for the detailed categorization of the functionalities of naturally dyed garments, establishing five dimensions and thirty demand indicators. Based on this, the KANO model, coupled with the Better–Worse coefficient and the quadrant analysis method, was used to classify different demand items, ranking their satisfaction and importance. The results indicate that the wearing experience and environmental characteristics of products are key determinants influencing Chinese consumers’ demand for naturally dyed clothing. The top five factors significantly impacting product satisfaction, in descending order of importance, are comfort, environmentally friendly dyeing techniques, safety, degradability, and durability. Therefore, to ensure consumer satisfaction with naturally dyed clothing, these factors should be prioritized when establishing a support system that caters to consumer needs. Our findings can help companies to better understand consumers’ actual need for naturally dyed garments, enabling the more targeted development and optimization of such garments, enhancing product competitiveness, and promoting the green transformation and sustainable development of enterprises. Simultaneously, this study also contributes novel theoretical approaches and ideas for future research on consumer demand.

Suggested Citation

  • Huiya Xu & Ha-young Song, 2024. "Key Factors Influencing Chinese Consumers’ Demand for Naturally Dyed Garments: Data Analysis through KJ Method and KANO Model," Sustainability, MDPI, vol. 16(3), pages 1-28, January.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:3:p:1189-:d:1330124
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    References listed on IDEAS

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    1. Caniato, Federico & Caridi, Maria & Crippa, Luca & Moretto, Antonella, 2012. "Environmental sustainability in fashion supply chains: An exploratory case based research," International Journal of Production Economics, Elsevier, vol. 135(2), pages 659-670.
    2. Lifang Qiao & Yichuan Zhang, 2022. "Analysis of MOOC Quality Requirements for Landscape Architecture Based on the KANO Model in the Context of the COVID-19 Epidemic," Sustainability, MDPI, vol. 14(23), pages 1-17, November.
    3. Lujie Deng & Nurul Hanim Romainoor & Bolun Zhang, 2023. "Evaluation of the Usage Requirements of Hospital Signage Systems Based on the Kano Model," Sustainability, MDPI, vol. 15(6), pages 1-18, March.
    4. D. K. Choudhury & Uma Gulati, 2020. "Product attributes based on customer’s perception and their effect on customer satisfaction: the Kano analysis of mobile brands," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 47(1), pages 49-60, March.
    5. Mu-Chen Chen & Chia-Lin Hsu & Li-Hung Lee, 2019. "Service Quality and Customer Satisfaction in Pharmaceutical Logistics: An Analysis Based on Kano Model and Importance-Satisfaction Model," IJERPH, MDPI, vol. 16(21), pages 1-23, October.
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