Examining the critiques of the current fashion system and alternative approaches to fast fashion reveal a growing awareness of the negative implications of mindless fashion production and consumption. The purpose of this study is to understand how the fashion system driven by speed, change, product obsolescence, and aesthetic fads, can be challenged and repositioned to encourage greater sustainability. Slow fashion has been selected as a context to examine the emergence of an alternative system, as it develops a holistic understanding of what constitutes sustainable fashion. However, it is still unclear whether the slow fashion movement can eventually challenge the global dominance of fast fashion, as many trade-offs and conflicts are involved. We aim to contribute to previous scholarly work by shedding light on the motivating factors that encourage different actors to participate in the slow fashion movement and on the barriers that keep the network from mobilizing. We also offer possible remedies that we hope will be beneficial for scholars and practitioners working to build a more sustainable fashion system.
The sustainability challenges of fashion industry are associated with multiple, interrelated, and complicated issues, involving a large number of different institutional constituents. The collective efforts of different actors at macro level is necessary to address these challenges. However, research that empirically examines multiple actors in the same study are limited. Employing market system dynamics (MSD) as a theoretical framework, this study addresses this gap by providing a more comprehensive perspective on the roles of different institutional constituents - designers, retailers, luxury brands, fashion associations, and consumers - in transformation towards a more sustainable fashion system and the dynamics that mobilize these actors to seek market change. Ethnography with emphasis on participant observation and interviews is adopted as research methodology, supported by secondary data on sustainable fashion practices. The study contributes to macromarketing literature not only by demonstrating the roles of multiple institutional constituents, but also by providing the conflicting perspectives and motives, and innovative ideas and practices in transformation towards a more sustainable fashion system.
Marketing literature has remained mostly silent on the issue of conceptualization of poverty, relying instead on the available definitions of the bottom-of-the-pyramid (BOP) "poor" from economics and sociology. Consequently, in marketing theory, the analytic bases and the practical implications of poverty-centered discourses sometimes remain ambiguous. This study provides a broader, culture-linked conceptualization of poverty and BOP from a consumer research perspective, initiating a dialogue on bottom-up approaches to understanding what poverty means through the lenses of the poor. Via qualitative methods such as semistructured individual in-depth interviews, observations, and fieldnotes, deeper insights were sought on how poverty can be defined from the perspectives of the poor. Transcending the economic-only approach, this study contributes to the literature by extending the contours of "felt poverty" and of the "poverty line" beyond the biogenic and stark utilitarian needs and incorporates the sociocultural dimensions of consumption. Our contribution comes from including the effects of the global consumer culture as a major source of social deprivation. Furthermore-while supporting the positions that the definitions of BOP are relative to contexts, cultures, and times-we also situate the discussion of BOP within the broader discourse on globalization of markets and consumption practices.
Childhood obesity epidemic has been a popular topic for research as it has become a major health concern in many countries. As the focus of earlier studies has been predominantly on food marketing to children, there is still limited research on what other factors, apart from food marketing, influence their food preferences and eating habits. Bringing in children's perspectives as well as those of parents and guardians, this study aims to fill this gap by shedding light on further dynamics that can be influential on children's preferences. Through a qualitative inquiry, focus groups and individual interviews were conducted with children between the ages of 7 and 11. Aiming to investigate both meanings and practices, these sessions also included interactive and participatory research methods such as drawing, word games and role playing. Moreover, in-depth interviews were carried out with teachers and mothers to gain an understanding of their perspective on the topic. The findings show the different appeals and social influences behind children's food preferences, among which sensory and fun appeals as well as the influence of parents come forward. By revealing these different appeals of food and social influences, the study brings a new perspective to the discussions on childhood obesity and food marketing.
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