Analysis of consumer preferences in sustainable fashion consumption

Purpose. Growing consumer concern about the environmental and ethical impact of their clothing purchases has led to an increased desire for more conscious alternatives, which has stimulated the emergence of a market for products that prioritise sustainability. This study aims to explore the complexities of consumer preferences and choices in sustainable fashion consumption by uncovering the key factors that guide consumers in selecting clothing items through choice-based conjoint analysis. To analyse the consumers’ preferences, seven attributes and attribute levels are determined firstly and then the data for the study are collected by designing a survey through the Conjointly online platform. Results. Price emerges as the most significant factor, indicating the substantial influence of economic considerations on sustainable clothing consumption choices. Following price, the choice of product material ranks second, reflecting the importance consumers place on material quality and the environmental impact of these materials. Ethical production practices, ranking as the third most important attribute, emphasise the critical role of ethical labor conditions in shaping the decision-making process of consumers. Brand reputation ranks among the third less pivotal considerations, while sustainability certificates do not hold the same decisive power as price, product material, and ethical production practices. Supply chain transparency is the least influential attribute while geographical production location demonstrates a comparatively limited influence on consumer choices. Scientific novelty. This research is motivated by the growing focus on sustainability in the fashion industry and the need to bridge the gap between consumer preferences and sustainable clothing alternatives. The novelty of this research is provide insights into the factors that influence consumers on choosing sustainable clothing by quantifying the comparative significance of the preferences of customers. Practical value. This study aspires to contribute a fresh perspective and valuable insights to the field of sustainable fashion. Furthermore, it intends to offer practical recommendations for brands and policymakers as they navigate this ever-evolving landscape. Recognising the determinants of consumers’ intentions to purchase sustainable garments is imperative for fashion brands and policymakers striving to promote sustainable practices and tailor their product offerings to match consumers’ preferences.