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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2021.1
- 수록면
- 133 - 145 (13page)
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초록· 키워드
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Sustainability has become quite a common discussion topic within the fashion industry. Many fashion companies started to incorporate sustainability aspects into their products since there is an increase of awareness toward this issue, especially in the last decade. However, despite the increasing popularity, there is only little improvement in the sustainable fashion market share. Therefore, this study aims to find out about each side’s point of view, analyze the gap between them and looking for a solution to overcome this gap. A qualitative method such as an in-depth interview is used to gather data from both sides. This study found that there is a gap of perception in marketing strategy and attitude towards pricing between companies and customers. This study-proposed several solutions to lessen this gap such as (1) approaching customer through emotional-based marketing, (2) create a new business model such as collaborative fashion consumption, (3) making a friendlier image of sustainable fashion, and (4) information exchange regarding sustainable technology development between companies. This study provides insights and suggestions for sustainable fashion companies to gain a bigger market share in the industry and also provides a reference for future qualitative study for service quality gap study in the future.
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참고문헌 (40)
참고문헌 신청
Armstrong Soule, C. A. / 2015 / Less is more: Is a green demarketing strategy sustainable? / Journal of Marketing Management 31(13-14):1403~1427
Azizi, E. / 2014 / Gap analysis between customer expectations and perceptions of ETKA organization’s service quality using SERVQUAL approach(Case study : Pamizfam sugar company) / Journal of Social Issues & Humanities 2(13):90~94
Bäckström, K. / 2017 / An exploration of consumers’ experiences in physical stores: Comparing consumers’ and retailers’ perspectives in past and present time / The International Review of Retail, Distribution and Consumer Research 27(3):241~259
Bang, H. K. / 2000 / Consumer concern, knowledge, belief, and attitude toward renewable energy : An application of the reasoned action theory / Psychology & Marketing 17(6):449~468
Blakely, L / Patagonia’s unapologetically political strategy and the massive business it has built
Azizi, E. / 2014 / Gap analysis between customer expectations and perceptions of ETKA organization’s service quality using SERVQUAL approach(Case study : Pamizfam sugar company) / Journal of Social Issues & Humanities 2(13):90~94
Bäckström, K. / 2017 / An exploration of consumers’ experiences in physical stores: Comparing consumers’ and retailers’ perspectives in past and present time / The International Review of Retail, Distribution and Consumer Research 27(3):241~259
Bang, H. K. / 2000 / Consumer concern, knowledge, belief, and attitude toward renewable energy : An application of the reasoned action theory / Psychology & Marketing 17(6):449~468
Blakely, L / Patagonia’s unapologetically political strategy and the massive business it has built
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