Identifying Sustainable Style Consumers with Decision Tree Predictive Model

Date
2016-11-08
Authors
Kwon, Theresa
Cho, Erin
Kim, Youn-Kyung
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Altmetrics
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Abstract

Sustainable Style consumption (SSC) refers to “a distinctive mode of pursuing an individual style whose design one perceives classic and at the same time speaks about oneself.†Current study identifies pivotal factors that describe sustainable style consumers by creating a decision tree with RPART (recursive partitioning) method. A decision tree of SSC was built based on six pertinent lifestyle traits. Results indicated that the largest segment (19%) of high SSC group was explained by high level of fashion consciousness and high frugality. Although high fashion consciousness was regarded to be negatively associated with sustainable apparel consumption, our results show that high fashion consciousness, jointly with high frugality and high social responsibility, characterizes the high SSC segment. As high SSC consumers are more likely to purchase more environmental apparel and engage in sustainable apparel divestment, our decision tree model can be used to efficiently target and develop marketing strategies.

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