The purpose of this study was to examine the differences between consumers who participate in apparel retail subscription services such as Stitch Fix and Le Tote, and those who do not. Based on Tajfel and Turner's Social Identity Theory (1979), individuals categorize themselves in social groups to define their membership within society at large. Membership in apparel subscriber and nonsubscriber groups may warrant different behaviors and orientations, such as environmental concern and hedonic shopping motivation. An online survey was administered to 380 adults. The results from t-tests indicated a statistically significant difference in environmental concern and hedonic shopping motivation with subscribers being more concerned with the environment and more hedonic than non-subscribers are. These findings suggest that subscription services might be able to attract consumers through marketing campaigns that feature sustainable messaging, along with a shopping enjoyment factor.
Keywords: Collaborative consumption, Social identity theory, Apparel subscription services, Sustainability
How to Cite:
Rothenberg, L. & Matthews, D. R., (2020) “I Subscribe, Therefore I Am: An Assessment of Apparel Retail Subscription Consumers and Environmental Sustainability”, Sustainability in Fashion 1(1). doi: https://doi.org/10.31274/susfashion.11482