Sustainability and Social Responsibility

Mainstreaming the Novel Form of Zero-Waste Design: An Aesthetic, Semantic, and Symbolic Analysis of Consumer Responses

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Abstract

The purpose of this study is to describe consumers’ cognitive, affective, and behavioral responses to the novel form of zero-waste pattern-cutting design (ZWPCD). The study employed 2 (product category) x 3 (stimuli level) mixed factorial experimental design. The between-subjects factor was apparel product category (dress vs. jacket), and the within-subjects factor was a stimuli level (high acceptability/low creativity vs. medium acceptability/medium creativity vs. low acceptability/high creativity). An online survey was distributed to female consumers aged 25 to 40 who were United States residents. ZWPCDs that are more acceptable and less creative elicit higher aesthetic, semantic, and behavioral responses. ZWPCDs with silhouettes that are closer to mainstream designs will support market acceptance. Yet, this relationship does not emerge for symbolic and affective responses. The study provides insights into increasing the market acceptance of ZWPCDs.

Keywords: zero-waste designs, form, cognitive responses, sustainability

How to Cite:

Kim, B., Bye, E., Chattaraman, V. & Michaelson, D. M., (2025) “Mainstreaming the Novel Form of Zero-Waste Design: An Aesthetic, Semantic, and Symbolic Analysis of Consumer Responses”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.13346