Exploring the Convergence of Eco-Friendliness and Fashion: A social-media Perceptual Analysis
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Abstract
This study investigates the potential correlation between a fashion brand's eco-friendliness and its fashion perceptual attributes, utilizing Facebook data mining techniques. An algorithm estimated brand perception scores regarding eco-friendliness and fashion attributes based on user interactions. Regression analysis revealed a positive relationship between environmental practices and fashion/style attributes across luxury, high-end, and fast fashion brands. However, ethical business practices did not correlate with fashion attributes like glamour and style, suggesting consumer perceptions do not align ethical practices with glamorous, stylish brand images. The methodology demonstrates the value of social media data analysis for understanding brand perceptions without biases affecting survey approaches. Findings indicate environmental sustainability is becoming integral to fashion brand positioning, especially for luxury brands where consumers anticipate serious eco-commitments, positively impacting brand image. Consequently, fashion companies should focus communication efforts on ethical business investments which currently do not significantly influence consumer brand perceptions. Overall, this pioneering study makes significant contributions to research on the relationship between eco-friendly attitudes and consumer behavior. The highly adaptable methodology can be utilized to conduct in-depth investigations of consumer perceptions across domains. Findings provide guidance for fashion companies regarding communicating sustainability efforts. While environmental aspects positively correlate with fashion attributes, additional investments should target promoting ethical practices through certifications. Further research could explore competitive brand positioning and segmentation using social network analysis.
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Last updated: 05-02-2023