Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 51, Issue -, Pages 253-262Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2019.06.005
Keywords
Eco-fashion design; Consumer perception; Fuzzy logic
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Eco-designed fashion products can have a distinctive style in terms of environment-friendly appearance. In this study, an experimental design analysis process is proposed to help fashion designers in assessing consumers' perception of eco-style and ensure the success of sustainable product development. Our aim is to highlight the extent to which eco-fashion style exists in garment style. Since consumer perception towards ethical fashion is rather subjective, as human perception can be vague and full of uncertainty, we used sensory evaluation tools as well as the fuzzy logic method to process the data. We found that one can describe the garment style with eco-fashion descriptors based on the fuzzy logic analysis tool. The proposed experiment design process is applicable to the analysis of garment style regarding eco-fashion style and is able to distinguish the eco-products.
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