The four faces of apparel consumers: Identifying sustainable consumers for apparel

Hyejune Park, Min Young Lee, Wanmo Koo

Research output: Contribution to journalArticlepeer-review

24 Scopus citations


The aims of this study are to identify apparel consumer segments based on consumer attributes related to sustainability-related factors and traditional apparel shopping-related factors and to profile the identified segments in consumer characteristics. Using a sample of 754 US consumers, a factor analysis, a cluster analysis, χ2 test, and ANOVA were used in identifying and profiling the segments for sustainable consumers for apparel. Four consumer segments were identified: Concerned Shoppers, Holistic Shoppers, Traditionals, and Apathetic Shoppers. Each consumer segment exhibited significant differences in sustainability-related attributes (i.e. sustainability knowledge, sustainability consciousness), traditional shopping-related attributes (i.e. fashion consciousness, price sensitivity, product quality), behavioral outcomes (i.e. ecologically-conscious apparel consumer behavior, socially-conscious apparel consumer behavior, purchase intention of fast fashion products), and demographic characteristics (i.e. gender, age). The results provide marketing suggestions for each consumer segment.

Original languageEnglish
Pages (from-to)298-312
Number of pages15
JournalJournal of Global Fashion Marketing
Issue number4
StatePublished - Oct 2 2017

Bibliographical note

Publisher Copyright:
© 2017 Korean Scholars of Marketing Science.


  • Sustainable consumers
  • apparel
  • cluster analysis
  • segmentation
  • sustainability

ASJC Scopus subject areas

  • Cultural Studies
  • Strategy and Management
  • Marketing
  • Management of Technology and Innovation


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