Does typicality matter in zero-waste apparel design? Exploring consumers' aesthetic preferences and purchase intentions

Abstract

Purpose

This study examines whether design typicality and the communication of the zero-waste concept as a sustainable practice impact consumers’ aesthetic preferences and purchase intentions for zero-waste apparel.

Design/methodology/approach

The study employed a 2 (dress design: typical vs atypical) × 2 (dress length: long vs short) × 2 (zero-waste concept communication: present vs absent) mixed factorial experimental design with an online survey of 137 female consumers, ages 19–34.

Findings

Respondents rated typical zero-waste design dresses significantly higher than atypical dresses for aesthetic preferences and purchase intentions. Further, the zero-waste design concept did not affect this typicality-based preference or purchase intention for zero-waste dresses. They also demonstrated greater overall aesthetic preferences for long than short zero-waste dresses. Design typicality moderated this effect such that aesthetic preferences and purchase intentions were greater for long than short-length dresses when the zero-waste dress design was typical. When the design was atypical, purchase intentions were greater for short than long dresses.

Research limitations/implications

Typicality is critical in consumers’ aesthetic preferences and purchase intentions for zero-waste apparel.

Originality/value

The study focused on zero-waste dress typicality as a critical factor in consumers’ preference formation and purchase intentions. Additionally, it investigated dress length preferences within typical and atypical designs.

Citation

Michaelson, D.M., Kim, B. and Chattaraman, V. (2025), "Does typicality matter in zero-waste apparel design? Exploring consumers' aesthetic preferences and purchase intentions", Journal of Fashion Marketing and Management, Vol. 29 No. 1, pp. 78-93. https://doi.org/10.1108/JFMM-07-2023-0179