Potentials of a Fashion fTRACE App

  • Jochen SträhleEmail author
  • Marie Caterina Sfameni
Part of the Springer Series in Fashion Business book series (SSFB)


The purpose of this paper is to identify the potential of a Fashion fTRACE (ffTRACE) application that gives transparent insight on the supply chain of a fashion item. The research methodology applied to this purpose is a literature review examining academic references. The key findings of this paper are that information plays a major role in the consumer decision process and is therefore beneficial to the demand for sustainable products. Given the right information content in a transparent, credible and understandable way is important. It is found that the functions of such an application would be able to satisfy this consumer demand and therefore has the potential to raise the sales of a sustainable company as well as increase the brand’s awareness and improve its image. While mainly indicating the potentials of the ffTRACE application, their relevance is not examined in this paper.


Consumer decision making Sustainable information Sustainable fashion Consumer behavior Mobile application 


  1. Accenture (2014) Kriterien, die die Kaufbereitschaft ethisch einwandfreier Pro-dukte erhöhen 2014| Umfrage. Retrieved 2 December 2015, from
  2. Akehurst G, Afonso C, Martins Gonçalves H (2012) Re-examining green purchase behaviour and the green consumer profile: new evidences. Management Decision 50(5):972–988. doi: 10.1108/00251741211227726 CrossRefGoogle Scholar
  3. Allwood J, Laursen S, Rodriguez C, Bocken N (2006) Well dressed? The present and future sustainability of clothing and textiles in the United Kingdom. University of Cambridge, Cambridge. Retrieved from
  4. Bailey S, Baker J (2014) Visual merchandising for fashion. Bloomsbury Academic, LondonGoogle Scholar
  5. Beard ND (2008) The branding of ethical fashion and the consumer: a luxury niche or mass-market reality? Fashion Theory 12(4):447–467. doi: 10.2752/175174108X346931 CrossRefGoogle Scholar
  6. Bhaduri G, Ha-Brookshire JE (2011) Do transparent business practices pay? Exploration of transparency and consumer purchase intention. Cloth Text Res J 29(2):135–150CrossRefGoogle Scholar
  7. Blackwell RD, Miniard PW, Engel JF (2006) Consumer behavior, 10th edn. Thomson Business and Economics, MasonGoogle Scholar
  8. Borin N, Cerf Douglas C, Krishnan R (2011) Consumer effects of environmental impact in product labeling. J Consum Mark 28(1):76–86. doi: 10.1108/07363761111101976 CrossRefGoogle Scholar
  9. Connell KYH (2010) Internal and external barriers to eco-conscious apparel ac-quisition. Int J Consum Stud 34(3):279–286. doi: 10.1111/j.1470-6431.2010.00865.x CrossRefGoogle Scholar
  10. Ehrich KR, Irwin JR (2005) Willful ignorance in the request for product attribute information. J Mark Res 42(3):266–277. doi: 10.1509/jmkr.2005.42.3.266 CrossRefGoogle Scholar
  11. European Commission (2006) Consumer choice. Retrieved 16 December 2015, from
  12. Gardetti MÁ, Torres AL (eds) (2013) Sustainability in fashion and textiles: values, design, production and consumption. Greenleaf Publishing, SheffieldGoogle Scholar
  13. Gessner C (2008) Unternehmerische Nachhaltigkeitsstrategien: Konzeption und Evaluation. Lang, Frankfurt am MainGoogle Scholar
  14. Gleim MR, Smith JS, Andrews D, Cronin J, Joseph J (2013) Against the green: a multi-method examination of the barriers to green consumption. J Retail 89:44–61. doi: 10.1016/j.jretai.2012.10.001 CrossRefGoogle Scholar
  15. Gontek F (2015) Verbraucher-App: Transparenz mit Tücken. Retrieved from
  16. GS1 Germany (2015) fTRACE. Retrieved 10 December 2015, from
