Circular fashion: cluster analysis to define advertising strategies

The 2030 Agenda for Sustainable Development adopted by all United Nations Member States in 2015 provides a catalogue of 17 Sustainable Development Goals (SDG). In this context, Circular fashion stands out as one of the sectors where commitment to the SDGs is most needed, given its global nature and...

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Detalhes bibliográficos
Autores: Aramendia Muneta, María Elena, Ollo López, Andrea, Simón Elorz, Katrin
Formato: artículo
Estado:Versión publicada
Fecha de publicación:2022
País:España
Recursos:Universidad San Jorge (USJ)
Repositorio:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
OAI Identifier:oai:academica-e.unavarra.es:2454/44234
Acesso em linha:https://hdl.handle.net/2454/44234
Access Level:acceso abierto
Palavra-chave:Circular fashion
Principles
Benefits
Enablers
Awareness
Attitudes
Cluster analysis
Circular economy
Advertising campaigns
Advertising strategies
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spelling Circular fashion: cluster analysis to define advertising strategiesAramendia Muneta, María ElenaOllo López, AndreaSimón Elorz, KatrinCircular fashionPrinciplesBenefitsEnablersAwarenessAttitudesCluster analysisCircular economyAdvertising campaignsAdvertising strategiesThe 2030 Agenda for Sustainable Development adopted by all United Nations Member States in 2015 provides a catalogue of 17 Sustainable Development Goals (SDG). In this context, Circular fashion stands out as one of the sectors where commitment to the SDGs is most needed, given its global nature and its significant growth in terms of consumption. Moreover, it is not possible to assert that society, in general, is aware of the importance of the principles that guide circularity, both in terms of awareness and attitudes. In this study, through cluster analysis, five different segments have been identified with divergent characteristics in terms of level of maturity regarding principles of circular fashion and/or benefits and/or enablers of related communication tools. Social and personal characteristics make it possible to contrast the differences in consumer behavior, as well as relevant aspects, such as willingness to pay more for circular fashion. The present study will help to fill the gap in research between the awareness and attitudes of consumers in circular fashion and propose different strategies for the industry and institutions to develop the concept of sustainability regarding circular fashion.MDPIGestión de EmpresasEnpresen Kudeaketa2022info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://hdl.handle.net/2454/44234reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarrainstname:Universidad San Jorge (USJ)Inglés© 2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license.https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:academica-e.unavarra.es:2454/442342026-06-17T12:41:47Z
dc.title.none.fl_str_mv Circular fashion: cluster analysis to define advertising strategies
title Circular fashion: cluster analysis to define advertising strategies
spellingShingle Circular fashion: cluster analysis to define advertising strategies
Aramendia Muneta, María Elena
Circular fashion
Principles
Benefits
Enablers
Awareness
Attitudes
Cluster analysis
Circular economy
Advertising campaigns
Advertising strategies
title_short Circular fashion: cluster analysis to define advertising strategies
title_full Circular fashion: cluster analysis to define advertising strategies
title_fullStr Circular fashion: cluster analysis to define advertising strategies
title_full_unstemmed Circular fashion: cluster analysis to define advertising strategies
title_sort Circular fashion: cluster analysis to define advertising strategies
dc.creator.none.fl_str_mv Aramendia Muneta, María Elena
Ollo López, Andrea
Simón Elorz, Katrin
author Aramendia Muneta, María Elena
author_facet Aramendia Muneta, María Elena
Ollo López, Andrea
Simón Elorz, Katrin
author_role author
author2 Ollo López, Andrea
Simón Elorz, Katrin
author2_role author
author
dc.contributor.none.fl_str_mv Gestión de Empresas
Enpresen Kudeaketa
dc.subject.none.fl_str_mv Circular fashion
Principles
Benefits
Enablers
Awareness
Attitudes
Cluster analysis
Circular economy
Advertising campaigns
Advertising strategies
topic Circular fashion
Principles
Benefits
Enablers
Awareness
Attitudes
Cluster analysis
Circular economy
Advertising campaigns
Advertising strategies
description The 2030 Agenda for Sustainable Development adopted by all United Nations Member States in 2015 provides a catalogue of 17 Sustainable Development Goals (SDG). In this context, Circular fashion stands out as one of the sectors where commitment to the SDGs is most needed, given its global nature and its significant growth in terms of consumption. Moreover, it is not possible to assert that society, in general, is aware of the importance of the principles that guide circularity, both in terms of awareness and attitudes. In this study, through cluster analysis, five different segments have been identified with divergent characteristics in terms of level of maturity regarding principles of circular fashion and/or benefits and/or enablers of related communication tools. Social and personal characteristics make it possible to contrast the differences in consumer behavior, as well as relevant aspects, such as willingness to pay more for circular fashion. The present study will help to fill the gap in research between the awareness and attitudes of consumers in circular fashion and propose different strategies for the industry and institutions to develop the concept of sustainability regarding circular fashion.
publishDate 2022
dc.date.none.fl_str_mv 2022
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/2454/44234
url https://hdl.handle.net/2454/44234
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv https://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv MDPI
publisher.none.fl_str_mv MDPI
dc.source.none.fl_str_mv reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
instname:Universidad San Jorge (USJ)
instname_str Universidad San Jorge (USJ)
reponame_str Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
collection Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
repository.name.fl_str_mv
repository.mail.fl_str_mv
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