Young Generation Y consumers’ perceptions of sustainability in the apparel industry

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Conflicting marketing messages have caused consumers to misunderstand distinctions between sustainability and environmental concern, especially when considering the apparel industry. This study seeks to explore consumers' actual knowledge and sentiment towards sustainability and environmental issues, both in general and in the apparel industry. Design/methodology/approach -Data were collected through open-ended survey questions collected from 80 young Generation Y college students, aged 18-25. Findings -Findings show a low level of knowledge of the holistic principle of sustainability and specific adverse effects of the apparel industry. Participants feel steps must be taken towards sustainability, and that every effort helps, despite some skepticism. Results confirm the need for more concise educational and marketing campaigns. Originality/value -This study sought to provide a snapshot of current young consumers' attitudes as a tool to encourage more specific and salient directions for future growth of the movement in consumers and companies, adding further insight to the literature on Generation Y as consumers and citizens.

Impact of a Fashion fTRACE App on the Perception of Sustainability

“…Even in 2015, only five percent of consumers feel knowledgeable about ethical fashion and textile brands (Thieme, 2015). According to Hill (2012), the majority of young consumers define sustainability in general as creating durable products. Concerning the apparel industry, long-lasting products, economic health of the business and environmental concern were perceived as the most important issues by respondents (Hill Hyun-Hwa Lee, 2012).…”

Encouraging Green Purchase Behaviours of Hong Kong Consumers

“…Generation Y refers to the individuals born between 1980 and 1994 (Chung and Holdsworth, 2012). Although boomers and Generation X still dominated the eco-friendly marketplace, the percentage of eco-friendly Generation Y is increasing (Hill and Hyun-Hwa, 2012). Currently, the Generation Y population of China consists of approximately 200 million people (Kwok, 2012).…”

Sustainability and Philanthropic Awareness in Clothing Disposal Behavior Among Young Malaysian Consumers

“…Furthermore, the authorities should promote the concept of sustainable fashion to young consumers to increase their awareness of sustainable fashion so that consumers can lengthen the lifetime of their clothing and be knowledgeable about the effective clothing disposal methods. In addition, both the manufacturer and retailer are responsible for furthering sustainability in the fashion industry (Hill & Lee, 2012). The concept of sustainable fashion should start from the clothing manufacturers, as some fabrics cannot be recycled.…”