What is it about?

This study explores what motivates people to buy eco-friendly clothes. It considers personality, values, and societal pressure. The desire to stand out with eco-friendly choices was also studied. While everyone is influenced by social aspects and personal green values, the study surprisingly found two distinct groups. For one, buying eco-friendly is about helping the planet and society. For the other, it's about showing off unique, eco-friendly items. This suggests different marketing approaches are needed: promoting social good for one group and highlighting uniqueness for the other.

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This page is a summary of: Status or sustainability, can we have both, please? Decoding the factors shaping eco-friendly fashion buying, Journal of Fashion Marketing and Management, December 2024, Emerald,
DOI: 10.1108/jfmm-02-2024-0061.
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