How Does Sustainability Affect Consumer Choices in the Fashion Industry?

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.

Fashion Design Education and Sustainability: Towards an Equilibrium between Craftsmanship and Artistic and Business Skills?

“…Therefore, the interviewed teachers stressed the need to develop in young designers an awareness of the importance of the standard of the sewing and of the aesthetics of an entire project, including details such as stitches. High product quality and durability permit long-term use and may reverse negative trends by convincing consumers to rethink buying cheap, low-quality clothing [50]. Of course, such an approach is quite a challenge, in particular in times characterised by the dominance of fast fashion, and in a post-socialist country such as Poland, where past experiences (i.e., several decades of a communist economy of constant shortages) developed in generations of Poles the need to buy compulsively 'just in case', or because something is easily available.…”

“…They work not only for clients who are aware of contemporary fashion and world problems but also for people who are less knowledgeable or even ignorant of these issues. Their work can, therefore, be a catalyst for changes in attitudes and growing awareness in fashion consumers [50].…”

“…Trends and the changing conditions of the contemporary fashion market create a pressure to constantly adjust and transform the curricula of fashion design education at the post-secondary level. This change is indispensable if future fashion graduates are to gain the necessary knowledge, skills, and competences for the sustainable design and production of garments and to shape the attitudes of fashion consumers [50]. The final effect of their creative efforts should not only be aesthetically pleasing and well made (quality) but also convincingly marketed to customers.…”

Design Product-Service Systems by Using a Hybrid Approach: The Fashion Renting Business Model

“…Nowadays, sustainability represents one of the main challenges companies face, as confirmed by the increased attention paid by public opinion. The fashion industry represents one of the main sectors in terms of turnover and employment [1] and its environmental impact [2,3]. Fashion renting is a recent business model where customers will not buy an item but use it for a specific rental period.…”

Marketing De Influenciadores Y Su Efecto en La Intención De Compra De Los Consumidores De Prendas Ecológicas

“…Las prendas ecológicas pueden definirse como ropa que se produce utilizando sistemas de producción éticos y respetuosos con el medio ambiente (Saricam & Okur,2019). Aunque la preocupación y la comprensión de los consumidores no siempre se conviertan en acción, reconocen la importancia de la sostenibilidad en el negocio de la ropa y su propia parte para llevarla a cabo (Pereira et al, 2021). Hoy en día, las empresas han cambiado sus perspectivas y se están concentrando más en la sostenibilidad, incorporando la economía circular, el bajo consumo y la economía colaborativa en la industria de la confección como nunca antes (Todeschini, 2017).…”