Skip to content

O perfil do consumidor de moda ética (A new consumer profile for ethical fashion has emerged)

15 de May de 2012

LEIA ESTE POST NO NOVO MODA ÉTICA:

http://modaetica.com.br/?p=4444

Em 2008, o Ethical Fashion Forum realizou uma pesquisa que, dentre outras coisas, indica as principais características dos grupos consumidores de produtos de moda ética.

Green bags.

Green bags.

There are two main groups:

1. Established consumers of ethical fashion

Characteristics:

  • 35-40+,
  • Have supported social/ environmental issues for 5-10 years or more
  • Willing to pay a bit extra for ethical fashion
  • Not generally followers of fashion, not accustomed to buying designer fashion

2. A new emerging market of younger consumers

Characteristics:

  • 20’s-40’s,
  • Fairly new to sustainability issues related to fashion
  • Fashion focused and trend aware
  • Will commit to a higher spend on fashion products
Eco consumers.

Eco consumers.

Characteristics in common to both these groups

  • A gender bias towards women
  • Professionals with disposable income
  • A high degree of loyalty
  • Have some awareness of the ethical issues behind fashion

Findings set out in the Ethical Clothing Report 2008 byTNS Worldpanel Fashion:

  • Compared to the other age groups, 35-44’s and 55+ are the most concerned by ethical criteria
  • … the under 25’s care more than other age groups about profits being given to charity
No comments yet

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: