2021 article
Generation Z female consumers' preferences for swimwear products with sustainability-relevant attributes
Li, J., & Leonas, K. K. (2021, October 8). JOURNAL OF GLOBAL FASHION MARKETING.
author keywords: Swimwear; Gen Z; conjoint analysis; sustainability; consumer preferences
UN Sustainable Development Goal Categories
2. Zero Hunger
(Web of Science)
4. Quality Education
(Web of Science)
12. Responsible Consumption and Production
(Web of Science)
13. Climate Action
(Web of Science)
14. Life Below Water
(Web of Science)
15. Life on Land
(Web of Science)
Source: Web Of Science
Added: November 15, 2021
ABSTRACT The purpose of this study is to identify the importance of swimwear attributes to Generation Z (Gen Z) female consumers and investigate the effects of consumer knowledge (CK) on consumers’ decision-making processes. First, based on the attribute classification methods in the literature and exploratory analysis on selected swimwear brands, eight swimwear attributes and each attribute’s levels were identified. These attributes were classified into the sustainability-irrelevant (extrinsic, intrinsic) and sustainability-relevant (environmental, social) attribute categories. Second, a self-administered online survey was employed. A total of 257 usable data were received. Most participants have limited knowledge of sustainable swimwear, and their knowledge levels have influences on attribute importance. Results indicate that price is the most important attribute, followed by fiber, donation, color, certification, and style. Two attributes, country of origin and labor, are rarely considered. Additionally, sustainable cues add value to consumers’ evaluations. This study involves consumer knowledge as a factor and fills a gap in the literature focusing on Gen Z and swimwear. The findings are beneficial for swimwear enterprises to address consumers’ preferences in their future product development strategy.