Conscious consumption in clothing : How to increase the awareness of conscious consumption

Abstract

This research paper considers ethical behavior which is depicted as conscious consumption in the clothing industry. Conscious consumption is the social movement based on the increased awareness of how conscious purchasing and consumption effect society at large. It is concerned with the impact of purchasing decisions by consumers on the environment and the economy. This paper discusses the level of awareness of conscious consumption amongst people, the amount of sustainability in clothing companies, does not consider sustainability in other industries (food, road, etc.). There is previous study entitled “Consumers’ Attitudes towards Sustainability and Sustainable Labels in the Fashion Industry” by Lina Forsman and Denise Madsen in 2017, which has been done by qualitative method between Generation Y . However, this research paper has done quantitative survey between mostly generation Z. We noticed less consciousness on the part of consumers in the garment industry in a quantitative method by the survey of 44 people undertaken and as forecasted candidates revealed they do not take into consideration the sustainability of a company before purchasing the clothes. The reason behind this behavior is the deficiency of information about the concept. This text offers empirical research on how consumers can assist in achieving sustainability through their conscious purchasing. It adds on how individual consumers are more interested in the prices than the sustainability of a good. This paper outlines some practical suggestions that consumers should be more conscious of the usage of certain garments and the impact of their purchasing decisions on the environment and the economy. This paper is purposed to change the mindset of people into being more conscious about what they are consuming and being more environmentally friendly.