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Sustainable Development of Slow Fashion Businesses: Customer Value Approach

Author

Listed:
  • Sojin Jung

    (Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong)

  • Byoungho Jin

    (Department of Consumer, Apparel and Retail Studies, The University of North Carolina at Greensboro (UNCG), Greensboro, NC 27402-6170, USA)

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.

Suggested Citation

  • Sojin Jung & Byoungho Jin, 2016. "Sustainable Development of Slow Fashion Businesses: Customer Value Approach," Sustainability, MDPI, vol. 8(6), pages 1-15, June.
    • Handle: RePEc:gam:jsusta:v:8:y:2016:i:6:p:540-:d:71627
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    References listed on IDEAS

    as
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    2. Sandro Castaldo & Francesco Perrini & Nicola Misani & Antonio Tencati, 2009. "The Missing Link Between Corporate Social Responsibility and Consumer Trust: The Case of Fair Trade Products," Journal of Business Ethics, Springer, vol. 84(1), pages 1-15, January.
    3. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    4. Antonio Tencati & Laszlo Zsolnai, 2012. "Collaborative Enterprise and Sustainability: The Case of Slow Food," Journal of Business Ethics, Springer, vol. 110(3), pages 345-354, October.
    Full references (including those not matched with items on IDEAS)

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