  17. Hassan L, Shaw D, Shiu E, Walsh G, Parry S (2013) Uncertainty in ethical consumer choice: a conceptual model. J Consum Behav 12(3):182CrossRefGoogle Scholar
  18. Jonker J, Stark W, Tewes S (2010) Corporate Social Responsibility und nach-haltige Entwicklung: Einführung, Strategie und Glossar, 2011th edn. Springer, BerlinGoogle Scholar
  19. Keller C, Magnus K-H, Hedrich S, Nava P, Tochtermann T (2014) Succeeding in tomorrow’s global fashion market. Retrieved 19 November 2015, from
  20. Kroeber-Riel (2009) Konsumentenverhalten (9., überarb., aktualisierte und, erg edn. Vahlen, MünchenGoogle Scholar
  21. Kroeber-Riel W, Gröppel-Klein A (2013) Konsumentenverhalten. Vahlen, MünchenCrossRefGoogle Scholar
  22. Liegl P (2015) Ecosio—innovating EDI. Retrieved 10 December 2015, from
  23. McDonald S, Oates C, Thyne M, Alevizou P, McMorland L-A (2009) Comparing sustainable consumption patterns across product sectors. Int J Consum Stud 33(2):137–145. doi: 10.1111/j.1470-6431.2009.00755.x CrossRefGoogle Scholar
  24. Merriam-Webster (2010) Definition of TRANSPARENT. Retrieved 22 December 2015, from
  25. Moisander J, Markkula A, Eräranta K (2010) Construction of consumer choice in the market: challenges for environmental policy. Int J Consum Stud 34(1):73–79. doi: 10.1111/j.1470-6431.2009.00821.x CrossRefGoogle Scholar
  26. Nina Piatscheck (2015) Less is mode 37:60–61Google Scholar
  27. Oates C, McDonald S, Alevizou P, Hwang K, Young W, McMorland L-A (2008) Marketing sustainability: use of information sources and degrees of voluntary simplicity. J Mark Commun 14(5):351–365. doi: 10.1080/13527260701869148 CrossRefGoogle Scholar
  28. Rex E, Baumann H (2007) Beyond ecolabels: what green marketing can learn from conventional marketing. J Clean Prod 15(6):567–576.
  29. Rubik F, Frankl P (eds) (2005) The future of eco-labelling: making environmental product information systems effective. Greenleaf Publishing, SheffieldGoogle Scholar
  30. Sartory M (2014) Rat für Nachhaltige Entwicklung : Faire Textilien: „Es bringt nichts, nur eine Liste abzuhaken“ - Interview mit Maren Sartory von Fairtrade Deutschland. Retrieved from
  31. Schäfer S (2012a) Nachhaltige Kleidung: Das Interesse an nachhaltig produ-zierter Kleidung wächst. Retrieved 5 December 2015, from
  32. Schäfer S (2012b) Nachhaltige Kleidung: Unsere zweite Haut. Retrieved 10 December 2015, from
  33. Scholz H (2015) Studie: Zahl der Smartphones verdoppelt sich auf 6,1 Milliar-den. Retrieved 10 December 2015, from
  34. Sheth J, Sethia N, Srinivas S (2011) Mindful consumption: a customer-centric approach to sustainability. J of the Acad Market Sci 39(1):21–39.
  35. Strähle J, Köksal D (2015) Impact of brand- and country image on the perception of sustainability in the fashion business. Int J Bus Commer 5(1):25–58Google Scholar
  36. Strähle J, Will C, Freise M (2015) Communication of sustainability at European fashion online shops. Int J Econ Commer Manag 3(7).
  37. Taylor G (2015) More than 90 % of consumers use smartphones While shopping in stores. Retrieved 10 December 2015, from
  38. UN World Commission on Environment and Development (1987) Brundtland report.
  39. Young W, Hwang K, McDonald S, Oates CJ (2010) Sustainable consumption: green consumer behaviour when purchasing products. Sustain Dev 18(1):20–31. doi: 10.1002/sd.394 Google Scholar
  40. Yurchisin J, Johnson KKP (2010) Fashion and the consumer. Berg, OxfordGoogle Scholar

Copyright information

© Springer Science+Business Media Singapore 2017

Authors and Affiliations

  1. 1.School of Textiles and DesignReutlingen UniversityReutlingenGermany

Personalised recommendations