The restless desire for the new versus sustainability: the pressing need for social marketing in fashion industry

Abstract

Purpose Detrimental impacts on social and ecological well-being of excessive fashion consumption and production practices are posing threats on future generations. Therefore, the need for sustainable solutions and endorsing them through social marketing efforts is more urgent than ever. From the consumption angle, this study aims to explore the driving forces behind consumers’ restless desire for the new and the growing need to consume sustainably. Design/methodology/approach This paper is conceptual in nature, and through a review of the literature in fashion, consumer, sustainability and social marketing studies, it examines why consumer desire for the new is so profound and how it conflicts with sustainability goals of the fashions industry. With a macrosocial approach, it reveals how multiple constituents of the fashion system can contribute toward sustainability goals. Findings This study explains consumers’ psychological and social needs driving their restless desire for the new and the role of fast fashion companies fuelling this desire. It also discusses the consequences of excessive fashion consumption and presents social marketing solutions at micro, meso and macro levels with upstream and downstream effects toward sustainability goals. Practical implications Considering the increasing consciousness about the negative impacts of excessive fashion consumption, this study suggests both practical and social implications that are associated with multiple stakeholders including consumers, fashion companies and public policymakers. Originality/value This study reveals in detail the challenges and potential social marketing solutions at micro, meso and macro levels, concerning the conflict between consumers’ restless desire for the new and the pressing need to consume more sustainably.

Profiling Consumers: Examination of Chinese Gen Z Consumers’ Sustainable Fashion Consumption

“…It provides further evidence for the finding that consumers with high-level involvement in sustainable fashion consumption emphasize both sustainability and fashionability. This discovery is consistent with previous research that claims a number of Gen-Z consumers exhibit an affinity for current and stylish fashion merchandise [4,13]. Versatility can also be associated with a desire for novelty and stylishness; for instance, consumers may use various fashion items they already own to create new and stylish looks through mixing and matching [3].…”

“…The textile and apparel industry has been widely recognized for its detrimental effects on both the environment and society on a global scale [1][2][3][4]. It was disclosed that, in 2015, the fashion industry generated an astonishing 92 million tons of textile waste, and this figure is predicted to escalate by 60% by 2030 [5].…”

“…Furthermore, the UNECE (2018) has documented that a staggering 85% of all textiles are discarded each year, with some being deposited in landfills or incinerated. The industry has also been linked to a range of social concerns, such as labor exploitation, substandard working conditions, and human rights abuses [4,6,7].…”

Commentaire sur « Look up ! Cinq propositions de recherche pour repenser le marketing dans une société post-croissance » : contribution du Discours lacanien à un marketing plus responsable

“…Les consommateurs sont considérés comme les principaux moteurs des changements ultra-rapides de collections(Kennedy et al, 2017). Le désir insatiable du consommateur entretiendrait le système(Atik et Ozdamar Ertekin, 2023), et le justifierait. Cependant, une analyse plus approfondie révèle une réalité plus complexe.…”

“…Cependant, une analyse plus approfondie révèle une réalité plus complexe. La rareté planifiée, l'obsolescence imposée et les prix bas(Atik et Ozdamar Ertekin, 2023) -pratiques marketing prédatrices -peuvent être vus comme des pratiques subverties, et qui entretiennent la jouissance (Enjoy ! )…”