Inter-Fiber Competition and Consumer Preferences 
Author(s)
Abstract
In this research project, we studied the inter-fiber competitions between consumer preferences in the fashion industry. We focused on sustainable cotton versus synthetic fibers or a blend of both. We conducted prior research in the form of literature reviews and a content analysis with coded reviews based on consumer preferences. We coded 100 reviews based on whether they were positive or negative regarding the sustainable/fiber aspect of the product. We then used this prior exploratory research to conduct our own Qualtrics survey using the Snowball and Convenience methods where we gathered 33 survey responses that gave us a better understanding of consumer’s preferences when purchasing clothing. Our responses came from a diverse group of men and women over 18 with varying degrees of income, education, and living environments. We found that overall consumer’s perceptions of the fibers that go into their garments are clearly influenced by surrounding circumstances and overall understanding of varying factors such as price, production, material, and perceived quality. These findings are crucially important for retailers and manufactures to understand in order to maximize profit and customer satisfaction as the fashion industry continues to head in a direction of more sustainable and ethical practices.
Format
Conference Proceeding
Contributor(s)
Faculty Mentor
Ellie Cho
Modified Abstract

In this project, we studied inter-fiber competitions between consumer preferences in the fashion industry. We conducted research using literature reviews and a content analysis with coded reviews. We coded 100 reviews based on whether they were positive or negative regarding the sustainable/fiber aspect of the product. We then used this exploratory research to conduct our own Qualtrics survey using the Snowball and Convenience methods. We gathered 33 survey responses that gave us a better understanding of consumer’s preferences when purchasing clothing. We found that consumer’s perceptions of the fibers that go into their garments are clearly influenced by an understanding of varying factors such as price and perceived quality. These findings are important for retailers to understand in order to maximize profit and customer satisfaction.
Permalink https://oaks.kent.edu/ugresearch/2020/fashion-merchandising/inter-fiber-competition-and-consumer-preferences
Ferraro, A., & Zernich, G. (n.d.). Inter-Fiber Competition and Consumer Preferences  (1–). https://oaks.kent.edu/node/10278
Ferraro, Abigail, and Gabrielle Zernich. n.d. “Inter-Fiber Competition and Consumer Preferences ”. https://oaks.kent.edu/node/10278.
Ferraro, Abigail, and Gabrielle Zernich. Inter-Fiber Competition and Consumer Preferences . https://oaks.kent.edu/node/10278.