From quantity to quality: understanding slow fashion consumers for sustainability and consumer education

Sojin Jung, Byoungho Jin

Research output: Journal article publicationJournal articleAcademic researchpeer-review

33 Citations (Scopus)


In order to develop a sophisticated and targeted marketing strategy, this study aimed to identify potential slow fashion consumer segments and understand their characteristics. The final 221 completed responses from a sample of nationwide U.S. consumers were analyzed by cluster analysis. Based on consumer orientation to slow fashion, four consumer groups were identified: Highly-involved in slow fashion group, Conventional group, Exclusivity oriented group and Low-involved in slow fashion group. The characteristics of each group were profiled according to personal values, apparel consumption behaviours and demographics. With distinctive profiles of each group, different marketing strategies were suggested to address the needs of each group effectively. This study extends academic understanding of slow fashion in consumer perspectives, and provides important perspectives for consumer education on apparel consumption.
Original languageEnglish
Pages (from-to)410-421
Number of pages12
JournalInternational Journal of Consumer Studies
Issue number4
Publication statusPublished - 1 Jul 2016


  • Consumer profile
  • fashion
  • quality consumption
  • slow fashion consumers
  • sustainable

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing

Cite this