Analysis of Consumer Apparel Preferences with Emphasis on Sustainability in a Developing Country Setting: Conjoint Analysis Approach

This article aims to investigate apparel preferences among young female consumers in the context of a developing country with a specific focus on sustainable fashion. To do so, we employ a Conjoint analysis approach with the material used as an attribute signaling sustainability. In addition to material preferences, we investigate preferences towards different attribute levels for four additional attributes: design, country of origin, uniqueness, and price. Apart from that, we use cluster analysis to identify two market segments. By investigating consumer apparel preferences in a developing country setting, taking into account sustainability preferences by including material as a product attribute, and providing clear guidelines on product characteristics worth considering when designing new or redesigning already available clothing products, this research contributes both marketing theory and practice.