BUS602: Marketing Management

Successfully reducing the environmental impact of clothing consumption will require the design and implementation - for all three consumption phases - of behavioral strategies tailored to the characteristics and preferences of different consumer groups. This current paper contributes to the understanding of such strategies by descriptively analyzing different clothing consumer groups based not on traditional segmentation variables such as demographics but on actual purchasing behavior. This approach better encapsulates consumer heterogeneity while more fully identifying clothing consumption patterns. Such identification is highly relevant to developing strategies that foster environmentally friendly clothing consumption because it allows consideration of suitable strategies in relation to the actual purchasing patterns of specific consumer groups. In the following section, therefore, we propose such strategies for the different consumption phases and discuss their applicability to each consumer segment.