Perceptions, attitudes, and behaviors toward sustainable fashion: Application of Q and Q-R methodologies

Sanga Song, Eunju Ko

Research output: Contribution to journalArticlepeer-review

28 Citations (Scopus)


While sustainability has increasingly attracted the attention of scholars and practitioners, consumer attitudes and behaviors toward sustainable consumption have not yet been elucidated. The decision-making process around sustainable consumption involves diverse and complex considerations including some forms of compromise (tradeoff). In addition, sustainability is a broad and subjective concept, and is not a primary attribute of a product Impacting the choices of consumers. Therefore, it is necessary to apply new methods to overcome the limitations of conventional evidence-based research. This research uses Q and Q-R methodologies to identify consumers' subjective viewpoints toward sustainable fashion and to present socio-demographic differences across segments of sustainable fashion consumers. Study 1 uses Q methodology to interview 26 consumers and to identify four types of decision makers: doubtful egoists, single-minded bystanders, wavering intellects, and opinion leaders. Study 2 uses Q-R methodology to verify the psychological and socio-demographic variables among 328 consumers. The research provides useful suggestions for selecting and approaching target consumer segments in the sustainable fashion industry.

Original languageEnglish
Pages (from-to)264-273
Number of pages10
JournalInternational Journal of Consumer Studies
Issue number3
Publication statusPublished - 2017 May 1

Bibliographical note

Publisher Copyright:
© 2016 John Wiley & Sons Ltd

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing


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