Sustainability in fashion

: the impact of collaborative strategies between fashion brands and non-profit organizations on consumers’ preferences

Abstract

This research investigates consumer preferences regarding sustainable fashion brands and the influence that individual factors, of consumers’ sustainable behavior, have on the purchasing process. Specifically, the objective is to investigate consumers' preferences regarding different collaborative strategies between non-profit organizations and fashion companies for sustainable brands, specifically partnerships or co-ownership. To achieve this goal, an experiment was conducted in the form of an online questionnaire. The data collected, in order to draw the results, were analyzed through SPSS statistical software. The results show that the majority of consumers prefer to buy products from a co-owned brand as opposed to a partnership between non-profit organizations and fashion companies. In addition, the activation of individual factors (psychological factors, personal attitude, awareness, belief, values, perception, habits, experience, lifestyle, and socio-demographics) was shown to play a key role in satisfaction, happiness, and purchase intention. While it does not affect willingness to pay, which is always higher for co-owned brands. In summary, the research results show that consumers are interested in sustainable fashion brands and tend to prefer a co-owned brand. However, the influence of individual factors on the choice of sustainable brand should be considered by companies when developing their marketing strategies.

Date of Award	28 Jun 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)