How Does Sustainability Affect Consumer Choices in the Fashion Industry?

Leandro Pereira,Renato Costa,Nelson António,Álvaro Dias,Rita Carvalho

doi:10.3390/resources10040038

Leandro Pereira, Renato Costa + Show 3 more

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https://doi.org/10.3390/resources10040038

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Abstract

The fashion industry being one of the most polluting industries in the world means that it is an industry with an immense potential for change. Consumers are central and are closely intertwined with how companies act. This research reflects consumer perspectives and practices towards the topic of sustainability implemented in the fashion industry. The relevance of sustainability in the fashion industry and the key role of consumers in its implementation are undeniable and confirmed by consumers in a representation of general awareness and concern, despite not always being translated into actual practices. A qualitative research methodology, followed by a set of interviews conducted with consumers, revealed that the great majority are implementing a variety of practices when making their buying choices towards fashion items. Barriers such as lack of education, information, knowledge and transparency were identified, and this aspect was shared by consumers as a reason why they are not motivated to make more conscious decisions. Companies should educate consumers from a general perspective and focus on the group of consumers that are not implementing sustainability in the fashion industry in their buying choices, as they represent the potential for the future.

Highlights

The concept of sustainability is gaining increased global attention and is nowadays a very important topic under analysis in industries all over the world
For 30 interviewees, that corresponds to 60% of the sample, the concept of sustainability is a relevant aspect when purchasing choices are made, whereas for the other 20 interviewees, that correspond to 40% of the sample, sustainability is still not a relevant aspect when making buying choices in the fashion industry
In this context words such as “improve”, “motivation” appears represented above. This is explained by the lack of knowledge. This idea is in accordance with Vogt and Weber [13] and affirms that the topic of sustainability in a deeper sense is not understood by people in general and is in line with McNeill and Moore [5], who specify the lack of knowledge about sustainability implemented in the fashion industry

Summary

Introduction

The concept of sustainability is gaining increased global attention and is nowadays a very important topic under analysis in industries all over the world. It is pertinent to speak about sustainability when implemented in the fashion industry as it is one of the most polluting industries in the world, with a huge environmental, social and economic impact [1,2]. Production locations are moving site in the search for cheaper labor costs, and this practice is generally linked with issues related to limited or non-existent worker’s rights [4]. Due to the strong implementation of fast fashion as a main trend and the increasingly fast paced cycles, consumer habits in general have changed towards a massive amount of garments acquisition that has resulted in tons of waste and pieces ending up in landfills [5]

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