MODA GİYİM SEKTÖRÜNDE SÜRDÜRÜLEBİLİRLİK ARAYIŞLARI; YAVAŞ MODA’NIN YÜKSELİŞİ

Artan çevresel kaygılar çerçevesinde, hızlı moda iş modeline alternatif olarak yavaş moda, moda endüstrisinde sürdürülebilirliği artırmanın bir yolu olarak ortaya çıkmıştır. Ancak yavaş modanın sürdürülebilir bir kâr marjı üretip üretemeyeceği hala büyük ölçüde bilinmemektedir. Amaç : Bu çalışmanın amacı, tüketicilerin yavaş moda ürünlerini satın alma arzusuna ve bu ürünler için gerekirse daha fazla fiyat ödeme niyetlerine etki eden unsurları incelemektir. Yöntem: Bu çalışma ile algılanan müşteri değeri yaratmaya katkıda bulunan yavaş moda özelliklerini belirleyen ve daha sonra tüketicinin yavaş moda ürünleri satın alma arzusunu ve bu ürünler için daha fazla fiyat ödeme niyetlerini artıran yapısal bir model test etmiştir. Bulgular: 282 Türk tüketicisi verileri üzerinde yapılan analizler, Özgün ürün değeri sunmanın yavaş moda için algılanan müşteri değeri yaratmada önemli ölçüde kritik olduğunu ve algılanan değerin tüketicilerin satın alma arzularını olumlu etkilediğini ortaya koymaktadır. Yapılan diğer analizler, farklı yavaş moda özelliklerinin müşteri değerini belirgin şekilde etkilediğini de ortaya çıkarmaktadır. Bu sonuçlar, yavaş moda şirketlerinin ekonomik olarak sürdürülebilir bir iş modelini güvence altına almak için odaklanabilecekleri potansiyel stratejileri belirlemesinde yardımcı olabilir. Özgünlük: Literatür incelediğinde, Yavaş Moda iş modelinin Türkiye genelinde ekonomik olarak sürdürülebilir bir kar üretip üretemeyeceğine yönelik yapılan çalışmaların sınırlı olduğu görülmüştür. Anılan bu durumun araştırmayı farklı kılan özellik olduğu düşünülmektedir.

Anahtar Kelimeler:

yavaş moda, hızlı moda, sürdürülebilirlik, algılanan müşteri değeri

Searching for Sustainability in the Fashion Clothing Industry; The Rise of Slow Fashion

In the context of growing environmental concerns, slow fashion has become an alternative to the fast fashion business model as a recipe of improving sustainability in the fashion industry. But it is still largely unknown whether slow fashion can produce a sustainable profit margin. Purpose: The aim of this study is to examine the factors affecting consumers' purchase intention of slow fashion products and their willingness to pay premium. Method: This study tested a structural model that identifies slow fashion attributes that contribute to creating perceived customer value and then increases the consumer's desire to buy slow fashion products and their willingness to pay a price premium. Findings: An analysis of 282 Turkish consumer data reveals that delivering authentic product value is significantly critical to creating perceived customer value for slow fashion, and that perceived value positively influences consumers' purchase intentions. Other analyses also reveal that different slow fashion characteristics significantly affect perceived customer value. These results could help slow fashion companies identify potential strategies on which they can focus to secure an economically sustainable business model. Originality: When the literature is examined, it is seen that the studies on whether the Slow Fashion business model can produce an economically sustainable profit throughout Turkey are limited. This situation is thought to be the feature that makes the research different.

Keywords:

