How sustainability shapes consumer preferences on special occasions
通过35个半结构化访谈，以婚礼为场景，研究消费者在特殊场合对可持续时尚产品的兴趣，揭示可持续性如何影响消费者对产品意义的追求和偏好，为时尚公司提供推广策略。
Abstract With the aim to guide sustainability strategies of fashion companies, this study explores consumers' interest in sustainable alternatives on special occasions, which have been largely neglected by the literature. Drawing on 35 semistructured interviews and using weddings as the consumption setting, this study first identifies the meanings that are associated with special occasions and defines the role of fashion products in achieving such meanings (uniqueness, achievement of personal goals, emotionality and memory). Second, it reveals how sustainability facilitates or limits the achievement of such goals through fashion products. Finally, it shows how different sustainability strategies affect consumers' inferences and preferences differently. This research offers fashion companies actionable strategies for promotion of sustainable fashion products for special occasions. Specifically, we recommend that marketers consider the associations elicited by different sustainability strategies implementation in the development of their communication and extend the use of and, consequently, the meanings associated with exceptional fashion products.