Young Australian consumers’ preferences for fashion apparel attributes

Purpose – The purpose of this paper is to explore the importance of functional, hedonistic and ethical attributes of denim jeans attributes and the trade‐offs young adult Australian consumers made within these attributes when making a purchase decision.Design/methodology/approach – A two‐stage mixed‐method approach was used to explore the importance of denim jeans attributes and the trade‐offs made within these attributes. First, focus groups were used to identify attributes that were important to young Australian adult consumers. In the second stage, conjoint analysis was used to estimate the relative importance of the product and ethical attributes that were identified in the focus groups and the trade‐offs made within this attribute set.Findings – Focus group participants identified style, price, brand, country of origin and ethics as attributes that they used to evaluate denim jeans. In the conjoint analysis respondents identified price as having the highest relative importance, followed by brand, cou...

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