Strategic profile for positioning eco-apparel among mainstream apparel consumers

Neupane, Saugat and Chimhundu, Ranga ORCID: https://orcid.org/0000-0001-9399-8604 and Kong, Eric ORCID: https://orcid.org/0000-0002-8756-2991 (2021) Strategic profile for positioning eco-apparel among mainstream apparel consumers. Journal of Global Fashion Marketing, 12 (3). pp. 229-244. ISSN 2093-2685


Abstract

This paper develops a strategic profile for positioning ecologically produced apparel (eco-apparel) to make eco-apparel the preferred choice among mainstream apparel customers. This qualitative study employed 24 in-depth interviews involving eco-apparel consumers and managers. Thematic analysis was used to analyze the qualitative data. This research suggests that there is a mismatch between the value expected by apparel consumers and the value offered by eco-apparel. To attract mainstream apparel consumers, environment-friendliness claims need to be implicit while aesthetic claims should be explicit. Perceived psychological risk due to misleading information, combined with the effort required to purchase due to limited availability, has added to the problems of marketing eco-apparel. Eco-apparel companies could consider this study as a guide to develop value and actions for promoting their products to apparel consumers, through the application of the Four Actions Framework. While previous studies have suggested environment-friendliness as a key factor in marketing eco-apparel, this study suggests that environment-friendliness features should not be the emphasis of eco-apparel marketing. This research has determined the customer value proposition for eco-apparel using the Four Actions Framework, and this is a novel approach that has not been applied by previous research in eco-apparel marketing.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Date Deposited: 18 Jun 2021 05:19
Last Modified: 29 Oct 2021 00:39
Uncontrolled Keywords: Eco-apparel; apparel marketing; fashion; customer value proposition; Four Actions Framework
Fields of Research (2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations)
Socio-Economic Objectives (2008): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: https://doi.org/10.1080/20932685.2021.1915836
URI: http://eprints.usq.edu.au/id/eprint/42251

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