slow fashion, fast fashion, sustainability, perceived customer value,

PDF

___

Aaker, D.A.(1996). Measuring brand equity across products and markets. Calif. Manage. Rev. 38, 102–120.
Bly, S.; Gwozdz, W.; Reisch, L.A. (2015). Exit from the high street: An exploratory study of sustainable fashion consumption pioneers. Int. J. Consum. Stud., 39, 125–135.
Byun.S.; Sternoquist.B. (2008). The Antecedents of in-store hoaring; measurement and application in the fast fashion retail environment, Int. Rev. Retail Distrib. Consum. Res, 18, 188-147
Carrigan, M.; Attalla, A. (2001). The myth of the ethical consumer—Do ethics matter in purchase behaviour? J. Consum. Mark. 18, 560–578.
Castaldo, S.; Perrini, F.; Misani, N.; Tencati, A. (2009). The missing link between corporate social responsibility and consumer trust: The case of fair-trade products. J. Bus. Ethics, 84, 1–15.
Clark, H. (2008). Slow + fashion: An oxymoron or a promise for the future? Fashion Theory, 12, 427–446.
Cline, E.L. (2012). Overdressed the shockingly cost of cheap fashion, The Penguin group New York NY USA
Ertekin, Z.O.; Atik, D. (2015). Sustainable markets: Motivating factors, barriers, and remedies for mobilization of slow fashion. J. Macromarketing, 35, 53–69.
Day, G.S (1990) Market Driven Strategy; Free Press, New York, NY, USA
Diddi,S. ; vd. (2019). Exploring young adult consumers’ sustainable clothing consumption intention-behavior gap: A Behavioral Reasoning Theory perspective, Sustainable Production and Consumption, 18, Pages 200-209,
Fletcher, K (2007). Slow fashion, Ecologist 37, 61
Fletcher, K (2008). Sustainable fashion and textiles, Design journeys; Routledge; London UK
Fletcher, K (2010). Slow fashion an invitation for systems change, Fashion Pract. 2, 259-266
Ghwemwat. P.; Nueon. J.L. (2003). Zara: Fast Fashion Harv. Bus. Sch. Case (9-703-497), 1-35
Johansson, E. (2010). Slow Fashion: The Answer for a Sustainable Fashion Industry? Master’s Thesis, University of Boras, Boras, Sweden.
Joy, A.; Sherry, J.F., Jr.; Venkatesh, A.; Wang, J.; Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16, 273–296.
Jung, S.; Jin, B. (2014). Theoretical investigation of slow fashion: Sustainable Future Of The Apparel Industry, Int. J. Consum., 28, 510-519
Jung, S.; Jin, B. (2019). Creating customer values for the economic sustainability of slow fashion brands. In Proceedings of the International Textile and Apparel Association, Santa Fe, NM, USA, 10–12 November 2015.
Jung, S.; Jin, B. (2016). From quantity to quality: Understanding slow fashion consumers for sustainability and consumer education. Int. J. Consum. Stud.
Kane, C. Who made your clothes a slow fashion revolution rises https://fortune.com/2015/04/24/clothes-slow-fashion-zady/ (erişim 19 eylul 2022)
Khalifa, A.S. (2004)Customer value : A review of recent literature and an integrative Configuration. Manage. Decis., 42, 645–666.
Mayer, H.; Knox, P.L. (2006). Slow cities; Sustainable places in a fast world. J. Urban Aff. 28, 321-334
McDougall, G.H.G.; Levesque, T. (2000). Customer satisfaction with services: Putting perceived value into the equation. J. Serv. Mark., 14, 392–410.
Mercer, A. How NYC’s “Slow Fashion” movement is revolutionising the industry https://www.mic.com/articles/81065/how-nyc-s-slow-fashion-movement-is-revolutionizing-the-industry ( erişim 16 eylül 2022)
Nilsson, J.H.; Svard, A.; Widarsson, A.; Wirell, T. (2001). Cittaslow eco-gastronomic heritage as a tool for destination development current issues tourism. 14, 373-386
Sull, D.; Turconi, S. (2011). Fast Fashion Lessons. Bus. Strategy Rev. 19, 4-11
Pookulangara, S.; Shephard, A. (2013). Slow fashion movement: Understanding consumer perceptions—An exploratory study. J. Retailing Consum. Serv. 20, 200–206.
Rahman, O.; Gong, M. (2016). Sustainable practices and transformable fashion design – Chinese Professional and consumer perspectives International Journal of Fashion Design Technology and Education 9(3):233-247
Sheth, J.N.; Newman, B.I.; Gross, B.L. (1991). Why we buy what we buy: A theory of consumption values. J. Bus. Res., 22, 159–170.
Slow Food USA.: https://slowfoodusa.org/ (erişim 19 eylül 2022)
Sürücü, L., Şeşen, H., & Maslakçı, A. (2021). SPSS, AMOS ve PROCESS Macro ile İlişkisel, Aracı/Düzenleyici ve Yapısal Eşitlik Modellemesi Uygulamalı Analizler.
Sürücü, L., & Maslakçı, A. (2020). Validity and reliability in quantitative research. Business & Management Studies: An International Journal, 8(3), 2694-2726.
Sweeney, J.C.; Soutar, G.N.; Johnson, L.W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. J. Retailing, 75, 77–105.
Sweeney, J.C.; Soutar, G.N. (2001). Consumer perceived value: The development of a multiple item scale. J. Retailing, 77, 203–220.
Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics (6th ed). Pearson Education.
Tencati, A.; Zsolnai, L. ( 2012). Collaborative enterprise and sustainability: The case of slow fashion food. J.Bus. Ethics, 110, 345-354
Yang, Z.; Peterson, R.T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychol. Mark., 21, 799–822.
Watson, M.Z.; Yan, R.N. (2013). An exploratory study of the decision processes of fast versus slow fashion consumers. J. Fashion Mark. Manage., 17, 141–159.
Why brands and retailers are running with the slow fashion movement https://www.forbes.com/sites/aliciaadamczyk/2014/11/20/why-brands-and-retailers-are-running-with-the-slow-fashion-movement/?sh=74af7a72c642 ( erişim 16 Eylül 2022)
Woodruff, R.B.(1997). Customer value: The next source for competitive advantage. J. Acad. Mark. Sci., 25, 139–153.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. J. Mark., 52, 2–22.