首页|Can mass customization slow fast fashion down? The impact on time-to-disposal and willingness-to-pay
Can mass customization slow fast fashion down? The impact on time-to-disposal and willingness-to-pay
扫码查看
点击上方二维码区域，可以放大扫码查看
原文链接
NETL
NSTL
Wiley
We experimentally investigate whether mass customization enhances sustain-ability and firm outcomes in a fast fashion context. Fast fashion delivers fashion trends to consumers quickly and cheaply but has detrimental effects on the environment (e.g., waste accumulation, water pollution). To mitigate these harmful effects, we examine how different points of customer involvement in mass customization affect the anticipated number of months to product disposal and willingness-to-pay for mass-customized products. We employ a series of experiments and find that consumer perceptions of the degree of customization increase as the point of customer involvement shifts upstream from Use to Assembly to Fabrication to Design and that the anticipated number of months to disposal and willingness-to-pay increase as the point of customer involvement shifts upstream to Design. We also find that the implementation of customer involvement in mass customization matters. Overall, these results provide evidence that mass customization via Design may not only help slow fast fashion down, which has major sustainability implications, but it may also present a win-win opportunity for both the environment and firms (in terms of the bottom line-provided, of course, that it does not have any major cost disadvantages).
fast fashionmass customizationpoint of customer involvementproduct disposalpush-pull boundarywillingness-to-pay
Aydin Alptekinoglu、Ashley Stadler Blank、Margaret G. Meloy、V. Daniel R. Guide Jr.
展开 >
Smeal College of Business, Pennsylvania State University, University Park, Pennsylvania, USA
Williams College of Business, Xavier University, Cincinnati, Ohio, USA
NETL
NSTL
Wiley
