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 fashion . Despite the growing interest, there remains a gap in comprehensive studies that systematically review consumer behavior in this context.
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 behavior . Consumers often claim to be knowledgeable about sustainability issues, yet their understanding of specific aspects, such as sustainable supply chains and material recycling, is limited. 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 acceptance.
- Shared Responsibilities: Consumers are more likely to engage in sustainable fashion when they perceive a collective effort from brands and other consumers.
- Repositioning for a Larger Audience: Making sustainable fashion appealing to a broader audience can enhance its acceptance.
- Conscious Fashion Positioning: Positioning sustainable fashion as a conscious choice can attract more consumers.
- Unified Approach: A cohesive strategy across the supply chain, from sourcing to retailing, is crucial for promoting sustainable fashion.
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 extensively . 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 behavior.
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 impact.
Each group requires different marketing strategies to effectively promote sustainable fashion products.
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 purchasing. Social media plays a crucial role in this, as sustainability-related content has been shown to positively influence consumer engagement.
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 products. 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
A systematic review and future research agenda for sustainable fashion in the apparel industry
Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice
Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing
What about Sustainability? An Empirical Analysis of Consumers’ Purchasing Behavior in Fashion Context
Consumers’ Knowledge and Intentions towards Sustainability: A Spanish Fashion Perspective
Mining sustainable fashion e-commerce: social media texts and consumer behaviors
The fast fashion vs environment debate: Consumers’ level of awareness, feelings, and behaviour towards sustainability within the fast-fashion sector
The Sustainability-Conscious Consumer: An Exploration of the Motivations, Values, Beliefs, and Norms Guiding Garment Life Extension Practices
The values and motivations behind sustainable fashion consumption
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