Sustainability and Social Responsibility

Green Apparel Consumer Profiles Revisited: Using Two-step Cluster Analysis 

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Abstract

Although green consumption has become a pan-global and large-scale issue, group/social-level factors around environmental concerns have been largely overlooked. Applying the Social Identity Model of Pro-Environmental Action (SIMPEA), this study examines green consumer profiles within the apparel sector based on both individual- and group-level psychographic factors related to sustainability, in addition to shopping attributes. 412 U.S. consumers recruited via Prolific responded on biospheric values, green identity, efficacy, environmental norms, price sensitivity, product availability, and green apparel purchase behaviors. A two-step cluster analysis identified four segments: Eco-champions (34%), Environmentalists (32%), Problem Solvers (25%), and Price-savvy Shoppers (9%). Findings highlight the significance of both individual- and group-level factors in green apparel consumption by providing theoretical and practical contributions.

Keywords: Green consumer profiles, green apparel, Social Identity Model of Pro-Environmental Action (SIMPEA), psychographic factors, two-step cluster analysis

How to Cite:

Lee, Y., Ha, S. & Kim, Y., (2025) “Green Apparel Consumer Profiles Revisited: Using Two-step Cluster Analysis ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18549