Publication: In the fashion industry consumer perception on willingness to pay and circular economy
Abstract
Döngüsel ekonomi, artan farkındalık, sınırlı doğal kaynakları koruma ihtiyacı ve iklim değişikliğini durdurma ihtiyacının bir sonucu olarak hükümetler, şirketler ve akademiden önceki on yıllara göre daha fazla ilgi gördü. Araştırmacılar, belirli ürün kategorileri veya kullanımları açısından tüketicilerin döngüsel ekonomi hakkında nasıl hissettiklerine baktılar. Van ve diğerleri tarafından yapılan çalışmalara göre, döngüsel ekonominin tüketici tarafından tanınması, öncelikle kişisel özellikler, ürün ve hizmet teklifleri, bilgi ve anlayış, deneyim ve sosyal yönler, risk ve belirsizlik algıları, faydalar ve diğer psikolojik faktörlerden etkilenir. (2016) ve Vehmas ve ark. (2018). Bu çalışmanın amacı, moda endüstrisinde döngüsel ürünlerin ödeme istekliliği açısından tüketici bakış açısını anlamaktır. Analizi yapmak için çevrimiçi anket dağıtıldı. Deneysel tasarımın iki aşaması yürütüldü ve bir tişörtün iki kez değerlendirilmesi istendi. Önce dairesel olarak üretilen t-shirt'ü tanımadıklarında ve verilen bilgiden sonra boyut soruları ile birlikte değeri tekrar sordular. 407 katılımcının sonuçları analiz için toplandı. t-testi ve küme analizi için kullanılan SPSS28. Kümeleme analizi ile cinsiyete göre 2 farklı küme oluşturulmuştur. Bu araştırmanın sonuçları, ankete katılan kadın katılımcıların, dairesel olarak üretilen bir ürün için erkek katılımcılardan daha az ödeme eğiliminde olduğunu göstermektedir. Döngüsel ekonomide müşteri tercihlerini anlamak, üreticilerin başarılı stratejiler oluşturmasına yardımcı olabilir.
The circular economy has received more attention from governments, corporations, and academia than in previous decades due to increased awareness, the need to protect finite natural resources, and the need to stop climate change. Researchers have looked at how consumers feel about the circular economy from the standpoint of specific product categories or their uses. Consumer recognition of the circular economy is primarily influenced by personal characteristics, product and service offerings, knowledge and understanding, experience and social aspects, perceptions of risks and uncertainty, benefits, and other psychological factors, according to studies by Van et al. (2016) and Vehmas et al. (2018). The aim of this study is to understand consumer perspectives in terms of willingness to pay for circular products in the fashion industry. To conduct the analysis, an online survey was distributed. Two steps of the experimental design were completed and asked to value a t-shirt twice. First when they didn’t know the t-shirt was produced circularly and after the given knowledge the value was asked again along with dimension questions. Results of 407 participants were gathered for analysis. SPSS28 was used for t-test and cluster analysis. With cluster analysis, 2 different clusters formed in terms of gender. Results of this research show that women participants in the survey tend to pay less than male participants for a circularly produced product. In the circular economy, understanding customer preferences may help producers create successful strategies.
The circular economy has received more attention from governments, corporations, and academia than in previous decades due to increased awareness, the need to protect finite natural resources, and the need to stop climate change. Researchers have looked at how consumers feel about the circular economy from the standpoint of specific product categories or their uses. Consumer recognition of the circular economy is primarily influenced by personal characteristics, product and service offerings, knowledge and understanding, experience and social aspects, perceptions of risks and uncertainty, benefits, and other psychological factors, according to studies by Van et al. (2016) and Vehmas et al. (2018). The aim of this study is to understand consumer perspectives in terms of willingness to pay for circular products in the fashion industry. To conduct the analysis, an online survey was distributed. Two steps of the experimental design were completed and asked to value a t-shirt twice. First when they didn’t know the t-shirt was produced circularly and after the given knowledge the value was asked again along with dimension questions. Results of 407 participants were gathered for analysis. SPSS28 was used for t-test and cluster analysis. With cluster analysis, 2 different clusters formed in terms of gender. Results of this research show that women participants in the survey tend to pay less than male participants for a circularly produced product. In the circular economy, understanding customer preferences may help producers create successful strategies.