Predicting sustainable fashion consumption considering digital marketing and heterogeneous consumer preference factors - The case of wolkite university students

Abstract

This study examines the role of digital marketing strategies and heterogeneous consumer preferences in predicting sustainable fashion consumption among Ethiopian university students. Using a quantitative approach, primary data were collected via a structured questionnaire distributed to 204 students at Wolkite University, focusing on variables such as social media engagement, influencer trust, price sensitivity, and brand transparency. Descriptive and inferential statistical analyses (Spearman’s correlation, regression) revealed that frequent exposure to social media advertisements (ρ=0.39,p