Consumer Emotional Needs and Strategic Marketing for Slow Fashion: A Big Data approach
DOI:
https://doi.org/10.21834/jabs.v10i30.457Keywords:
Slow fashion, Consumer sentiment, Big data analytics, Emotional driversAbstract
The research uses Python to analyze over 10,000 consumer reviews of slow fashion apparel from Taobao and Tmall. Advanced analytics (TF-IDF, word cloud, semantic network, LDA topic modelling) systematically uncover emotional drivers behind slow fashion consumption. Findings indicate a shift toward personalized, value-driven experiences beyond traditional quality and comfort. Key emotional drivers include aesthetic experience, brand identity resonance, and comfort. Negative sentiments arise from unmet expectations and poor customer service. The study provides strategic insights for brands and policymakers to enhance production, marketing, and service strategies, promoting sustainable consumption and aligning with consumers' emotional and ethical demands.
References
Castro-López, A., Iglesias, V., & Puente, J. (2021). Slow Fashion Trends: Are Consumers Willing to Change Their Shopping Behavior to Become More Sustainable? Sustainability, 13(24), 13858. https://doi.org/10.3390/su132413858
Domingos, M., Vale, V. T., & Faria, S. (2022). Slow Fashion Consumer Behavior: a Literature Review. Sustainability, 14(5), 2860. https://doi.org/10.3390/su14052860
Gamaya, A., & Suardana, I. B. R. (2024). Pengaruh Atmosphere Store, Diskon, Hedonic Shopping, Fashion Involment Dan Emosi Positif Sebagai Variabel Mediasi Terhadap Impulse Buying. Ganaya : Jurnal Ilmu Sosial Dan Humaniora, 7(3), 223–237. https://doi.org/10.37329/ganaya.v7i3.3210
Hasan, R. A., & Sutikno, T. (2021). A review on big data sentiment analysis techniques. Mesopotamian Journal of Big Data, 2021, 6–13. https://doi.org/10.58496/mjbd/2021/002
Karim, N. A., Setiawan*, M., & Azhana, F. T. I. (2024). Slow Fashion: Between Environment Sustainability and Business Sustainability. IOP Conference Series: Earth and Environmental Science, 1324(1). 012068. https://doi.org/10.1088/1755-1315/1324/1/012068.
Puiu, I.-A. (2021). The effect of the consumer decision-making process on the perceived value toward slow fashion. Three Seas Economic Journal, 2(1), 1–7. https://doi.org/10.30525/2661-5150/2021-1-1
Siyal, M., Siyal, S., Wu, J., Pal, D., & Memon, M. M. (2021). Consumer Perceptions of Factors Affecting Online Shopping Behavior. Journal of Electronic Commerce in Organizations, 19(2), 1–16. https://doi.org/10.4018/jeco.2021040101
Švajdová, L. (2024). Driving factors for consumers behaviour to buy slow fashion. WSEAS TRANSACTIONS on BUSINESS and ECONOMICS, 21(2224-2899), 1048–1054. https://doi.org/10.37394/23207.2024.21.87
Taufique, K. M. R. (2020). Integrating environmental values and emotion in green marketing communications inducing sustainable consumer behaviour. Journal of Marketing Communications, 28(3), 1–19. https://doi.org/10.1080/13527266.2020.1866645
Wang, J., Yang, X., He, Z., Wang, J., Bao, J., & Gao, J. (2022). The Impact of Positive Emotional Appeals on the Green Purchase Behavior. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.716027
Wang, L., Chen, L., & Li, C. (2024). Research on strategies for improving green product consumption sentiment from the perspective of big data. Journal of Retailing and Consumer Services, 79, 103802–103802. https://doi.org/10.1016/j.jretconser.2024.103802
Yu, S., Zhong, Z., Zhu, Y., & Sun, J. (2024). Green emotion: Incorporating emotional perception in green marketing to increase green furniture purchase intentions. Sustainability, 16(12), 4935. https://doi.org/10.3390/su16124935
Zheng, Y. (2024). The impact of brand loyalty on consumer purchase decisions and analysis of sustainable consumption strategies. Frontiers in Business, Economics and Management, 15(2), 219–222. https://doi.org/10.54097/ps4ya869
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Yu Suxia, Rosita Mohd Tajuddin, Shaliza Mohd Shariff, Hu Jialin
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
