Problem definition: In high-product-variety businesses like fashion, mass production (MP) systems create environmental waste in the form of overproduction on a colossal scale. Mass customization (MC) has been proposed -- without solid evidence -- as a solution. In this paper, we analyze whether...

We explore adoption of mass customization (MC) -- in place of mass production (MP) -- in a profit-driven competitive environment as a solution to the serious problem of overproduction (and all the environmental waste that it generates) endemic in the fashion industry. Building on a demand model...

Although recent research has explored consumers’ reactions towards mass customization (MC) in general, these studies have considered aesthetic and functional MC as one and the same. In the present article, we focus specifically on consumer response to aesthetic MC because there are some unique...