A multi-dimensional view of consumer value to explain socially-responsible consumer behavior: a fuzzy-set analysis of Generation Y’s fast-fashion consumers (original) (raw)

Journal of Marketing Theory and Practice, 2022

Abstract

Generation Y’s consumers are believed to be aware of the different environmental problems affecting the society. However, their attitudes/intentions do not actually translate into action, particularly in the fashion domain. The present study investigates which combinations of consumption values can better explain the presence, or absence, of socially-responsible consumer behavior among Generation Y’s fast-fashion consumers. The results of the fuzzy-set qualitative comparative analysis show that it does not depend on single consumption values, rather it is the result of different combinations of them. The findings provide guidance for policy-makers as well as manufacturers and retailers in the fashion industry.

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