How sustainability shapes consumer preferences on special occasions

Costanza Dasmi, Diletta Acuti, Valentina Mazzoli, Raffaele Donvito

Research output: Contribution to journalArticlepeer-review


With the aim to guide sustainability strategies of fashion companies, this study explores consumers' interest in sustainable alternatives on special occasions, which have been largely neglected by the literature. Drawing on 35 semistructured interviews and using weddings as the consumption setting, this study first identifies the meanings that are associated with special occasions and defines the role of fashion products in achieving such meanings (uniqueness, achievement of personal goals, emotionality and memory). Second, it reveals how sustainability facilitates or limits the achievement of such goals through fashion products. Finally, it shows how different sustainability strategies affect consumers' inferences and preferences differently. This research offers fashion companies actionable strategies for promotion of sustainable fashion products for special occasions. Specifically, we recommend that marketers consider the associations elicited by different sustainability strategies implementation in the development of their communication and extend the use of and, consequently, the meanings associated with exceptional fashion products.

Original languageEnglish
Number of pages15
JournalBusiness Strategy and the Environment
Early online date26 Apr 2024
Publication statusE-pub ahead of print - 26 Apr 2024


  • consumer behavior
  • exceptional products
  • fashion
  • special occasions
  • sustainability strategies

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Business and International Management
  • Management, Monitoring, Policy and Law
  • Strategy and Management


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