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Eco-chic or trendy-chic? Decoding consumer preferences in sustainable and fast fashion across the EU

Author

Listed:
  • Apetrei Andreea

    (Catholic University of Valencia, Valencia, Spain)

  • Constantin Marius

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Deaconu Elena-Mădălina

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Dinu Mihai

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Pătărlăgeanu Simona Roxana

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Petrescu Irina-Elena

    (Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

The ongoing transformation of the fashion industry is driven by an increasing focus on sustainability, ethical practices, and responsible consumer behavior. Simultaneously, social media platforms have emerged as influential forces in this field, shaping fashion trends and consumer preferences. Despite a substantial body of literature investigating consumer preferences between fast and sustainable fashion, a gap in understanding the intricate relationship between fashion preferences, socio-economic profiling, and social media engagement is evident. Thus, this research was aimed at comparatively decoding EU consumers’ preferences for fast fashion against sustainable fashion by exploring the interplay of demographic factors ‒ age, gender, and geographical location ‒ on fashion preferences, as expressed through the digital engagement with fashion-related content on the Meta social platforms. The research methodology implied resorting to logistic regression analysis, aiming to uncover the underlying patterns that fundamentally characterize consumers’ preferences for fashion in the EU. The results provide novel insights into how digital engagement with fashion-related content can act as a barometer for regional fashion identities and preferences, useful for the identification of both convergence and inflection points. Moreover, findings offer a robust foundation for crafting strategies that promote sustainable fashion practices, tailored to specific EU age, gender, and location demographics, by leveraging the insights gained about EU consumer preferences.

Suggested Citation

  • Apetrei Andreea & Constantin Marius & Deaconu Elena-Mădălina & Dinu Mihai & Pătărlăgeanu Simona Roxana & Petrescu Irina-Elena, 2024. "Eco-chic or trendy-chic? Decoding consumer preferences in sustainable and fast fashion across the EU," Management & Marketing, Sciendo, vol. 19(2), pages 179-210.
    • Handle: RePEc:vrs:manmar:v:19:y:2024:i:2:p:179-210:n:1002
    DOI: 10.2478/mmcks-2024-0009
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