Analyzing Consumer Perceptions for Sustainable Fashion Brands
Software – Excel, SPSS
This project investigates the interplay between consumer behavior and Indian sustainable fashion brands, utilizing the SOR (Stimulus Organism-Response) framework. With growing concerns around sustainability and ethical consumption in India, this research aims to dissect the influenc of website dynamics, consumer trust, and brand identity on consumer decision-making. By exploring website content, conducting regression analyses, and collecting data from 380 respondents, the study provides actionable insights for brands aiming to align with evolving consumer values.
Problem
As sustainable fashion gains traction globally, Indian brands face a unique challenge: appealing to a rapidly modernizing yet culturally rooted consumer base. While consumer awareness of ethical practices is increasing, the ability of sustainable brands to effectively communicate their value propositions via digital platforms remains under explored. This research bridges this gap, shedding light on how website dynamics influence perception and purchase inten
Keywords: Sustainable Fashion, Consumer Behavior, SOR Framework, Indian Brands.
What I did?
- Data Collection: Gathered responses from 380 consumers through structured questionnaires.
- Website Content Analysis: Evaluated design aesthetics, reliability, and transparency of Indian sustainable fashion brand websites.
- Statistical Modeling: Conducted regression analyses to test hypotheses on the relationship between website features and consumer perceptions of trust, effectiveness, and brand identity.
- Consumer Insights: Identified key factors driving consumer choices, emphasizing website design as a crucial mediator of brand trust and identity.
Challenges
One of the primary challenges was balancing the diverse factors influencing consumer behavior from price sensitivity to cultural relevance. Additionally, ensuring a robust representation of the sample population and effectively translating subjective consumer perceptions into quantifiable data required meticulous methodological design.
How We Overcame Them:
- Deployed multiple statistical techniques, including regression andcorrelation analyses, to ensure reliable and nuanced insights.
- Engaged respondents across different demographic strata to capture a comprehensive perspective.
RESULTS AND IMPACT
1. Trust and Design: Found a direct correlation between visually appealing, reliable
websites and increased brand trust.
2. Transparency Matters: Transparent communication regarding sustainability significantly impacted perceived effectiveness.
3. Behavioral Insights: Identified self-identity alignment as a key driver in the consumer brand relationship.
4. Business Recommendations: Provided actionable insights for sustainable fashion brands to enhance their digital strategies, focusing on aesthetics, authenticity, and targeted storytelling.