Establishing a Sustainable Fashion Consumption Community in China Based on SBMD, Grounded Theory, and AHP
Year: 2024
Type: conference-paper
Abstract: This study aims to explore how to effectively motivate Chinese Generation Z consumers to participate in sustainable fashion consumption in the long term. Interviews are conducted and data are collected through the Sustainable Business Model Design (SBMD) framework; then, using Grounded Theory to analyze the consumption needs and behavioral motivations of Generation Z consumers, and adopting the Analytic Hierarchy Process (AHP) to calculate the weights of each user need. Based on Grounded Theory and AHP analysis findings, construct an innovative sustainable consumption community model to effectively promote the practice of green consumption behavior among Generation Z consumers.
Authors: Yingxian Tu, Qi Zhu
Institution: Hanyang University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
OpenAlex ID: W4411088518