What is the Sustainable fashion and consumer behavior?
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Sustainable Fashion and Consumer Behavior
Introduction to Sustainable Fashion
Sustainable fashion has garnered significant attention over the past decade, driven by increasing awareness of environmental and ethical issues in the fashion industry. This shift is reflected in consumer behavior research, which seeks to understand how consumers perceive and engage with sustainable fashion1 2. Despite the growing interest, there remains a gap in comprehensive studies that systematically review consumer behavior in this context1.
Consumer Awareness and Acceptance of Sustainable Fashion
Consumer Knowledge and Attitudes
Research indicates that consumer knowledge about sustainable fashion is generally high, but there is a notable gap between awareness and actual purchasing behavior6 8. Consumers often claim to be knowledgeable about sustainability issues, yet their understanding of specific aspects, such as sustainable supply chains and material recycling, is limited8. This discrepancy suggests that while consumers are aware of the concept of sustainable fashion, they may not fully grasp its practical implications.
Factors Influencing Sustainable Fashion Consumption
Several factors influence consumer behavior towards sustainable fashion. These include:
- Micro-Sensitive Factors: Attention to small, sensitive details in sustainable fashion can significantly impact consumer acceptance2.
- Shared Responsibilities: Consumers are more likely to engage in sustainable fashion when they perceive a collective effort from brands and other consumers2.
- Repositioning for a Larger Audience: Making sustainable fashion appealing to a broader audience can enhance its acceptance2.
- Conscious Fashion Positioning: Positioning sustainable fashion as a conscious choice can attract more consumers2.
- Unified Approach: A cohesive strategy across the supply chain, from sourcing to retailing, is crucial for promoting sustainable fashion2.
The Attitude-Behavior Gap
Theoretical Models and Frameworks
The attitude-behavior gap in sustainable fashion is a well-documented phenomenon. Studies using frameworks like the Theory of Reasoned Action (TRA) and the Value-Belief-Norm (VBN) theory have explored this gap extensively4 9. These models suggest that while consumers may have positive attitudes towards sustainable fashion, various factors such as perceived risks and greenwashing concerns can hinder their actual purchasing behavior4.
Consumer Segmentation
Consumers can be segmented into different groups based on their attitudes towards sustainable fashion:
- Self Consumers: Focused on personal, hedonistic needs.
- Social Consumers: Concerned with social image and status.
- Sacrifice Consumers: Strive to minimize their environmental impact3.
Each group requires different marketing strategies to effectively promote sustainable fashion products3.
Marketing and Communication Strategies
Effective Communication
Clear and effective communication about sustainability efforts is essential for bridging the gap between consumer attitudes and behavior. Retailers need to transparently communicate their sustainability practices to build trust and encourage sustainable purchasing6. Social media plays a crucial role in this, as sustainability-related content has been shown to positively influence consumer engagement7.
Price Sensitivity
Price remains a significant barrier to the adoption of sustainable fashion. Consumers are generally willing to pay a premium for sustainable products, but this willingness is often limited to a certain threshold, typically around 20% more than conventional products5. Addressing this price sensitivity through strategic pricing and value communication is vital for increasing sustainable fashion consumption.
Conclusion
Understanding consumer behavior in sustainable fashion is complex and multifaceted. While awareness and positive attitudes towards sustainable fashion are high, actual purchasing behavior often lags due to various barriers. Effective communication, strategic marketing, and addressing price sensitivity are crucial for promoting sustainable fashion. Future research should continue to explore these dynamics to develop more effective strategies for encouraging sustainable consumption in the fashion industry.
Sources and full results
Most relevant research papers on this topic
Consumer behavior in sustainable fashion: a systematic literature review and future research agenda
This review identifies research gaps in sustainable fashion, highlighting a need for more qualitative, experimental, cross-cultural, and longitudinal studies, and big data techniques.
Systematic ReviewA systematic review and future research agenda for sustainable fashion in the apparel industry
Understanding consumer behavior is crucial for promoting sustainable fashion across the apparel supply chain.
Systematic ReviewSustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice
Fashion consumers can be categorized into three groups: Self, Social, and Sacrifice, with differing attitudes towards sustainable and ethical fashion products.
Highly CitedBridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing
Consumers' attitudes towards sustainable clothing influence their purchase intentions, but greenwashing concerns and perceived aesthetic risk hinder this relationship.
Highly CitedWhat about Sustainability? An Empirical Analysis of Consumers’ Purchasing Behavior in Fashion Context
Consumers value sustainability in fashion brands, but only pay 20% more for sustainable items, influenced by their expectations and their own group's thoughts.
Highly CitedConsumers’ Knowledge and Intentions towards Sustainability: A Spanish Fashion Perspective
Spanish consumers have high knowledge of sustainable fashion, but a disjuncture exists between companies' sustainable communication and consumer perception, highlighting the need for effective communication strategies.
Mining sustainable fashion e-commerce: social media texts and consumer behaviors
Sustainability-related social media texts positively impact consumers' liking and commenting behaviors, while price-related texts positively affect sharing and commenting behaviors, but not significantly.
The fast fashion vs environment debate: Consumers’ level of awareness, feelings, and behaviour towards sustainability within the fast-fashion sector
Consumers' knowledge of sustainability in fast fashion is limited, but women are more knowledgeable, but men are willing to pay more for brands reflecting their moral values.
The Sustainability-Conscious Consumer: An Exploration of the Motivations, Values, Beliefs, and Norms Guiding Garment Life Extension Practices
Poor fit motivates sustainability-conscious consumers to extend the life of clothing, providing a sense of control and empowerment.
The values and motivations behind sustainable fashion consumption
Sustainable fashion consumption is driven by personal values and ethical criteria, influenced by purchasing criteria and ethical considerations.
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