An Exploration of Consumers’ Perceptions Towards Sustainable Fashion – A Qualitative Study in the UK
- 4.3k Downloads
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.
KeywordsSustainability Eco-fashion Sustainable fashion Perceptions UK
- BBC. (2013). Peers urge support for sustainable fashion. 20 March 2013, BBC [online], retrieved from: http://www.bbc.co.uk/democracylive/house-of-lords-21850300 [accessed on: 05/07/2013].
- Belz, F., & Peattie, K. (2009). Sustainability Marketing A Global Perspective, 1st ed., Wiley: Glasgow.Google Scholar
- Bennie, F., Gazibara, I., & Murray, V. (2010). Fashion futures 2025, LEVI STRAUSS & CO., Forum for the Future [online], retrieved from: https://www.forumforthefuture.org/sites/default/files/project/downloads/fashionfuturespresentationpdf.pdf [accessed on: 05/01/2015].
- BFC (British Fashion Council). (2015). The value of the UK fashion industry, BFC [online], retrieved from: http://www.britishfashioncouncil.com/uploads/media/62/16356.pdf [accessed: 20/01/2016].
- Brown, S. (2011). Future factory: Sass Brown is coming to NTU. Future Factory [online], retrieved from: http://futurefactory.weebly.com/live-event-streams.html [accessed: 20/03/2012].
- BSR (Business of a Better World). (2012). Sustainable fashion design: Oxymoron no more?, BSR [online], retrieved from: http://www.bsr.org/reports/BSR_Sustainable_Fashion_Design.pdf [accessed on: 05/07/2013]
- DEFRA (Department of Environment Food and Rural Affairs). (2011). Sustainable clothing roadmap: Progress report 2011. DEFRA [online], retrieved from: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/69299/pb13461-clothing-actionplan-110518.pdf [accessed: 05/07/2013].
- Easterby-Smith, M., Thorpe, R., & Jackson, P. (2008). Management Research, 3rd edn, SAGE Publications: London, UK.Google Scholar
- EC (European Commission). (2009). European’s attitudes towards the issue of sustainable consumption and production. EC [online], retrieved from: http://ec.europa.eu/public_opinion/flash/fl_256_en.pdf [accessed: 20/01/2016].
- EFF (Ethical Fashion Forum). (2012). The market for ethical and sustainable fashion products. EFF [online], retrieved from: http://source.ethicalfashionforum.com/assets-uploaded/documents/Market_for_sustainable_fashion_Briefing.pdf [accessed: 20/01/2016].
- Feitelberg, R. (2010). Fashion’s new order: Transparency. Womens Wear Daily, 199: 16.Google Scholar
- Fletcher, K. (2008). Sustainable Fashion and Textiles: Design Journeys. London: Earthscan.Google Scholar
- Goworek, H., Hiller, A., Fischer, T., Cooper, T., & Woodward, S. (2013). Consumers’ attitudes towards sustainable fashion: Clothing usage and disposal. Sustainability in Fashion and Textiles, 17: 376–392. doi: http://dx.doi.org/10.9774/GLEAF.978-1-909493-61-2_25.Google Scholar
- IISD (International Institute for Sustainable Development). (2015). Definitions & concepts. IISD [online], retrieved from: http://www.iisd.org/susprod/principles.htm [accessed on: 15/01/2016].
- Koszewska, M. (2011). Social and eco-labelling of textile and clothing goods as a means of communication and product differentiation. Fibres and Textiles in Eastern Europe, 87(4): 20–26.Google Scholar
- Liggett, B. (2010). How do you define ‘Sustainable Fashion’, exactly? Ecouterre [online], retrieved from: http://www.ecouterre.com/how-do-you-define-sustainable-fashion-exactly/ [accessed on: 15/07/2012].
- Mintel. (2009). Ethical clothing – UK Feb 2009. Mintel: London.Google Scholar
- Sharma, T. D., & Hall, C. (2010) Green PLM for fashion & apparel. White Paper, Infosys [online], retrieved from: http://www.infosys.com/industries/retail/white-papers/Documents/green-plm-fashion-apparel.pdf [accessed on: 01/02/2012].
- Shen, B., Richards, J., & Liu, F. (2013). Consumers’ awareness of sustainable fashion. Marketing Management Journal, 23(2): 134–147.Google Scholar
- Textiles Exchange. (2015). 2014 organic cotton market report. Textile Exchange [online], retrieved from: http://textileexchange.org/resource-center/media-room/2014-organic-cotton-report [accessed on: 15/01/2016].
- Weller, I. (2012). Marketing, brands and textile and fashion industry Sustainable consumption and production patterns in the clothing sector Is green the new black ?, in M. A. Gardetti & A. L. Torres (eds.) Sustainability in Fashion and Textiles: Values, Design, Production and Consumption, Chapter 11: 183–194, Greenleaf Publishing: Sheffield, UK.Google Scholar
- Wigley, S. M., Goworek, H., Fisher, T., Cooper, T., Woodward, S., & Hiller, A. (2012). The sustainable clothing market: An evaluation of potential strategies for UK retailers. International Journal of Retail and Distribution Management, 40(12): 935–955. doi: 10.1108/09590551211274937.CrossRefGoogle Scholar
- WRAP (Waste & Resources Action Programme). (2012). Valuing our clothes: The true cost of how we design, use and dispose of clothing in the UK. WRAP [online], retrieved from: http://www.wrap.org.uk/sites/files/wrap/VoC%20FINAL%20online%202012%2007%2011.pdf [accessed on: 15/07/2013].
- Yip, D., (2010). What does sustainable fashion mean to you? BC Living [online], retrieved from: http://www.bcliving.ca/style/what-does-sustainable-fashion-mean-to-you [accessed on: 21/09/2013].