Increasing sustainability in clothing production and consumption ‐ opportunities and constraints

Abstract

The rapidly rising consumption level of clothing makes it imperative to transform unsustainable consumption and production patterns. Which are the factors that could support or impede a transition to more sustainability? Based on representative empirical results, we discuss attitudes and behaviour related to clothing consumption, and experts’ forecasts of developments in clothing production and market.The provision and consumption of goods and services are determined by a multitude of economic, technical, social and personal factors as well as by the regulatory framework. In this article it is discussed which factors impede or support a change towards more sustainability in the mass market, using the example of clothing. The spectrum of methods used in the under lying investigations comprises amongst others a representative and an expert survey, focus groups, dialogue boards, and expert interviews. For the consumers, relatively high levels of problem awareness concerning the production conditions for conventional clothing and the desire for environmentally and socially compliant clothing offer opportunities for changes in consumption patterns. However, there are clear differences between the social milieus, and widespread reservations with respect to more sustainable alternatives. The latter, along with many competing factors relevant to purchase decisions, could inhibit the increase in demand for more sustainably produced clothing as predicted in the expert survey. For industry, changes in the fibre materials used and new technologies will allow more sustainable production. However, the necessary rearrangements along the textile chain are hindered by a severe lack of transparency. There is an essential need for generally binding conducive political and legal frame settings.