Analysis of Factors Impacting Sustainable Fashion Consumption based on Means-End Chain Theory (Case Study: Tane Dorost Brand, Iran)(مقاله علمی وزارت علوم)
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It is essential to examine the values and motivations that influence sustainable fashion consumption in order to better understand consumer behavior and foster eco‑friendly practices throughout the fashion industry. Growing concerns about climate change, resource depletion, and waste management have intensified scholarly interest in this topic over recent years. This study explores how consumers’ expected consumption outcomes and personal values shape their preferences for sustainable fashion products. Data analyzed through a laddering technique applied to 23 sustainable fashion consumers revealed five dominant perceptual patterns. A hierarchical value map was constructed to capture both direct and indirect relationships among elements. Respondents identified “natural materials” and “quality” as the most salient product attributes, while “feeling good,” “social recognition,” and “a comfortable life” emerged as their core personal values. The findings enrich the sustainable fashion literature by offering deeper insights into how specific product attributes align with consumers’ emotional and symbolic associations and, ultimately, with their underlying personal values.