Research on Digital Marketing Strategies of Apparel Brands Based on Sustainable Consumption Behavior Among Youth Consumers

The rapid development of the apparel industry has resulted in a waste of resources and environmental damage. In this paper, under the background of "dual-carbon" policies, we take the youth population in Shanghai as an example to explore the characteristics of sustainable clothing consumption behavior. Through lifestyle segmentation, we classified the investigators among Shanghai youth group into four types of consumers and discover the characteristics of each group, so as to find effective ways to promote their sustainable clothing consumption. These four groups have significant differences in six aspects such as consumption tendency, disposal intention, used clothing recycling, and premium behavior. Finally, we put forward relevant digital marketing suggestions for apparel enterprises and help sustainable clothing brands to attract more young consumers.