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Perceived Green Value (PGV) is defined as consumers’ overall evaluation and appraisal of products in regards to their perceived environmental and sustainable advantages. This concept derives from consumer perceived value (CPV) theory, which mainly considers two dimensions, which are the functional value (quality, services, price, and convenience values) and the symbolic value (aesthetic, emotional, social, and reputational values) .
2. Five-dimensional framework
2.1. Functional Value
2.2. Social Value
2.3. Emotional Value
2.4. Conditional Value
2.5. Epistemic Value
Similar to other values, epistemic value relies on consumers being educated and aware of sustainable products and their benefits. Most apparel retailers have a strong social media presence on apps such as Facebook, Snapchat, Instagram, and TikTok. Therefore, it would be efficient to promote their sustainable practices through educational, inspiring, and innovative advertisements. However, products made with recycled materials must deliver similar or better performance than products made with virgin materials to attract and retain consumers. This is particularly true when consumers need to pay a premium for these products. The athleisure apparel market is saturated, so sustainable products must stand out with better advertising and satisfactory performance to gain popularity.
The entry is from 10.3390/su13147946
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