<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The ongoing transformation of the fashion industry is driven by an increasing focus on sustainability, ethical practices, and responsible consumer behavior. Simultaneously, social media platforms have emerged as influential forces in this field, shaping fashion trends and consumer preferences. Despite a substantial body of literature investigating consumer preferences between fast and sustainable fashion, a gap in understanding the intricate relationship between fashion preferences, socio-economic profiling, and social media engagement is evident. Thus, this research was aimed at comparatively decoding EU consumers’ preferences for fast fashion against sustainable fashion by exploring the interplay of demographic factors ‒ age, gender, and geographical location ‒ on fashion preferences, as expressed through the digital engagement with fashion-related content on the Meta social platforms. The research methodology implied resorting to logistic regression analysis, aiming to uncover the underlying patterns that fundamentally characterize consumers’ preferences for fashion in the EU. The results provide novel insights into how digital engagement with fashion-related content can act as a barometer for regional fashion identities and preferences, useful for the identification of both convergence and inflection points. Moreover, findings offer a robust foundation for crafting strategies that promote sustainable fashion practices, tailored to specific EU age, gender, and location demographics, by leveraging the insights gained about EU consumer preferences.</p>
</abstract>

The ongoing transformation of the fashion industry is driven by an increasing focus on sustainability, ethical practices, and responsible consumer behavior. Simultaneously, social media platforms have emerged as influential forces in this field, shaping fashion trends and consumer preferences. Despite a substantial body of literature investigating consumer preferences between fast and sustainable fashion, a gap in understanding the intricate relationship between fashion preferences, socio-economic profiling, and social media engagement is evident. Thus, this research was aimed at comparatively decoding EU consumers’ preferences for fast fashion against sustainable fashion by exploring the interplay of demographic factors ‒ age, gender, and geographical location ‒ on fashion preferences, as expressed through the digital engagement with fashion-related content on the Meta social platforms. The research methodology implied resorting to logistic regression analysis, aiming to uncover the underlying patterns that fundamentally characterize consumers’ preferences for fashion in the EU. The results provide novel insights into how digital engagement with fashion-related content can act as a barometer for regional fashion identities and preferences, useful for the identification of both convergence and inflection points. Moreover, findings offer a robust foundation for crafting strategies that promote sustainable fashion practices, tailored to specific EU age, gender, and location demographics, by leveraging the insights gained about EU consumer preferences.

Eco-chic or trendy-chic? Decoding consumer preferences in sustainable and fast fashion across the EU

Management & Marketing

This work is licensed under the Creative Commons Attribution 4.0 International License.

The ongoing transformation of the fashion industry is driven by an increasing focus on sustainability, ethical practices, and responsible consumer behavior....

Eco-chic or trendy-chic? Decoding consumer preferences in sustainable and fast fashion across the EU

Published Online: Jul 13, 2024

Page range: 179 - 210

DOI: https://doi.org/10.2478/mmcks-2024-0009

Keywords
fashion industry, sustainability, consumer preferences, social platforms, demographic trends, consumer profiling, sustainable development

© 2024 Andreea Apetrei et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Eco-chic or trendy-chic? Decoding consumer preferences in sustainable and fast fashion across the EU

Published Online: Jul 13, 2024

Page range: 179 - 210

DOI: https://doi.org/10.2478/mmcks-2024-0009

Keywordsfashion industry, sustainability, consumer preferences, social platforms, demographic trends, consumer profiling, sustainable development

© 2024 Andreea Apetrei et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
fashion industry, sustainability, consumer preferences, social platforms, demographic trends, consumer profiling, sustainable development