The sustainability word challenge

Abstract

Purpose The purpose of this paper is to examine user perceptions toward consumer-facing words used by fashion brands to stimulate sustainable consumption and post consumption behavior. Design/methodology/approach A self-completion, survey based matching exercise was administered to 100 active fashion-shoppers in Hong Kong aged between 18 and 35 years old. A probability sampling method was used for on-street intercepts to ensure a random selection within the defined population. This was accompanied by 20 individual ethnographic interviews. Findings A lack of understanding and comprehension of key green language terminology used frequently in user facing communications is problematic for fashion brand marketers as the impact of their messages is often unclear, distributed and more likely to lead to user frustration rather than positive engaged consumer decision making and action. Further, there is an emerging indication that this approach is highly unlikely to enhance knowledge, engagement and action or to influence brand loyalty. Research limitations/implications Data were collected in Hong Kong and is culturally bounded, so while providing a good indication of the findings in situ this can also be replicated in other locations. Practical implications Recommended outcomes from the findings suggest that brand messages should be delivered that are intended to stimulate sustainability behaviors that are core to one key brand theme so that user outcome decision making and actions fit with the core brand values. This suggested approach will have a greater likelihood of leading to brand trust, responsible business action and greater clarity about the issue of sustainability and related action to be taken on behalf of the user. Originality/value The paper raises concerns about the effectiveness and outcomes of fashion brand marketing communications and findings provide insights into the confusion of understanding and the rise in frustration among targeted fashion shoppers 18-35 years, despite the use of frequently used words in brand communications to promote sustainable fashion consumption behaviors.

Sustainable fashion: current and future research directions

“…The SF literature offers a variety of suggestions in relation to this conundrum, from promoting fashionability (Beard, 2008), positioning SF as a social norm (Kim et al , 2012) and emphasising hedonic benefits (Visser et al , 2015) or luxury brand experiences for SF (Karaosman et al , 2017; Han et al , 2017a; Amatulli et al , 2017; see Athwal et al , 2019 for review on sustainable luxury). Brands can also use celebrity endorsement (Kang and Choi, 2016; Blanchet, 2017), and invest in creating an inspiring narrative around the brand (Jang et al , 2012; Blanchet, 2017) or SF itself (Blanchet, 2018; Evans and Peirson-Smith, 2018). However, if these strategies fail to truly educate consumers about SF, consumption patterns are repeated, and the DSP is further strengthened.…”

“…It has been argued that having information about SF practices on clothing tags is better at generating attention around SF at the point of purchase (Hyllegard et al , 2014). It is, however, important that labels are clear and accurate to avoid confusion and greenwashing (Thomas, 2008; Ma et al , 2017; Evans and Peirson-Smith, 2018), as few consumers can truly discern between different terms and accreditations (Hwang et al , 2015). Digital technologies – such as applications that reveal the source of an item – have also been suggested to provide people with more detailed and engaging information (Hyllegard et al , 2012; Strähle and Sfameni, 2017).…”

The effects of a sustainable vs conventional apparel advertisement on consumer perception of CSR image and attitude toward the brand

“…Employing celebrities considered to be trustworthy and congruent with the brand image was found to enhance the credibility of the brand, which in turn positively influenced attitude toward the brand and purchase intention (Kang and Choi, 2016). Another study indicated that utilizing words that imply clear and do-able sustainable actions, such as “fair trade” or “eco” instead of “organic” or “sustainability” could reduce user distrust, avoidance and nonchalant attitude while increasing consumer engagement with sustainable fashion (Evans and Peirson-Smith, 2018).…”

Evaluating Barriers, Enablers and Opportunities for Closing the Loop through ‘Waste Upcycling’: A Systematic Literature Review

“…The functionality described a whole new function the upcycled product would perform. The aesthetic value explains the right touch of creativity that should go in as a key ingredient to maintain the character of the product [60]. The next section delineates the key benefits of upcycling for businesses.…”