Classification of consumers according to their response to corporate environmental activities - the case of the clothing market

Abstract

Objectives This article concerns consumers' reactions to circular economy activities undertaken on the clothing market. The authors' aim was to propose customer segmentation according to the criterion of their approach to making purchasing decisions determined by the principles of eco-consumption. Material and methods The research was carried out using a diagnostic survey method, using a questionnaire asking about selected attitudes and behaviors related to products and environmental protection, as well as the assessment of activities undertaken by enterprises in this regard. The research sample was 1,000 consumers. Results The research allowed the authors to classify consumers into groups with a consistent and characteristic reaction to circular economy activities undertaken by companies. It has been shown that there are statistically significant differences between genders in the approach to eco-consumption. There are no significant differences in terms of age, which may indicate that the decisive factor here is not age, but pro-ecological attitudes, which do not have to be related to age - they depend on other factors. Conclusions The research results allow finding important theoretical and practical implications, as well as proposing further directions for scientific exploration. As the circular economy combines issues in the field of ecology, ethics, management and marketing, further research should be multidisciplinary.

Keywords

• circular economy
• csr
• clothing market
• sustainable marketing
• customer
• eco-consumption