Who Buys Slow Fashion: A Study of Lifestyle Characteristics and Motivating Factors among Young Consumers
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This study identifies slow fashion consumers and profiled them by lifestyle characteristics and motivating factors. Sustainability consciousness, and need for uniqueness were examined as the external and internal motivating factors for slow fashion acceptance respectively. Examined lifestyle characteristics included self-expression, style confidence, brand orientation, price-quality orientation, and social media involvement. An online survey with a hypothetical slow fashion line was developed as an instrument to examine slow fashion acceptance. Data was collected at two universities resulting in a sample size of 218. Research findings indicate that young slow fashion adopters have a higher need for uniqueness, prefer well-known fashion brands, and are willing to pay premium prices for the quality. Also, slow fashion adopters tend to be highly involved with social media. Implications were provided.