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Thesis Defence: Assessing Customer Sustainability Behaviors in the Fashion Industry through Data Analytics
January 13 at 9:30 am - 1:30 pm
Armita Tehranchi, supervised by Dr. Amir Ardestani-Jaafari, will defend their thesis titled “Assessing Customer Sustainability Behaviors in the Fashion Industry through Data Analytics” in partial fulfillment of the requirements for the degree of Master of Science in Interdisciplinary Graduate Studies – Sustainability theme.
An abstract for Armita Tehranchi’s thesis is included below.
Defences are open to all members of the campus community as well as the general public. Please email amir.ardestani@ubc.ca to receive the Zoom link for this defence.
ABSTRACT
Sustainability in the fashion industry is an urgent concern, as the sector faces increasing scrutiny over its environmental and social impact. Understanding what drives young consumers to support sustainable practices is essential for shaping responsible strategies. This study examines consumer sustainability behavior among young adults in Canada, with a focus on Generation Z and Millennials. Using a survey-based approach, the study investigates which demographic, behavioral, and attitudinal factors are most predictive of sustainability awareness and purchasing preferences. A sustainability score was developed based on engagement in five circular fashion initiatives including clothing rental, repair, and take-back programs, and used to segment participants.
The results show that income alone offers limited insight into sustainability engagement. In contrast, behavioral involvement is more closely linked to willingness to pay for sustainable products. Classification models that used only demographic features achieved moderate performance. The random forest model performed best, with an F1 score above 0.8, which is considered good. Consumers with higher sustainability awareness prioritize environmental impact and product quality in their purchasing decisions. Others are more influenced by price. Statistical analysis confirms that these differences are significant. Brand preferences also diverge, with sustainability-aware consumers favoring companies seen as environmentally responsible. Less engaged individuals prefer more mainstream brands. Lift analysis supports these patterns, revealing distinct brand groupings based on sustainability orientation.
Trust in a brand’s sustainability claims is shaped most strongly by third party certifications and clear information about environmental impact. General sustainability reports have less influence. Among the most supported initiatives are take-back and repair programs, which reflect growing interest in circular fashion. Most participants expressed a willingness to participate in such programs, either unconditionally or when incentives are provided. However, traditional incentives like discounts or charitable donations were found to be ineffective or even discouraging for some hesitant consumers. These findings suggest that building trust and driving sustainable behavior requires more than broad messaging or targeting based on income. Brands must prioritize transparency, credible actions, and incentives that align with consumers’ values and levels of engagement.
