An Exploration of Consumers’ Perceptions Towards Sustainable Fashion – A Qualitative Study in the UK

  • Zhen LaiEmail author
  • Claudia E. Henninger
  • Panayiota J. Alevizou


This chapter investigates consumers’ perceptions of sustainable fashion. This exploratory qualitative research is based on 16 in-depth interviews, which investigate consumer perceptions of sustainable garments. Data revealed that there are clear differences between male and female perceptions, with females being more inclined to follow, what has been described, as a short-term trend, whilst males seem to be more resistant. Practically, this research contributes by highlighting areas of improvement with existing communication strategies. This study found that demographics might have an impact on the purchasing decision of sustainable fashion, which needs to be investigated further.


Sustainability Eco-fashion Sustainable fashion Perceptions UK 


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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Zhen Lai
    • 1
    Email author
  • Claudia E. Henninger
    • 2
  • Panayiota J. Alevizou
    • 1
  1. 1.University of SheffieldSheffieldUK
  2. 2.School of MaterialsThe University of ManchesterManchesterUK

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