Strategic positioning and consumer preferences in sustainable fashion

: exploring competitive advantage, willingness to pay, trade-offs, and consumer awareness

Abstract

This study examines how sustainable fashion brands strategically position themselves to gain a competitive advantage over traditional fashion brands. It also explores consumer behavior, willingness to pay premium prices, trade-offs between price and sustainability, and the impact of growing consumer awareness on the market share of sustainable brands. In terms of methodology, the research employs a qualitative approach, utilizing in-depth interviews and netnography to gather insights from industry experts and consumers. Data were analyzed to identify key themes related to positioning strategies, consumer behavior, pricing, and market segmentation. We found that Sustainable fashion brands adopt various positioning strategies, including transparency, local production, waste minimization, and circular models. Despite these efforts, the attitude-behavior gap remains a challenge, with consumers often prioritizing price and aesthetics over sustainability. However, increased consumer awareness and demand for ethical practices enhance the growth potential and competitive positioning of sustainable brands. Research limitations evolve around the study's qualitative nature and limited geographic focus may impact the generalizability of the findings. Future research should incorporate quantitative methods and a broader sample to provide a more comprehensive understanding of the market dynamics. This research contributes to the literature on sustainable fashion by elucidating the strategic positioning of brands and the complexities of consumer behavior. It offers practical insights for brands to enhance their sustainability efforts and align with consumer values, highlighting the importance of genuine sustainability practices in achieving long-term market success.

Date of Award	25 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Moreira da Cruz (Supervisor)