Environment is Not My Only Motivation for Anti-Consumption in Fashion Brands

Abstract

The debate in this research paper is that the sustainability concept doesn’t always have to be sold to a customer with the help of environment and the green credentials. Rather the motivating the consumers by environmental concerns of sustainability, the same should be done in a way that it relates to the act of the consumer’s practical daily life and thus enhances the anti-consumption for sustainability. This paper does a conceptual study of the motivation for anti-consumption for fashion brands. The paper list the various motivations of a consumer where the consumers rationality of price, happiness from the product, dissonance with purchase, efficient use of resources, self interest, product mismatch, identity avoidance, socializing through sharing, and cultural myth. The paper aims at building a conceptual model with these factors of motivation o for anti-consumption in contrast to the usual environmental and non-moral science factors.